Description
SWOT ANALYSIS OF CELEBRATION RUM
Celebration Rum
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
-
McDowell's No.1 Celebration Rum provides its consumers high quality standards and this has been recognized at the highest International USP level STP
Segment
Age bracket 30-40 years
Target Group
Working class middle income age group
Positioning
Strong Tinge for mature drinkers SWOT Analysis
1. Fastest growing rum brand in the world 2. Strong distribution back-up of the UB Group 3. McDowell's No.1 Celebration Rum sells in excess of 14 million cases with a reach across 13 countries that, makes Celebration the 2nd largest selling dark rum in the world Strength 4. Good advertising and marketing through TVCs
1. Strong Bitterly taste not so typical in rums 2. Because it is so economical, it usually results in binge drinking Weakness which is not desired for
Opportunity
1. The standard of living in developing countries has increased. These countries provide a great opportunity for the brand to grow
2. Less competition in the Rum market 3. Increasing craze in the developing markets as people are developing taste for Rum
1. Large no. of spurious brands in the same category 2. Strong competitor in the same segment 2. Continuous government intervention with regards to tax Threats regulations Competition
1. Old Monk Competitors 2. Captain Morgan
doc_153026608.docx
SWOT ANALYSIS OF CELEBRATION RUM
Celebration Rum
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
-
McDowell's No.1 Celebration Rum provides its consumers high quality standards and this has been recognized at the highest International USP level STP
Segment
Age bracket 30-40 years
Target Group
Working class middle income age group
Positioning
Strong Tinge for mature drinkers SWOT Analysis
1. Fastest growing rum brand in the world 2. Strong distribution back-up of the UB Group 3. McDowell's No.1 Celebration Rum sells in excess of 14 million cases with a reach across 13 countries that, makes Celebration the 2nd largest selling dark rum in the world Strength 4. Good advertising and marketing through TVCs
1. Strong Bitterly taste not so typical in rums 2. Because it is so economical, it usually results in binge drinking Weakness which is not desired for
Opportunity
1. The standard of living in developing countries has increased. These countries provide a great opportunity for the brand to grow
2. Less competition in the Rum market 3. Increasing craze in the developing markets as people are developing taste for Rum
1. Large no. of spurious brands in the same category 2. Strong competitor in the same segment 2. Continuous government intervention with regards to tax Threats regulations Competition
1. Old Monk Competitors 2. Captain Morgan
doc_153026608.docx