Royal Salute SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1149

SWOT Analysis of Royal Salute with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Salute

Parent Company

Pernod Ricard




Food and Beverages

Tagline/ Slogan

The journey begins where others end


Royal Salute is a leading prestige Scotch whisky.



Individuals seeking a premium scotch

Target Group

Successful middle class & upper class individuals


Names after the traditional 21 Gun Salute, all Royal Salute whiskies, which allows the whisky to develop a rich and complex flavour.

SWOT Analysis


1. Very Differentiated brand.
2.  A high content of malt gives it a unique taste which is liked by its consumers.
3. Bottle recognition & different dispensing instruments. Royal Salute comes in a ceramic bottle made by Wade of England and on it they put an embossed scene on the front depicting a knight on horseback with a sword.
4. Global presence. The brand is sold primarily in Asia, Russia, Middle East, South America, and International Duty Free.


1. It is expensive as compared to its competitors.
2. Brand still has to establish a strong recall
3. Misuse of brand name for fake beverages.


1. Its marketing activities are a hit amongst the masses.
2. Sponsorships of lifestyle events
3. Royal Salute is leading international polo sponsor with all major tournaments.


1. Stricter laws for Drunk-driving cases.
2. Competitors increasing their market share in the U.S market.
3. In danger of becoming a reliable but tired & unexciting brand.



1. Johnnie Walker Blue
2. Whyte & Mackay 30


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