Description
SWOT ANALYSIS OF PICKWICK CREAM WAFER BISCUIT
Pickwick Cream Wafer Biscuits
Parent Company
Pickwick Hygienic Products Ltd
Category
Wafer Snack
Sector
Food and Beverage
Tagline/ Slogan
Eet sum mor
USP
Quality and Packaging STP
Segment
Wafer Biscuits
Target Group
Children and Teen population – lower and middle income group
Positioning
Tasty wafer biscuits of superior quality SWOT Analysis
1. Good attractive packaging of wafers 2.Available in different sizes to cater to a wider audience 3.Superior quality perception 4. Good distribution and availability at retail stores Strength 5. Strong brand backing of parent brand
1.Not much product differentiation with competitors 2.Poor availability in retail stores 3.Low brand loyalty amidst flooding of market with private label Weakness products
1. Opportunity in export to South East Asian region and Africa Opportunity 2.Opportunity for volume growth through trade relations with new
distribution channel such as Children’s stores 3.Promotional events such as bundling may increase sales
1.Threat is serious from private label and unbranded wafer biscuit products in terms of price 2.Lower price of unbranded wafers may prove unfavorable to Pickwik Threats in a low loyalty product line Competition
1.Cadbury Perk Competitors 2. Other wafer brands
doc_616027577.docx
SWOT ANALYSIS OF PICKWICK CREAM WAFER BISCUIT
Pickwick Cream Wafer Biscuits
Parent Company
Pickwick Hygienic Products Ltd
Category
Wafer Snack
Sector
Food and Beverage
Tagline/ Slogan
Eet sum mor
USP
Quality and Packaging STP
Segment
Wafer Biscuits
Target Group
Children and Teen population – lower and middle income group
Positioning
Tasty wafer biscuits of superior quality SWOT Analysis
1. Good attractive packaging of wafers 2.Available in different sizes to cater to a wider audience 3.Superior quality perception 4. Good distribution and availability at retail stores Strength 5. Strong brand backing of parent brand
1.Not much product differentiation with competitors 2.Poor availability in retail stores 3.Low brand loyalty amidst flooding of market with private label Weakness products
1. Opportunity in export to South East Asian region and Africa Opportunity 2.Opportunity for volume growth through trade relations with new
distribution channel such as Children’s stores 3.Promotional events such as bundling may increase sales
1.Threat is serious from private label and unbranded wafer biscuit products in terms of price 2.Lower price of unbranded wafers may prove unfavorable to Pickwik Threats in a low loyalty product line Competition
1.Cadbury Perk Competitors 2. Other wafer brands
doc_616027577.docx