This advertising campaign is a proposal for Guinness. It details the proposal for a marketing strategy, and an advertising and communication campaign to help Guinness strengthen its position on the market

Authors Avatar
Table of contents

Table of contents........................................................................................................................p.1

2 List of table apendice..............................................................................................................p.2

3 Executive summary.................................... ............................................................p.3

4 Introduction .....................................................................................................p.4

MARKET OVERVIEW

5 SWOT for Guinness.................................................................................................................p.5

6 Guinness products....................................................................................................................p.5

7 Critical issue.............................................................................................................................p.7

8 Competition..............................................................................................................................p.7

MARKETING STRATEGY

9 Marketing strategies..................................................................................................p.8

0 Mission...................................................................................................................................p.8

1 Target Audience.........................................................................................................p.8

2 Marketing objectives.......................................................................................p.9

3 Marketing mix strategies...................................................................................p.11

4 Marketing Research.......................................................................................p.12

CREATIVE AND POSITIONNING

5 Positionning of Guinness...................................................................................p.14

6 The advertising agency...........................................................................................p.15

7 Themes of the advertising campaign...................................................................p.16

COMMUNICATION PLAN

8 Objectives..........................................................................................................p.18

9 Media schedule..........................................................................................................p.20

20 Media selection and format.............................................................................p.22

BUDGET AND MEASUREMENT

21 Return on investment......................... ...............................................................p.25

22 Costs table...............................................................................................................p.26

23 Conclusion.............................................................................................................................p.27

24 References and bibliography..............................................................................p.28

LIST OF TABLES APPENDICES

Executive summary

This advertising campaign is a proposal for Guinness. It details the proposal for a marketing strategy, and an advertising and communication campaign to help Guinness strengthen its position on the market and to increase brand loyalty amongst its consumers.

This project identifies the following:

* The market overview, which includes a study of Guinness products, a SWOT analysis and an overview of Guinness' competitors

* Guinness' target audience for this campaign are mainly the adopters (switch them to adorers) and the adorers (increase brand loyalty)

* Guinness has a unique selling proposition; it portrays itself as having inner strength, self-belief and bonhomie, as well as being an Irish drinking experience.

The core message of the campaign will be to

- Express that consumers can enjoy a pint or a can of Guinness even when out with friends that don't drink Guinness

- It can be drunk on any occasion rather than on special occasions.

Media activities include the use of:

- 2 Television ads

- 1 Magazine ad

- 1 Poster ad dedicated to pubs

The budget has been set to £ 10,000,000 and the campaign will use £ 9,509,858 over a 12 months period starting in July 2005 and ending in June 2006. A table representing the budget and the media scheduling are included in the report.

INTRODUCTION

The aim of this assignment is to produce an advertising plan that will favor the gain of marketshares in UK for Guinness products and consolidate the awareness and loyalty of consumers towards the brand.

Guinness was founded in Dublin in 1795. Arthur Guinness purchased St James Gate for £100, with a 9000-year lease!

John Gilmore produced the first national Guinness advert in 1930s. It was the first in a series of 'Zoo keeper and animal' poster adverts:

John Gilmore also coined the famous phrases "Guinness is good for you" and "Guinness for strength"

The first television advert for Guinness was aired in 1955 during the first night of television commercials. In 1998, Guinness produced the most expensive television advert ever. It was part of the 'Good things come to those who wait' campaign. It was voted the most popular advert ever by the British public.

MARKET OVERVIEW

SWOT for Guinness

* Strengths

- Number one in the world for Stout and currently 4th place in the GB beer category

- Sponsorship of major sports i.e. Rugby Six Nations Tournament

- Release of new television advertisement in December 2004

* Weaknesses

- Is up against several brands of lager and ale

- More Adopters than Adorers

* Opportunities

- To increase the number of adorers by targeting adopters

- Promoting Guinness on special occasions and in general

- Expand sponsorship of sport to football

* Threats

- Tough competition from lager and ale manufacturers with large market shares.

- Decrease in on-trade sales in Ireland due to public smoking ban --> risk that the same thing could occur in Uk after the smoking ban takes effect in 2005

- Other leading brands sponsor sports particularly football

Guinness Products

The BCG (Boston Consulting Group) matrix allows us to position the situation of all Guinness' products. Thanks to this table, we can have an overview of the weaknesses and strengths of each product:

Star product:

> Guinness Draught

The UK's best-selling black beer, the most famous product of Guinness. Strong market in GB, Ireland and USA.

Aspects: surge and creamy smooth head, available in Extra Cold or regular, takes 119.5 seconds to pour the perfect pint

> Guinness Draught in Can

"Home version" of the star product, people enjoy drinking at home with a can rather than going to the pub. "Family focused" segmentation. Same market than Guinness Draught.

Aspects: new can design which makes GDIC smoother and creamier than before, won the Queen's Award for Technological Advancement in 1991

> There is also a bottle version of the Draught

"Question mark" product: Foreign Extra Stout

High market share abroad (40% of Guinness sold), especially African and Caribbean's markets

Aspects: First launched in 1802 as West Indies Porter, strongest in taste and alcohol

"Cash cow": Guinness Extra Stout

This is one of the most famous Guinness' beers after the unassailable Draught. It has a good position in the UK.

Aspects: Stronger in taste and strength, with its distinctive toasted bitter flavour, and longer matured than GUINNESS Draught, GUINNESS Extra Stout is a carbonated stout first brewed in the late eighteenth century by Arthur Guinness and in those days known as 'Porter'

"Dog product": Guinness Original

This is the classic Guinness immortalised by toucans and slogans such as 'GUINNESS is good for you' and 'GUINNESS for strength'.

Aspects: stronger in taste and strength and longer matures than Guinness, the original Guinness perfected by Arthur Guinness

Critical issue

All advertising must be compliant with the ASA rules of advertising and alcohol, and the Portman's Group Code of Practice. Such restraints include:

o Advertisements must not suggest that the success of a social occasion depends on the presence or consumption of alcohol.

o Advertisements must not show, imply or encourage immoderate drinking. This applies both to the amount of drink and to the way drinking is portrayed.

o Children must not be seen or heard and no-one who is, or appears to be, under 25 years old may play a significant role in advertisements for alcoholic drinks. No one may behave in an adolescent or juvenile way.

http://www.asab.org.uk/asa/codes/tv_code/tv_codes/Revised+Alcohol+Advertising+Rules.htm

Competition

Guinness faces tough competition from Lager & Ale Manufacturers. In all of the following GB beer sales, Stout ranks lowest, with lowest market share and lowest value.

The current competitors are Carling, Fosters and Stella Artois who rank in the top three, with potential threats from Carlsberg, John Smiths, Heineken, Kronenbourg, Budweiser and Tennants.

The Total Great Britain Beer Sales rank Stout as lowest with 6.6% Market share overall compared with Standard Lager with top a market share of 34.4%. see app fig 4

Stout has a market share of 6.8% in the On-Trade (pubs/clubs/hotels) category compared to 35.7% of Standard Lager. Stout ranks lowest in the market share category. See app fig 5

Stout has a total of 4.2% market share in the take-home category. Again it ranks lowest compared to Premium Lager. See app fig 6

Guinness ranks 4th place in the Top Great Britain Beers On-Trade category, having been in third place the previous year. The total value is £810m compared to Carling with a value of £1459m. See app fig 17

Guinness ranks 5th place in the Top Great Britain Beers category for Take-home. The total value is £83m with no increase on the previous year, compared to Stella Artois in top place with a value of £388m.see app fig 18

Marketing strategy

Marketing Strategy

The strategies that Guinness intends to develop to achieve its marketing plan goals for UK should be considered the following way:

In this context, Guinness intends to concentrate its forces mainly in the expansion of the existing markets with the existing products (refer to Ansoff's matrix). Guinness will also increase the sales of new packaged products within the existing markets. These are low risk strategies. Guinness accepts the need for new products and product improvement but more work must be done to identify the needs. The main products to consider are Guinness Draught/ Guinness Draught Extra Cold/ Guinness Draught in a Can, because they are the more profitable. Guinness is going to carry out client/competitors questionnaires during the next six months in order to define market needs for new products. Then products will be developed.
Join now!


Mission

Guinness' mission is to attract more consumers in order to show them its values (passionate about consumers, freedom to succeed, proud of what they do and be the best) its vision ("celebrating life, every day, everywhere") and its goal which is that every adult should love the brand.

The customers' expectations need to be exceeded but always by acting with the highest standards of integrity and social responsibility.

Target audience

Our customers are in majority males (90%) and they can be divided into 2 main groups:

* The "Up for its" ...

This is a preview of the whole essay