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Swot Analysis Of Bokomo Oats

984 Words4 Pages

1. STRENGTHS OF BOKOMO OATS Bokomo Oats has a strong positioning statement which many South Africans can relate to; “The goodness of home.” They are constantly reminded that it’s a local brand which strive to meet their needs. Unlike Jungle Oats positioning statement “Energy of champions.” In addition, Bokomo Oats targets different market segment using their brand development. The product line extension is divided into different flavors; traditional – serves the older generation who prefers authenticity and originality, while caramel and strawberry are for the young generation who always experiment new line extensions. To increase the brand equity Bokomo Oats is running a Promotion in instore broadsheet. This increases the product awareness and it’s a tool for communicating sales promotions. Bokomo Oats is already known for promotional pricing. Which attracts price sensitive consumers, who might adopt the product if it meets or exceeds their expectation. Even though Jungle Oats have promotional pricing (R22.9-23.9) Bokomo Oats offers a better deal (R21.99-R22.9). 2. WEAKNESS OF BOKOMO OATS Brand Equity – PFG has a hybrid brand architecture with multi-brand’s like Bokomo and Future life. This stretches out PFG resources and they cannot focus on building the brand equity of one product only. PFG must strike a balance between Bokomo and Futurelife. Bokomo Oats uses one product packaging design which is boxed sachets. Thus, loosing on the customers who prefer box (bulk

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