Description
SWOT ANALYSIS OF JILLZ
Jillz
Parent Company
Heineken International
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Fresh and Exciting. Just Like You.
USP
A mix of cider, barley and water with a fruity flavor. STP
Segment
Young people looking for a hangout drink
Target Group
Women, youth groups and subcultures.
Positioning
Sparkling Cider Blend. SWOT Analysis
1. Strong advertising campaigns. The brand has been able to make a niche for itself owing to its unique advertising campaigns. 2. Strong distribution network of the parent brand. 3. Unique aroma. The users find the aroma to be refreshing. 4. Research performed by Heineken indicates that majority of women find the taste of Beer too bitter. In contrast to beer, Jillz does not contain hops. Hops are used as the bittering agent of beer Strength 5. Strong financial stability of Heineken
1. Higher price compared to competitors 2. Limited penetration across the workd specially emerging Weakness economies
1. The fair trade laws have made the process of global expansion Opportunity much smoother. 2. International markets especially China & Russia which are one of
the major beer drinking markets. 3. Leveraging upon the strong global presence of the parent brand.
1. Rising pricing of raw materials such as Barley. 2. Strict Anti-drunk-driving laws have the potential of affecting the sales. 3. Inflation & the slowdown in the economy have affected the beer Threats consumption market. Competition
1. Strongbow 2. Blond Competitors 3. Wieckse
doc_605158743.docx
SWOT ANALYSIS OF JILLZ
Jillz
Parent Company
Heineken International
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Fresh and Exciting. Just Like You.
USP
A mix of cider, barley and water with a fruity flavor. STP
Segment
Young people looking for a hangout drink
Target Group
Women, youth groups and subcultures.
Positioning
Sparkling Cider Blend. SWOT Analysis
1. Strong advertising campaigns. The brand has been able to make a niche for itself owing to its unique advertising campaigns. 2. Strong distribution network of the parent brand. 3. Unique aroma. The users find the aroma to be refreshing. 4. Research performed by Heineken indicates that majority of women find the taste of Beer too bitter. In contrast to beer, Jillz does not contain hops. Hops are used as the bittering agent of beer Strength 5. Strong financial stability of Heineken
1. Higher price compared to competitors 2. Limited penetration across the workd specially emerging Weakness economies
1. The fair trade laws have made the process of global expansion Opportunity much smoother. 2. International markets especially China & Russia which are one of
the major beer drinking markets. 3. Leveraging upon the strong global presence of the parent brand.
1. Rising pricing of raw materials such as Barley. 2. Strict Anti-drunk-driving laws have the potential of affecting the sales. 3. Inflation & the slowdown in the economy have affected the beer Threats consumption market. Competition
1. Strongbow 2. Blond Competitors 3. Wieckse
doc_605158743.docx