1. Who are the competitors?
The leading competitors I will be challenging are Mikes Hard Lemonade, Bacardi, Jose Cuervo and Smirnoff.
2. What do their brands stand for?
Their brands communicate that their drink is the life of a party, it's elite, and very popular amongst all the crowds.
3. What markets/audiences do they serve?
Men and women ages 21 and up, and all ethnicities.
4. What advantages do they have?
These branded drinks come in more variations of bottle size, product design, the alcohol percentage it contains and a variety of flavors.
5. What disadvantages do they have?
These drink are not as "fruitful" as what I'm marketing. The taste is a bit more carbonated and dull compared to what I have developed.
6. What are their modes of selling and cultivating clients?
Heavy commercials, billboard displays, and lots of advertisements throughout print media as well too.
7. How do they position themselves?
Each brand positions themselves at being the top-notch for their area of interest. Mikes Hard Lemonade is geared as your summer-friendly drink, while others like Jose Cuervo is for the more higher-income population, the rich and elite.
8. How do they characterized their clients?
In commercials Bacardi features the youthful, partying crowd while Jose Cuervo has older men and women dressed in very formal attire. So I feel they are portraying their customers throughout their advertisements.
9. What are the key messages?
Each message states something about the taste, or living your life up to your expectations.
10. What is their financial condition?
Mikes Hard Lemonade and Smirnoff dont bring as much money in as Jose Cuervo or Bacardi but each company is very well off.
11. How much market do they share?
12. How do they use brand identity to leverage success?
Having pretty, attractive models drinking their products, celebrity promotions at various parties and magazine ads in almost every magazine.
13. What do they look and feel like?
The products are attractive in color, they appear refreshing, smooth bottled and of good quality. Not cheaply designed.
For the market share – of the competition, who sells the most? For example, Coca-Cola and Pepsi lead the market, and there's no one really close to either of those. Give your best guess if you can't find it elsewhere.
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