Description
SWOT ANALYSIS OF VIVA
‘Viva’
Parent Company
GSK CH
Category
Healthcare/FMCG
Sector
Food and beverages
Tagline/ Slogan
‘Start to a bright and healthy day’
Contains VitaHealth, a combination of 9 essential vitamins and USP minerals STP
Segment
Health food drinks
Target Group
Family
Just 2 cups a day give the nourishment to help provide a healthy Positioning foundation for life SWOT Analysis
1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category 2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo. Strength 3. It enjoys the strong distribution network of GSK
1. GSK has made it as a flanker brand for Horlicks. Weakness 2. Brand has lower brand awareness and association.
1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth. Opportunity 2. Increasing advertising at the same time engaging in BTL activities
to increase penetration
1. Aggressive marketing and promotion by competition 2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better Threats margins Competition
1. Cadbury Bournvita 2. Heinz Complan 3. Boost Competitors 4. Horlicks
doc_138862871.docx
SWOT ANALYSIS OF VIVA
‘Viva’
Parent Company
GSK CH
Category
Healthcare/FMCG
Sector
Food and beverages
Tagline/ Slogan
‘Start to a bright and healthy day’
Contains VitaHealth, a combination of 9 essential vitamins and USP minerals STP
Segment
Health food drinks
Target Group
Family
Just 2 cups a day give the nourishment to help provide a healthy Positioning foundation for life SWOT Analysis
1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category 2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo. Strength 3. It enjoys the strong distribution network of GSK
1. GSK has made it as a flanker brand for Horlicks. Weakness 2. Brand has lower brand awareness and association.
1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth. Opportunity 2. Increasing advertising at the same time engaging in BTL activities
to increase penetration
1. Aggressive marketing and promotion by competition 2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better Threats margins Competition
1. Cadbury Bournvita 2. Heinz Complan 3. Boost Competitors 4. Horlicks
doc_138862871.docx