Marketing Communications Presentation

Company OverviewArthur

GuinnessDiageo Merger

Time Line of Guinness Marketing Efforts

1929 John Gilroy CreationsGentleman’s Choice 1794

• from simple to a work of art

• no slogan or branding vs clear marketing technique

• no character vs humour and personality

Branding• use of slogans

• promotion of product through health benefits

• first use of emotional content relevant to consumer

• 1860 - animal branding sign of quality

• 1862 - Harp logo is introduced

Message in a Bottle Campaign

1954

Famous Commercials• Ruthger Hauer

celebrity endorsement ‘Genius’ campaign 1985

• ‘Not everything black and white makes sense’ Campaign 1996

• Multi award winning Music Machine ad campaign as part of ‘Alive Inside’ Campaign 2007

Guinness Target Audience and SegmentationPsychographic Segmentation -

wheelchair commercial Demographic Segmentation - rugby commercialGeographical Segmentation - Irish Campaign vs

African Campaign

Marketing Communication Mix

• Advertising using traditional and digital media

• Digital Marketing Campaigns (e.g. Arthur’s Day)

• Hosting of Entertainment and Sports Events (Irish Rugby, Guinness Cork Jazz Festival, Guinness Galway Races, Guinness Amplify)

• The Arthur Guinness Fund

Marketing Strategy• Arthur’s Day

Celebration• Informing

consumers via web and traditional media

• Guinness Recipes• Guinness

Storehouse

Conclusion

• Innovation is key• Thinking outside the

box• Promoting emotional

content• Establishing clear

branding guidelines• Know your target

market• Use of a variety

marketing mix tools to reach out to a larger audience

• Global adaptation