VB Victoria Bitter SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 4288
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SWOT Analysis of VB Victoria Bitter with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

VB Victoria Bitter

Parent Company

Carlton and United Breweries (Foster’s Group- SabMiller)

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

The Drinking Beer; For a hard earned thirst, you need a big cold beer, and the best cold beer is Vic, Victoria Bitter

USP

Clean hop bitterness that gives the brew a slightly dry finish

STP

Segment

People who are typically blue collar workers and all working Australians, high income individuals in India as it is imported

Target Group

Young urban from upper middle class

Positioning

It is positioned in the beer market under the regular beer segment which is categorized by cheaper retail pricing and full strength, alcoholic volume

SWOT Analysis

Strengths

1. Iconic and Traditional status in Australia
2. Highly recognizable packaging, bottle design and slogans
3. A large target market demographic allowing for a large number of consumers

4. Good branding and marketing

5. Sponsorship of various global events enhances brand visibility

6. Victoria Bitter is available in Australia, New Zealand, Bali, Indonesia, the UK and a few other countries

Weaknesses

1. Still hasn't penetrated into the international market as much as other global brands

2. Stiff competition and brand switching means limited market share

Opportunities

1. Further expansion in international markets
2. Altering product packaging to attract more consumers especially the younger consumers
3. Further acquisition of venues and sponsorship to increase awareness

Threats

1. International competition
2.political regulations limiting the expansion and international distribution
3. Discounting of premium beers

Competition

Competitors

1.Carlsberg
2. Heineken International
3. Corona



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