Food
Word Count - 1586
Write an essay (1500 words) on one of the following:
1. Select a food/drink product of your choice that is on the Irish market and for that product prepare a market analysis that provides information on the following:
- Which manufacturer produces the food/drink product and give a company profile?
- What is innovative about the product e.g. its package, health benefit, formulation or branding?
- How is the product marketed and at what target market is it aimed?
- What is its unique selling point?
- Analyse the marketing strategy for this food product and examine: the 4Ps (Product, Promotion, Price and Place), positioning strategy and sensory aspects etc.
- How is the food/drink product advertised?
The Irish product I will use is Guinness. Diageo manufacture Guinness. Guinness is well known as a worldwide dry stout. Guinness originated from a family recipe which had been passed down to Arthur Guinness by his father, who in turn inherited the recipe from his mother. In 1752 Arthur’s godfather died and left Arthur £100 in his will. With this £100, Arthur leased a brewery in Leixlip, by 1759 Arthur had left Leixlip and headed to Dublin where he showed great confidence in his product, and himself, by leasing St. James’s gate for 9000 years. This is where Guinness began. Today, Guinness is still the largest brewery in the world. Guinness today holds the number one spot in the market for stout in the country, and is renowned worldwide for its total quality management. Guinness’ aim is to maintain this number one status and quality and continue to grow larger as well as possible expansion to new markets.
Not only do Guinness specialise in their dry stout, but have now begun to make sauces with their very own Guinness twist. These vary from their own mix of HP brown sauce with a Guinness twist. They also have a range of crisps, peanuts and a large range of merchandise varying from clothes to playing cards.
Write an essay (1500 words) on one of the following:
1. Select a food/drink product of your choice that is on the Irish market and for that product prepare a market analysis that provides information on the following:
- Which manufacturer produces the food/drink product and give a company profile?
- What is innovative about the product e.g. its package, health benefit, formulation or branding?
- How is the product marketed and at what target market is it aimed?
- What is its unique selling point?
- Analyse the marketing strategy for this food product and examine: the 4Ps (Product, Promotion, Price and Place), positioning strategy and sensory aspects etc.
- How is the food/drink product advertised?
The Irish product I will use is Guinness. Diageo manufacture Guinness. Guinness is well known as a worldwide dry stout. Guinness originated from a family recipe which had been passed down to Arthur Guinness by his father, who in turn inherited the recipe from his mother. In 1752 Arthur’s godfather died and left Arthur £100 in his will. With this £100, Arthur leased a brewery in Leixlip, by 1759 Arthur had left Leixlip and headed to Dublin where he showed great confidence in his product, and himself, by leasing St. James’s gate for 9000 years. This is where Guinness began. Today, Guinness is still the largest brewery in the world. Guinness today holds the number one spot in the market for stout in the country, and is renowned worldwide for its total quality management. Guinness’ aim is to maintain this number one status and quality and continue to grow larger as well as possible expansion to new markets.
Not only do Guinness specialise in their dry stout, but have now begun to make sauces with their very own Guinness twist. These vary from their own mix of HP brown sauce with a Guinness twist. They also have a range of crisps, peanuts and a large range of merchandise varying from clothes to playing cards.
Bibliography: Diageo, (2013), Guinness. Available at: http://www.guinness.com/en-ie/ Bord Bia, (2012), available at: http://www.bordbia.ie/industryservices/brandforum/events/WhatsinStoreforBrands2012/Successes%20and%20Failures%20in%20Innovation%20and%20Marketing%202011%20-%20Paula%20Donoghue,%20Bord%20Bia.pdf Irish Central, (2011), ‘Guinness should not cost more in Dublin than New York’