Kahlúa SWOT Analysis, USP & Competitors

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

Kahlúa

Parent Company

Pernod Ricard

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Kahlua. Awaken the spirit.

USP

Kahlúa is made from shade grown, hand-selected 100% Arabica coffee beans and sugarcane.

STP

Segment

People who like cocktails

Target Group

Urban upper middle class younsters

Positioning

Kahlúa is a Mexican coffee-flavoured rum-based liqueur

SWOT Analysis

Strengths

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.

Weaknesses

1.Due to competition the brand has limited market share
2.The brand has average global presence.

Opportunities

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.

Threats

1.Rising cost of labour.
2. Additional costs involved with overseas distribution or production
3.Stringent Advertising regulations.

Competition

Competitors

1.Starbucks coffee liqueur
2.Rumba
3.Kamora


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