Description
SWOT ANALYSIS OF BLUE MOON
Blue Moon
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Artfully crafted
USP
Orange sweet flavor STP
Segment
Pub/nightclub goers, individuals who prefer beer
Target Group
Urban young middle and upper middle class
Positioning
Light beer with orangey taste and easily consumable SWOT Analysis
1. Brand awareness due to garnishing of orange while serving 2. It has won many international awards which have helped to increase the brand equity 3. Publicity in popular culture has helped the beer to get an attention Strength 4. Strong backing of parent company means good distribution
1. Brand awareness and recall is lesser than market leaders Weakness 2. Only seasonal availability of particular flavors
1. Expansion has been made easy with easy international trade laws 2. Exploration of new markets with the entry in markets like UK India etc. Opportunity 3. Low alcohol content and sweet taste appeals the female consumers
Threats
1. Comparatively low prices of some competitors
2. High Taxes & Regulations 3. Large no. of players in the same segment under the same family leading to cannibalization Competition
1. Vienna lager Competitors 2. Amsterdam framboise
doc_331088114.docx
SWOT ANALYSIS OF BLUE MOON
Blue Moon
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Artfully crafted
USP
Orange sweet flavor STP
Segment
Pub/nightclub goers, individuals who prefer beer
Target Group
Urban young middle and upper middle class
Positioning
Light beer with orangey taste and easily consumable SWOT Analysis
1. Brand awareness due to garnishing of orange while serving 2. It has won many international awards which have helped to increase the brand equity 3. Publicity in popular culture has helped the beer to get an attention Strength 4. Strong backing of parent company means good distribution
1. Brand awareness and recall is lesser than market leaders Weakness 2. Only seasonal availability of particular flavors
1. Expansion has been made easy with easy international trade laws 2. Exploration of new markets with the entry in markets like UK India etc. Opportunity 3. Low alcohol content and sweet taste appeals the female consumers
Threats
1. Comparatively low prices of some competitors
2. High Taxes & Regulations 3. Large no. of players in the same segment under the same family leading to cannibalization Competition
1. Vienna lager Competitors 2. Amsterdam framboise
doc_331088114.docx