Birra Moretti SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1827
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SWOT Analysis of Birra Moretti with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Birra Moretti

Parent Company

Heineken International

Category

Beverages

Sector

Food & Beverages

Tagline/ Slogan

More Italian

USP

‘The Moretti Table’, which encapsulates the Italian approach to “food, company and great beer.

STP

Segment

For people who want enjoy their drinks

Target Group

Urban upper middle and middle class

Positioning

Best selling beer brand in Italy

SWOT Analysis

Strengths

1.Strong Distribution network.
2. Effective marketing & advertising strategies.
3. Brand equity of the parent company.

4.BirraMoretti brand is the fastest growing beer in the UK, with sales rising consistently

Weaknesses

1.Limited global brand presence. The brand has presence only in UK, France, Germany Poland and the Netherlands

2. Advertising is lesser compared to leaders hence limited brand recall

Opportunities

1.Sponsorship of the Glasgow Jazz Festival has the potential of increasing the brand awareness.
2.Lesser trade barriers would help the brand to expand globally.

3. The brewer is rolling out a multimillion pound campaign to support the expansion of Italian BirraMoretti beer globally.

Threats

1.The Euro crisis has the potential to hamper the sales since the purchasing power of the consumer has reduced to a large extent.

2.Highly competitive industry& the current players are involved in a neck-to-neck battle for supremacy.
3.Rising prices of raw materials.

Competition

Competitors

1.Cobra
2.Peroni



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