Malibu SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2694

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


Parent Company

Pernod Ricard




Food and Beverages

Tagline/ Slogan

Seriously easy going


The product is made from fruit spirits, flavored with rum and coconut flavoring in Barbados.



The brand is for beverage lovers

Target Group

Successful upper middle class & upper class individuals


Malibu Rum is flavoured rum made with natural coconut extract

SWOT Analysis


1. Global presence. Brands in over 70 countries.
2. The rum can be used for making over 260 cocktail drinks.

3. Bottle recognition & different dispensing instruments.
4. The drink is colourless and slightly more viscous than regular rum. This makes it a more lively & more refreshing drink.


1.There are only 5 variants of the drink in the US market.
2. Fluctuating sales have been a slight reason for concern


1.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries.

2. The brand is very active on social networking sites such as Facebook. “The Facebook Game” has the potential to increase the customer base of the brand.
3.The marketing thrust of Malibu Rum has also strongly focused on marketing Malibu Rum's online streaming audio station.This provides a good opportunity for improving the brand recall.


1.Competitors are increasing their market share in the U.S market.
2. There is a constant threat of dummy/fake brands in the market which are exploiting the brand name to increase their sales.



1.Captain Morgan
2. Bacardi

3. Cruzan

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


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