guinness presentation
TRANSCRIPT
![Page 1: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/1.jpg)
Marketing Communications Presentation
![Page 2: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/2.jpg)
Company OverviewArthur
GuinnessDiageo Merger
![Page 3: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/3.jpg)
Time Line of Guinness Marketing Efforts
1929 John Gilroy CreationsGentleman’s Choice 1794
• from simple to a work of art
• no slogan or branding vs clear marketing technique
• no character vs humour and personality
![Page 4: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/4.jpg)
Branding• use of slogans
• promotion of product through health benefits
• first use of emotional content relevant to consumer
• 1860 - animal branding sign of quality
• 1862 - Harp logo is introduced
![Page 5: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/5.jpg)
Message in a Bottle Campaign
1954
![Page 6: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/6.jpg)
Famous Commercials• Ruthger Hauer
celebrity endorsement ‘Genius’ campaign 1985
• ‘Not everything black and white makes sense’ Campaign 1996
• Multi award winning Music Machine ad campaign as part of ‘Alive Inside’ Campaign 2007
![Page 7: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/7.jpg)
Guinness Target Audience and SegmentationPsychographic Segmentation -
wheelchair commercial Demographic Segmentation - rugby commercialGeographical Segmentation - Irish Campaign vs
African Campaign
![Page 8: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/8.jpg)
Marketing Communication Mix
• Advertising using traditional and digital media
• Digital Marketing Campaigns (e.g. Arthur’s Day)
• Hosting of Entertainment and Sports Events (Irish Rugby, Guinness Cork Jazz Festival, Guinness Galway Races, Guinness Amplify)
• The Arthur Guinness Fund
![Page 9: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/9.jpg)
Marketing Strategy• Arthur’s Day
Celebration• Informing
consumers via web and traditional media
• Guinness Recipes• Guinness
Storehouse
![Page 10: Guinness Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062223/58751e6d1a28ab05598b7fad/html5/thumbnails/10.jpg)
Conclusion
• Innovation is key• Thinking outside the
box• Promoting emotional
content• Establishing clear
branding guidelines• Know your target
market• Use of a variety
marketing mix tools to reach out to a larger audience
• Global adaptation