Strength
o The name of the brand is
very catchy.
o The product is available
in variants well liked and suited to the tastes of the Indian consumer. These
are Tropical Trip, Mango Strawberry and Lemon Mint for Tzinga.
o The association of the
company with a ‘Cool’ image helps in its brands including Tzinga imbibe some of
that coolness into its market presence.
o Hector Beverages have priced these drinks
competitively. 200mL pack of Tzinga is price at Rs20. This will ensure
competition to its rivals like Red Bull which is priced at Rs95 for a 250mL can.
o The management behind the
company are well educated coming from some of the best Universities in the
world.
o The packaging is
attractive giving a reason to the consumer to go for it.
Weaknesses
o Limited brand recall-
Tzinga has not been able to register itself in the minds of the consumer.
o Brand awareness- Hector
beverages have not invested a lot on advertising. As a result even though they
have a great product competitively priced, the average consumer is not aware of
the brand when he goes to the super store
o Even in supermarkets,
Tzinga has less retail shelf space. Compared to other brands which are
prominently placed, Tzinga is usually in the lower shelves out of display.
o Availability is the
product is not as widespread as some of the other products.
Opportunities
o The Food market in India
is $65bn. Out of this, $2.2bn is the beverage market. The energy market takes
around Rs.700crore from this market. Though the size is small as of now, the
energy drinks market shows great potential for growth in the future. Currently
the market is growing at 20% every year.
o The product can be
marketed as something that keeps you up even when you have deadlines to meet.
That is, it can be a substitute for coffee for those who don’t like coffee but
have it just because they have deadlines to meet.
o The market is currently
dominated by just one brand. Red Bull commands over 80% of the market. There is
immense scope for competition.
Threats
o There are other players
coming up as well. These include Monster, Gatorade and others. Tzinga will have
to compete intensely and set itself apart in order to make its presence felt in
the Indian market.
o Hector Beverages in
general have their presence in and around Delhi. While their products may be
available in other metros as well, there is a special focus on Delhi. This
would need to change if the company wants give Red bull a run for its money.
o There have been reports of
death related to excessive caffeine from energy drinks around the world. Tzinga
needs to guard itself from such reports.
No comments:
Post a Comment