Description
SWOT ANALYSIS OF ANTIQUITY
Antiquity
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Let the world wait
Made of the finest Indian malts and rare Scotch carefully blended USP with premium grain spirit STP
Segment
Professionals and executives seeking a premium beverage
Target Group
Urban Executive professionals with high income
Positioning
Rich drinking experience that’s truly a class apart SWOT Analysis
1. Strong customer and brand loyalty due to innovative packaging 2. Unique packaging that customer could recall 3. Legacy and heritage associated with brand 4. Innovation and to promote a shared understanding of what responsible drinking means Strength 5. Strong distribution network owing to parent company
1. Strong competition from international premium beverages means limited market share 2. Less innovation in the recent years which was at peak during its Weakness launch with the innovative bottling design
1. Increased consumption of scotch on special occasion 2. Spending power for such premium products amongst the consumer Opportunity is increasing
3. Any deregulation in the excise policies with reference to taxation and duty on beer which could drastically push up the demand for whisky
1. Comparatively low prices of some competitors 2. High Taxes & Regulations 3. Large no. of players in the same segment under the same family Threats leading to cannibalization Competition
1. Blenders Pride 2. Signature 3. Haig Competitors 4. 100 pipers
doc_245185773.docx
SWOT ANALYSIS OF ANTIQUITY
Antiquity
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Let the world wait
Made of the finest Indian malts and rare Scotch carefully blended USP with premium grain spirit STP
Segment
Professionals and executives seeking a premium beverage
Target Group
Urban Executive professionals with high income
Positioning
Rich drinking experience that’s truly a class apart SWOT Analysis
1. Strong customer and brand loyalty due to innovative packaging 2. Unique packaging that customer could recall 3. Legacy and heritage associated with brand 4. Innovation and to promote a shared understanding of what responsible drinking means Strength 5. Strong distribution network owing to parent company
1. Strong competition from international premium beverages means limited market share 2. Less innovation in the recent years which was at peak during its Weakness launch with the innovative bottling design
1. Increased consumption of scotch on special occasion 2. Spending power for such premium products amongst the consumer Opportunity is increasing
3. Any deregulation in the excise policies with reference to taxation and duty on beer which could drastically push up the demand for whisky
1. Comparatively low prices of some competitors 2. High Taxes & Regulations 3. Large no. of players in the same segment under the same family Threats leading to cannibalization Competition
1. Blenders Pride 2. Signature 3. Haig Competitors 4. 100 pipers
doc_245185773.docx