BCU - MM - Guinness - 1.2013
17
An analysis of a traditional Irish brand in the U.K.
-
Upload
joachim-kranzler -
Category
Health & Medicine
-
view
757 -
download
2
description
Group presentation in Marketing Management doing research about Guinness.
Transcript of BCU - MM - Guinness - 1.2013
An analysis of a traditionalIrish brand in the U.K.
Noora Al-AbdullaPanchapha LaochooSolar PereraJoachim KranzlerNavin MahaveerOkwuchukwu Nnajiofor
Birmingham, 13/11/2013
The Team
ContentsI. Brand &
History
II. PESTLE-
Analysis
III.5-Forces-
Analysis
IV.SWOT-
Analysis
Famous Irish beer brand
3 main-variations (Guinnes Draught, Extra Stout and Foreign
Extra)
History:1759 – Arthur Guinness founded the brewery in Dublin
1769 – First export to Great Britain
1824 – First Guinness advertisement printed
1833 – The brewery became the largest in Ireland
1920 – Released their campaign ‘‘Guinnes is good for you“
1950 – Brewery‘s worldwide expansion (e.g. Africa, Canada, Australia, Thailand,
etc.
1954 – Guinness Book of World Records
1997 – Merger with Grand Metropolitan to form Diageo PLC
2001 – The world drinks £2bn pints a year
2013 - Highest brand-expenditure in history (£34m)
(Sources: marketingweek.co.uk, 2013; guinness.com, 2013; guinnes-storehouse.com, 2013)
PESTLE
Political
Economic
Social
Technological
Legal
Environmental
Political Influence of political
system Minimum price policy Government‘s tax
policy BBPA guidelines
Beer duty guidelines
Alcohol labelling
(Sources: British beer pub association Brewing, 2013; Guardian News and Media Ltd., 2013; Sky news, 2013; Conservatives, 2013)
PESTLE
Economic
Social
Technological
Legal
Environmental
Political
Economic Economic growth Unemployment Inflation Consumer Confidence
(Sources: bankofengland.co.uk, 2013; ecb.europa.eu, 2013; epp.eurostat.ec.europa.eu, 2013; tradingeconomics.com, 2013)
PESTLE
Social
Technological
Legal
Environmental
Political
Economic
Social
Change in Lifestyle Health Conscious
Society Responsible drinking Decline in affluent
customers Cross-Channel
Shopping
(Sources: Joseph, 2012; Joseph, 2013; Chahal, 2013; Young, 2013; Bishop, 2012; Guinnes & Co, 2013; Mintel, 2010)
PESTLE
Technological
Legal
Environmental
Political
Economic
Social
Technological Technology in
production Packaging & logistic Internet & e-
commerce Draught technique Service & support
(Sources: MBASkool.com, 2008; myarticle.com, 2008; guinness.com, 2012; guinnes-storehouse.com, 2013;ResearchPapers247.com, 2008)
PESTLE
Legal
Environmental
Political
Economic
Social
Technological
Legal Duty on Beer Alcohol consumption
laws
(Sources: Gov.uk, 2012; Drinkaware.co.uk, 2013)
PESTLE
Environmental
Political
Economic
Social
Technological
Legal
Environmental Climatic factors
Pollution Packaging &
Recycling
(Sources: Anon, 2008; Benfield, 2012; British Beer & Pub Association, 2011; Clarke, 2006; Jones, 2012; MBASkool.com, 2008; Phelan, 2013; ResearchPapers247.com, 2008; The Environment Agency, 2013)
FORCES
LR LR
AR
LR
LR
INDUSTRY RIVALRY
Stout beer brands like Murphy‘s and
Beamish in addition to Lager and Ale brands.
BARGAINING POWER of SUPPLIERS
Weather-sensitive raw materials could be an
advantage to suppliers.
THREAT of NEW ENTRY
Potential risk of other breweries entering the
stout beer market. (e.g. Gösser Venus in Austria, etc.)
THREAT of SUBSTITUTES
Potential products that entice people to consume other
alcoholic beverages rather than Guinness.
BARGAINING POWER of CUSTOMERS
Trend of drinking at home could make
customers more price sensitive.
(Sources: MBASkool.com, 2008; myarticle.com, 2008; ResearchPapers247.com, 2008)
Highest reputation and consumption in U.K.
Iconic status achieved due to advertising
Manifested knowhow and technology (e.g. widget)
Decreasing sales and market share
Advertising restrictions
Youngsters prefer beer over any other liquor
Increase in the numbers of female drinkers
New products from global market
Country-specific regulations in the alcohol industry
Rising costs of raw materials due to speculation and climate change
Diageo‘s reputation could be a negative factor
Strengths Weaknesses Opportunities Threats
(Sources: MBASkool.com, 2008; Mintel,2010; myarticle.com, 2008; ResearchPapers247.com, 2008)
THANK YOU!
ANY QUESTIONS?
Research list (1)
Anon (2008) Guinness. Available at: http://www.mbaskool.com/brandguide/food-and-beverages/4794-guinness.html [Accessed 26 October 2013].
Bankofengland.co.uk (2013) Interest and exchange rates data. Available at: http://www.bankofengland.co.uk/boeapps/iadb/index.asp?Travel=NIxIRx&levels=1&XNotes=Y&H3688XNode3687.x=9&H3688XNode3687.y=5&C=13T&C=KV&C=P9&C=E32&C=E77&C=E7D&C=E81&XNotes2=Y&Nodes=X3687X3688X3691X3694X3716X3738X3754X3757X3764X3771X3774&SectionRequired=I&HideNums=-1&ExtraInfo=true#BM
[Accessed 11 November 2013].
Benfield, K. (2012) The greening of Guinness. Available at: http://switchboard.nrdc.org/blogs/kbenfield/the_greening_of_guinness.html [Accessed 5 November 2013].
Bishop, D. (2012) Lower strength drinks heralded as Stella Artois, Becks and Budweiser switch to 4.8% & 'mid-strength' 2.8% Guinness announced: Alcohol Policy UK. Available at:
http://www.alcoholpolicy.net/2012/01/lower-strength-drinks-heralded.html [Assessed 30 October 2013]
British Beer & Pub Association (2011) brewing green/our commitment towards a substainable future for Britain’s beer. [pdf] London: British Beer & Pub Association. Available at: http://s3.amazonaws.com/bbpa-prod/attachments/documents/resources/ 21206/original/Brewing%20Green%20Report%202011.pdf?1328626886 [Accessed 4 November 2013].
British beer pub association Brewing (2013) Beer duty guidelines. Available at: http://www.beerandpub.com/industry-briefings-filtered?ib_filter=17 [Accessed 1 Nov 2013].
Chahal, M. (2013) UK beer struggles to raise the bar: MarketingWeek. Available at: http://www.marketingweek.co.uk/trends/uk-beer-struggles-to-raise-the-bar/4007556.article [Assessed 28 October 2013]
Research list (2)
Clarke, J. (2006) Ireland: Where Being Stout is a Virtue. Available at: http://www.starchefs.com/wine/features/html/irish_stouts/html/ [Accessed 5 November 2013].
Conservatives (2013) Taking action to tackle the problems of alcohol abuse. Available at: http://www.conservatives.com/Policy/Where_we_stand/Crime.aspx [Accessed 8 Nov 2013].
Drinkaware.co.uk (2013) Alcohol and the Law. Available at: https://www.drinkaware.co.uk/check-the-facts/alcohol-and-the-law [Accessed 2 November 2013]
Ecb.europa.eu (2013) Statistics. Available at: http://www.ecb.europa.eu/stats/html/index.en.html [Accessed 11 November 2013]
Epp.eurostat.ex.europa.eu (2013) Statistics. Available at: http://epp.eurostat.ec.europa.eu/portal/page/portal/statistics/themes[Accessed 11 November 2013]
Gov.uk (2012) HM Revenue & Customs: Alcohol Duties. Available at: https://www.gov.uk/alcohol-duties#beer-duty [Accessed 1 November 2013]
Guardian News and Media Limited (2013) Coalition to set minimum alcohol price. Available at: http://www.theguardian.com/society/2012/mar/23/coalition-minimum-alcohol-price-40p?guni=Data:in%20body%20link [Accessed 1 Nov 2013].
Guinness.com (2012) The Draught Family. Available at: http://www.guinness.com/en-row/thebeer-draught-bottle.html [Accessed 5 November 2013].
Guinness-storehouse.com (2013) The Story 1950. Available at: http://www.guinness-storehouse.com/en/thestory-1950.html [Accessed 5 November 2013].
Guinness & Co (2013) Calorie Guide: Guinness.co.uk. Available at: http://www.guinness.com/en-gb/food-calorie-guide.html [Assessed 1 November 2013]
Research list (3)
Jones, S. (2012) Branding Guinness. Available at: http://www.articlesbase.com/international- business-articles/branding-guinness-5907801.html [Accessed 5 November 2013].
Joseph, S. (2012) Diageo readies Guinness Mid-Strength UK release: MarketingWeek. Available at: http://www.marketingweek.co.uk/diageo-readies-guinness-mid-strength-uk-release/3033503.article
[Assessed 27 October 2013]
Joseph, S. (2013) Guinness Launches £12m bid to push quality credentials: MarketingWeek. Available at: http://www.marketingweek.co.uk/news/guinness-launches-12m-bid-to-push-quality-credentials/4007779.article [Assessed 28 October 2013]
Joseph, S. (2013) Guinness needs to woo younger drinkers to maintain ‘surfer’ cool: MarketingWeek. Available at: http://www.marketingweek.co.uk/news/guinness-needs-to-woo-younger-drinkers-to-maintain-surfer-cool/4007793.article [Assessed 28 October 2013]
Marketingweek.co.uk (2013) Guinness needs to woo younger drinkers to maintain `surfer` cool. Available at: http://www.marketingweek.co.uk/news/guinness-needs-to-woo-younger-drinkers-to-maintain-surfer-cool/4007793.article [Assessed 8 November 2013]
Myarticle.com (2008) An introduction of DIAGO company. Available at: http://www.myarticle.com/Business/diageo-company.html[Accessed 9 November 2013].
MBASkool.com (2008) BrandGuide: Guinness. Available at: http://www.mbaskool.com/brandguide/food-and-beverages/4794-guinness.html [Assessed 4 November 2013]
Mintel (2010) Ales and Stouts: Consumer Usage. Available Through: http://academic.mintel.com/display/525016/?highlight=true#hit1 [Assessed 2 November 2013]
Research list (4)
Mintel (2010) Ales and Stouts: Market in Brief. Available Through: http://academic.mintel.com/display/525003/?highlight=true#hit1 [Assessed 2 November 2013]
Mintel (2010) Ales and Stouts: Consumer Attitudes to Drinking: Strengths and Weaknesses. Available Through: http://academic.mintel.com/display/541695/?highlight=true#hit1 [Assessed 3 November 2013]
Mintel (2010) Ales and Stouts: Consumer Attitudes to Drinking: *Consumer Usage – What People Drink and How Often. Available Through: http://academic.mintel.com/display/541697/?highlight=true#hit1 [Assessed 5 November 2013]
Mintel (2010) Ales and Stouts: Consumer Attitudes to Drinking: *Appendix – Consumer – Drinking Behaviour. Available Through: http://academic.mintel.com/display/541706/?highlight=true#hit1 [Assessed 6 November 2013]
Phelan, A. (2013) FAQ. Available at: http://www.guinness-storehouse.com/en/faqs.aspx#faq60 [Accessed 31 October 2013].
ResearchPapers247.com (2008) An introduction of Diageo company. Available at: http://www.myarticle.com/Business/diageo-company.html [Assessed 26 October 2013]
Sky news (2013) Beer sales slump blamed on tax policy. Available at: http://news.sky.com/story/1042679/beer-sales-slump-blamed-on-tax-policy [Accessed 1 Nov 2013]. Tradingeconomics.com (2013) United Kingdom Calender . Available at: http://www.tradingeconomics.com/united-kingdom/calendar [Accessed 11 November 2013].
The Environment Agency (2013) Climate Change Agreements Scheme. Available at: http://www.environment-agency.gov.uk/business/topics/pollution/136236.aspx [Accessed 5 November 2013].
Young, A. (2013) Pub beer sales fall by 50 million pints: The Drinks Business. Available at: http://www.thedrinksbusiness.com/2013/04/pub-beer-sales-fall-by-50-million-pints/ [Assessed 30 October 2013]
