Marketing and Guinness
Strategic Marketing
Marketing Strategy for Guinness
Introduction
Guinness is a renowned stout (beer) company in Ireland, and throughout the world.
It is particularly famous for its unique taste and its quality. The beer is an icon for Ireland, with is epic advertisements and classic colour of black and white.
Arthur Guinness established the stout in 1759, at St. James’ Gate in Dublin.
The company has survived years of competition through its creative advertising and high quality product.
Mission Statement
The Guinness brand is part of the large Diageo group, its mission statement quotes that they wish ‘To become one of the world’s most trusted and respected companies’. We feel that this is been achieved with the Guinness brand as it is much respected worldwide. They are always striving to grow, and be known for their outstanding stout.
Guinness has succeeded in growing into the world’s number one stout brewer. In 2000 its overseas sales overtook Irish and British sales, for the first time and these numbers have continued to grow ever since.
Situational Analysis
Company Analysis
Goals
Diageo as a company are constantly striving to reach new goals, to improve the Guinness brand and quality of the product. In recent times the global economic environment has taken a downturn, which has meant that the company has had to do their best to stay competitive and hold their place in the global market.
In recent years the sales of the iconic Irish drink have been falling on a domestic level so Diageo decided that it would have to look further a field to developing markets for new sales.
Diageo got in touch with the famous advertisers Saatchi & Saatchi and started about entering the African market and creating what the advertising company call a “love mark”, described as a brand that enjoys loyalty beyond reason from consumers.
One of the company’s aims is to gain a foothold in this market to increase sales, and profits, and develop their worldwide recognition of the
Marketing Strategy for Guinness
Introduction
Guinness is a renowned stout (beer) company in Ireland, and throughout the world.
It is particularly famous for its unique taste and its quality. The beer is an icon for Ireland, with is epic advertisements and classic colour of black and white.
Arthur Guinness established the stout in 1759, at St. James’ Gate in Dublin.
The company has survived years of competition through its creative advertising and high quality product.
Mission Statement
The Guinness brand is part of the large Diageo group, its mission statement quotes that they wish ‘To become one of the world’s most trusted and respected companies’. We feel that this is been achieved with the Guinness brand as it is much respected worldwide. They are always striving to grow, and be known for their outstanding stout.
Guinness has succeeded in growing into the world’s number one stout brewer. In 2000 its overseas sales overtook Irish and British sales, for the first time and these numbers have continued to grow ever since.
Situational Analysis
Company Analysis
Goals
Diageo as a company are constantly striving to reach new goals, to improve the Guinness brand and quality of the product. In recent times the global economic environment has taken a downturn, which has meant that the company has had to do their best to stay competitive and hold their place in the global market.
In recent years the sales of the iconic Irish drink have been falling on a domestic level so Diageo decided that it would have to look further a field to developing markets for new sales.
Diageo got in touch with the famous advertisers Saatchi & Saatchi and started about entering the African market and creating what the advertising company call a “love mark”, described as a brand that enjoys loyalty beyond reason from consumers.
One of the company’s aims is to gain a foothold in this market to increase sales, and profits, and develop their worldwide recognition of the