Jillz SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1404
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SWOT Analysis of Jillz with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Jillz

Parent Company

Heineken International

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Fresh and Exciting. Just Like You.

USP

A mix of cider, barley and water with a fruity flavor.

STP

Segment

Young people looking for a hangout drink

Target Group

Women, youth groups and subcultures.

Positioning

Sparkling Cider Blend.

SWOT Analysis

Strengths

1.  Strong advertising campaigns. The brand has been able to make a niche for itself owing to its unique advertising campaigns.
2.  Strong distribution network of the parent brand.
3.  Unique aroma. The users find the aroma to be refreshing.
4.  Research performed by Heineken indicates that majority of women find the taste of Beer too bitter. In contrast to beer, Jillz does not contain hops. Hops are used as the bittering agent of beer

5. Strong financial stability of Heineken

Weaknesses

1. Higher price compared to competitors
2. Limited penetration across the workd specially emerging economies

Opportunities

1. The fair trade laws have made the process of global expansion much smoother.
2. International markets especially China & Russia which are one of the major beer drinking markets.
3. Leveraging upon the strong global presence of the parent brand.

Threats

1. Rising pricing of raw materials such as Barley.

2. Strict Anti-drunk-driving laws have the potential of affecting the sales.
3. Inflation & the slowdown in the economy have affected the beer consumption market.

Competition

Competitors

1. Strongbow
2. Blond
3. Wieckse



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