DUBLIN (Business Wire) -- Research and Markets (http://www.researchandmarkets.com/research/292ea9/guinness_case_stud) has announced the addition of the "Guinness Case Study: Utilizing a Major Anniversary to Reinvigorate a Brand" company profile to their offering.
This case study on Guinness forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It examines how the Irish stout brand has coped with the threats to the beer market and has made concerted efforts to promote itself through various marketing initiatives in its 250th anniversary year.
Key reasons to purchase this title
- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
Key Topics Covered:
CATALYST
SUMMARY
ANALYSIS
- The ales, stouts & bitters category has longstanding appeal in Europe, but falling growth has prompted new launches
- The category is substantial but suffers from falling growth in many markets
- Ireland and the UK are the largest regions for the category in terms of expenditure per capita
- Manufacturers are attempting to invigorate growth through new launches
- Guinness is utilizing its 250th anniversary to boost brand sales and overcome poor market conditions
- The company has recently emerged from a spate of poor sales caused by smoking bans and stiff competition from other Irish brands
- Guinness' strongest markets are the UK, Nigeria and Ireland, countries where stout has a long tradition of consumption
- Guinness has been successful in undertaking 'event advertising' on TV, and has increasingly used other digital formats to market its brand to new generations
- Guinness' future growth is focused on potential high-growth emerging markets in Asia where the brand's heritage status is less well known
- Conclusions
APPENDIX
For more information visit http://www.researchandmarkets.com/research/292ea9/guinness_case_stud
Source: Datamonitor
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