42Below SWOT analysis
42 Below SWOT Analysis
Identifying the strength
42 Below is renowned for its unique Kiwi flavours including feijoa (pineapple guava), manuka honey, passionfruit and kiwifruit. The innovation and new product activity surrounding the vodka category has been in the area of flavours so flavours have been a real source of growth.
42 Below able to be sold in duty free stores throughout Australia and Asia as well as an agreement with Pearl beverages for importation into the United States.
42 Below provides education and incentives to leading bartenders and managers to build partnerships with key influencers resulted in the creation of more than 4500 account customers worldwide including the world's best bars, hotels and restaurants.
PR, events, online and word of mouth form the central part of the 42 Below's push into foreign markets along with marketing concepts that inspire both comfort and repulsion in equal parts
42 Below has won several awards globally and it is now the number one super-premium vodka by volume in New Zealand and Australia.
Identifying the weakness
The higher alcohol component attracts higher taxes that why 42 Below needs to pay more taxes compared to the other brands.
Difficulties in developing relationships with bartenders and liquorstore owners who are harder to influence through traditional marketing communications.
42 Below is considered as a new brand in the high price competitive vodka market and consumers are price conscious that resulted in some of the consumers will not try a new brand with a premium price.
Identifying the opportunity
New Zealand has the physical ingredients for producing world class vodka which are clean water, fresh air and the good growing conditions.
New Zealand is globally known as a place of purity and a growing reputation for creativity. It brings a positive image and awareness to 42 Below.
Premium pricing in the niche market can be a major marketing opportunity as 42 Below has never
Identifying the strength
42 Below is renowned for its unique Kiwi flavours including feijoa (pineapple guava), manuka honey, passionfruit and kiwifruit. The innovation and new product activity surrounding the vodka category has been in the area of flavours so flavours have been a real source of growth.
42 Below able to be sold in duty free stores throughout Australia and Asia as well as an agreement with Pearl beverages for importation into the United States.
42 Below provides education and incentives to leading bartenders and managers to build partnerships with key influencers resulted in the creation of more than 4500 account customers worldwide including the world's best bars, hotels and restaurants.
PR, events, online and word of mouth form the central part of the 42 Below's push into foreign markets along with marketing concepts that inspire both comfort and repulsion in equal parts
42 Below has won several awards globally and it is now the number one super-premium vodka by volume in New Zealand and Australia.
Identifying the weakness
The higher alcohol component attracts higher taxes that why 42 Below needs to pay more taxes compared to the other brands.
Difficulties in developing relationships with bartenders and liquorstore owners who are harder to influence through traditional marketing communications.
42 Below is considered as a new brand in the high price competitive vodka market and consumers are price conscious that resulted in some of the consumers will not try a new brand with a premium price.
Identifying the opportunity
New Zealand has the physical ingredients for producing world class vodka which are clean water, fresh air and the good growing conditions.
New Zealand is globally known as a place of purity and a growing reputation for creativity. It brings a positive image and awareness to 42 Below.
Premium pricing in the niche market can be a major marketing opportunity as 42 Below has never