Martell SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2235
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SWOT Analysis of Martell with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Martell

Parent Company

Pernod Ricard

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Martell. Only a few can tell.

USP

Much of Martell Cognac is produced from wine from the Borderies region, in contrast to other companies, which mainly sell fine Champagne Cognac.

STP

Segment

Young successful individuals seeking beverages

Target Group

Successful upper middle class & upper class individuals.

Positioning

One of the finest V.S. Cognacs on the market.

SWOT Analysis

Strengths

1. Global presence. Brands in over 70 countries.
2. Martell is a famous name in French Cognac, and has been producing Cognac since 1715, well before other highly respected houses.

3. Price leadership- it is an inexpensive cognac with a high quality taste.
4. Sponsorships- Succeeding Seagram, Martell were sponsors of the Grand National at Aintree, one of the most famous horse races in the world

5. Good brand reputatio nowing to its good quality

Weaknesses

1. Despite excellent quality, brabd recall is limited

2. Strong competition means market share growth is low

Opportunities

1.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries.
2.Fewer trade barriers give an opportunity to the brand to improve its brand presence furthermore.

Threats

1.Competitors are increasing their market share in the U.S market.
2. There is a constant threat of dummy/fake brands in the market which are exploiting the brand name to increase their sales.

Competition

Competitors

1.Hennessy
2.Remy Martin



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