Description
SWOT ANALYSIS OF CROWN ROYAL
Crown Royal
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
For Every King, a Crown ; It’s all about quality, not quantity
USP
Ultra-premium quality whisky STP
Segment
High class individuals seeking a premium beverage
Target Group
Upper middle class and upper class individuals
Positioning
Ultra-premium liquor for special occasions SWOT Analysis
1. Blended taste with smoothness 2. Award winning performance at spirit rating international competitions 3. Excellent quality product with attractive packaging 4. Strong backing of parent company means good distribution and availability 5. Has been associated as sponsor of various lifestyle and motorsport Strength events
1. A comparative high price for a whisky makes it a less favorable drink 2.Despite being a high quality product the brand has yet to establish Weakness itself as a popular global choice
Opportunity
1. A rich heritage makes it a product with a high awareness in
international market 2. High alcohol content with a smooth taste appeal to a large crowd 3. Increase awareness through advertising and sponsorship
1. Presence of single malt whiskies in the same price range 2. International rules and regulations makes it difficult to export the Threats product and entering new markets Competition
1. Alberta Premium 2. Canadian Mist Competitors 3. Johnnie Walker
doc_127209145.docx
SWOT ANALYSIS OF CROWN ROYAL
Crown Royal
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
For Every King, a Crown ; It’s all about quality, not quantity
USP
Ultra-premium quality whisky STP
Segment
High class individuals seeking a premium beverage
Target Group
Upper middle class and upper class individuals
Positioning
Ultra-premium liquor for special occasions SWOT Analysis
1. Blended taste with smoothness 2. Award winning performance at spirit rating international competitions 3. Excellent quality product with attractive packaging 4. Strong backing of parent company means good distribution and availability 5. Has been associated as sponsor of various lifestyle and motorsport Strength events
1. A comparative high price for a whisky makes it a less favorable drink 2.Despite being a high quality product the brand has yet to establish Weakness itself as a popular global choice
Opportunity
1. A rich heritage makes it a product with a high awareness in
international market 2. High alcohol content with a smooth taste appeal to a large crowd 3. Increase awareness through advertising and sponsorship
1. Presence of single malt whiskies in the same price range 2. International rules and regulations makes it difficult to export the Threats product and entering new markets Competition
1. Alberta Premium 2. Canadian Mist Competitors 3. Johnnie Walker
doc_127209145.docx