Description
SWOT ANALYSIS OF BALLANTINES
Ballantines
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Leave an impression.
The unique Ballantine's flavor is prepared from 50 single malts, four single grains and in particular the fingerprint malts from Milton duff USP and Glenburnie. STP
Segment
Successful middle class men.
Scotch drinkers who choose one blend when they're young and stick Target Group with it till they're old.
Positioning
A Working Man's Whisky. SWOT Analysis
1. Ballantine's is one of the best selling blends in Europe, while it simultaneously enjoys large fame in eastern countries. 2. Global presence is extensive and good availability 3. Bottle recognition & different dispensing instruments. 4. Variants: Ballantine's has a range of six scotches with various characteristics and age statements Strength 5. Strong backing by parent company
1. Ageing brand. Less innovation in the recent years. Weakness 2. Misuse of brand name for fake beverages.
Opportunity
1. Sponsorships: Ballantine's sponsors popular sporting events. This has a potential to improve its brand recall.
2. Fair trade laws provide an opportunity to expand further. 3. Global expansion and better penetration
1. Stricter laws for Drunk-driving cases. 2. Competitors increasing their market share in the U.S market. Threats 3. In danger of becoming a reliable but tired & unexciting brand. Competition
1.Bell’s 2.Johnie Walker Competitors 3.Black & White
doc_306836942.docx
SWOT ANALYSIS OF BALLANTINES
Ballantines
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Leave an impression.
The unique Ballantine's flavor is prepared from 50 single malts, four single grains and in particular the fingerprint malts from Milton duff USP and Glenburnie. STP
Segment
Successful middle class men.
Scotch drinkers who choose one blend when they're young and stick Target Group with it till they're old.
Positioning
A Working Man's Whisky. SWOT Analysis
1. Ballantine's is one of the best selling blends in Europe, while it simultaneously enjoys large fame in eastern countries. 2. Global presence is extensive and good availability 3. Bottle recognition & different dispensing instruments. 4. Variants: Ballantine's has a range of six scotches with various characteristics and age statements Strength 5. Strong backing by parent company
1. Ageing brand. Less innovation in the recent years. Weakness 2. Misuse of brand name for fake beverages.
Opportunity
1. Sponsorships: Ballantine's sponsors popular sporting events. This has a potential to improve its brand recall.
2. Fair trade laws provide an opportunity to expand further. 3. Global expansion and better penetration
1. Stricter laws for Drunk-driving cases. 2. Competitors increasing their market share in the U.S market. Threats 3. In danger of becoming a reliable but tired & unexciting brand. Competition
1.Bell’s 2.Johnie Walker Competitors 3.Black & White
doc_306836942.docx