Sterling Vineyards SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1881
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SWOT Analysis of Sterling Vineyards with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sterling Vineyards

Parent Company

Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

For wine lovers with impeccable taste

USP

The actual vineyard and the gondola ride at the manufacturing unit

STP

Segment

Individuals who love to drink wine across all age groups

Target Group

Males and females who love to taste a premium wine, tourists who visit the vineries

Positioning

The ‘best of the best’ grape wine

SWOT Analysis

Strengths

1. Got international recognition when the wine got top prize at an international event
2. Popular tourist destination owing to its strong legacy
3. Sterling has a variety of wines with an emphasis on those grapes found in either the Bordeaux or Burgundy regions of France. There are also several levels of wines based on price range and quality

4. Produce over 400,000 packs per annum

5. Strong parent brand means the brand has good distribution channel and availability

Weaknesses

1. Brand has yet to establish itself as a global brand name compared to few top of the mind brands
2. Not readily available, available at very few places

Opportunities

1. Premium liquor consumption is on the rise
2. Disposable income  for premium products has risen significantly over the years

Threats

1. Many international premium wine brands with equally good quality but at a low price are available in the market
2. Low supply chain and distribution penetration is forcing the potential customers to move on to the competitive brands

Competition

Competitors

1. Campo Viejo
2. Jacobs Creek
3. Hennessy Cognac



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