Description
SWOT ANALYSIS OF SOUTHERN COMFORT
Southern Comfort
Parent Company
Brown-Forman
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Start things up
Southern Comfort is a unique blend of natural fruit, spice and USP whiskey flavors that together create a distinct taste
STP
Segment
Successful middle class men.
Target Group
Scotch drinkers who choose one blend rich fruit flavours
Brand’s premium position is delivering more masculine cues or creating flavor and color systems, product extensions expand the Positioning brand language while retaining strong ties to the core
SWOT Analysis
1. Although the original product contained whiskey, the current formula for Southern Comfort only contains whiskey-tasting flavoring rather than actual whiskey 2. Bottle recognition & different dispensing instruments 3. Excellent availability and strong presence owing to parent company 4. Southern Comfort also produces Ready-To-Pour cocktails available in the US including Southern Comfort Sweet Tea, Southern Comfort Hurricane and Southern Comfort Lemonade Strength 5. Good advertising and branding through adverts
Weakness
1. Outside US the brand hasn’t established itself as a market leader 2. Outside of the Americas, Southern Comfort is produced and bottled
only in Dublin, Ireland 3. Misuse of brand name for fake beverages is a concern
1. New products can help Southern Comfort to expand their business and diversity their customer base 2. Fair trade laws provide an opportunity to expand further 3. Greater innovation can help Southern Comfort to produce unique Opportunity products and services that meet customer’s needs
1. The availability of substitute products hurts JD’s ability to raise prices, because customers can easily switch to another product or service 2. Competitors increasing their market share in the U.S market. Threats 3. In danger of becoming a reliable but tired & unexciting brand.
Competition
1.Bell’s 2.Johnie Walker Competitors 3.Black & White
doc_805438775.docx
SWOT ANALYSIS OF SOUTHERN COMFORT
Southern Comfort
Parent Company
Brown-Forman
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Start things up
Southern Comfort is a unique blend of natural fruit, spice and USP whiskey flavors that together create a distinct taste
STP
Segment
Successful middle class men.
Target Group
Scotch drinkers who choose one blend rich fruit flavours
Brand’s premium position is delivering more masculine cues or creating flavor and color systems, product extensions expand the Positioning brand language while retaining strong ties to the core
SWOT Analysis
1. Although the original product contained whiskey, the current formula for Southern Comfort only contains whiskey-tasting flavoring rather than actual whiskey 2. Bottle recognition & different dispensing instruments 3. Excellent availability and strong presence owing to parent company 4. Southern Comfort also produces Ready-To-Pour cocktails available in the US including Southern Comfort Sweet Tea, Southern Comfort Hurricane and Southern Comfort Lemonade Strength 5. Good advertising and branding through adverts
Weakness
1. Outside US the brand hasn’t established itself as a market leader 2. Outside of the Americas, Southern Comfort is produced and bottled
only in Dublin, Ireland 3. Misuse of brand name for fake beverages is a concern
1. New products can help Southern Comfort to expand their business and diversity their customer base 2. Fair trade laws provide an opportunity to expand further 3. Greater innovation can help Southern Comfort to produce unique Opportunity products and services that meet customer’s needs
1. The availability of substitute products hurts JD’s ability to raise prices, because customers can easily switch to another product or service 2. Competitors increasing their market share in the U.S market. Threats 3. In danger of becoming a reliable but tired & unexciting brand.
Competition
1.Bell’s 2.Johnie Walker Competitors 3.Black & White
doc_805438775.docx