Description
SWOT ANALYSIS OF SIGNATURE
Signature
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Success is Good Fun
USP
Brand has pioneered bold initiatives that redefined premium whiskies in India STP
Segment
Young, modern, and stylish for the discerning
Target Group
Urban upper middle class high income
Premium, aspirational and exclusive imagery, provides a premium Positioning lifestyle experience that reflects the consumer's individuality, his success and stylish taste SWOT Analysis
1. Unique packaging that customer could recall 2. Legacy and heritage associated with brand 3. Has also won several international accolades for its daring and Strength distinct taste 4. Popularity and following among groups and its intended use for special occasions 5. Good brand recall and good marketing through surrogate advertising
1. The brand has limited global penetration despite being a top Weakness market brand 2. Competition means brand loyalty and market share is fluctuating
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 India 2. Rising deviation from low priced whiskies to medium priced Opportunity whiskies 3. Any deregulation in the excise policies with reference to taxation and duty on beer which could drastically push up the demand for whisky
1. Comparatively low prices of competitors 2. Large no. of players in the same segment under the same family Threats leading to cannibalization 3. Continuous government intervention with regards to tax regulations Competition
1. Blenders Pride Competitors 2. Antiquity Blue 3. Haig 4. 100 pipers
doc_369857555.docx
SWOT ANALYSIS OF SIGNATURE
Signature
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Success is Good Fun
USP
Brand has pioneered bold initiatives that redefined premium whiskies in India STP
Segment
Young, modern, and stylish for the discerning
Target Group
Urban upper middle class high income
Premium, aspirational and exclusive imagery, provides a premium Positioning lifestyle experience that reflects the consumer's individuality, his success and stylish taste SWOT Analysis
1. Unique packaging that customer could recall 2. Legacy and heritage associated with brand 3. Has also won several international accolades for its daring and Strength distinct taste 4. Popularity and following among groups and its intended use for special occasions 5. Good brand recall and good marketing through surrogate advertising
1. The brand has limited global penetration despite being a top Weakness market brand 2. Competition means brand loyalty and market share is fluctuating
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 India 2. Rising deviation from low priced whiskies to medium priced Opportunity whiskies 3. Any deregulation in the excise policies with reference to taxation and duty on beer which could drastically push up the demand for whisky
1. Comparatively low prices of competitors 2. Large no. of players in the same segment under the same family Threats leading to cannibalization 3. Continuous government intervention with regards to tax regulations Competition
1. Blenders Pride Competitors 2. Antiquity Blue 3. Haig 4. 100 pipers
doc_369857555.docx