Guinness case study: utilizing a major anniversary to reinvigorate a brand
Datamonitor
October 2, 2009 35 Pages - SKU: DFMN2470045
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Introduction
This case study on Guinness forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the Irish stout brand has coped with the threats to the beer market and has made concerted efforts to promote itself through varoius marketing initiatives in its 250th anniversary year.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- Datamonitor View
- CATALYST
- SUMMARY
- ANALYSIS
- The ales, stouts & bitters category has longstanding appeal in Europe, but falling growth has prompted new launches
- The category is substantial but suffers from falling growth in many markets
- Ireland and the UK are the largest regions for the category in terms of expenditure per capita
- Manufacturers are attempting to invigorate growth through new launches
- Guinness is utilizing its 250th anniversary to boost brand sales and overcome poor market conditions
- The company has recently emerged from a spate of poor sales caused by smoking bans and stiff competition from other Irish brands
- Guinness' strongest markets are the UK, Nigeria and Ireland, countries where stout has a long tradition of consumption
- Guinness has been successful in undertaking 'event advertising' on TV, and has increasingly used other digital formats to market its brand to new generations
- Guinness' future growth is focused on potential high-growth emerging markets in Asia where the brand's heritage status is less well known
- Conclusions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Leading global countries for ales, stouts & bitters by value ($m), 2003-13
- Table 2: Leading global countries for ales, stout & bitters by expenditure per capita ($m), 2008
- List of Figures
- Figure 1: Launches of new products in the sector have been strong in the past few years
- Figure 2: New products in the ales, stouts and bitters sector have featured innovative elements to enhance demand
- Figure 3: The Guinness name has been used on new food launches as well as conventional stout products
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