Description
SWOT ANALYSIS OF CONTESSA RUM
Contessa Rum
Parent Company
Radico Khaitan
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
xxx Rum
USP
Blended with matured cane juice spirit STP
Segment
Upper regular segment
Target Group
Targeted towards urban working population
Positioning
For the man of courage SWOT Analysis
1. Highest selling Rum brand in the Defence segments. 2. It is a millionaire club brand of Radico Khaitan 3. Innovative and Quality packaging 4. Parent Company is India’s oldest and largest liquor manufacturer and hence has a strong distribution channel in India Strength 5. Good availability and distribution
1. Strong competition from other local and international brands in the same segment 2. Cannibalization by other brands and other forms of alcohol in the Weakness recent years
1. With Increase in the working population in IT and other segments, the consumption of alcohol in the upper regular segment has Opportunity increased dramatically in the recent past 2. . A growing target market of young working professionals who let
their hair down on weekends and evenings 3.Growing income in the targeted segment
1. Lot of regulation and tax intervention by government 2. Shift in preference of young population to other premium brands of Threats vodka and rum Competition
1. Old monk of Mohan Meakins Ltd 2. Celebrations of United Spirits Ltd. Competitors 3. Bacardi Reserva of Bacardi Martini India Ltd
doc_226289766.docx
SWOT ANALYSIS OF CONTESSA RUM
Contessa Rum
Parent Company
Radico Khaitan
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
xxx Rum
USP
Blended with matured cane juice spirit STP
Segment
Upper regular segment
Target Group
Targeted towards urban working population
Positioning
For the man of courage SWOT Analysis
1. Highest selling Rum brand in the Defence segments. 2. It is a millionaire club brand of Radico Khaitan 3. Innovative and Quality packaging 4. Parent Company is India’s oldest and largest liquor manufacturer and hence has a strong distribution channel in India Strength 5. Good availability and distribution
1. Strong competition from other local and international brands in the same segment 2. Cannibalization by other brands and other forms of alcohol in the Weakness recent years
1. With Increase in the working population in IT and other segments, the consumption of alcohol in the upper regular segment has Opportunity increased dramatically in the recent past 2. . A growing target market of young working professionals who let
their hair down on weekends and evenings 3.Growing income in the targeted segment
1. Lot of regulation and tax intervention by government 2. Shift in preference of young population to other premium brands of Threats vodka and rum Competition
1. Old monk of Mohan Meakins Ltd 2. Celebrations of United Spirits Ltd. Competitors 3. Bacardi Reserva of Bacardi Martini India Ltd
doc_226289766.docx