Description
SWOT ANALYSIS OF HARP LAGER
Harp Lager
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Harp puts out the fire
USP
Bitter beginning taste that quickly turns to clean and refreshing STP
Segment
Young individuals seeking a beverage
Urban individuals especially males, working class people, pub-party Target Group goers
Positioning
Solid and refreshing beer SWOT Analysis
1. Has won many international awards for its unique taste 2. Northern Irelands number one lager 3. Repositioning in helped to increase sales across various segments 4. Strong brand reputation and presence Strength 5. Good availability and distribution owing to parent company
1. Finding it hard to make a customer transition from other beer brands Weakness 2.Limited availability in selective markets globally is a concern
1. Expansion is now easy with new international trade laws 2.Premium lager drinking customers are on rise in tier 2 cities besides Opportunity the urban counterparts 3. Bitter taste for a low alcohol content beer is most distinctive
feature as people like a beer with that taste
1. Presence of other premium beers in the same market 2. Dummy products with the same brand name are on the rise Threats 3. Regulations of government for the drinking age Competition
1.Peroni 2.Burweiser Competitors 3. Carlsberg
doc_450204226.docx
SWOT ANALYSIS OF HARP LAGER
Harp Lager
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Harp puts out the fire
USP
Bitter beginning taste that quickly turns to clean and refreshing STP
Segment
Young individuals seeking a beverage
Urban individuals especially males, working class people, pub-party Target Group goers
Positioning
Solid and refreshing beer SWOT Analysis
1. Has won many international awards for its unique taste 2. Northern Irelands number one lager 3. Repositioning in helped to increase sales across various segments 4. Strong brand reputation and presence Strength 5. Good availability and distribution owing to parent company
1. Finding it hard to make a customer transition from other beer brands Weakness 2.Limited availability in selective markets globally is a concern
1. Expansion is now easy with new international trade laws 2.Premium lager drinking customers are on rise in tier 2 cities besides Opportunity the urban counterparts 3. Bitter taste for a low alcohol content beer is most distinctive
feature as people like a beer with that taste
1. Presence of other premium beers in the same market 2. Dummy products with the same brand name are on the rise Threats 3. Regulations of government for the drinking age Competition
1.Peroni 2.Burweiser Competitors 3. Carlsberg
doc_450204226.docx