The paper “ Fever Tree’ s Strengths, Weaknesses, Marketing Mix, and PRESTCOM Analysis" is a convincing version of a case study on marketing. SWOT Analysis is an important theory in marketing since it identifies strengths, weaknesses, opportunities, and threats in the market within which the good is trading. Getting to know about weaknesses, strengths, opportunities, and threats enable manufacturers of goods to strategize and come up with the best strategy to overcome weaknesses, turn threats into opportunities and capitalize on strengths. Fever-Tree being a range mixer drink just like any other good in the market has strengths, weaknesses, opportunities, and threats which can be discussed as follows. Strengths Unique position in the marketFever tree was developed to cater to the perceived gap in the market, which was not being met by other premium spirit brands.
It was noted that such spirit was rarely taken alone without mixing with other drinks, which took up a large portion than alcohol itself. A premium quality mixer was invented to cover the gap that other spirits like brand and gin were not offering in the market. Fever-Tree provided a solution to customers who found it hectic to mix other alcoholic spirits in order to come up with the desired quality of a drink.
Fever-Tree was invented as a range of mixer drinks and reduced the challenge of the consumers having to mix drinks in order to come up with their own desired flavor. Product superiorityFever-Tree made use of the best, natural and exotic natural ingredients to the level of coming up with the first tonic water with low calorie in the entire world. Existing mixers were artificial and were loaded with additives.
Fever-Tree never used any artificial sweeteners. It was a great product that needed an adequate marketing campaign to get it into the market. Fever-Tree is a unique brand due to the special natural ingredients used in its manufacture. Weakness Limited marketing budgetFever Tree communication team could not launch a major advertising campaign due to their marketing budget which was very small. They have to look for an alternative way of marketing the product. They opted for drinks and food journalists who gave the product coverage in local dailies.
Sunday Times assisted in getting the product stocked by Waitrose. A major marketing campaign would have been more appropriate. The high cost of productionFever-Tree manufacturing uses special natural ingredients that are obtained from many parts of the world including Rwanda. The cost of getting the ingredient and manufacturing the product makes its cost to be high and hence its price. Competitors cut down on costs by adding such things as Saccharin. The high cost of production becomes challenging despite the fact that the product is targeting a niche in the existing market. OpportunityThe gap in the existing market is an opportunity for Fever Tree to realize high turnover before other competitors fall for the idea, and come up with other new brands with a close resemblance.
Fever Tree targets a market niche, and hence price fixing is not depended on other brands. Fever Tree targets specific customers who want a drink with a natural taste without many artificial additives.