Harp Lager SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1109
Advertisements

SWOT Analysis of Harp Lager with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harp Lager

Parent Company

Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Harp puts out the fire

USP

Bitter beginning taste that quickly turns to clean and refreshing

STP

Segment

Young individuals seeking a beverage

Target Group

Urban individuals especially males, working class people, pub-party goers

Positioning

Solid and refreshing beer

SWOT Analysis

Strengths

1. Has won many international awards for its unique taste
2. Northern Irelands number one lager
3. Repositioning in helped to increase sales across various segments

4. Strong brand reputation and presence

5. Good availability and distribution owing to parent company

Weaknesses

1. Finding it hard to make a customer transition from other beer brands
2.Limited availability in selective markets globally is a concern

Opportunities

1. Expansion is now easy with new international trade laws
2.Premium lager drinking customers are on rise in tier 2 cities besides the urban counterparts
3. Bitter taste for a low alcohol content beer is most distinctive feature as people like a beer with that taste

Threats

1. Presence of other premium beers in the same market
2. Dummy products with the same brand name are on the rise
3. Regulations of government for the drinking age

Competition

Competitors

1.Peroni
2.Burweiser
3. Carlsberg



Advertisements



Looking for More Brands? Search BrandGuide

Edit the Brand or Add a New One : Contribute to BrandGuide

The brandnames and other brand information used in the brandguide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.
Utmost Care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.