Description
SWOT ANALYSIS OF AFTER DARK PREMIUM WHISKY
After Dark Premium Whisky
Parent Company
RadicoKhaitan Ltd.
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
One Life, Many Passions…Why wait; Come meet your dark side
USP
100% fine grain whiskey blended to provide the perfect taste STP
Segment
Young Working Professionals looking for a premium party beverage
Target Group
Upper middle class individuals
Positioning
Fun, adventure, excitement, energy and spontaneity to the evening SWOT Analysis
1. After Dark is a perfect addition to RadicoKhaitan’s brand portfolio which lacked a premium whisky brand 2. Parent Company is India’s oldest and largest liquor manufacturer and hence has a strong distribution channel in India 3. Would gain credibility from other successful brands like 8PM Whisky, Contessa Rum, Old Admiral Brandy and Magic Moments Vodka which sell more than a million cases per annum 4. Has a steady source of demand as RadicoKhaitan is one of the prominent suppliers of alcoholic beverages to the armed forces Strength 5. Good distribution and visibility
1.The brand has still a long way to go to gain the amount of recognition and awareness compared to its competitors 2.The brand is still not associated with its intended positioning Weakness leading to poor consumer recall
1. A growing target market of young working professionals who let their hair down on weekends and evenings 2.Growing income in the targeted segment 3.Possible increase in duty and regulations on beer would push the Opportunity demand for whiskey
1.Lot of regulation and tax intervention by government 2.Shift in preference of young population to other premium brands of vodka and rum 3.Some competitors have more established brands at a lower price Threats range Competition
1. Signature 2. Royal Challenge 3.Royal Stag Competitors 4. Blender’s Pride
doc_265793393.docx
SWOT ANALYSIS OF AFTER DARK PREMIUM WHISKY
After Dark Premium Whisky
Parent Company
RadicoKhaitan Ltd.
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
One Life, Many Passions…Why wait; Come meet your dark side
USP
100% fine grain whiskey blended to provide the perfect taste STP
Segment
Young Working Professionals looking for a premium party beverage
Target Group
Upper middle class individuals
Positioning
Fun, adventure, excitement, energy and spontaneity to the evening SWOT Analysis
1. After Dark is a perfect addition to RadicoKhaitan’s brand portfolio which lacked a premium whisky brand 2. Parent Company is India’s oldest and largest liquor manufacturer and hence has a strong distribution channel in India 3. Would gain credibility from other successful brands like 8PM Whisky, Contessa Rum, Old Admiral Brandy and Magic Moments Vodka which sell more than a million cases per annum 4. Has a steady source of demand as RadicoKhaitan is one of the prominent suppliers of alcoholic beverages to the armed forces Strength 5. Good distribution and visibility
1.The brand has still a long way to go to gain the amount of recognition and awareness compared to its competitors 2.The brand is still not associated with its intended positioning Weakness leading to poor consumer recall
1. A growing target market of young working professionals who let their hair down on weekends and evenings 2.Growing income in the targeted segment 3.Possible increase in duty and regulations on beer would push the Opportunity demand for whiskey
1.Lot of regulation and tax intervention by government 2.Shift in preference of young population to other premium brands of vodka and rum 3.Some competitors have more established brands at a lower price Threats range Competition
1. Signature 2. Royal Challenge 3.Royal Stag Competitors 4. Blender’s Pride
doc_265793393.docx