Description
SWOT ANALYSIS OF PROLINE INDIA
Proline India
Parent Company
Bombay Dyeing/ Batra Group of 1983
Category
Apparels
Sector
Lifestyle and retail
Tagline/ Slogan
Been there and done that
USP
Leisure sports wear STP
Segment
Sports and leisure wear for sports persons
Target Group
Sports men looking for comfortable clothing.
Positioning
Brand that respects individuality SWOT Analysis
1. Pioneer of creation of sports and leisure wear in Indian Market. 2. High profile sports-person from various sports like Cricket, and Badminton endorsed the brand. 3. Got international recognition for in sportswear t-shit category. 4. First brand and first mover in the sports category. 5. High quality sports apparel available at exclusive stores and multiStrength brand retail chains
1. Limited presence in only major cities in India 2. Not able to meet the competition in terms of offering a wide range of products, designs as offered by competitors 3. Limited brand presence and local recognition compared to global Weakness giants
1. Price rationalization of products needs to be done. 2. High profile brand building needs to be done to rejuvenate the brand. Opportunity 3. More stores and brand penetration along with advertising
1. Competition from international players in terms of designs colors and comfort. 2. Customer loyalty was a big challenge with various brands in the market. 3. Fila brand sold in Proline stores – There were chances of franchised Threats brand cannibalizing the manufactured brand Competition
1. Nike 2. Reebok 3. Fila Competitors 4. Adidas
doc_621362024.docx
SWOT ANALYSIS OF PROLINE INDIA
Proline India
Parent Company
Bombay Dyeing/ Batra Group of 1983
Category
Apparels
Sector
Lifestyle and retail
Tagline/ Slogan
Been there and done that
USP
Leisure sports wear STP
Segment
Sports and leisure wear for sports persons
Target Group
Sports men looking for comfortable clothing.
Positioning
Brand that respects individuality SWOT Analysis
1. Pioneer of creation of sports and leisure wear in Indian Market. 2. High profile sports-person from various sports like Cricket, and Badminton endorsed the brand. 3. Got international recognition for in sportswear t-shit category. 4. First brand and first mover in the sports category. 5. High quality sports apparel available at exclusive stores and multiStrength brand retail chains
1. Limited presence in only major cities in India 2. Not able to meet the competition in terms of offering a wide range of products, designs as offered by competitors 3. Limited brand presence and local recognition compared to global Weakness giants
1. Price rationalization of products needs to be done. 2. High profile brand building needs to be done to rejuvenate the brand. Opportunity 3. More stores and brand penetration along with advertising
1. Competition from international players in terms of designs colors and comfort. 2. Customer loyalty was a big challenge with various brands in the market. 3. Fila brand sold in Proline stores – There were chances of franchised Threats brand cannibalizing the manufactured brand Competition
1. Nike 2. Reebok 3. Fila Competitors 4. Adidas
doc_621362024.docx