Havana Club SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2594

SWOT Analysis of Havana Club with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Havana Club

Parent Company

Pernod Ricard




Food and Beverages

Tagline/ Slogan

Cult to life


It is amongst the 10 most highly-rated rums in the world



Different grades of rum cater to multiple segments

Target Group

Premium individualsfrom the urban areas


Ultra-premium extra-aged rum

SWOT Analysis


1.It is a premiumcategory rum which offers a unique taste.
2. The Cuban Barrel Proof grade is bottled straight from the barrel. This preserves the freshness of the drink &its aroma.
3. Havana Club rums have generally performed well at international spirit ratings competitions.

4. It has a global presence. The company has been in existence since 1878 & has expanded worldwide (except US).
5. Digital presence- The brand has a separate fan page on Facebook, a Twitter account & a dynamic website.


1.There is over-exposure in media & magazines which is actually working against the image of the brand.
2.The brand is often confused with Bacardi Havana Club


1.The distribution network of the parent brand can be leveraged upon to implement cost-cutting methodologies.
2. The US market which ownsmajority of the total rum consuming population

3. Global expansion and penetration


1.The long history of animosity between the United States and Cuba. The two countries have been wrangling over the trademark to Havana Club for more ten years now. This has prevented the brand to enter the US market which is the biggest rum market in the world.

2. Rising manufacturing &cost of raw materials.
3. Additional costs involved with overseas distribution or production.



3.Banker’s Club

The table above concludes the Havana Club SWOT analysis along with its marketing and brand parameters.


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