Cruzcampo SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1747
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SWOT Analysis of Cruzcampo with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Cruzcampo

Parent Company

Heineken International

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Don't lose the south

USP

Cruzcampo is considered to be the biggest beer producer in Spain. Spanish southerners regard Cruzcampo as the national pride.

STP

Segment

Beer loving urban youth

Target Group

Adults visiting Tapas bars & restaurants.

Positioning

Typically light tasting with a fine balance of malt and hops.

SWOT Analysis

Strengths

1. It is the most consumed beer in Spain.
2. A lot of variants are available ranging from strong to alcohol-free.
3. It is recognized for its quality & premium taste.
4. It has a floral, aromatic aroma, a dry finish which makes it a preferred drink for all occasions

5. Strong backing of the parent company means good distribution

Weaknesses

1. A limited financial base compared to the major players in the global market.
2. Limited presence outside of Europe as is not advertised as much as popular brands

Opportunities

1. Specific niche: Appreciation for high-quality brew, enjoyment, and refreshment.
2. The new generation of individuals and families has a far greater appreciation of attractive packaging (image conscious).
3. Current drive by government and specialized institutions towards export of locally manufactured products.

Threats

1. New marketing strategies and tactics by established products and companies.
2. Existing competition in the beer market.
3.Rising prices of raw materials.

Competition

Competitors

1. Budweiser
2. Miller
3.Coors



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