Description
SWOT ANALYSIS OF BUCHANANS
Buchanans
Parent Company
Diageo
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
It tastes expensive…and is.
USP
Male positioned prestige brand STP
Individuals with moderate to high disposable income looking for a Segment premium drink
Target Group
Urban upper middle class
Positioning
A drink with a rich experience, aroma and taste SWOT Analysis
1. Buchanan's Whisky is an excellent example of quality with a house style 2. The brand now stands for prestige and tradition that suits the taste and values internationally 3.Using of good grade and high quality raw materials Strength 4. Strong backing of parent company Diageo
1. Limited brand awareness and recall compared to global leaders 2. Popular mostly among Latin population and limited global Weakness penetration
1. Opportunity to increase brand awareness through global Opportunity sponsorships
2. Better distribution and availability 3. Acquisition of smaller brands to strengthen its position
1. Emergence of new brands being launched into the market 2. Multiple disruptions in major markets ranging from excise duty increases and elections to beer policy changes Threats 3. Govt policies and norms against drinking Competition
1. Johnnie Walker 2. Ballantines Competitors 3. Grants
doc_779906460.docx
SWOT ANALYSIS OF BUCHANANS
Buchanans
Parent Company
Diageo
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
It tastes expensive…and is.
USP
Male positioned prestige brand STP
Individuals with moderate to high disposable income looking for a Segment premium drink
Target Group
Urban upper middle class
Positioning
A drink with a rich experience, aroma and taste SWOT Analysis
1. Buchanan's Whisky is an excellent example of quality with a house style 2. The brand now stands for prestige and tradition that suits the taste and values internationally 3.Using of good grade and high quality raw materials Strength 4. Strong backing of parent company Diageo
1. Limited brand awareness and recall compared to global leaders 2. Popular mostly among Latin population and limited global Weakness penetration
1. Opportunity to increase brand awareness through global Opportunity sponsorships
2. Better distribution and availability 3. Acquisition of smaller brands to strengthen its position
1. Emergence of new brands being launched into the market 2. Multiple disruptions in major markets ranging from excise duty increases and elections to beer policy changes Threats 3. Govt policies and norms against drinking Competition
1. Johnnie Walker 2. Ballantines Competitors 3. Grants
doc_779906460.docx