Description
SWOT ANALYSIS OF HENNESSY COGNAC
Hennessy Cognac
Parent Company
LVMH Moët Hennessy Louis Vuitton S.A.
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Hennessy. Mix accordingly.
USP
Strong brand appeal especially in ultra-high class society STP
Segment
Wine drinkers especially cognac lovers across all age groups
Target Group
People with high disposable income
Positioning
World leading cognac with strong cultivated taste SWOT Analysis
1. High premium quality and top brand recall 2. Recent innovations in the flavors that has broadened the appeal to young drinkers 3. Special edition bottles designed by famous graffiti artists that has helped the brand to increase the recall 4. Sells about 50 million bottles a year worldwide 5. Excellent distribution and brand availability across the world Strength 6. Strong backing of LMVH parent brand
1. Cost cutting measures has not helped to increase the margins 2. The brand has yet to establish itself in the emerging economies as Weakness the most preferred beverage
Opportunity
1. Celebrity brand endorsement to increase reach further 2. Increased market for luxury goods and rapidly evolving emerging
markets 3. Inorganic ways for growth
1. Slowdown of luxury wine and spirit making business all over the world due to recession 2. Intense competition in wine market Threats 3. Presence of counterfeit products in the market Competition
1. Martell 2. Meukow XO Competitors 3. Courvassier
doc_185880694.docx
SWOT ANALYSIS OF HENNESSY COGNAC
Hennessy Cognac
Parent Company
LVMH Moët Hennessy Louis Vuitton S.A.
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Hennessy. Mix accordingly.
USP
Strong brand appeal especially in ultra-high class society STP
Segment
Wine drinkers especially cognac lovers across all age groups
Target Group
People with high disposable income
Positioning
World leading cognac with strong cultivated taste SWOT Analysis
1. High premium quality and top brand recall 2. Recent innovations in the flavors that has broadened the appeal to young drinkers 3. Special edition bottles designed by famous graffiti artists that has helped the brand to increase the recall 4. Sells about 50 million bottles a year worldwide 5. Excellent distribution and brand availability across the world Strength 6. Strong backing of LMVH parent brand
1. Cost cutting measures has not helped to increase the margins 2. The brand has yet to establish itself in the emerging economies as Weakness the most preferred beverage
Opportunity
1. Celebrity brand endorsement to increase reach further 2. Increased market for luxury goods and rapidly evolving emerging
markets 3. Inorganic ways for growth
1. Slowdown of luxury wine and spirit making business all over the world due to recession 2. Intense competition in wine market Threats 3. Presence of counterfeit products in the market Competition
1. Martell 2. Meukow XO Competitors 3. Courvassier
doc_185880694.docx