Description
SWOT ANALYSIS OF CHIVAS REGAL
Chivas Regal
Parent Company
PernodRicard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Live with Chivalry
It is the market-leading Scotch whisky aged 12 years and above in USP Europe and Asia Pacific. STP
Segment
Premium scotch drinkers
Target Group
Successful upper middle class & upper class individuals
Chivas Regal reminds people that there were elements of living one's life besides personal advancement such as enjoying friends' company Positioning or celebrating the success of others. SWOT Analysis
1. Global presence. Brands in over 70 countries. 2. Chivas Regal whiskies are blended in a distinctive house style of a mellow, honeyed flavour. This gives it a unique taste. 3. Bottle recognition & different dispensing instruments. 4. Sponsorships- It sponsored many music concerts, lifestyle event in Asia & many more Strength 5. Excellent advertising and top of the mind brand recall
1. Brand protection is costly as many fake products with its name affects sales and brands 2. Competition from other premium brands mean limited market Weakness share
1.PernodRicard is set to change the 1.75-litre package format for its Chivas Regal 12 Year Old in the US. This decision is based on the consumer feedback. This move is likely to improve the brand image. 2.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries. 3.Chivas Regal whiskies have performed well at international Spirit ratings competitions. Its 3 varients namely Chivas Regal 12 Year Old, 18 Year Old & 25 Year Old have individually won many accolades Opportunity individually. This has improved the brand image.
1. Certain advertising campaigns such as "Annual bonus: Having more friends than you had last year" have received criticism from people resulting in lawsuits being filed against the company. 2.Competitors are increasing their market share in the U.S market. 3. There is a constant threat of dummy/fake brands in the market Threats which are exploiting the brand name to increase their sales. Competition
1.Johnnie Walker Competitors 2. VAT 69
doc_708009234.docx
SWOT ANALYSIS OF CHIVAS REGAL
Chivas Regal
Parent Company
PernodRicard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Live with Chivalry
It is the market-leading Scotch whisky aged 12 years and above in USP Europe and Asia Pacific. STP
Segment
Premium scotch drinkers
Target Group
Successful upper middle class & upper class individuals
Chivas Regal reminds people that there were elements of living one's life besides personal advancement such as enjoying friends' company Positioning or celebrating the success of others. SWOT Analysis
1. Global presence. Brands in over 70 countries. 2. Chivas Regal whiskies are blended in a distinctive house style of a mellow, honeyed flavour. This gives it a unique taste. 3. Bottle recognition & different dispensing instruments. 4. Sponsorships- It sponsored many music concerts, lifestyle event in Asia & many more Strength 5. Excellent advertising and top of the mind brand recall
1. Brand protection is costly as many fake products with its name affects sales and brands 2. Competition from other premium brands mean limited market Weakness share
1.PernodRicard is set to change the 1.75-litre package format for its Chivas Regal 12 Year Old in the US. This decision is based on the consumer feedback. This move is likely to improve the brand image. 2.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries. 3.Chivas Regal whiskies have performed well at international Spirit ratings competitions. Its 3 varients namely Chivas Regal 12 Year Old, 18 Year Old & 25 Year Old have individually won many accolades Opportunity individually. This has improved the brand image.
1. Certain advertising campaigns such as "Annual bonus: Having more friends than you had last year" have received criticism from people resulting in lawsuits being filed against the company. 2.Competitors are increasing their market share in the U.S market. 3. There is a constant threat of dummy/fake brands in the market Threats which are exploiting the brand name to increase their sales. Competition
1.Johnnie Walker Competitors 2. VAT 69
doc_708009234.docx