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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

Extracts from this document...

Introduction

Table of contents 1 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 10 Mission...................................................................................................................................p.8 11 Target Audience.........................................................................................................p.8 12 Marketing objectives.......................................................................................p.9 13 Marketing mix strategies...................................................................................p.11 14 Marketing Research.......................................................................................p.12 CREATIVE AND POSITIONNING 15 Positionning of Guinness...................................................................................p.14 16 The advertising agency...........................................................................................p.15 17 Themes of the advertising campaign...................................................................p.16 COMMUNICATION PLAN 18 Objectives..........................................................................................................p.18 19 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. ...read more.

Middle

There will be two TV ads, one to be broadcasted regularly throughout the year, and another one especially for St Patrick's day, as well as two printed ad, one to be published in men targeted magazines and another to be printed as a poster and displayed in pubs. The actors or models used for these activities will represent the target audience, from the physical and behavioural point of view. The message communicated by these activities is similar: --> Broadcasted TV ad to be diffused on TV throughout the year: (CD file) It will show a man in his mid 30s, dressing in a black suit and walking in a chaotic city environment (overcrowded tube, busy streets, overactive and stressful working place). Noises of city are accentuated (cars, buses, metro, conversations...). Then the image changes and we can see him pack his suitcase. The next image shows him and two friends sitting on a rock, in a fabulous Irish style landscape. Soft music in the background. They all look dreamily at the horizon, sipping a Guinness. The first man takes a sip of his can and there is a flash back, with elements of Guinness history (1). The second man takes a sip and there is another flash back, with elements of Guinness history (2). The third man finally takes a sip, and once again there's a flash back with elements of Guinness history (3). The ad ends showing the three men staring at the beauty of nature without a word. Screen changes and displays the phrase: once you have tasted better, can you really go back to the ordinary? --> Broadcasted St Patrick's day TV ad: (CD file) Back in the 50's. A group of 3 young men in their mid-twenties are celebrating the end of their studies around a pint of Guinness. Then a jump on time and we find the same men, in their 40's celebrating a birthday around a pint of Guinness. ...read more.

Conclusion

60,000 Guinness Posters �5 785 �5 785 �11 570 3.2) 2,400,000 Table plastic cards �360 000 �360 000 �720 000 Delivery costs �80 000 �80 000 �160 000 SUBTOTAL �891 570 Agency Fees �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �125 000 �1 500 000 TOTALS �879 935 �416 150 �416 150 �626 690 �626 690 �1 046 955 �511 850 �761 850 �2 692 970 �511 850 �416 150 �416 150 �9 323 390 Note: Cost taking inflation into account: �9,341,390 X 1.02 = �9,509,857.8 CONCLUSION Elaborating a new advertising campaign for Guinness is every time a new challenge for the creatives who work on the project. The quality of the image and of the suggestiveness that past campaigns have settled have built the reputation and the image of the stout and the consumers are now used to seeing extremely good ads. The failure to keep up with this quality standard could lead Guinness to a loss of interest for the brand by its consumers. As the regulation are becoming stricter on alcohol advertising for ethical and responsability reasons, companies increase their efforts and Guinness competitors also show a lot of creativity and genius in their advertising campaigns, and the beer market is a highly competitive market, a market in which a "war between the brands for market shares" is taking place (Alcohol Concern Factsheet) Another very important point on which Guinness might have to concentrate its efforts on future advertising campaigns is on the risk represented by the possible ban on smoking in bars and pubs. In Ireland, where this ban has already been put into effect, it is suspected that the loss of 6% of total sales volume of Guinness was probably caused by the ban on smoking. (Smoking ban 'hits Guinness sales', http://news.bbc.co.uk/2/hi/uk_news/northern_ireland/3621386.stm) The future advertising campaigns for Guinnes will maybe then focus on increasing consumption at home rather than in bars and pubs, and this will be a real challenge considering all the actual barriers that the alcohol industry is facing nowadays. ...read more.

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