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Logan Kats--Re-Branding


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Logan Kats--Re-Branding

  1. 1. GUINNESS<br />“Boldly Winning”<br />By: Logan Kats<br />
  2. 2. Current Plan<br />Moto: “Only for the Bold”<br />Plan: To get younger generation to drink more Guinness Beer.<br />How: Bring in Charlie Sheen to promote<br />New Moto: “Boldly Winning”<br />
  3. 3. AUDIT—April 27, 2011<br />Facebook Page- 120,719 likes<br />Twitter Page- Not Available<br />Many adds on You Tube<br /><br />
  4. 4. Loyal Customer<br />Contacted/Drank with CJ:<br />Legally been drinking Guinness for 3 years.<br />Will drink Guinness over any domestic beer.<br />1st Choice at the Liquor Store.<br />
  5. 5. Threats<br />Domestic Beers (Anhueser-Busch, MillerCoors)<br />Foreign Beers (Fosters Beer, Heineken)<br />
  6. 6. The Weaknesses<br />Rare advertisements (only 2 on website in US)<br />Not Well Known –Awareness (reluctant to try dark beer?)<br />Little More Expensive<br />
  7. 7. Re-Branding Aspects<br />Social Media-- Have more information on website. <br />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.<br />Advertising—Advertise to a younger generation. <br />Example: Charlie Sheen is popular with college kids right now, so use him as spokes person. <br />New Moto: “Boldly Winning”<br />
  8. 8. Ways to Improve Loyalty to Younger Generation<br />Advertise more and incorporate Charlie Sheen into advertisements.<br />Big Sales on Guinness Beer.<br />Promote Beer in the Bars by signs, neons, and “Irish Carbombs”<br />
  9. 9. Brand Experience<br />Quality Social Time with friends and family<br />Happy (for the night)<br />Refreshed/ Thirst Quenched<br />
  10. 10. 4 P’s<br />Products<br />Guinness Extra Stout<br />Guinness Draught—Most Popular in U.S.<br />Guinness Foreign Extra Stout<br />Price-Comparable to most domestic beer. Maybe a little more expensive.<br />
  11. 11. Cont’d<br />Promotion- Promote beer/drinks all year long and especially St. (Fake) Patricks Day<br />Place- Obviously all over the world. Promote harder in the United States.<br />
  12. 12. Strengths<br />Being a dark beer provides for a different taste other than domestic beer.<br />Popular in foreign countries—10 million glasses sold in 2007<br />“Light” tasting even though it’s a dark beer. <br />“Lightest dark beer I’ve ever had” --CJ<br />
  13. 13. Opportunities<br />Increasing Sales/Revenue have enabled for more advertising in U.S. <br />Bring in Charlie Sheen to promote Guinness to younger generations.<br />The younger generation will provide a boost of sales & continued sales into the future.<br />
  14. 14. GUINNESS<br />“Boldly Winning”<br />
  15. 15. Winning Tastes Better With a Guinness<br />