"Used" SWOT

Use

Strengths	How to use strength?
Healthy image	•  Focus on the healthy characteristics of the beverage •   Emphasis the need of a healthy lifestyle during the marketing campaigns •   Reach customer’s confidence in the fact that the drink is really health
Non-alcoholic nature	• Simultaneously emphasize the stimulating effect and the fact that it is non-alcoholic beverage
Sleep-suppression	• Expand advertising campaigns using the image of students
Original package	• Steady upgrades and monitor trends

Stop

Weaknesses	How to stop each weakness?
Relatively high price comparing to other beverages	•   Focus on the quality of the brand •   Use buyer stereotype "Cheap means bad" •   With the help of marketing activities demonstrate to the buy- ers all benefits they will receive
Limited product base	•   Focus on the uniqueness of the brand •   Highlight German quality •   Use correct placement and quantitative facings on store shelves
Low brand-recognition	•   Achieve consumers conducting active marketing campaigns •   Use a strong presence at universities and clubs •   Sales promotion

   

Exploit

Opportunities	How to exploit each opportunity?
Increasing health concerns and popularity of mate tea and tea in general	• Expandability in the market
Europeanization	• Highlight German origins of the beverage
Alcohol-restricting laws	•   Simultaneously emphasize the stimulating effect and the fact that it is non-alcoholic beverage •   Support and participate in the anti-alcohol campaign
Development of Night- life in Saint Petersburg	•   Develop relationships with partners (clubs, bars, 24\7 shops) •   Creating recipes for the alcohol cocktails and promote in key places: clubs, festivals, concert halls etc
Trust in German products’ quality	• Using German Product positioning as a product of high quality

Defend

Threats	How to defend against or eliminate each threat?
High distribution costs	• Improve efficiency of production in response to changing re- tailing and distribution patterns
Changing attitudes: coffee/juice/alcohol drinks are more preferable	•   Promoting ingredients (mate as healthy and sophisticated drink) •   Creating recipes for the alcohol cocktails and promote in key places: clubs, festivals, concert halls etc
Ageing population	•   Focusing to the new markets: elderly people, young mothers, pregnant women etc •   Develop R&D
Amount of competitors will increase	• Focus on patented traditional South American recipe, key original ingredient - mate tea • Highlight German quality