Description
SWOT ANALYSIS OF VAT 69
VAT 69
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Heritage of the blood of the heroes
USP
Blended scotch whisky STP
Segment
Young individuals seeking a drink to celebrate
Target Group
Upper middle class and upper class individuals
Celebrating success to others, drink of rich people, premium whisky Positioning for rare and remarkable occasions SWOT Analysis
1. The different malts are blended with each other at the optimal ripening stage to ensure the best blend 2. Huge brand recall and awareness due to frequent usage in popular culture like films, televisions etc. 3. Bottle recognition and unique blended taste 4. Extremely popular globally 5. The product is available easily owing to the parent company's Strength distribution
1.Cases of fake products sold under its name is a concern Weakness 2. Not many innovations in recent years is a concern
1. Has won many awards at international events over the years this Opportunity has significantly improved the brand image 2. The global distribution network & the rich experience of operating
since years should help the brand to expand in more countries 3. Demand for premium scotch products for special occasions is increased over the years
1. Locally available scotch at a low price in particular markets 2. Diluted brand image has severely harmed the brand sales and the consumption 3. Competitors like johnnie walker, Black Dog has a more value and Threats image attached to them than that of Vat 69 due to low brand identity Competition
1.Chivas Regal 2. Teachers Competitors 3. Black Dog
doc_217979894.docx
SWOT ANALYSIS OF VAT 69
VAT 69
Parent Company
Diageo
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Heritage of the blood of the heroes
USP
Blended scotch whisky STP
Segment
Young individuals seeking a drink to celebrate
Target Group
Upper middle class and upper class individuals
Celebrating success to others, drink of rich people, premium whisky Positioning for rare and remarkable occasions SWOT Analysis
1. The different malts are blended with each other at the optimal ripening stage to ensure the best blend 2. Huge brand recall and awareness due to frequent usage in popular culture like films, televisions etc. 3. Bottle recognition and unique blended taste 4. Extremely popular globally 5. The product is available easily owing to the parent company's Strength distribution
1.Cases of fake products sold under its name is a concern Weakness 2. Not many innovations in recent years is a concern
1. Has won many awards at international events over the years this Opportunity has significantly improved the brand image 2. The global distribution network & the rich experience of operating
since years should help the brand to expand in more countries 3. Demand for premium scotch products for special occasions is increased over the years
1. Locally available scotch at a low price in particular markets 2. Diluted brand image has severely harmed the brand sales and the consumption 3. Competitors like johnnie walker, Black Dog has a more value and Threats image attached to them than that of Vat 69 due to low brand identity Competition
1.Chivas Regal 2. Teachers Competitors 3. Black Dog
doc_217979894.docx