Managing the Guinness brand in the face of consumers’ changing tastes

Q1: From a marketing perspective, what has Guinness done to ensure its longevity? Q2. How would you characterize the Guinness brand? Q3. What could Guinness do to attract younger drinkers? And to retain its older loyal customer base? Can both be done at the same time? 1. Ans.: Beer and stout were very popular in Ireland; however, it became an old pattern for youngsters, slightly over-weighed people and thus not fit for the youths. After looking the demands of youths, Guinness changed the trend of bottle style and quality, which became very much trendy and used at local parties and pubs. Guinness has applied product innovations and brand building to ensure its longevity of product. The canned beer with a perfect head with chilled stout make more delicious for younger adults. As well as Guinness started promoting the brand excessively through advertising in cinema halls, sporting and musical events etc. 2. Ans.: Guinness is the oldest brand in the world of beers. Unfortunately, the 241 year old brand fell down due to sudden changes in the younger desires. The sudden crisis of the brand geared-up the centuries old brand in Irish mystique and tradition. Guinness applied the strategies according to the new trend of requirement. However, it also not lost the faith of old customers. We can say it as, the old wine in a new bottle. Guinness has just changed the shape and size of the bottle and chilled the beer to attract the youngsters. Guinness has applied the “Market-driven business policy”; such as, customer concern throughout the business, customer choice with marketing mix, welcomes changes, and innovation implementations’. 3 Ans.: Guinness implemented a new innovative product design for the younger drinkers as well as its older loyal customers. In 1989, Guinness developed an ingenious canned stout for the youngsters, which can sold at non-license outlets, shops and supermarkets. In 1997, Guinness launched an extra chilled tap system in Ireland, which was used in pubs and bars. In 1999, Guinness introduced a cooler image on the long-stemmed old pattern bottles, with a clear, shiny plastic wrap, designed to look like a creamy-pint; that offer a fashionable way to younger and older drinkers.

Solved Case Study 'The Grey Market' The Grey Market

Advertising a product is very easy. Q3. Ans. Ans. 2. and provides a brand name goods at a lower price to the consumers. Cost: Baby boomers usually purchase household items to decorate their homes. Secondly. in the absence of their children. is a risk-free legal business as others. 3. Health: Baby boomers are very much health cautious. however the products do not have any warranty as branded products furnish. Nivea: managing an umbrella brand Q1. the biggest challenge is to understand the market. Why is the grey market so attractive to business? Q2. Compare the use of such a strategy with the use of an independent branding strategy. . there are generally price discrepancies in how the goods are sold in different markets. This price discrepancy permits the products to be resold in the more classy market at a profit. Freedom: After getting retired. Identify the influences on the purchasing behaviour of the over-50s consumer. As we know. They commonly purchase electrical and electronic items and other technical products. Discuss the challenges involved in targeting the grey market. anti-ageing products and luxurious cars. Ans.: At first. the products are less expensive than the branded products. 3. critically comment on the pros and cons of adopting an umbrella branding strategy. They used to attempt adventurous tours and travels. Baby boomers love to see the world adventurously. 2.: The influences on the purchasing behavior of the over 50s consumers are: 1. The reason that the grey market survive in the business because. Discuss the reasons for the success of the Nivea range of products across the world. they love to stay without any barriers. 1. Why did Beiersdoft decide to extend the brand to different product categories? In the light of Beiersdoft’s brand extension of Nivea. Foreign tour is one of their common passions of expenditure.: Grey market is very attractive to business. because it creates much more benefits to the consumer as well as the seller. They also invest in private health insurance and pharmaceutical products to maintain their healthy lives. the grey market is the parallel market as compared to normal market.Q1. As there is no relationship between the producer and seller. is the foremost point of challenging. They maintain luxurious living style with the use of cosmetics. however to know what the market requires and what quality product will sustain in the market. the changing of trends according to demographic forces causes a biggest challenge for the grey market.

3. The company decided not to use supermodels to promote the products and applied majorly blue and white as a brand color. Nivea products are consumer needs. reliability. fair and eco-friendly products. Ans. which based on sympathy. with innovative product built-ups for consumers of every corner of the world. because the products are consumer needs and are very heart-touching to the peoples. What were the essential components of Beiersdoft’s global expansion strategy for Nivea? Under what circumstances would a ‘global-strategy-local execution’ approach be beneficial for a company? When and why should this approach be avoided? 1. As the competition increased among various skin care brands. trust and love. Nivea has the strategy of product variants. 2. what are the core values of the Nivea brand? What type of brand extension framework did Beiersdoft develop to ensure that these core values did not get diluted? Do you think the company was able to protect these core values? Why/why not? Q3. gentleness.Q2. . with a single brand name number of products can be promoted and reached to the people world widely. consistency and caring could easily be used to make a non-diluted brand extension. mildness. if the mother product or any other product of an umbrella brand not managed properly. I think the company will able to protect these core values. attractive and familiar approach.: The essential components of Beiersdoft’s global expansion strategy for Nivea are: it manufacture and distribute the products of reliable quality and high needs and benefits to the consumer.: The reason for success of the Nivea is due to innovation. simplicity. brand extension and globalization. It also helps the company to reduce promotional and advertisement cost. Nivea produced various sister products to extend its brand globally. which believe in creative. customer oriented. Nivea is uniform throughout the world. According to you. Independent branding strategy is far different from umbrella branding strategy. it can dent or damage other products without any fail. Independent branding focuses on a single brand and product. trustworthy. Keeping the mother product in the centre. Beiersdoft felt that Nivea’s uniqueness values such as. Unless the core brand became strong. it affects other sister products critically. The main advantage of umbrella branding is investment or capitalization on one single name for various products. The cons of adopting an umbrella branding strategy is. The Pros of adopting an umbrella branding strategy is. Beiersdoft extended the brand to different product categories by adopting the strategy of product category extension.: The core values of Nivea brand are high quality. whereas umbrella branding focuses on a single brand with various products. Nivea decided to produce products for all age group of male and female. Ans. It has the crowd market brand which offers the largest skincare collection. Ans.

such as healthy and high quality food with no preservative and additives. Product: Products of any company or brand should be consumer essential. if the products are not correlated and consumer oriented. when it formulated and executed with proper education. by saying ‘ready to eat’. The global-local strategy is a risk for various brand managements. As the awareness created among people. however. The name ‘Pret a Manger’ itself did advertise among people. How has Pret a Manger positioned its brand? Q2. How has Pret a Manger positioned its brand? 1. Burger King and KFC. Pret a Manger positioned as the most esteem brand within UK food and beverage sector. Ans. Explain how the different elements of the services marketing mix support and contribute to the positioning of Pret a Manger. At the same time in 1986. Most of the people used to visit restaurants for traditional lunch and some to pubs. strong individual background and dedication to moral ideas.: The different elements of ‘service marketing mix’ supported and contributed to ‘Pret a Manger’ as a famous brand in UK.The ‘global-strategy-local execution’ approach is beneficial for a company. Julian Metcalf and Sinclair Beecham two property law graduates started shop with a name as ‘Pret a Manger’ which means to ‘ready to eat’ at Central London. Q1. 2. so their brand positioned. These 7P-elements can be described as below: 1. office employees have a little time for lunch. involvement and performance by the local employees for global purpose. This approach should be avoided. 2.: In the early 1980s. It has the extreme customer service. they started searching good and healthy food. Promotion: Promoting a brand is most required as the quality of product. ‘Pret a Manger’ implemented the same after looking the necessity of lunchtime eating in London and British. reliable quality. They did things differently. otherwise pizzas. Q2. Pret a Manger: Passionate about food Q1. Explain how the different elements of the services marketing mix support and contribute to the positioning of Pret a Manger. at London and other British cities the lunchtime eating is very narrow. . it became a helpful for Nivea. so they used to took fast-food from McDonald’s. Ans. However. Here the brand name ‘Pret a Manger’ functioned as an element of promotion. They fulfilled the requirement of consumers.

Each store plays music. Physical evidence: The physical look of every Pret’s store is distinctive. Pret’s offering was based just about premium-quality sandwiches and other healthoriented lunches. which never compared with price by the consumers. 5. Place: Pret’s sandwiches are the best in London and now number one in UK’s food and beverage sector. . It also saves time and money of the company. where it needed. 6. quality matters. The workers or employees who work for Pret are very cautious about health. Process: The process contains various operations. of the people. Price: Price doesn’t matters. 4. Pret started and marketed the product in a right place. The selfservice process is one of the best processes to save time of consumers and staffs. 7. high-tech style with dark red coloured interior. freshness and uniqueness of product. and for the people’. such as people-place-price oriented. People: ‘Pret a Manger’ concept is just like ‘by the people.3. The stores are very weather permitting to seat and eat. ‘Pret a Manger’ fulfilled the need of people as well as the quality. to create a trendy and lively impression.

Sign up to vote on this title
UsefulNot useful