Marketing91

  • Home
  • Categories
    • Marketing
      • Advertising
      • Branding
      • Sales
      • Retailing
      • Consumer Behavior
      • Distribution
      • Market Research
      • Pricing
      • Product Management
      • Strategy
      • Segmentation
      • Targeting
      • Positioning
      • Services Marketing
      • Articles
    • Digital Marketing
      • Blogging
      • SEO
      • E-commerce
      • PPC
      • Email marketing
      • Social Media Marketing
      • Facebook Marketing
    • Brands Analysis
      • Marketing Mix
      • SWOT
      • Strategies
      • Competitors
      • Lists
      • Expensive
    • Management
      • Customer Management
      • Communication
      • Leadership
      • Decision Making
      • Delegation
      • Organizational Management
      • Motivation
      • Personal Development
      • Project Management
      • Risk Management
      • Team Management
      • Time Management
    • Careers
      • Interviews
    • Business
      • Business Models
      • Logistics
      • Supply Chain
    • Human Resources
    • Skills
  • News
  • Academy
  • About Us
    • Contact Us

Marketing Mix Of Guinness – Guinness Marketing Mix

January 12, 2019 By Hitesh Bhasin Filed Under: Marketing Mix of Brands

Guinness is a subsidiary brand of its parent company Diageo. It is associated with the beverage industry and deals in making dry stout and beer. Guinness is of Irish origin and has achieved an iconic status in the global beer industry.  The company has targeted beer drinkers of every age-group as its potential customer. Guinness was introduced to the consumer market in the year 1759 by its founder Arthur Guinness. Some of its competitors are as follows-

  • Carlsberg
  • Heineken International
  • Corona

Table of Contents

  • Product in the Marketing Mix Of Guinness :
  • Place in the Marketing Mix Of Guinness :
  • Price in the Marketing Mix Of Guinness :
  • Promotions in the Marketing Mix Of Guinness :

Product in the Marketing Mix Of Guinness :

Guinness has projected its product as healthy beer because of its antioxidant compounds. Its estimated annual sales are 850 million litres and its recipe includes ingredients like brewer’s yeast, hops, roast malt extracts, barley and water.

Guinness has a unique taste of burnt flavour that is derived after roasting a small portion of barley and its colouring seems like the darkest shade of Ruby.  It is frequently used in several recipes as a vital ingredient. Following are the variants in Guinness product kitty-

  • Guinness Draught
  • Guinness Mid-Strength
  • Guinness Foreign Extra Stout
  • Guinness Red Harvest Stout
  • Guinness Original/Extra Stout
  • Guinness Bitter
  • Guinness Special Extra Stout
  • Malta Guinness
  • Guinness Extra Smooth
  • Guinness Zero
  • 250 Anniversary Stout
  • Guinness Blonde

In the year 2005, a limited edition was launched titled Brewhouse Series and it included-

  • North Star
  • Toucan Brew
  • Brew 39

Guinness has been associated with manufacturing of Craft Beers and it includes-

  • West Indies Porter
  • Dublin Porter

Marketing Mix Of Guinness

Place in the Marketing Mix Of Guinness :

Guinness started its brewing operations from a brewery at St. James Gate in Ireland and from there went on to gain exposure and recognition amongst its consumers. First export order of this brand was to Great Britain in the year 1969.

Also Read  Marketing mix of Tiffany & Company

Since then it has spread its network to various parts of the world. Its brewing operations are held in nearly sixty countries and its products are easily available in one hundred and twenty countries including countries like United States, Indonesia, Germany, Japan, Australia, Namibia, South Korea, China, Malaysia, Uganda, Singapore, Kenya, Cameroon, Canada, Bahamas and Nigeria. Guinness was first sold in the retail market of India in the year 2007.

The brand has a distribution channel that helps in easy availability of its products in places like bars, restaurants, hotels, pubs, liquor shops and airport lounge.

Price in the Marketing Mix Of Guinness :

Guinness has adopted a suitable marketing policy in order to increase its value, volume and profits. The beer market is very competitive and the company has chosen a competitive pricing strategy to combat the efforts of rival companies. Guinness offers qualitative products at premium pricing ranges and customers are aware that they are getting a value-based product.

Guinness has adopted a skimming strategy for some of its products and this pricing strategy is one of the main reasons for brand success in the consumer market. Initial high price range results in generating maximum revenue before other variants appear in the market. Guinness guarantees customer satisfaction in terms of value and quality and at the end of the day helps the brand in garnering greater profits.

Promotions in the Marketing Mix Of Guinness :

Marketing Mix Of Guinness 2

Guinness has been one of the most popular beer brands in the industry and a large part of its fame is because of its excellent advertising policies to promote its brand name amongst its consumers. The company has a history of several marketing campaigns but during its early days, it relied heavily on mouth publicity. Consumers were always ready to promote this amazing product via word-of-mouth. During the 1980s a series of advertisements was launched featuring Rutger Hauer, actor and another actor Joe McKinney was roped for an ad campaign titled Anticipation in the year 1994-95.

Also Read  Marketing mix of Lindt

One of its advertisements titled Surfer was ranked as best commercial in television for the year 1999 in the United Kingdom. Guinness advertisements have been shown on television, radio, posters, billboards and newspapers. Guinness has several taglines to its credit which have helped to increase its brand visibility like Guinness is good for you; Out of the darkness comes light; Good things come to those who wait, and Guinness refreshes your spirit.

Liked this post? Check out these detailed articles on Topic of Marketing Mix of Brands

Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.

Marketing91 Academy

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. You will generally find me online at the Marketing91 Academy.

Related posts:

  1. Marketing Mix Of Costco – Costco Marketing Mix
  2. Marketing Mix Of Canara Bank – Canara Bank Marketing Mix
  3. Marketing Mix Of Close Up – Close Up Marketing Mix
  4. Marketing Mix Of Faber Castell – Faber Castell Marketing Mix
  5. Marketing Mix Of Guess – Guess Marketing Mix
  6. Marketing Mix Of IFB – IFB Marketing Mix
  7. Marketing Mix Of ITC – ITC Marketing Mix
  8. Marketing Mix Of Lufthansa Airlines – Lufthansa Airlines Marketing Mix
  9. Marketing Mix Of Northwest Airlines – Northwest Airlines Marketing Mix
  10. Marketing Mix Of Indian Railways – Indian Railways Marketing Mix

Join the Marketing91 Academy

Marketing Masterclass

Management Masterclass

Management Masterclass

Communication Course

Communication Masterclass

View All Courses
Economics Masterclass

Economics Masterclass

Sales Masterclass

Sales
Masterclass

Advertising Masterclass

Advertising Masterclass

View All Courses
Leadership Masterclass

Leadership Masterclass

Branding Masterclass

Branding
Masterclass

Strategy Masterclass

Strategy
Masterclass

View All Courses
Not found what you are looking for? Search this website.

Comments

  1. Sébastien says

    Hi!
    I’m looking for the strenght and weaknesses of the brand Guinness. I would like to know what are the sources that you used?
    Thanks

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Informational Power: Definition, Sources and Importance
  • Reward Power in Leadership: Definition and Examples
  • Expert Power: Definition, Examples and Development
  • Legitimate Power: Definition, Examples, Advantages and Disadvantages
  • Nike, Adidas, Shein, and Temu Sent Letter From House China Committee About Forced Labor
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Editorial Policy
  • Advertise
  • Contact us
  • Sitemap

WE WRITE ON

  • Marketing
  • Business
  • Management
  • Brands
  • Digital Marketing
Search
[email protected]

Copyright © 2023 Marketing91 All Rights Reserved