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

ProductsGuinness 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