Swot Analysis For Chocolate

Competitor Analysis

The major brands in terms of sales generated in the current financial year are as follows :

1. Dairy Milk
2. Galaxy
3. Own label
4. Maltesers
5. Kit Kat
6. Kinder
7. Snickers
8. Twirl
9. Wispa

SWOT Analysis

Strengths

1. The chocolate brand “Indian” having an Indian preparation would provide a different experience to the English taste.

2. The chocolate also brings along the health benefits with it as the yoghurt filling has digestive enzymes.

3. The brand name also resonates an old world charm because of its name and an element of surprise.

Weaknesses

1. As a new entrant, low funds available as compared to the big and established cash rich players.

2. No brand value in the target market.

3. Tag of a brand from

Well established distribution networks of the old payers.
3. Tax regime of the target country.
4. High demanding quality checks.
Target Markets Identification and Segmentation Strategy

Targetting

The chocolate brand “Indian” would target the huge asian population and also the school and college going students.
As the chocolate’s offering has been based on the Indian and asian ethnicity, the related asian population would be the perfect target audience for the same.
Also the youngsters, i.e., college going students would be the best lot for introduction of a new concept as this category of consumers have a tendency to experiment.
With the help of market research teams, we would need to determine the areas with maximum population of the above mentioned people and accordingly our marketing mix decisions can be planned out.

Segementation

The target population here can be segemented on the basis of income and lifestyle.
The product offering needs to be communicated as an economical and affordable brand of chocolate. Also, the chocolate can be communicated as a healthy offering and can attract fitness conscious people.
The brand would need to be projected as an offering that is affordable and a blend of taste and health.

Market Entry Strategy

As there are no major political or legal risks involved with a country like the United Kingdom, a strategic alliance can be set up between our brand “Indian” and an established brand of the home country.

A strategic alliance would not only help in providing a strong platform for advertisement and communication of the brand but would also provide collaboration with the distribution networks of the established company in the home country.
The strategic alliance would also help our brand to be easily trusted in terms of quality by the consumers due to the resonating effect of the brand value of the already established player of the home country.
Marketing Mix Strategies And Tactics

Product and Branding Strategy

As mentioned above, the product “Indian” would be built as a brand by setting up a collaboration with an already existing major player of the home country. In other words, a Strategic Alliance would be set up and a negotiable agreement would be set up.
The already established brand name would be used as the parent name for all branding communications.

Distribution