Description
SWOT ANALYSIS OF PREGA NEWS
‘Prega news’
Parent Company
Mankind Pharma
Category
Personal care
Sector
FMCG
Tagline/ Slogan
‘sure ho jaye’
USP
Detection results within 5 minutes
STP
Segment
Pregnancy detection card
Target Group
Young women
Positioning
One step home pregnancy test kit with immediate results
SWOT Analysis
1. As per IMS health data Nov'11, PregaNews is the largest selling Pregnancy detection card in India. 2. A dedicated website that addresses queries of consumers and provides information 3. The celebrity endorsements by popular television characters add highly to the brand recall 4. Strong distribution network and presence in rural areas and tier-2, Strength tier-3 cities
1. Company just relies on TV as a medium for promotion Weakness 2. Priced higher than the competitors
1. Can increase awareness and encourage trials by associating with Opportunity women seminars and forums
2. Higher brand recall can be achieved by leveraging on the brand name in communication
1. The product awareness is not very high 2. Consumer perceived issues about efficacy and reliability of Threats product. They prefer visiting obstetrician to be completely sure.
Competition
1. Velocit 2. Pregcolor 3. Clearview Competitors 4. Acutest
doc_691302753.docx
SWOT ANALYSIS OF PREGA NEWS
‘Prega news’
Parent Company
Mankind Pharma
Category
Personal care
Sector
FMCG
Tagline/ Slogan
‘sure ho jaye’
USP
Detection results within 5 minutes
STP
Segment
Pregnancy detection card
Target Group
Young women
Positioning
One step home pregnancy test kit with immediate results
SWOT Analysis
1. As per IMS health data Nov'11, PregaNews is the largest selling Pregnancy detection card in India. 2. A dedicated website that addresses queries of consumers and provides information 3. The celebrity endorsements by popular television characters add highly to the brand recall 4. Strong distribution network and presence in rural areas and tier-2, Strength tier-3 cities
1. Company just relies on TV as a medium for promotion Weakness 2. Priced higher than the competitors
1. Can increase awareness and encourage trials by associating with Opportunity women seminars and forums
2. Higher brand recall can be achieved by leveraging on the brand name in communication
1. The product awareness is not very high 2. Consumer perceived issues about efficacy and reliability of Threats product. They prefer visiting obstetrician to be completely sure.
Competition
1. Velocit 2. Pregcolor 3. Clearview Competitors 4. Acutest
doc_691302753.docx