Description
SWOT ANALYSIS OF SLICE
Slice
Parent Company
Pepsi Co
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Pure mango pleasre; Aamsutra; Ab Ras Barsega
USP
Mango for all seasons STP
Segment
Demographic, psychographic
Target Group
Youth in their late teens and twenties
Positioning
Pure Mango Pleasure SWOT Analysis
1. Strong brand awareness, recall through memorable advertisements 2. Intense chemistry between celebrity brand ambassadors and brand positioning 3. Experiencing very fast growth due to excellent advertising through TVCs 4. Different pack sizes to cater to varying needs of the consumers 5. Good distribution and availability Strength 6. Strong backing by the parent company adds value to the brand
1. Perceived as just a fun drink and not as a health drink 2. Intense competition means market share is less and high brand Weakness switching exists
1. Shift in consumer behavior from carbonated drinks towards NCSD Opportunity 2. Strong brand equity can be leveraged to launch more flavors
1. Competitors like Frooti and Maaza have a bigger market share 2. Substitutes for Mango drinks like Tropicana and Real are growing Threats 3. Too dependent on just one brand ambassador, a risky situation Competition
1. Frooti 2. Maaza 3. Tropicana Competitors 4. Dabur Real Juice
doc_906476889.docx
SWOT ANALYSIS OF SLICE
Slice
Parent Company
Pepsi Co
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Pure mango pleasre; Aamsutra; Ab Ras Barsega
USP
Mango for all seasons STP
Segment
Demographic, psychographic
Target Group
Youth in their late teens and twenties
Positioning
Pure Mango Pleasure SWOT Analysis
1. Strong brand awareness, recall through memorable advertisements 2. Intense chemistry between celebrity brand ambassadors and brand positioning 3. Experiencing very fast growth due to excellent advertising through TVCs 4. Different pack sizes to cater to varying needs of the consumers 5. Good distribution and availability Strength 6. Strong backing by the parent company adds value to the brand
1. Perceived as just a fun drink and not as a health drink 2. Intense competition means market share is less and high brand Weakness switching exists
1. Shift in consumer behavior from carbonated drinks towards NCSD Opportunity 2. Strong brand equity can be leveraged to launch more flavors
1. Competitors like Frooti and Maaza have a bigger market share 2. Substitutes for Mango drinks like Tropicana and Real are growing Threats 3. Too dependent on just one brand ambassador, a risky situation Competition
1. Frooti 2. Maaza 3. Tropicana Competitors 4. Dabur Real Juice
doc_906476889.docx