Finding Guinness
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This document outlines a project to increase brand engagement for Guinness beer. It discusses discovering insights about Guinness customers and their behaviors online and in pubs. It then defines the scope of a mobile app project to help customers find Guinness pubs and locations. The project went through phases of design, development, and deployment of an app allowing users to plan events, find new pubs, and rate locations. Initial results showed increased brand engagement through the new communication channel. Future plans discuss ways to increase return on investment and leverage brand data.
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The document provides a brief history of Guinness, including key dates and events:
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The major findings indicate that while there is a current rapid expansion toward globalization, largely through the use of modern technology, some pioneering companies proved to be forward thinking and set the initial international business model. However, before this model became viable for all international trade, some significant challenges were faced. The company used a process-driven approach and standardization in key areas. Issues such as Culture, Politics, Economics & Location were of primary consideration, and robust structures were necessary for implementation into a new market.
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Guinness has been highly successful in sourcing capital where it is the cheapest, production where it is most cost effective & sales where they are most profitable. Each country’s competitive advantage has been useful in the production of goods & services to produce and deliver Guinness on a global scale.
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Guinness is famous for its distinctive black color, smooth creamy head, and unique surge and settle. It is brewed in 52 locations worldwide and widely available in over 150 countries. Arthur Guinness took out a 9,000 year lease on the St James's Gate Brewery in Dublin in 1759. Before the late 19th century, the Guinness brewery was the world's largest brewery and was floated on the London Stock Exchange. Guinness portrays brand values of dedication, loyalty, friendship, and that one's character is revealed through their choices.
Clase caso guinness
1) La cerveza Guinness experimentó una caída en las ventas por primera vez en 241 años en 1999, lo que llevó a Diageo a invertir entre $230-250 millones para reposicionar la marca.
2) Diageo introdujo innovaciones como un sistema en latas y botellas para preservar la crema y desarrolló "Guinness Draught Extra Cold" para mejorar el sabor.
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La empresa Cervecera Cuauhtémoc Moctezuma utiliza varios tipos de intermediarios como distribuidores mayoristas, minoristas y comisionistas para llegar a más mercados y aumentar sus ganancias. También emplea sistemas verticales y horizontales de mercadeo para coordinar mejor la distribución física de su cerveza a nivel nacional a través de una fuerte fuerza de ventas. Aunque existen conflictos en el canal de distribución, la compañía controla estrictamente la logística para satisfacer la demanda de manera eficiente.
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themselves as ruler of their
game within the marketplace,
quickly becoming a necessity
in your life. This is branding.
Every morning, on your commute
to work, whether by foot,
public transport or car, you are
bombarded with a visual feast of
billboards, automobiles, apparel,
technology, bumper stickers,
advertising screens, radio… the
list goes on. Some of these
products get lost in the chaos
and fall under the radar. Then
you see a mark that draws you
in. The shoe with the swoosh
on the side, a familiar tagline
on a poster, or the slick looking
mobile phone with the graphiteback
that grabs your attention.
It might be that you have never
seen this brand before. It’s your
first date and you’re trying to
work it out. It’s intrigued you and
you want to know more. Through
their unique combinations of
design, color and typography,
they have incited your curiosity
and captured your attention.
Behind these products are
companies with a deep
understanding of their audience
and how to engage with their
target consumer. They have
taken a strategic and bold
approach to standing out from
the crowd and are becoming a bigger piece of the puzzle.
How to-design-a-memorable-brand-that-catches-on
What makes good branding?
How the combination of strategy, design and consistency creates a strong brand.
BRANDING PRINCIPLES
The traditional components of branding such as vision, experience and originality.
DESIGN IN PRACTICE
How to use design elements such as color, type and photo filters to create an effective brand style.
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
Digital and Social Media Strategy Excellence at Golin Hong Kong - an integrated communications and marketing agency with a worldwide network. Contact: Zaheer Nooruddin, Head of Digital Innovation, Asia at znooruddin@golin.com
EngagePDX Leverage your visual content to the MAX
Presentation given during EngagePDX 2018 where all things visual content and getting the most out of your visual content. Case studies and examples share how to get the most out of your visual content.
Popai @ Seminarie Pre-, To-, In-store en Retail Detail
The document discusses shopper marketing and communication. It introduces Leo van de Polder who has 35 years of experience in retail marketing, business administration, and design management. It describes Popai Benelux, an international retail organization focused on understanding consumer and shopper behavior from pre-store to post-store experiences across channels. Popai's mission is to leverage shopper intelligence to benefit brands, consumers, retailers, and shoppers. The document emphasizes understanding shopper mindsets and behaviors at each step of the shopping journey.
SMC Introduction Presentation
This document provides an overview of a marketing strategy and communications consultancy called Strategic Minds. It outlines their mission to understand people in order to create passionate and profitable relationships between brands and consumers. Their aims include enlightening companies, inspiring positive change, innovating marketing strategies, and uniting stakeholders. The consultancy has experience across industries and countries. They provide a thorough process from research to measuring results. Examples of their work include developing strategies and branding for several organizations. The document concludes with positive testimonials from clients praising Strategic Minds' work.
SMC Introduction Presentation
This document provides an overview of a marketing strategy and communications consultancy called Strategic Minds. It outlines their mission to understand people in order to create passionate and profitable relationships between brands and consumers. Their aims include enlightening companies, inspiring positive change, innovating marketing strategies, and uniting stakeholders. The consultancy has experience across industries and countries. They provide a thorough process from research to measuring results. Examples of their work include developing strategies and branding for several organizations. The document concludes with positive testimonials from clients praising Strategic Minds' work.
Marketing + Design Portfolio
Nicholas Padula provides a portfolio summarizing his work in branding, web design, and digital marketing from 2012 to 2015. The portfolio includes over 20 projects ranging from creating brand identities for catering and food businesses to redesigning websites and running social media and digital advertising campaigns. Padula's work shows his experience in creating logos, designs, websites and implementing marketing strategies for a variety of clients.
Getting the most milage out of your content marketing
This document discusses the importance of visual content marketing and leveraging different types of visual content across marketing campaigns. It provides an example of a successful campaign run by Avalaunch Media for Blendtec that exceeded its goals of selling 800 blender units within 48 hours through remarketing strategies like video assets and carousel ads. The case study highlights how visual content can engage audiences and drive sales when integrated into the right multi-channel strategy.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
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Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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Finding Guinness
- 1. Finding Guinness RANDALL NOVAL! APRIL 1, 2014!
- 2. Business Problem 2 Constraints! !Budget! !Timeline (launch within 6 months)! !Communication channels (alcohol brand)! Cannot show preference! Client! !Push boundaries! !Connect with Believers through technology! Goals! !Increase brand awareness! !Increase engagement (interactions with brand)! !Increase revenue!
- 5. Discover - Who 67% Male! 25 - 54 60%! 72%! Kid-less 6 http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness
- 6. Discover - What Mobile growing! 7
- 7. Discover - Challenge How can we better engage Guinness Believers?! ! What innovative ways can we help them find Guinness?! 8 Alcohol brands don’t advertise where to buy! ! Cannot show preference!
- 10. Define – Use Cases Plan events! Find new locations! Single platform! 2 views! 12
- 11. Define – Scope & Plan 13 Define deliverables Create the scope Create the project plan Keep the project moving!
- 12. Design - Value Exchange Fans Find Guinness! ! Higher sales & brand engagement! Fans find better pubs! ! Higher brand engagement! Emotional benefit! ! Actionable data for the sales team! 15
- 13. Develop - Data Dive Diageo distributer data warehouse! Guinness retailer location data! 16
- 14. Develop - Deeper Dive 17 Create relationship with data curator! Understand core data processes! Extract & clean relevant data!
- 15. Deploy - Bringing it together 19
- 16. 20
- 17. Did it Work? Met business goal of increasing engagement by providing new communication channel! (~50k pub ratings total)! 21 Proven value-exchange! (~3k visits + ~500 ratings! / month)!
- 20. Future – Increase ROI Increase value of investment! 24 Extend platform to other brands!
- 21. Future – Value Exchange Increase quality of value exchange! 25 Integrate 3rd party data for increased value as single point of expertise!
- 22. Future – Brand as an API Increase impact of unique data sets! 26 License access to data unique to brand! ! Enable secondary marketplace around brand data!