Description
SWOT ANALYSIS OF TANQUERAY
Tanqueray
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Ready to Tanqueray?
USP
Highest selling imported gin in North American Market STP
Segment
Youngsters seeking a beverage
Target Group
Successful upper middle class and upper class individuals
Positioning
Best London dry gin made in Scotland SWOT Analysis
1. Closely guarded secret recipe 2. It is one of Diageo's 16 "strategic brands" that has beenin prioritization for promotion and distribution worldwide 3. Introduced in 1830, hence its appeal its brand equity and strong following 4. Strong legacy and excellent product quality Strength 5. Good brand reputation among competitors as well
1. It does not command a sizable market share in the native market Weakness 2.Brand replicas and imitations is a setback affecting sales
1. Flavored drinks have a huge market of females which is largely untapped who don’t like the taste of whisky Opportunity 2. It can be paired with cranberry juice, ginger ale etc. 3. A differentiated portfolio of brands appeal to a large segment of
the masses
1. Competitors are increasing their market share in the US market 2. Rising cost of raw material and inflation Threats 3.Additional costs involved with overseas distribution or production Competition
1. Aviation gin 2. Leopold’s American Gin Competitors 3. Dry fly gin
doc_861980050.docx
SWOT ANALYSIS OF TANQUERAY
Tanqueray
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Ready to Tanqueray?
USP
Highest selling imported gin in North American Market STP
Segment
Youngsters seeking a beverage
Target Group
Successful upper middle class and upper class individuals
Positioning
Best London dry gin made in Scotland SWOT Analysis
1. Closely guarded secret recipe 2. It is one of Diageo's 16 "strategic brands" that has beenin prioritization for promotion and distribution worldwide 3. Introduced in 1830, hence its appeal its brand equity and strong following 4. Strong legacy and excellent product quality Strength 5. Good brand reputation among competitors as well
1. It does not command a sizable market share in the native market Weakness 2.Brand replicas and imitations is a setback affecting sales
1. Flavored drinks have a huge market of females which is largely untapped who don’t like the taste of whisky Opportunity 2. It can be paired with cranberry juice, ginger ale etc. 3. A differentiated portfolio of brands appeal to a large segment of
the masses
1. Competitors are increasing their market share in the US market 2. Rising cost of raw material and inflation Threats 3.Additional costs involved with overseas distribution or production Competition
1. Aviation gin 2. Leopold’s American Gin Competitors 3. Dry fly gin
doc_861980050.docx