SWOT Analysis of Kahlúa with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Food and Beverages
Kahlua. Awaken the spirit.
Kahlúa is made from shade grown, hand-selected 100% Arabica coffee beans and sugarcane.
People who like cocktails
Urban upper middle class younsters
Kahlúa is a Mexican coffee-flavoured rum-based liqueur
1.It is dense and sweet, with the distinct taste of coffee, from which it is made. 2. The company is the largest spirits distributor in the world 3. "Kahlúa Especial"- a more expensive, high-end product of the company is popular amongst the masses.
4. Multi-utility: Kahlúa is used to make cocktails and as a topping or ingredient in several desserts, including ice cream, cakes, and cheesecakes. 5. Kahlúa and Kahlúa Especial have received modest accolades from international spirit ratings organizations.
1.Due to competition the brand has limited market share 2.The brand has average global presence.
1. The international market is 4 times the size of the US market. 2. Less restrictions or trade barriers. 3.The standard of living in developing countries has increased. These countries provide a great opportunity for the brand to grow.
1.Rising cost of labour. 2. Additional costs involved with overseas distribution or production 3.Stringent Advertising regulations.
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