Viva SWOT Analysis
Here is a detailed SWOT analysis of Viva covering strengths, weaknesses, opportunities and threats.
Viva Strengths
- The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category
- Communication aptly targets kids by bringing in cartoon characters like Scooby doo.
- It enjoys the strong distribution network of GSK
Above are the strengths in the SWOT Analysis of Viva. The strengths of Viva looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Viva Weaknesses
- GSK has made it as a flanker brand for Horlicks.
- Brand has lower brand awareness and association.
These were the weaknesses in the Viva SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Viva Opportunities
- Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.
- Increasing advertising at the same time engaging in BTL activities to increase penetration
Above we covered the opportunities in Viva SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Viva Threats
- Aggressive marketing and promotion by competition
- FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins
The threats in the SWOT Analysis of Viva are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Viva SWOT analysis.
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About Viva
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Viva Overview | |
|---|---|
| Parent Company |
GSK CH |
| Category |
Healthcare/FMCG |
| Sector | |
| Tagline/ Slogan |
‘Start to a bright and healthy day’ |
| USP |
Contains VitaHealth, a combination of 9 essential vitamins and minerals |
| Viva STP | |
| Segmentation |
Health food drinks |
| Target Market |
Family |
| Positioning |
Just 2 cups a day give the nourishment to help provide a healthy foundation for life |
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