Red Stripe Lager SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1490
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SWOT Analysis of Red Stripe Lager with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Red Stripe Lager

Parent Company

Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

It’s BEER. Hooray Beer!

USP

Its unconventional bottle shape

STP

Segment

Beer drinking people across all age groups

Target Group

Urban males and females from the upper middle class

Positioning

Representative of Jamaican style and flavor

SWOT Analysis

Strengths

1. Its distinctive logo and unconventional bottle shape
2. Publicity in the media through Ian Flemings James Bond novels
3. Light-bodied, malty, sweet, and easy to drink

4. Recent work with new bands puts this initiative in direct competition

5. Good availability and distribution by parent company network

Weaknesses

1.Stiff competition means brand loyalty and market share is less
2. Cannabis shipping in shipment containers made it to suspend US operations its largest market after Jamaica, the trade became normal only in recent years

Opportunities

1.Huge market except Jamaica, US and UK
2.Red Stripe is a significant sponsor of reggae, ska, and other music events which increases its awareness
3. Its sweeter taste appeals to women category

Threats

1.Bad supply chain and distribution network for this brand
2. Already established beer brands from which it is hard to transit the customers
3. Beer’s perceived bitter taste image goes against the brand

Competition

Competitors

1. Carling
2. Heineken



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