Description
SWOT ANALYSIS OF TUBORG
Tuborg
Parent Company
Carlsberg Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
The fun starts here; Open for More
Tuborg Green supports musical and cultural events in many countries USP and is the main sponsor of such events STP
Segment
Beer for light drink lovers
Target Group
Upper middle class urban individuals
Positioning
Beer for every event / Beer to have at many occasions SWOT Analysis
1. Global brand/pioneer of international strategy. Has made acquisitions with national breweries. 2. Green and Brown variants create a huge potential and recall 3. Global presence of the mother brand 4. Global brand/pioneer of international strategy. Has made acquisitions with national breweries 5. Truly a cosmopolitan brand and present in more than 70 countries Strength around the world
1. Despite excellent quality, the brand awareness is slightly lesser compared to leaders Weakness 2. Penetration in the market is low no easy availability
Opportunity
1. Low calorie beer. Society is pushing for “healthy” beers 2. Spending power for such premium products amongst the consumer
is increasing 3. Asia- Beer-drinking population increasing dramatically
1. Comparatively low prices of competitors 2. Stricter laws for Drunk-driving cases Threats 3. More branding and advertising by competing brands Competition
1. Heineken 2.Budweiser 3.Kingfisher Ultra Competitors 4.Corona
doc_418036275.docx
SWOT ANALYSIS OF TUBORG
Tuborg
Parent Company
Carlsberg Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
The fun starts here; Open for More
Tuborg Green supports musical and cultural events in many countries USP and is the main sponsor of such events STP
Segment
Beer for light drink lovers
Target Group
Upper middle class urban individuals
Positioning
Beer for every event / Beer to have at many occasions SWOT Analysis
1. Global brand/pioneer of international strategy. Has made acquisitions with national breweries. 2. Green and Brown variants create a huge potential and recall 3. Global presence of the mother brand 4. Global brand/pioneer of international strategy. Has made acquisitions with national breweries 5. Truly a cosmopolitan brand and present in more than 70 countries Strength around the world
1. Despite excellent quality, the brand awareness is slightly lesser compared to leaders Weakness 2. Penetration in the market is low no easy availability
Opportunity
1. Low calorie beer. Society is pushing for “healthy” beers 2. Spending power for such premium products amongst the consumer
is increasing 3. Asia- Beer-drinking population increasing dramatically
1. Comparatively low prices of competitors 2. Stricter laws for Drunk-driving cases Threats 3. More branding and advertising by competing brands Competition
1. Heineken 2.Budweiser 3.Kingfisher Ultra Competitors 4.Corona
doc_418036275.docx