Description
SWOT ANALYSIS OF BIRRA MORETI
Birra Moretti
Parent Company
Heineken International
Category
Beverages
Sector
Food & Beverages
Tagline/ Slogan
More Italian
‘The Moretti Table’, which encapsulates the Italian approach to “food, USP company and great beer. STP
Segment
For people who want enjoy their drinks
Target Group
Urban upper middle and middle class
Positioning
Best selling beer brand in Italy SWOT Analysis
1.Strong Distribution network. 2. Effective marketing & advertising strategies. 3. Brand equity of the parent company. 4.BirraMoretti brand is the fastest growing beer in the UK, with sales Strength rising consistently
1.Limited global brand presence. The brand has presence only in UK, France, Germany Poland and the Netherlands 2. Advertising is lesser compared to leaders hence limited brand Weakness recall
1.Sponsorship of the Glasgow Jazz Festival has the potential of increasing the brand awareness. Opportunity 2.Lesser trade barriers would help the brand to expand globally.
3. The brewer is rolling out a multimillion pound campaign to support the expansion of Italian BirraMoretti beer globally.
1.The Euro crisis has the potential to hamper the sales since the purchasing power of the consumer has reduced to a large extent. 2.Highly competitive industry& the current players are involved in a neck-to-neck battle for supremacy. Threats 3.Rising prices of raw materials. Competition
1.Cobra Competitors 2.Peroni
doc_648993366.docx
SWOT ANALYSIS OF BIRRA MORETI
Birra Moretti
Parent Company
Heineken International
Category
Beverages
Sector
Food & Beverages
Tagline/ Slogan
More Italian
‘The Moretti Table’, which encapsulates the Italian approach to “food, USP company and great beer. STP
Segment
For people who want enjoy their drinks
Target Group
Urban upper middle and middle class
Positioning
Best selling beer brand in Italy SWOT Analysis
1.Strong Distribution network. 2. Effective marketing & advertising strategies. 3. Brand equity of the parent company. 4.BirraMoretti brand is the fastest growing beer in the UK, with sales Strength rising consistently
1.Limited global brand presence. The brand has presence only in UK, France, Germany Poland and the Netherlands 2. Advertising is lesser compared to leaders hence limited brand Weakness recall
1.Sponsorship of the Glasgow Jazz Festival has the potential of increasing the brand awareness. Opportunity 2.Lesser trade barriers would help the brand to expand globally.
3. The brewer is rolling out a multimillion pound campaign to support the expansion of Italian BirraMoretti beer globally.
1.The Euro crisis has the potential to hamper the sales since the purchasing power of the consumer has reduced to a large extent. 2.Highly competitive industry& the current players are involved in a neck-to-neck battle for supremacy. Threats 3.Rising prices of raw materials. Competition
1.Cobra Competitors 2.Peroni
doc_648993366.docx