Campo Viejo SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1118
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SWOT Analysis of Campo Viejo with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Campo Viejo

Parent Company

Pernod Ricard

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Campo Viejo. Pure Spanish Character.

USP

Campo Viejo wines are at the forefront of Rioja wine making with a state-of-the-art sustainable winery and award winning Spanish wines to suit every palate.

STP

Segment

Individuals seeking a premium wine beverage

Target Group

Young Men & Women from the upper middle class

Positioning

Deep cherry color that suggests a young, vibrant wine. Rich and intense ripe red fruit with oak nuances and subtle tones of vanilla and sweet spices.

SWOT Analysis

Strengths

1. The drink appeals to a wider audience and tends to offer some flexibility when pairing.  Pairs perfectly with pasta, poultry and fresh light cheeses, grilled chicken and small bites.
2. Price leadership. The wine is available at an affordable price.
3. Bottle recognition & different dispensing instruments.
4. Availability. Campo Viejo wines can be easily found at local grocers and wines shops.

Weaknesses

1. Limited varieties offered by the company. Only 3 varieties are popular amongst the masses.
2. Misuse of brand name for fake beverages affects sales

3. Lower presence globally. It is primarily famous in Spain & other European countries.

Opportunities

1. Less trade barriers give an opportunity for expansion globally
2. Prospective consumers are growing rapidly

Threats

1. The wine industry has slowed down in the past few years.
2. Competitors increasing their market share in Spain.

Competition

Competitors

1. Ribera del Duero
2. Priorato



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