Southern Comfort SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1460
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SWOT Analysis of Southern Comfort with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Southern Comfort

Parent Company

Brown-Forman

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Start things up

USP

Southern Comfort is a unique blend of natural fruit, spice and whiskey flavors that together create a distinct taste

STP

Segment

Successful middle class men.

Target Group

Scotch drinkers who choose one blend rich fruit flavours

Positioning

Brand’s premium position is delivering more masculine cues or creating flavor and color systems, product extensions expand the brand language while retaining strong ties to the core

SWOT Analysis

Strengths

1. Although the original product contained whiskey, the current formula for Southern Comfort only contains whiskey-tasting flavoring rather than actual whiskey
2. Bottle recognition & different dispensing instruments

3. Excellent availability and strong presence owing to parent company

4. Southern Comfort also produces Ready-To-Pour cocktails available in the US including Southern Comfort Sweet Tea, Southern Comfort Hurricane and Southern Comfort Lemonade

5. Good advertising and branding through adverts

Weaknesses

1. Outside US the brand hasn’t established itself as a market leader
2. Outside of the Americas, Southern Comfort is produced and bottled only in Dublin, Ireland
3. Misuse of brand name for fake beverages is a concern

Opportunities

1. New products can help Southern Comfort to expand their business and diversity their customer base
2. Fair trade laws provide an opportunity to expand further

3. Greater innovation can help Southern Comfort to produce unique products and services that meet customer’s needs

Threats

1. The availability of substitute products hurts JD’s ability to raise prices, because customers can easily switch to another product or service
2. Competitors increasing their market share in the U.S market.
3. In danger of becoming a reliable but tired & unexciting brand.

Competition

Competitors

1.Bell’s
2.Johnie Walker
3.Black & White


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