Buchanans SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 893
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SWOT Analysis of Buchanans with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Buchanans

Parent Company

Diageo

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

It tastes expensive…and is.

USP

Male positioned prestige brand

STP

Segment

Individuals with moderate to high disposable income looking for a premium drink

Target Group

Urban upper middle class

Positioning

A drink with a rich experience, aroma and taste

SWOT Analysis

Strengths

1. Buchanan's Whisky is an excellent example of quality with a house style

2. The brand now stands for prestige and tradition that suits the taste and values internationally

3.Using of good grade and high quality raw materials

4. Strong backing of parent company Diageo

Weaknesses

1. Limited brand awareness and recall compared to global leaders

2. Popular mostly among Latin population and limited global penetration

Opportunities

1. Opportunity to increase brand awareness through global sponsorships

2. Better distribution and availability

3. Acquisition of smaller brands to strengthen its position

Threats

1. Emergence of new brands being launched into the market

2. Multiple disruptions in major markets ranging from excise duty increases and elections to beer policy changes

3. Govt policies and norms against drinking

Competition

Competitors

1. Johnnie Walker
2. Ballantines
3. Grants



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