Whyte and Mackay SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1654

SWOT Analysis of Whyte and Mackay with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Whyte and Mackay

Parent Company

UB Group




Foods and Beverages

Tagline/ Slogan

Worth the Wait


Male-positioned prestigebrand



Premium beverage for young individuals

Target Group

Businessmen and executive professionals with high income


‘Over aged’  Premium and rare scotch

SWOT Analysis


1. Strong customer and brand loyalty

2. Whyte & Mackay has remained true to itself and its founders James Whyte and Charles Mackay's pioneering spirit for centuries

3. Selected 13, 19 and 22 year old blends are ‘over aged’ by this additional year to produce a new standard in the industry

4. Unique packaging that customer could recall

5. Legacy and heritage associated with brand

6. Popularity and following among the high income group and its intended use for special occasions


1. Brand recall is limited as advertising is lesser compared to a few other brands
2. Penetration in the market is low no easy availability


1. Increased consumption of scotch on special occasion
2. Spending power for such premium products amongst the consumer is increasing

3. Whyte and Mackay whiskies have performed well at international Spirit ratings competitions. Its 3 varients namely Chivas Regal 13 Year Old, 19 Year Old & 22 Year Old have individually won many accolades individually. This has improved the brand image


1. Comparatively low prices of competitors
2. Use of champagne for special occasions
3. Local blended scotch and their high penetration in the market



1. Black dog
2. Chivas regal

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


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