Description
SWOT ANALYSIS OF MALIBU
Malibu
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Seriously easy going
The product is made from fruit spirits, flavored with rum and coconut USP flavoring in Barbados. STP
Segment
The brand is for beverage lovers
Target Group
Successful upper middle class & upper class individuals
Positioning
Malibu Rum is flavoured rum made with natural coconut extract SWOT Analysis
1. Global presence. Brands in over 70 countries. 2. The rum can be used for making over 260 cocktail drinks. 3. Bottle recognition & different dispensing instruments. 4. The drink is colourless and slightly more viscous than regular rum. Strength This makes it a more lively & more refreshing drink.
1.There are only 5 variants of the drink in the US market. Weakness 2. Fluctuating sales have been a slight reason for concern
1.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries. 2. The brand is very active on social networking sites such as Facebook. “The Facebook Game” has the potential to increase the Opportunity customer base of the brand. 3.The marketing thrust of Malibu Rum has also strongly focused on
marketing Malibu Rum's online streaming audio station.This provides a good opportunity for improving the brand recall.
1.Competitors are increasing their market share in the U.S market. 2. There is a constant threat of dummy/fake brands in the market Threats which are exploiting the brand name to increase their sales. Competition
1.Captain Morgan 2. Bacardi Competitors 3. Cruzan
doc_847443626.docx
SWOT ANALYSIS OF MALIBU
Malibu
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Seriously easy going
The product is made from fruit spirits, flavored with rum and coconut USP flavoring in Barbados. STP
Segment
The brand is for beverage lovers
Target Group
Successful upper middle class & upper class individuals
Positioning
Malibu Rum is flavoured rum made with natural coconut extract SWOT Analysis
1. Global presence. Brands in over 70 countries. 2. The rum can be used for making over 260 cocktail drinks. 3. Bottle recognition & different dispensing instruments. 4. The drink is colourless and slightly more viscous than regular rum. Strength This makes it a more lively & more refreshing drink.
1.There are only 5 variants of the drink in the US market. Weakness 2. Fluctuating sales have been a slight reason for concern
1.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries. 2. The brand is very active on social networking sites such as Facebook. “The Facebook Game” has the potential to increase the Opportunity customer base of the brand. 3.The marketing thrust of Malibu Rum has also strongly focused on
marketing Malibu Rum's online streaming audio station.This provides a good opportunity for improving the brand recall.
1.Competitors are increasing their market share in the U.S market. 2. There is a constant threat of dummy/fake brands in the market Threats which are exploiting the brand name to increase their sales. Competition
1.Captain Morgan 2. Bacardi Competitors 3. Cruzan
doc_847443626.docx