Moët and Chandon SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5438
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SWOT Analysis of Moët and Chandon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Moët & Chandon

Parent Company

Moët-Hennessy;  Louis Vuitton/ Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Be Fabulous

USP

cornerstone of luxury and the oldest luxury brand in the world

STP

Segment

Artists, actors, royal families and top business executives and royal individuals

Target Group

Upper class and super premium class individuals

Positioning

World’s  oldest luxury brand

SWOT Analysis

Strengths

1. Drink of royal individuals like Queen Elizabeth and Napoleon truly attracted an international following
2. Got attention through the popular culture like songs and films
3. The most luxurious tag that the brand carries has given it the most loyal customers

4. Strong brand legacy and brand perception

5. Annually produces approximately 25million bottles of champagne

Weaknesses

1. Ultra-premium product that a very minute part of the world can afford
2. Brand has not yet tapped premium market in emerging economies

Opportunities

1. Disposable income of people has risen dramatically in developed as well as developing countries like India
2. Champagne is becoming a drink for occasion rather than celebrations
3. A few competitors in Ultra-premium champagne category

Threats

1. Single malt premium whisky usage as a drink for celebrations
2. It is hard to make a transition of loyal customers from their brand
3. Comparatively low cost but equally good quality products are available

Competition

Competitors

1. Piper Heisieck
2. Bollinger


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