Description
SWOT ANALYSIS OF ROYAL CHALLENGE LAGER
Royal Challenge Lager
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Brewed longer brewed better;If only life was as smooth as Royal Tagline/ Slogan Challenge
USP
Long brew duration that provides distinct rich taste and smooth flavor STP
Segment
People wanting to have a beer beverage
Target Group
Urban and semi-urbantier 2 cities from middle class
Positioning
Smooth taste and premium distinct quality SWOT Analysis
1. Superior taste and premium quality 2. Strong following in states like Andhra Pradesh, Uttar Pradesh and Orissa 3. Distinct international class packaging and premium image 4. Path breaking advertising Strength 5. Good marketing and brand visibility
1. Overshadowed by some big players in the same category 2.Limited global presence and lesser market share compared to Weakness leader brands
1. Various advertising and promotional activities that have got a favorable response Opportunity 2. Appealing packaging and smooth taste that young drinkers look for the most
3. Rising beer drinking population in India and demand for the premium brands
1. Increasing competitors market share in the market 2. Increased legal drinking age resulting in low consumption by young drinkers Threats 3. Still perceived as a secondary premium brands Competition
1. Kingfisher 2.Haywards Competitors 3.Kalyani Black Label
doc_568721123.docx
SWOT ANALYSIS OF ROYAL CHALLENGE LAGER
Royal Challenge Lager
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
Brewed longer brewed better;If only life was as smooth as Royal Tagline/ Slogan Challenge
USP
Long brew duration that provides distinct rich taste and smooth flavor STP
Segment
People wanting to have a beer beverage
Target Group
Urban and semi-urbantier 2 cities from middle class
Positioning
Smooth taste and premium distinct quality SWOT Analysis
1. Superior taste and premium quality 2. Strong following in states like Andhra Pradesh, Uttar Pradesh and Orissa 3. Distinct international class packaging and premium image 4. Path breaking advertising Strength 5. Good marketing and brand visibility
1. Overshadowed by some big players in the same category 2.Limited global presence and lesser market share compared to Weakness leader brands
1. Various advertising and promotional activities that have got a favorable response Opportunity 2. Appealing packaging and smooth taste that young drinkers look for the most
3. Rising beer drinking population in India and demand for the premium brands
1. Increasing competitors market share in the market 2. Increased legal drinking age resulting in low consumption by young drinkers Threats 3. Still perceived as a secondary premium brands Competition
1. Kingfisher 2.Haywards Competitors 3.Kalyani Black Label
doc_568721123.docx