Tanqueray SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1621
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SWOT Analysis of Tanqueray with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tanqueray

Parent Company

Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Ready to Tanqueray?

USP

Highest selling imported gin in North American Market

STP

Segment

Youngsters seeking a beverage

Target Group

Successful upper middle class and upper class individuals

Positioning

Best London dry gin made in Scotland

SWOT Analysis

Strengths

1. Closely guarded secret recipe
2. It is one of Diageo's 16 "strategic brands" that has beenin prioritization for promotion and distribution worldwide
3. Introduced in 1830, hence its appeal its brand equity and strong following

4. Strong legacy and excellent product quality

5. Good brand reputation among competitors as well

Weaknesses

1. It does not command a sizable market share in the native market
2.Brand replicas and imitations is a setback affecting sales

Opportunities

1. Flavored drinks have a huge market of females which is largely untapped who don’t like the taste of whisky
2. It can be paired with cranberry juice, ginger ale etc.
3. A differentiated portfolio of brands appeal to a large segment of the masses

Threats

1. Competitors are increasing their market share in the US market
2. Rising cost of raw material and inflation
3.Additional costs involved with overseas distribution or production

Competition

Competitors

1. Aviation gin
2. Leopold’s American Gin
3. Dry fly gin



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