Description
SWOT ANALYSIS OF MORPHEUS BRANDY
Morpheus Brandy
Parent Company
Radico Khaitan Ltd.
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
The spirit of France captured in a goblet
USP
XO blended premium brandy STP
Segment
Working urban population
Target Group
Middle and upper middle class
Positioning
XO blended premium brandy SWOT Analysis
1. Parent Company is one of the oldest and largest liquor manufacturers in India. 2. Radico Khaitan has a very strong distribution network in India. 3. Innovative packaging 4. Most expensive and premium Indian Brandy by virtue of it being XO blended. Strength 5.Trusted and known for its excellent and luxuriant quality.
1.Strong competition from other local and international brands in the same segment 2.Cannibalization by other brands and other forms of alcohol in the recent years 3.Government regulations and laws make it difficult to expand. Weakness 4. Small Consumer Base in the North for Brandy.
1. With Increase in the working population in IT and other segments, the consumption of alcohol in the upper regular segment has increased dramatically in the recent past. 2.The premium and above segments in brandy, which includes cognac, have been growing at nearly 64% a year over the past five Opportunity years.
1. Lot of regulation and tax intervention by government 2. Shift in preference of Target Group to premium brands of vodka Threats and rum. Competition
1. .Mansion House Brandy 2.Mc Dowells No. 1 Competitors 3.Mont Castle Brandy
doc_255126195.docx
SWOT ANALYSIS OF MORPHEUS BRANDY
Morpheus Brandy
Parent Company
Radico Khaitan Ltd.
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
The spirit of France captured in a goblet
USP
XO blended premium brandy STP
Segment
Working urban population
Target Group
Middle and upper middle class
Positioning
XO blended premium brandy SWOT Analysis
1. Parent Company is one of the oldest and largest liquor manufacturers in India. 2. Radico Khaitan has a very strong distribution network in India. 3. Innovative packaging 4. Most expensive and premium Indian Brandy by virtue of it being XO blended. Strength 5.Trusted and known for its excellent and luxuriant quality.
1.Strong competition from other local and international brands in the same segment 2.Cannibalization by other brands and other forms of alcohol in the recent years 3.Government regulations and laws make it difficult to expand. Weakness 4. Small Consumer Base in the North for Brandy.
1. With Increase in the working population in IT and other segments, the consumption of alcohol in the upper regular segment has increased dramatically in the recent past. 2.The premium and above segments in brandy, which includes cognac, have been growing at nearly 64% a year over the past five Opportunity years.
1. Lot of regulation and tax intervention by government 2. Shift in preference of Target Group to premium brands of vodka Threats and rum. Competition
1. .Mansion House Brandy 2.Mc Dowells No. 1 Competitors 3.Mont Castle Brandy
doc_255126195.docx