Marketing Guinness Essay

3322 Words Nov 7th, 2013 14 Pages
Table of Contents:
1.0………....Introduction 3
1.1……… Present Situation 3
2.0………… Environmental forces 4
2.1………Micro 4
2.2………Macro 6
3.0…………SWOT Analysis 8
4.0………Product and Branding Strategies……………………………………………......9
4.1……… Guinness most popular branding strategies 12
5.0…………Pricing Strategies……………………………………………................................13
6.0……..Promotional Strategies……………………………………………………………14
6.1………Arthurs Day 14
6.2………Hurling 14
7.0.………Distribution 15
References 16

List of Figures Figure2.2.1..........Guinness Demographic views 6
Figure4.0.1..........EXTRA STOUT 10
Figure4.0.2..........DRAUGHT GUINNESS 10 Figure4.0.3..........FOREIGN EXTRA STOUT……………………...………………….10
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Resellers play an important role in marketing intermediaries; resellers help companies or help makes sales for them. For example one of Guinness big resellers in the USA are a company called Empire Distributors Inc, which work with more of Diageo’s alcohol beverages.
Cybercom is one of Irelands biggest market agency, and has worked with Guinness on many different projects. Cybercom helps promote an event or ad campaign and has currently worked with Guinness for their help with Arthur’s day and with Guinness promoting rugby and the national rugby team.
Customers
The customer market has 5 main types: consumer markets, business markets, reseller markets, government markets and international markets. Guinness quality assurance teams help the like of business market regain confidence in their customers. The Guinness quality assurance van would travel round to each public house and measure the quality of the pint to make sure that the high standards of the Guinness name are kept up.
Competitors
The marketing concepts explains to become successful, a company must show greather customer value and satisfaction than its customers do. Thus, marketers must do more than simple adapt the wants or needs of a customer. Diageo help Guinness by making Guinness and their other products to be as sustainable organic growth (which was 58% of total volume in the year ended 30 June 2009) Diageo has one of the best marketing team in the world as they use their

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