Diageo

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Diageo Drink case

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Diageo

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

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