Buckler SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1399
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SWOT Analysis of Buckler with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Buckler

Parent Company

Heineken International

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Our Best; The real beer taste but with less calories than a yogurt; Beer for pregnant women

USP

Offers the taste of beer without the alcohol

STP

Segment

Calorie-conscious individuals.

Target Group

Urban young men and women from upper middle class

Positioning

The best Non-Alcoholic beer in the world.

SWOT Analysis

Strengths

1. Rich taste & Aroma.
2. No carbohydrates. Hence appealing to calorie-conscious individuals.
3. Global presence of parent brand.

4. Good availability and distribution

5. Catchy advertising showing brand and product details

Weaknesses

1. Hasn't penetrated into the emerging markets which have huge potential
2. A recall due to a fault in the pasteurizing process affected the brand image.

Opportunities

1. Buckler was the beverage of choice for US Vice President Joe Biden at the "Beer Summit"
2. Politicians have been seen drinking this beer in the G8 summits.
3. Advertising of the nutritious value of the beer can be done in a much better way.

Threats

1. Buckler is no longer available in the Netherlands (Heinekens' home market) after the brand's image declined following a Dutch cabaret performer mocking the brand (and its consumers) in a show.
2. Growing competition from Low-calorie beers.

Competition

Competitors

1.Bud Light
2.Blue Moon
3.Samuel Adams Boston Lager



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