Tanqueray SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2281

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


Parent Company





Foods and Beverages

Tagline/ Slogan

Ready to Tanqueray?


Highest selling imported gin in North American Market



Youngsters seeking a beverage

Target Group

Successful upper middle class and upper class individuals


Best London dry gin made in Scotland

SWOT Analysis


1. Closely guarded secret recipe
2. It is one of Diageo's 16 "strategic brands" that has beenin prioritization for promotion and distribution worldwide
3. Introduced in 1830, hence its appeal its brand equity and strong following

4. Strong legacy and excellent product quality

5. Good brand reputation among competitors as well


1. It does not command a sizable market share in the native market
2.Brand replicas and imitations is a setback affecting sales


1. Flavored drinks have a huge market of females which is largely untapped who don’t like the taste of whisky
2. It can be paired with cranberry juice, ginger ale etc.
3. A differentiated portfolio of brands appeal to a large segment of the masses


1. Competitors are increasing their market share in the US market
2. Rising cost of raw material and inflation
3.Additional costs involved with overseas distribution or production



1. Aviation gin
2. Leopold’s American Gin
3. Dry fly gin

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


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