Antiquity SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1420
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SWOT Analysis of Antiquity with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Antiquity

Parent Company

UB Group

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Let the world wait

USP

Made of the finest Indian malts and rare Scotch carefully blended with premium grain spirit

STP

Segment

Professionals and executives seeking a premium beverage

Target Group

Urban Executive professionals with high income

Positioning

Rich drinking experience that’s truly a class apart

SWOT Analysis

Strengths

1. Strong customer and brand loyalty due to innovative packaging
2. Unique packaging that customer could recall
3. Legacy and heritage associated with brand 
4. Innovation and to promote a shared understanding of  what responsible drinking means

5. Strong distribution network owing to parent company

Weaknesses

1. Strong competition from international premium beverages means limited market share
2. Less innovation in the recent years which was at peak during its launch with the innovative bottling design

Opportunities

1. Increased consumption of scotch on special occasion
2. Spending power for such premium products amongst the consumer is increasing

3. Any deregulation in the excise policies with reference to taxation and duty on beer which could drastically push up the demand for whisky

Threats

1. Comparatively low prices of some competitors
2. High Taxes & Regulations
3. Large no. of players in the same segment under the same family leading to cannibalization

Competition

Competitors

1. Blenders Pride
2. Signature

3. Haig
4. 100 pipers



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