Miller Genuine Draft SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1935
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SWOT Analysis of Miller Genuine Draft with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Miller Genuine Draft

Parent Company

SABMiller

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

The Champagne of Beers

USP

Incredible smoothness and refreshment

STP

Segment

Age group 25-40 working professionals in urban regions especially

Target Group

young, urban, achievement oriented, men who work hard and play hard but when the sun goes down they find release in the City playground with its vibrant energy and endless possibilities

Positioning

International flagship brand of Miller Brewing Company

SWOT Analysis

Strengths

1. Innovative cold filtering process that allows to capture fresh draft taste in every bottle
2. Very smooth and crisp
3. Aroma of grain and malt sweetness. Has a musty presence.
4. A number of other breweries have produced “genuine draft” products, usually in cans aping Miller’s, but none have achieved much success

Weaknesses

1.The smell is not too strong but of barley, grain, and water
2. High on calories and Strong scent of corn

Opportunities

1.With its sweet taste and good aroma it may appeal to women category
2. New urban markets where SABMiller have a presence

Threats

1. Government regulations
2. The beer industry is going through a slowdown since past few years
3. Growing competition from low calorie beers

Competition

Competitors

1. Budweiser
2. Heineken
3. Carlsberg



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