Royal Challenge SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 894
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SWOT Analysis of Royal Challenge with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Challenge

Parent Company

UB Group

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Game for Life

USP

Rich heritage of innovation and unsurpassable quality for over 28 years

STP

Segment

Premium scotch for upper class individuals

Target Group

Executive professionals with high income

Positioning

The kind of imagery it lends to its customers goes in to prove its leadership in the market

SWOT Analysis

Strengths

1. Strong customer and brand loyalty
2. Unique packaging that customer could recall
3. Heritage brand with sales of over1 million cases per annum
4. Association with big sporting events like IPL

5. Excellent brand visibility through TVCs and print ads and surrogate advertising

6. Top of the mind brand recall

Weaknesses

1. Strong competition from other premium brands means susceptible to brand switching
2. Penetration in the mass market and international market is restricted due to limited availability

Opportunities

1. Positioning in emerging markets with high growth potential
2. Spending power for whisky amongst the consumer is increasing

3. Sponsorship of lifestyle events to increase visibility

Threats

1. Comparatively low prices of competitors
2. High Taxes & Regulations

3. High number of players in the same segment with less differentiation

Competition

Competitors

1. Blenders Pride
2. Antiquity Blue

3. Haig
4. 100 pipers



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