Royal Challenge SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1376

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

Royal Challenge

Parent Company

UB Group




Foods and Beverages

Tagline/ Slogan

Game for Life


Rich heritage of innovation and unsurpassable quality for over 28 years



Premium scotch for upper class individuals

Target Group

Executive professionals with high income


The kind of imagery it lends to its customers goes in to prove its leadership in the market

SWOT Analysis


1. Strong customer and brand loyalty
2. Unique packaging that customer could recall
3. Heritage brand with sales of over1 million cases per annum
4. Association with big sporting events like IPL

5. Excellent brand visibility through TVCs and print ads and surrogate advertising

6. Top of the mind brand recall


1. Strong competition from other premium brands means susceptible to brand switching
2. Penetration in the mass market and international market is restricted due to limited availability


1. Positioning in emerging markets with high growth potential
2. Spending power for whisky amongst the consumer is increasing

3. Sponsorship of lifestyle events to increase visibility


1. Comparatively low prices of competitors
2. High Taxes & Regulations

3. High number of players in the same segment with less differentiation



1. Blenders Pride
2. Antiquity Blue

3. Haig
4. 100 pipers

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


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