Description
SWOT ANALYSIS OF WHYTE AND MACKAY
Whyte and Mackay
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Worth the Wait
USP
Male-positioned prestigebrand STP
Segment
Premium beverage for young individuals
Target Group
Businessmen and executive professionals with high income
Positioning
‘Over aged’ Premium and rare scotch SWOT Analysis
1. Strong customer and brand loyalty 2. Whyte & Mackay has remained true to itself and its founders James Whyte and Charles Mackay's pioneering spirit for centuries 3. Selected 13, 19 and 22 year old blends are ‘over aged’ by this additional year to produce a new standard in the industry 4. Unique packaging that customer could recall 5. Legacy and heritage associated with brand 6. Popularity and following among the high income group and its Strength intended use for special occasions
1. Brand recall is limited as advertising is lesser compared to a few other brands Weakness 2. Penetration in the market is low no easy availability
1. Increased consumption of scotch on special occasion 2. Spending power for such premium products amongst the consumer is increasing 3. Whyte and Mackay whiskies have performed well at international Spirit ratings competitions. Its 3 varients namely Chivas Regal 13 Year Old, 19 Year Old & 22 Year Old have individually won many Opportunity accolades individually. This has improved the brand image
1. Comparatively low prices of competitors 2. Use of champagne for special occasions Threats 3. Local blended scotch and their high penetration in the market Competition
1. Black dog Competitors 2. Chivas regal
doc_773996106.docx
SWOT ANALYSIS OF WHYTE AND MACKAY
Whyte and Mackay
Parent Company
UB Group
Category
Beverages
Sector
Foods and Beverages
Tagline/ Slogan
Worth the Wait
USP
Male-positioned prestigebrand STP
Segment
Premium beverage for young individuals
Target Group
Businessmen and executive professionals with high income
Positioning
‘Over aged’ Premium and rare scotch SWOT Analysis
1. Strong customer and brand loyalty 2. Whyte & Mackay has remained true to itself and its founders James Whyte and Charles Mackay's pioneering spirit for centuries 3. Selected 13, 19 and 22 year old blends are ‘over aged’ by this additional year to produce a new standard in the industry 4. Unique packaging that customer could recall 5. Legacy and heritage associated with brand 6. Popularity and following among the high income group and its Strength intended use for special occasions
1. Brand recall is limited as advertising is lesser compared to a few other brands Weakness 2. Penetration in the market is low no easy availability
1. Increased consumption of scotch on special occasion 2. Spending power for such premium products amongst the consumer is increasing 3. Whyte and Mackay whiskies have performed well at international Spirit ratings competitions. Its 3 varients namely Chivas Regal 13 Year Old, 19 Year Old & 22 Year Old have individually won many Opportunity accolades individually. This has improved the brand image
1. Comparatively low prices of competitors 2. Use of champagne for special occasions Threats 3. Local blended scotch and their high penetration in the market Competition
1. Black dog Competitors 2. Chivas regal
doc_773996106.docx