Description
SWOT ANALYSIS OF MILLER GENUINE DRAFT
Miller Genuine Draft
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
The Champagne of Beers
USP
Incredible smoothness and refreshment STP
Segment
Age group 25-40 working professionals in urban regions especially
young, urban, achievement oriented, men who work hard and play hard but when the sun goes down they find release in the City Target Group playground with its vibrant energy and endless possibilities
Positioning
International flagship brand of Miller Brewing Company SWOT Analysis
1. Innovative cold filtering process that allows to capture fresh draft taste in every bottle 2. Very smooth and crisp 3. Aroma of grain and malt sweetness. Has a musty presence. 4. A number of other breweries have produced “genuine draft” products, usually in cans aping Miller’s, but none have achieved much Strength success
1.The smell is not too strong but of barley, grain, and water Weakness 2. High on calories and Strong scent of corn
1.With its sweet taste and good aroma it may appeal to women category Opportunity 2. New urban markets where SABMiller have a presence
1. Government regulations 2. The beer industry is going through a slowdown since past few years Threats 3. Growing competition from low calorie beers Competition
1. Budweiser 2. Heineken Competitors 3. Carlsberg
doc_106593948.docx
SWOT ANALYSIS OF MILLER GENUINE DRAFT
Miller Genuine Draft
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
The Champagne of Beers
USP
Incredible smoothness and refreshment STP
Segment
Age group 25-40 working professionals in urban regions especially
young, urban, achievement oriented, men who work hard and play hard but when the sun goes down they find release in the City Target Group playground with its vibrant energy and endless possibilities
Positioning
International flagship brand of Miller Brewing Company SWOT Analysis
1. Innovative cold filtering process that allows to capture fresh draft taste in every bottle 2. Very smooth and crisp 3. Aroma of grain and malt sweetness. Has a musty presence. 4. A number of other breweries have produced “genuine draft” products, usually in cans aping Miller’s, but none have achieved much Strength success
1.The smell is not too strong but of barley, grain, and water Weakness 2. High on calories and Strong scent of corn
1.With its sweet taste and good aroma it may appeal to women category Opportunity 2. New urban markets where SABMiller have a presence
1. Government regulations 2. The beer industry is going through a slowdown since past few years Threats 3. Growing competition from low calorie beers Competition
1. Budweiser 2. Heineken Competitors 3. Carlsberg
doc_106593948.docx