Description
SWOT ANALYSIS OF BLUE RIBAND
Blue Riband
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Forever a cut above
Encourages viewers to party larger with a very strong tinge in life USP that is pretentious and over-inflated STP
Segment
Core audience of 30-40 year-old Gin drinkers
Target Group
Upper middle class working professionals
Confidence Enabler, encourages people to have the confidence to be Positioning who they want to be SWOT Analysis
1. One of the oldest and largest selling Gin brand 2. Strong distribution back-up of the UB Group 3. Global presence of the brand Strength 4. Good advertising and market presence
1. Less known due to its late entry in the Liquor market 2. Strong competition means loyalty is limited as well as market Weakness share is limited
1. The unique dual core along with the pure base spirit makes it a nice mix with fruit juices 2. Huge market considering the changing preferences and rising Opportunity income levels
1. Comparatively competitive prices of competitors 2. Continuous government intervention with regards to tax regulations Threats 3. Large no. of spurious brands in the same category Competition
1. 21st Century 2. Sand Silk Competitors 3. Alaska
doc_203131283.docx
SWOT ANALYSIS OF BLUE RIBAND
Blue Riband
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Forever a cut above
Encourages viewers to party larger with a very strong tinge in life USP that is pretentious and over-inflated STP
Segment
Core audience of 30-40 year-old Gin drinkers
Target Group
Upper middle class working professionals
Confidence Enabler, encourages people to have the confidence to be Positioning who they want to be SWOT Analysis
1. One of the oldest and largest selling Gin brand 2. Strong distribution back-up of the UB Group 3. Global presence of the brand Strength 4. Good advertising and market presence
1. Less known due to its late entry in the Liquor market 2. Strong competition means loyalty is limited as well as market Weakness share is limited
1. The unique dual core along with the pure base spirit makes it a nice mix with fruit juices 2. Huge market considering the changing preferences and rising Opportunity income levels
1. Comparatively competitive prices of competitors 2. Continuous government intervention with regards to tax regulations Threats 3. Large no. of spurious brands in the same category Competition
1. 21st Century 2. Sand Silk Competitors 3. Alaska
doc_203131283.docx