Blue Moon SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2233
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SWOT Analysis of Blue Moon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Blue Moon

Parent Company

SABMiller

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Artfully crafted

USP

Orange sweet flavor

STP

Segment

Pub/nightclub goers, individuals who prefer beer

Target Group

Urban young middle and upper middle class

Positioning

Light beer with orangey taste and easily consumable

SWOT Analysis

Strengths

1. Brand awareness due to garnishing of orange while serving
2. It has won many international awards which have helped to increase the brand equity
3. Publicity in popular culture has helped the beer to get an attention

4. Strong backing of parent company means good distribution

Weaknesses

1. Brand awareness and recall is lesser than market leaders
2. Only seasonal availability of particular flavors

Opportunities

1. Expansion has been made easy with easy international trade laws
2. Exploration of new markets with the entry in markets like UK India etc.
3. Low alcohol content and sweet taste appeals the female consumers

Threats

1. Comparatively low prices of some competitors
2. High Taxes & Regulations
3. Large no. of players in the same segment under the same family leading to cannibalization

Competition

Competitors

1. Vienna lager
2. Amsterdam framboise


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