Captain Morgan SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2824
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SWOT Analysis of Captain Morgan with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Captain Morgan

Parent Company

Diageo

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Drink Responsibly - Captain's Orders; To Life, Love and loot

USP

By volume, one of the largest brand of spirits in the United States and among top ten worldwide

STP

Segment

Individuals who drink rum as a preferred liquor product

Target Group

Working class upper middle class people

Positioning

Premium aged rum

SWOT Analysis

Strengths

1. Established as a popular global brand outside of Ireland

2. Growing market share as Morgan Spiced in Ireland prior to rebrand
3. Its packaging is modern and eminent and has its own identity

4. Strong backing of parent company

Weaknesses

1. Low brand recognition due to rebranding

2. Potential loss of brand equity with existing customers due to name change

Opportunities

1. Promote newly named brand to raise profile

2. Co-branding possibilities

3. More global penetration by increasing marketing and branding strategies

Threats

1. Prominent rivals within the alcohol industry

2. Popularity of beer in Ireland

3. Any significant increase in raw materials prices will negatively affect their margins.

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

Competition

Competitors

1. Bacardi rum
2. Tanduay rum
3. Havana club



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