Guinness Corporate Strategy
Case 2
Guinness
2011
Contents
Guinness 3
The beer 3
Mayor regions 3
Diageo 4
Guinness Mission Statement 4
Target segmentation 5
The Japanese distribution system 5
How to Set Up Business in Japan/ Laws & Regulations on Setting Up Business in Japan 6 Section 1. Incorporating Your Business 6 1.1 Types of operation in Japan 6
Guinness distribution in Japan 8
Outline of Guinness® products in Japan 9
Marketing Strategy 10
Competitors 10 Yebisu/ Asahi strategy 11 Asahi Beer Oktoberfest 11 Yebisu beer festival 12 Yebisu also has its own bar, just like Kirin 12 Campaigns with celebrities 12 Hugh Jackman cuts a Japanese beer - Asahi commercial 12
Communication strategy for External Target 13 Definition of External target 13 How to differentiate the Guinness from Competitors? 14 What competitors do? 14 The Value of Guinness 15 What should Guinness do to communicate with external target? 16
Guinness
St. James's Gate Brewery is a brewery founded in 1759 in Dublin, Ireland by Arthur Guinness. The company is now a part of Diageo, a company formed via the merger of Guinness and Grand Metropolitan in 1997. Although no longer the largest brewery in the world, it is still the largest brewer of stout in the world. It is brewed in almost 50 countries and available in over 100. About 1.8 billion pints are sold annually.
The beer
In Asia there are two main Guinness variants: Guinness Draught and Guinness Foreign Extra Stout. 1. Guinness Draught, sold predominantly in Europe, North America, Japan and Australia, is available as Guinness Original, Extra Cold, Extra Smooth and most recently as Guinness Red. A 4.2% abv dry stout that is one of the most successful beer brands worldwide. For many years a portion of the drink was aged to give a sharp lactic flavour, although Guinness has refused to confirm whether this still occurs. The thick creamy head is the result of the beer being mixed with nitrogen when being poured. It is
Guinness
2011
Contents
Guinness 3
The beer 3
Mayor regions 3
Diageo 4
Guinness Mission Statement 4
Target segmentation 5
The Japanese distribution system 5
How to Set Up Business in Japan/ Laws & Regulations on Setting Up Business in Japan 6 Section 1. Incorporating Your Business 6 1.1 Types of operation in Japan 6
Guinness distribution in Japan 8
Outline of Guinness® products in Japan 9
Marketing Strategy 10
Competitors 10 Yebisu/ Asahi strategy 11 Asahi Beer Oktoberfest 11 Yebisu beer festival 12 Yebisu also has its own bar, just like Kirin 12 Campaigns with celebrities 12 Hugh Jackman cuts a Japanese beer - Asahi commercial 12
Communication strategy for External Target 13 Definition of External target 13 How to differentiate the Guinness from Competitors? 14 What competitors do? 14 The Value of Guinness 15 What should Guinness do to communicate with external target? 16
Guinness
St. James's Gate Brewery is a brewery founded in 1759 in Dublin, Ireland by Arthur Guinness. The company is now a part of Diageo, a company formed via the merger of Guinness and Grand Metropolitan in 1997. Although no longer the largest brewery in the world, it is still the largest brewer of stout in the world. It is brewed in almost 50 countries and available in over 100. About 1.8 billion pints are sold annually.
The beer
In Asia there are two main Guinness variants: Guinness Draught and Guinness Foreign Extra Stout. 1. Guinness Draught, sold predominantly in Europe, North America, Japan and Australia, is available as Guinness Original, Extra Cold, Extra Smooth and most recently as Guinness Red. A 4.2% abv dry stout that is one of the most successful beer brands worldwide. For many years a portion of the drink was aged to give a sharp lactic flavour, although Guinness has refused to confirm whether this still occurs. The thick creamy head is the result of the beer being mixed with nitrogen when being poured. It is