Description
SWOT ANALYSIS OF MILLER HIGH LIFE
Miller High Life
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
The champagne of beers
Distinctively shaped bottles with bright gold label and are made of a USP clear glass that has a tapered neck like a champagne bottle STP
Young, urban, achievement oriented male and female who work hard Segment and play hard
Target Group
Urban upper middle class individuals
Positioning
A good honest beer at a tasty price SWOT Analysis
1. This beer is noted for its high level of carbonation, making it a very bubble-filled beverage, like champagne 2. High Life beat to take the gold medal in "American-style Lagers" category 3. Take back the high life campaign that helped to garner an attention for the brand Strength 4. Strong brand backing of parent company and great taste
1. Brand is yet to establish itself as a strong player compared to market leaders Weakness 2. Highly carbonated hence many drinkers don’t prefer drinking it
Opportunity
1. A taste that stands out, and is bold and is associated with history that sets it apart from others, hence has a huge potential in emerging
economies 2. Premium lager drinking customers are on rise in tier 2 cities besides the urban counterparts 3. More advertising and branding to make it a top of the mind brand
1. Comparatively low prices of competitors 2. Large no. of players in the same segment under the same family leading to cannibalization 3. Continuous government intervention with regards to tax Threats regulations Competition
1. Heineken 2. Budweiser Competitors 3. Carlsberg
doc_101628234.docx
SWOT ANALYSIS OF MILLER HIGH LIFE
Miller High Life
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
The champagne of beers
Distinctively shaped bottles with bright gold label and are made of a USP clear glass that has a tapered neck like a champagne bottle STP
Young, urban, achievement oriented male and female who work hard Segment and play hard
Target Group
Urban upper middle class individuals
Positioning
A good honest beer at a tasty price SWOT Analysis
1. This beer is noted for its high level of carbonation, making it a very bubble-filled beverage, like champagne 2. High Life beat to take the gold medal in "American-style Lagers" category 3. Take back the high life campaign that helped to garner an attention for the brand Strength 4. Strong brand backing of parent company and great taste
1. Brand is yet to establish itself as a strong player compared to market leaders Weakness 2. Highly carbonated hence many drinkers don’t prefer drinking it
Opportunity
1. A taste that stands out, and is bold and is associated with history that sets it apart from others, hence has a huge potential in emerging
economies 2. Premium lager drinking customers are on rise in tier 2 cities besides the urban counterparts 3. More advertising and branding to make it a top of the mind brand
1. Comparatively low prices of competitors 2. Large no. of players in the same segment under the same family leading to cannibalization 3. Continuous government intervention with regards to tax Threats regulations Competition
1. Heineken 2. Budweiser Competitors 3. Carlsberg
doc_101628234.docx