Description
SWOT ANALYSIS OF CANADA DRY
Canada Dry
Parent Company
Dr. Peppers Snapple Group
Category
Beverages
Sector
Food and Beverages
Real Ginger Real taste, something good everyday; Just north of Tagline/ Slogan everyday
USP
Ginger ale but with the dry taste STP
Segment
From children to young, adults to all who prefer drinking soft drinks
Target Group
Urban middle and upper middle class individuals
Positioning
Northeastern and outdoors roots SWOT Analysis
1. It’s cool and uplifting taste 2. Canada Dry’s popularity as a mixer 3. Good advertising and marketing through TVCs and ads Strength 4. Strong backing of parent company
1.The brand has unable to establish itself as a global brand 2. A large number of brands under the same name has tend to dilute Weakness the brand equity
1. The limited availability products which are successful can be launched into the new markets 2. In addition to existing brands some more Local-specific brands can be launched in the new markets Opportunity 3. Focused advertising for increasing brand recall
1. Globally established well reputed soft drinks brands give a strong competition 2. Young consumers prefer mild beer over ginger ale Threats 3. Changing global policies and customer preferences Competition
1. Canfields 2.Vernors Competitors 3. Seagram’s
doc_500347729.docx
SWOT ANALYSIS OF CANADA DRY
Canada Dry
Parent Company
Dr. Peppers Snapple Group
Category
Beverages
Sector
Food and Beverages
Real Ginger Real taste, something good everyday; Just north of Tagline/ Slogan everyday
USP
Ginger ale but with the dry taste STP
Segment
From children to young, adults to all who prefer drinking soft drinks
Target Group
Urban middle and upper middle class individuals
Positioning
Northeastern and outdoors roots SWOT Analysis
1. It’s cool and uplifting taste 2. Canada Dry’s popularity as a mixer 3. Good advertising and marketing through TVCs and ads Strength 4. Strong backing of parent company
1.The brand has unable to establish itself as a global brand 2. A large number of brands under the same name has tend to dilute Weakness the brand equity
1. The limited availability products which are successful can be launched into the new markets 2. In addition to existing brands some more Local-specific brands can be launched in the new markets Opportunity 3. Focused advertising for increasing brand recall
1. Globally established well reputed soft drinks brands give a strong competition 2. Young consumers prefer mild beer over ginger ale Threats 3. Changing global policies and customer preferences Competition
1. Canfields 2.Vernors Competitors 3. Seagram’s
doc_500347729.docx