The Weaknesses Rare advertisements (only 2 on website in US) Not Well Known –Awareness (reluctant to try dark beer?) Little More Expensive
Re-Branding Aspects Social Media-- Have more information on website. Facebook Page is fine. Get a Twitter account for those who “Tweet”. Update Website better and have it less dull/boring. More information and fun facts. Advertising—Advertise to a younger generation. Example: Charlie Sheen is popular with college kids right now, so use him as spokes person. New Moto: “Boldly Winning”
Ways to Improve Loyalty to Younger Generation Advertise more and incorporate Charlie Sheen into advertisements. Big Sales on Guinness Beer. Promote Beer in the Bars by signs, neons, and “Irish Carbombs”
Brand Experience Quality Social Time with friends and family Happy (for the night) Refreshed/ Thirst Quenched
4 P’s Products Guinness Extra Stout Guinness Draught—Most Popular in U.S. Guinness Foreign Extra Stout Price-Comparable to most domestic beer. Maybe a little more expensive.
Cont’d Promotion- Promote beer/drinks all year long and especially St. (Fake) Patricks Day Place- Obviously all over the world. Promote harder in the United States.
Strengths Being a dark beer provides for a different taste other than domestic beer. Popular in foreign countries—10 million glasses sold in 2007 “Light” tasting even though it’s a dark beer. “Lightest dark beer I’ve ever had” --CJ
Opportunities Increasing Sales/Revenue have enabled for more advertising in U.S. Bring in Charlie Sheen to promote Guinness to younger generations. The younger generation will provide a boost of sales & continued sales into the future.