Diageo
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Diageo

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Diageo Drink case

Diageo Drink case

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Diageo Diageo Presentation Transcript

  • Diageo in india
  • Introduction
    Latin word ->dia(day) , Greek word ->geo(world)
    Est in the year 1997 through merging of GrandMet & Guinness
    Food and drinks
    One of the world largest and finest drinks company .
    It has more category brands then any other drinking company in the world with a good rate of success (8 global brands , 30 local brands and others)
  • Production plan of diageo
  • Positive’s of diageo
    • Its brand name
    • In 2005 it has recorded operating profit of £2 billion , EPS of £5.07 , free cash flow of £1.4 billion .
    • Its Return On Investment (ROI) increased from 10.5% (year 2000) to 14.5%(year 2005)
    • North America accounted for largest amount of sales (up to 29% of total sales) with operating profit of 41%
    • Fierce competitor
  • Strategic plan “go” diageo
    Realizing consolidation was the main feature
    Two forms :
    # Strategic alliance with local manufactures
    # Acquiring leading companies
    Follows four fold strategies –
    “complete category participation , growth of global priority trademark investment in BRIC economies and selective acquisition”
    Marketing through sponsors and customer relationship
    Investing money on campaigns , comedy serials , McLaren Mercedes F1 team as drinking partner and in sports
  • Segmenting
    Geographically (metro)
    Upper & Middle Class
    Defense (No Tax)
    Price = Same as Competitors
    Product Wise (Beer & Spirit)
    Cultural Preference
    Income
    Education
    Special occasion and festivity
  • Targeting
    Not Brand Loyal
    Defense
    Youth
  • Advertising
    • Media.
    • Have a youth icon as the Brand ambassdor.
    • Bill Board & hoarding.
    • Create Shortage for Existing Brand.
    • Happy hours.
    • Events – Sponsors Event.
    • Business Report Award.
    • Tie ups with major pubs and hotels.
    • Campaigning .
    • Super Series Cricket .
  • Market mix
  • Conclusion
    -> DIAGEO has a good future not only in India but also in other countries like China , Russia and Brazil.
    -> Has to have patience
    -> Need to employ a competitive techniques
    -> Need to maintain good relationship with people
  • THANK YOU