Guinness, as one of the largest stout brands in Irelands well as the whole world, is a brand which contains not only strong Irish heritage but also a long history of more than 250 years of managing its own brand. (Guinness.com, 2013) Best known globally for the Guinness World Record from 20 Century (Guinness.com, 2013) it has not stopped moving forward and has maintained its leadership in the more competitive age. The successes of its marketing implements show in every aspect of its integrated strategies in the promotional mix, such as advertisements, public relations, sales promotion and so on(Palmar, 2012:420-461)). The sponsorship of English rugby premiership, the successful use of new technologies such as Facebook, You tube and other social media (Guinness.com, 2013), and the themed activities linking in St. Patricks Day (Matt, 2011) are some of the examples. One of the most successful and typical examples is the Guinness Storehouse from the year 2000(Guinness-storehouse.com, 2013), which is one of the top tourist destinations in Dublin, Ireland. In this essay, how Guinness conducts those marketing activities about Storehouse, and why the series of Storehouse activities succeeded in building the Guinness brand synergistically and effectively will be discussed. Since Guinness Storehouse is such a successful and ingenious case, in this essay, it will be not only be analysed as a case of public relations, but also as a separate experiential marketing strategy.
Experiential marketing, according to Schmitt and other researchers, is a kind of direct interaction between a brand and individual customer. (Schmitt, 1999). In the case of Storehouse, then consumers will be more apt to internalize the marketing message and the core value (Urde, 2003:1017-1040) of Guinness – inner strength, power, and goodness.
Storehouse is not the first visitor centre of Guinness. It has
There will be more experiential marketing towards the beginning of a new line extension/product, to promote brand switching from the competition products while creating brand awareness at the same time based on the value creation of each new line/product. The reduction in advertising budget due to high brand awareness of Allround will help us allocate more financial resources towards experiential marketing. As a team, we agreed that this was the best way to draw in more customers with heavily affecting the bottom
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases (6th ed.). Stamford, CT:
The Adolf Coors Company is one of the world’s largest brewing companies in the world, and third largest brewing company in the United States. But what makes Coors different from other brewers is its unique advantages and disadvantages in the brewing industry. Coors maintains a certain brand image or “mystique” that – while positively influencing the company – also causes some strategy problems.
There are so many marketing techniques that companies use in today’s world. There are also many competitions that companies face because of the advancement of marketing and different kind of brands. Old spice does a great job advertising and campaigning by using classical conditioning. Old Spice is an American brand that males use for grooming, they do a great job marketing the product and presenting them to consumers. Classical conditioning is when theorists teach either animal or human certain behaviors passively through repetition. After the theorist teach the animals, the theorist measure and see what the response. One of the most important thing about classical conditioning is to see something repetitively, and learning how to behave. Old Spice uses classical conditioning to influence consumers’ attitude because it shows the commercials repetitively. Classical conditioning also involves unconditioned stimulus, conditioned stimulus, conditioned and unconditioned response. Old spice’s commercials have everything included. Response campaign was a huge success because it involved everyone; it included mass media such as TV, print and digital ads.
The challenge for this case is to build an Integrated Marketing Communications (IMC) campaign plan to a targeted market: Millennial’s (aka Generation Y), the timeline for campaign: April 2014 – March 2015, with a budget of $15 million for a national campaign.
The LEGO Group organization is famous due to its flagship product – colourful plastic bricks that can be interlocked to form a variety of figures, and then disconnected again. These binding bricks originated in a wooden form when the company was first established in Billund, Denmark by Kirk Kristiansen in 1932 (The LEGO Group, 2012), and today’s well known plastic version was introduced in 1958 (Rosenberg). The company’s head office is located in Billund to this day, and The LEGO Group remains privately owned by Kristiansen’s family (The LEGO Group, 2012). They currently sell toys and teaching materials in over 130 countries worldwide.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Experiential: “The experiential positioning should be tangible enough that we immediately know what to do with it” (Schmitt, 2003, p.99). An example of experiential positioning for this product is making the consumer feel and believe they can perform at the same level as LeBron James when wearing his brand of sneaker. Experiential positioning requires marketing of the obvious functions of the
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ...
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
via promotional stalls and kiosks to create brand awareness and allow customers to first hand taste
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...
It 's no secret that traditional marketing practices have declined and consumers are now more skeptical than ever. Brands have had to find ways of connecting with potential customers in a more authentic way.