BCU - MM - Guinness - 1.2013

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Group presentation in Marketing Management doing research about Guinness.

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BCU - MM - Guinness - 1.2013

  1. 1. An analysis of a traditional Irish brand in the U.K.
  2. 2. The Team Noora Al-Abdulla Panchapha Laochoo Solar Perera Joachim Kranzler Navin Mahaveer Okwuchukwu Nnajiofor Birmingham, 13/11/2013
  3. 3. Contents I. Brand & History II. PESTLE-Analysis III. 5-Forces-Analysis IV. SWOT-Analysis
  4. 4.  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)
  5. 5. Political Political Environmental Economic Legal     Influence of political system Minimum price policy Government‘s tax policy BBPA guidelines  Beer duty guidelines  Alcohol labelling Social Technological PESTLE (Sources: British beer pub association Brewing, 2013; Guardian News and Media Ltd., 2013; Sky news, 2013; Conservatives, 2013)
  6. 6. Economic Economic Political Social Environmental     Economic growth Unemployment Inflation Consumer Confidence Technological Legal PESTLE (Sources: bankofengland.co.uk, 2013; ecb.europa.eu, 2013; epp.eurostat.ec.europa.eu, 2013; tradingeconomics.com, 2013)
  7. 7. Social Social Economic Technological Political Legal      Change in Lifestyle Health Conscious Society Responsible drinking Decline in affluent customers Cross-Channel Shopping Environmental PESTLE (Sources: Joseph, 2012; Joseph, 2013; Chahal, 2013; Young, 2013; Bishop, 2012; Guinnes & Co, 2013; Mintel, 2010)
  8. 8. Technological Technological Social Legal Economic      Technology in production Packaging & logistic Internet & e-commerce Draught technique Service & support Environmental Political PESTLE (Sources: MBASkool.com, 2008; myarticle.com, 2008; guinness.com, 2012; guinnes-storehouse.com, 2013; ResearchPapers247.com, 2008)
  9. 9. Legal Legal Technological Environmental Social  Duty on Beer  Alcohol consumption laws Political Economic PESTLE (Sources: Gov.uk, 2012; Drinkaware.co.uk, 2013)
  10. 10. Environmental Environmental Legal Political Technological  Climatic factors  Pollution  Packaging & Recycling Economic Social PESTLE (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)
  11. 11. LR LR LR (Sources: MBASkool.com, 2008; myarticle.com, 2008; ResearchPapers247.com, 2008) LR FORCES
  12. 12. S trengths    Highest reputation and consumption in U.K. Iconic status achieved due to advertising Manifested knowhow and technology (e.g. widget) W   eaknesses Decreasing sales and market share Advertising restrictions O   pportunities Youngsters prefer beer over any other liquor Increase in the numbers of female drinkers T hreats     (Sources: MBASkool.com, 2008; Mintel,2010; myarticle.com, 2008; ResearchPapers247.com, 2008) 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
  13. 13. THANK YOU! ANY QUESTIONS?
  14. 14. 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=X3687X3688X3691 X3694X3716X3738X3754X3757X3764X3771X3774&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-drinksheralded.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-briefingsfiltered?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-beerstruggles-to-raise-the-bar/4007556.article [Assessed 28 October 2013]
  15. 15. 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-price40p?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]
  16. 16. Research list (3) Jones, S. (2012) Branding Guinness. Available at: http://www.articlesbase.com/internationalbusiness-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-surfercool/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-surfercool/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-andbeverages/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]
  17. 17. 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-blamedon-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]

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