Essays On Lowering The Drinking Age

Introduction

The company chosen for analysis is Diageo and the product chosen for the redesign is Guinness. Guinness is a beer whose origin is big in Ireland. The product used in one of the most successful alcoholic beverages in the United Kingdom, however, in recent years, this has not been the case. In 2006, Diageo has decreased by three per cent of sales in Ireland. In 2007, this decline has increased another seven percent. The company has not yet hope for the future of the brand regardless of the amounts of money that the company spent on advertising. In fact, Guinness has won awards for both their advertising creative. It seems that Guinness has missed the boat somehow. (Ritson, 2007) It is necessary to re-brand the product to create a tower of performance (with particular emphasis on Ireland).

Marketing Strategy for re-branding Guinness

Product (new name, design, quality, packaging, positioning)

Guinness needs to re-position itself as the beer of choice for young people. The first step can be taken in this direction is to change the name of the product, it must Guinness called Lite instead of Guinness. In addition, they also need to modify the content produced for this new name. The company can minimize the darkness of the beverage and its alcoholic strength. Many young people are attracted to beer and other light beers. To capture this market, the company should look for ways to engineer their products according to market preferences. However, since Guinness has always been successful in the older segment of the market (in Great Britain and Ireland), the company could lose market segment if they follow a different path. To keep the seniors market, the company must always retain its brand Guinness elderly. In other words, there will be two offerings, the old and the new Guinness mark.

Since the company will introduce another brand, then they need to change their packaging. The consumption habits of consumers have changed in the United Kingdom and Ireland in particular. People spend their time working and commuting and it became more and more necessary for alcohol companies to consider selling their product easily in supermarkets. (O'Mahony, 2007) Diageo should repackage the new Guinness lite in a box. The box should have colors different from the old Guinness so that young people can see they are actually buying a product different from their parents. He even goes so as to make it practical for the consumer home and youth.

The third and final appearance on the positioning of Guinness "is probably his Irish heritage. The beer will be suitable for young Irish people. That element will be communicated in the promotional, distribution and pricing strategies as shown below.

Price (price)

To attract young consumers, prices lite Guinness must be adapted to this category. Like most young people are not yet as stable financially than their older counterparts, then it will be necessary to place the product price to a level favorable to consumers. The company should consider what other canned goods are going for (the products in question must be an alcoholic), then offers them a lower price. This will allow them to enter the segment of canned products easily. They should keep their prices at this level in order to maintain their competitiveness.

Advertising (advertising)

Over the last five years, Guinness has been fairly successful in foreign markets. In the U.S., sales are up, Australia and Africa are also giving the brand a good reception. However, the major problem is in the heart of the market in Ireland. This aspect will be.