chivas regal - company analysis

Prepared by:-

Pallav Tyagi

12/imb036

Content2

Company profileProduct lineProduct offeredSWOT analysisMarket competitorsSales analysis4p’SOperating countries

Company profile3

Chivas Regal is a blended Scotch whisky produced by Chivas Brothers, owned by Pernod Ricard. Chivas Brothers was first established in 1801. The Chivas Regal brand's home is Strathisla Distillery at Keith, Moray in Speyside, Scotland, the oldest operating Highland distillery which was founded in 1786.

Product offered

CHIVAS REGAL 12 YEAR OLD BLENDED SCOTCH WHISKY - Chivas Regal 12 year old is an expression of a unique tradition that has continued unbroken since the Chivas Brothers first introduced the world to the rich, smooth Scotch whisky of Chivas Regal.

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Product offered (cont.)

CHIVAS REGAL 18 YEAR OLD BLENDED SCOTCH WHISKY - Chivas Regal 18 includes over 20 of Scotland's rarest single malt whiskies, aptly described by American whisky writer and author of 'Kindred Spirits 2', F. Paul Pacult as, "Strength and elegance balanced in harmony... blended Scotch does not get any better than this."

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Product offered (cont.)

CHIVAS REGAL 25 YEAR OLD BLENDED SCOTCH WHISKY - Chivas Regal 25 year Old Original is a rare and exclusive blend of the finest Scotch whiskies, available only as a strictly limited release in individually numbered bottles.

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Product line7

Chivas Regal 12 Year Old: Blended from whiskies matured for at least 12 years.

Chivas Regal 18 Gold Signature: Blended from whiskies matured for at least 18 years.

Chivas Regal Original 25 Year Old: Created using whiskies aged at least 25 years; available only in limited quantities with a retail price of $300.

Strength8

1. Global presence in over many countries. 2. Chivas Regal whiskies are blended in a distinctive house style of a mellow, honeyed flavour. This gives it a unique taste.

3. Bottle recognition & different dispensing instruments.4. Sponsorships- It sponsored many music concerts, lifestyle event in Asia & many more

5. Excellent advertising and top of the mind brand recall

Weakness9

1. Brand protection is costly as many fake products with its name affects sales and brands

2. Competition from other premium brands mean limited market share

Opportunity10

1.PernodRicard is set to change the 1.75-litre package format for its Chivas Regal 12 Year Old in the US. This decision is based on the consumer feedback. This move is likely to improve 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.Chivas Regal whiskies have performed well at international Spirit ratings competitions. Its 3 varients namely Chivas Regal 12 Year Old, 18 Year Old & 25 Year Old have individually won many accolades individually. This has improved the brand image.

Threats11

1. Certain advertising campaigns such as "Annual bonus: Having more friends than you had last year" have received criticism from people resulting in lawsuits being filed against the company.2.Competitors are increasing their market share in the U.S market.3. There is a constant threat of dummy/fake brands in the market which are exploiting the brand name to increase their sales.

Operating countries

Argentina, Australia, Bulgaria, Chile, Spain, Greece, Gulf, Columbia, Deutschland(Germany), Japan, Mexico, New Zealand, Nigeria, Peru, Philippines, Poland, Portugal, Russia, Singapore, South Africa, Turkey, United kingdom, Uruguay, Venezuela, Ukraine

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Market competitors13

Johnnie Walker VAT 69

4 P’s

Product – IT OFFER PRODUCT WHICH VARIES LIKE CHIVAS REGAL 12 YEAR OLD BLENDED SCOTCH WHISKY, CHIVAS REGAL 18 YEAR OLD BLENDED SCOTCH WHISKY , CHIVAS REGAL 25 YEAR OLD BLENDED SCOTCH WHISKY

Price –Chivas Regal 12yr Whisky (1L) Prices - 49.98(USD)Chivas Regal 18yr Whisky (1L) Prices – 75.96(USD)Chivas Regal 25yr Whisky (1L) Prices - 377.86(USD)

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PLACE – It is offered through it’s own exclusive chivas regel stores through the different channels of distribution it offered in different countries.

PROMOTION -

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PromotionAdvertizingDirect marketing

(through e-shop)Public relations

(through sponsorship)It sponsored many

music concerts, lifestyle event in Asia & many more

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Chivas Regal sales analysis 17

Year Sales (in million) 2003 0.25

2006 1.22007 1.52008 1.92009 2.32010 2.82011 3.52012 4

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