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SYTYCB: Brand Strategy for Guinness
This document provides a brand strategy for Guinness. It analyzes Guinness' customer-based brand equity in terms of salience, imagery, judgments, and feelings. It identifies strengths such as a distinctive brand heritage but also weaknesses like an older customer base. The plan aims to redefine Guinness' identity beyond Irish provenance and recruit younger drinkers. Key strategies include establishing a "Made of More" identity celebrating boldness, expanding usage occasions through innovations, and seeding messages through influencers and media. The plan forecasts 8.1% growth versus the industry projection of 3.1%.
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SYTYCB: Brand Strategy for Guinness
- 1. Evangeline LIM ∙Willis LIM ∙ Alvin J LIN ∙ Jin Hao LOW ∙ Haruka SUZUKI ∙ Ravi VISWANATHAN SMU MBA Class of 2014 BRAND STRATEGY
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- 3. OUR INSIGHTS: CUSTOMER-BASEDBRAND EQUITY Guinness is Made of More: there is more to the way it looks, the way it tastes, more to its soul & heritage SALIENCE PERFORMANCE IMAGERY JUDGMENTS FEELINGS RESONANCE Double hopped; Roasted barley; Thick creamy head; Unique surge & settle Power; Communion; Goodness; History; Distinctiveness; Tradition Distinctive & bold; Not settling for the ordinary or for common things Confident of who you are & having the courage of your own convictions Friendship – compartmentalised, casual, best, childhood
- 4. STRENGTHS WEAKNESSES OPPORTUNITIES Highlydistinctive brand & rich heritage Respected for its quality by younger drinkers of ‘better beer’ Not loved or salient outside of certain usage occasions (Irish Pubs & St Patrick’s Day) Business concentrated in areas that are not well- positioned to drive growth - consumer base is older than the competition’s Recruitment of younger drinkers Increasing penetration amongst a broader audience, regardless of space or occasion Proliferation of craft brands which are driving much of the growth in the beer category SAFEGUARD IMRPOVE ON SEIZE UP THREATS NEUTRALISE OUR INSIGHTS
- 5. OUR BRAND CHALLENGE BRAND IDENTITY Brandproposition needs to be more compelling & go beyond Irish provenance CONSUMER PROFILE Consumer base is predominantly male & older than that of the competition’s +
- 6. OUR PLAN -IN BRIEF This plan allows us to RE-DEFINE the way people think about Guinness RECRUIT the next generation of Guinness drinkers to access & unlock an opportunity that will be worth SGD 1.02B in 2016 * MarketLine Industry Profile, Feb 2013
- 7. OUR PLAN –IN MORE DETAIL Guinness celebrates people who are made of more, People who demonstrate more substance, more style, more character Platform Idea ESTABLISH & COMMUNICATE A COMPELLING LIGHTHOUSE IDENTITY EXPAND CONSUMER BASE & USAGE OCCASIONS Re-define Recruit Strategic thrusts Aspiration Guinness becomes the dominant beer of choice amongst consumers, customers & influencers
- 8. LIGHTHOUSE IDENTITY –ONE THAT GOES BEYOND IRISH PROVENENCE MADE OF MORE Guinness exists to inspire us to make bolder choices STAND UP FOR WHAT YOU BELIEVE IN FOR BETTER OR FOR WORSE BELIEF CAUSE PRODUCT ROCK FIGHTERS WE ARE FOR QUITTERS WE ARE AGAINST inspires reinforces People who want to be more & do more Spectators who sit by the sidelines
- 9. ACTIVITIES WE NEEDTO INVEST IN Activation SustenanceAwareness Improve salience for seasonal & timeless occasions Seed key messages through influencers and media Leverage innovation to expand our reach and mass appeal
- 10. ACTIVITIES WE NEEDTO INVEST IN Leverage innovation to expand our reach and mass appeal Non-alcoholic beverage Exclusive access to interactive content & privileges
- 11. ACTIVITIES WE NEEDTO INVEST IN Improve salience for seasonal & timeless occasions Lunar New Year zodiac releases Celebrating love & communion
- 12. ACTIVITIES WE NEEDTO INVEST IN Seed key messages through influencers and media ONE FC’s Sherilyn Lim, Singapore’s first ever female mixed-martial arts competitor
- 13. COSTS & BENEFITS SGD70K in incremental seed money For selected activities 8.1% YoY growth in NOPAT by F15 versus industry projection of 3.1% Activation SustenanceAwareness Budget: 20% of revenues from last fiscal year, 30/50/20 split as above Sustainable, self-funding A&P budget structure for brand activities 30% 50% 20%
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Editor's Notes
- #5 Our plan must allow us to safeguard our strengths, improve on our weaknesses, seize up new opportunities & neutralise threats
- #8 Consumer insight – people want to be more & do more: People want to enjoy a more vibrant & rewarding life, but realise that this won’t be delivered on a plate People know that to experience more, they need to have the confidence to seek it out Tapping on our brand roots – Guinness is made of more: There is more to the way Guinness is brewed and tastes - the beer is double hopped and formulated using twice the barley versus contemporary beers. This gives it a unique taste as well as an unparalleled depth of flavour There is more to the way it looks - the dark (stout brew) and light (thick, creamy head) of the liquid provides a distinctively bold contrast, and is served in iconic pint glasses embellished with the iconic Harp device And there is undoubtedly more to its soul and personality - Brand Guinness has a legacy that spans 250 years, beginning with the moment Sir Arthur Guinness took out a 9,000 year lease for the St. James Gate brewery in Dublin and extending into various marketing and promotional activities today which emphasise an unwavering commitment to quality, communion and philanthropy
- #9 Consumer insight – people want to be more & do more: People want to enjoy a more vibrant & rewarding life, but realise that this won’t be delivered on a plate People know that to experience more, they need to have the confidence to seek it out Tapping on our brand roots – Guinness is made of more: There is more to the way Guinness is brewed and tastes - the beer is double hopped and formulated using twice the barley versus contemporary beers. This gives it a unique taste as well as an unparalleled depth of flavour There is more to the way it looks - the dark (stout brew) and light (thick, creamy head) of the liquid provides a distinctively bold contrast, and is served in iconic pint glasses embellished with the iconic Harp device And there is undoubtedly more to its soul and personality - Brand Guinness has a legacy that spans 250 years, beginning with the moment Sir Arthur Guinness took out a 9,000 year lease for the St. James Gate brewery in Dublin and extending into various marketing and promotional activities today which emphasise an unwavering commitment to quality, communion and philanthropy