Signature SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1141
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SWOT Analysis of Signature with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Signature

Parent Company

UB Group

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Success is Good Fun

USP

Brand has pioneered bold initiatives that redefined premium whiskies in India

STP

Segment

Young, modern, and stylish for the discerning

Target Group

Urban upper middle class high income

Positioning

Premium, aspirational and exclusive imagery, provides a premium lifestyle experience that reflects the consumer's individuality, his success and stylish taste

SWOT Analysis

Strengths

1. Unique packaging that customer could recall

2. Legacy and heritage associated with brand

3. Has also won several international accolades for its daring and distinct taste
4. Popularity and following among groups and its intended use for special occasions

5. Good brand recall and good marketing through surrogate advertising

Weaknesses

1. The brand has limited global penetration despite being a top market brand

2. Competition means brand loyalty and market share is fluctuating

Opportunities

1. A taste that stands out, and is bold and is associated with history that sets it apart from others, hence has a huge potential in India

2. Rising deviation from low priced whiskies to medium priced whiskies

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 competitors
2. Large no. of players in the same segment under the same family leading to cannibalization
3. Continuous government intervention with regards to tax regulations

Competition

Competitors

1. Blenders Pride
2. Antiquity Blue

3. Haig
4. 100 pipers



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