Strongbow

Parent Company SABMiller

Category Beverages

Sector Food and Beverages

Tagline/ Slogan A taste that hits a little dipper; Bowtime hard earned

USP World’s leading Cider

STP

Segment Beverages segment

Target Group Middle class and upper middle class social classes

Positioning A cider with a dry taste

SWOT Analysis

1. Largest selling cider in Australia and second largest selling cider n

US and a strong market worldwide
2. Growing popularity all over the world
3. High awareness through advertising

Strength 4. Strong backing of the parent company

1. Discontinued brand extensions due to low popularity and sales

Weakness 2.Brand recall and awareness is lesser than market leaders

1. Asian markets and south American markets are still untapped

2. Low alcohol content drinks with a sweeter taste do appeal women 
3.New brand extension to diversify like the one they recently
Opportunity launched Strongbow Pear

Threats 1. Cider market is not increasing as compared to lager market

 2. It’s hard to make a transition of consumer from their loyal brand
3. Recession and policy paralysis in most of the countries are the
biggest hindrance to expand

Competition

1. Mercury Artisan
Competitors 2.Bulmers