Comprehensive SWOT Analysis of Royal Stag – An Iconic Indian Scotch Whiskey Brand

Quick Stats on Royal Stag

Founder	Pernod Ricard
Year Founded	1995
Origin	India
No. of Employees	N/A
Company Type	Private
Market Cap	N/A
Annual Revenue	N/A
Net Income/ Profit	N/A

 

Products of Royal Stag

(Royal Stag’s Marketing Campaign for its Packaged Drinking Water, Source: IIDE) 

• Packaged Drinking Water
• Royal Challenge
• Seagram’s Imperial Blue
• Seagram’s Blenders Pride
• Chivas Regal
• Seagram’s 100 Pipers

Competitors of Royal Stag

Royal Stag competes in the Deluxe segment of the Indian whiskey market. It is priced in a way to target the upper-middle class aged 25-40 years. It faces fierce competition from a host of other products. Here are the top 5 competitors from whom Royal Stag face intense competition.

• United Spirits LTD’s McDowell’s No.1 whiskey
• Radico Khaitan’s 8 PM Royale
• Mason & Summer’s “Royal Crown”
• United Spirits LTD’s Royal Mist whiskey
• ABD’s Officer’s Choice Black

After understanding the core of the company, let us now proceed to the SWOT analysis of Royal Stag. 

SWOT Analysis of Royal Stag

The main function of a thorough SWOT analysis of Royal Stag is to determine a company’s strengths, weaknesses, opportunities, and threats. It Is a tried-and-true management paradigm that permits Royal Stag to match the business and performance to competitors and therefore the industry as an entire. 

A SWOT Analysis is a very popular tool among modern-day managers, competent managers regularly employ this ”management boon” to analyze their company’s current position and to find out what more the company could do to perform and function better in the market.

To better understand the SWOT analysis of Royal Stag, refer to the infographic below:

Let’s proceed further with expanding on the strengths of Royal Stag from the SWOT analysis of Royal Stag.

Strengths of Royal Stag

The strengths of an organization are the unique attributes that give it an edge in capturing more market share, maximizing profit, attracting more customers while also establishing a strong foot in the market. Following are Royal Stag’s strengths:

• Brand Loyalty: The shape and the name of Royal Stag are easily recognized by almost everyone who has a thing for whiskies.
• Customer Base: It was the first brand that did not use any artificial flavours which carved out a new and unique customer base for itself.
• Popularity: One of the most popular whiskey brands of India. People prefer a top-notch drinking experience which is the forte of Royal stag.
• Packaging: The rectangular shape and a dominantly positioned gold two-tone illustration of the stag is a part of its logo that makes it stand out from the competition.
• Advertisement: Royal Stag has a high brand recall because of its advertisements. Saif Ali Khan, Ranveer Singh, and Rohit Sharma are among the famous ambassadors of Royal stag. Royal Stag is also popular on various social media platforms with thousands of followers.

A Must Visit: If you are someone who is 25 years old or over, then you must visit the Instagram profile of Royal Stag to see how creatively the advertising films, creatives are constantly promoted on the brand’s social media. If you want to learn ad designing & social media marketing techniques then IIDE offers several short term courses in digital marketing for the same. Do visit to learn more about it. 

Weaknesses of Royal Stag

These are the places where an organization has to improve. Royal stag major flaws are:

• Brand Switching: As the income of people increases in the developing economy they tend to move to a more premium whiskey. This leads to the switching of brands.
• Limited Production: Due to the limited production of alcohol, an increase in sales is hampered.
• Fluctuations: With more companies entering the arena the competition is increasing and it may lead to price fall. Also hurting the market share of Royal Stag.
• Competition from Foreign Brands: With the new alcohol companies entering the Indian market it may lead to a decrease in sales of Indian whiskey.

Opportunities for Royal Stag

These are the potential areas of focus for an organization. This area helps the company to devise an action plan or to plan a sustainable growth strategy.

• Legacy: Royal Stag is relatively a new brand. With its unique taste and blend, it can carve out a story in the books of history for itself.
• Policies Regulations: If sometime in the future there is an increase in excise duty of beer it will lead to a hike in sales of whiskey.
• Foreign Markets: Though Royal Stag is already present in other markets apart from India it can always look for new markets and increase its footprint.
• The rise in Disposable Income: With the increase in income many people who used to buy an inferior quality of whiskey may now look to buy a more premium one Royal Stag.
• Social Media Campaigns: Social media campaigns are nowadays used by almost everyone in India. Royal stag can start huge campaigns to promote itself.

Threats to Royal Stag

Some factors may hamper the growth of Royal stag in the future. Threats for royal are:

• Other Alcoholic Drinks: Any decrease in the price of a beer or any other alcoholic drink can directly impact the sales of whiskey.
• Government Rules: The increase of taxes on alcoholic beverages may lead to an increase in prices and result in a decrease in sales.
• Health Concerns: With the growing awareness of the adverse effects of alcohol on the human body many state governments have started to declare themselves as a “dry state”. This hampers the growth and the sales of the company.
• Cannibalization: Pernod Richard has many brands in similar product and price categories which may lead to the cannibalization of one sale by another.
• Political Instability: There is a lot of political instability nowadays which threatens the environment needed for business growth.

This ends our comprehensive SWOT analysis of Royal Stag. Let us conclude our learning below.