Logan Kats--Re-Branding
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Logan Kats--Re-Branding

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Logan Kats--Re-Branding Logan Kats--Re-Branding Presentation Transcript

  • GUINNESS
    “Boldly Winning”
    By: Logan Kats
  • Current Plan
    Moto: “Only for the Bold”
    Plan: To get younger generation to drink more Guinness Beer.
    How: Bring in Charlie Sheen to promote
    New Moto: “Boldly Winning”
  • AUDIT—April 27, 2011
    Facebook Page- 120,719 likes
    Twitter Page- Not Available
    Many adds on You Tube
    www.guinness.com
  • Loyal Customer
    Contacted/Drank with CJ:
    Legally been drinking Guinness for 3 years.
    Will drink Guinness over any domestic beer.
    1st Choice at the Liquor Store.
  • Threats
    Domestic Beers (Anhueser-Busch, MillerCoors)
    Foreign Beers (Fosters Beer, Heineken)
  • 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.
  • GUINNESS
    “Boldly Winning”
  • Winning Tastes Better With a Guinness