Description
SWOT ANALYSIS OF MOET AND CHANDON
Moët & Chandon
Parent Company
Moët-Hennessy; Louis Vuitton/ Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Be Fabulous
USP
cornerstone of luxury and the oldest luxury brand in the world STP
Artists, actors, royal families and top business executives and royal Segment individuals
Target Group
Upper class and super premium class individuals
Positioning
World’s oldest luxury brand SWOT Analysis
1. Drink of royal individuals like Queen Elizabeth and Napoleon truly attracted an international following 2. Got attention through the popular culture like songs and films 3. The most luxurious tag that the brand carries has given it the most loyal customers 4. Strong brand legacy and brand perception Strength 5. Annually produces approximately 25million bottles of champagne
1. Ultra-premium product that a very minute part of the world can afford Weakness 2. Brand has not yet tapped premium market in emerging economies
1. Disposable income of people has risen dramatically in developed as Opportunity well as developing countries like India 2. Champagne is becoming a drink for occasion rather than
celebrations 3. A few competitors in Ultra-premium champagne category
1. Single malt premium whisky usage as a drink for celebrations 2. It is hard to make a transition of loyal customers from their brand 3. Comparatively low cost but equally good quality products are Threats available Competition
1. Piper Heisieck Competitors 2. Bollinger
doc_479571091.docx
SWOT ANALYSIS OF MOET AND CHANDON
Moët & Chandon
Parent Company
Moët-Hennessy; Louis Vuitton/ Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Be Fabulous
USP
cornerstone of luxury and the oldest luxury brand in the world STP
Artists, actors, royal families and top business executives and royal Segment individuals
Target Group
Upper class and super premium class individuals
Positioning
World’s oldest luxury brand SWOT Analysis
1. Drink of royal individuals like Queen Elizabeth and Napoleon truly attracted an international following 2. Got attention through the popular culture like songs and films 3. The most luxurious tag that the brand carries has given it the most loyal customers 4. Strong brand legacy and brand perception Strength 5. Annually produces approximately 25million bottles of champagne
1. Ultra-premium product that a very minute part of the world can afford Weakness 2. Brand has not yet tapped premium market in emerging economies
1. Disposable income of people has risen dramatically in developed as Opportunity well as developing countries like India 2. Champagne is becoming a drink for occasion rather than
celebrations 3. A few competitors in Ultra-premium champagne category
1. Single malt premium whisky usage as a drink for celebrations 2. It is hard to make a transition of loyal customers from their brand 3. Comparatively low cost but equally good quality products are Threats available Competition
1. Piper Heisieck Competitors 2. Bollinger
doc_479571091.docx