Perrier-Jouët SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2090
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SWOT Analysis of Perrier-Jouët with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Perrier-Jouët

Parent Company

Pernod Ricard

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

-

USP

Perrier-Jouët is best known for its high-end Belle Epoque vintage champagne, but the house also makes other styles, including the non-vintage Grand Brut.

STP

Segment

Individuals seeking high quality champagne beverage

Target Group

Middle aged men & women from the upper middle class

Positioning

World's oldest champagne.

SWOT Analysis

Strengths

1. Perrier-Jouët’s house style can be described as the lighter side of Champagne, offering wines of finesse, elegance, and grace.
2. Perrier-Jouët Grand Brut is also one of the more affordable options on the market for a high quality non-vintage Champagne.
3. The bottle design is hugely famous & easily identifiable.
4. The brand website is very dynamic designed aesthetically to suit the needs of the users.

5. The brand has a good recall and good availability

Weaknesses

1. Still has to tap global market especially emerging economies
2. Ageing brand. Has been in existence since 1811. Less innovation in the recent years is a concern
3. Misuse of brand name for fake beverages.

Opportunities

1. Russia/Asia- market has been increasing dramatically in the past few years.
2. Fair trade laws ensure that the brand gets enough opportunity to expand globally.

Threats

1. Competitors increasing their market share in France
2. Increasing prices of raw materials & Euro crisis is compounding the problems.
3. In danger of becoming a reliable but tired & unexciting brand.

Competition

Competitors

1. Riondo Prosecco Spago Nero
2. Nicolas Feuillatte Blue Label Brut
3. Segura Viudas Aria Brut Cava



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