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Lite Beer Large
>>>>>>>>>>>>>This or That<<<<<<<<<<
Chocolate or vanilla
Strawberry or grapes
tea or coffee
beer or larger
football or rugby
gym bunny or sofa rat
east end or west end
fish n chips or sunday roast
alan carr or jimmy carr
dot or pauline
phil or grant
james bond or jason bourne
girls aloud or spice girls
arsenal or chelsea
tube or bus
avril lavigne or pink
paramore or evanescene
london lite or london paper
cosmopolitan or OK
x factor or American pop idol ?
chocolate
strawberrriess
coffeee/cappucino
beer! did you mean lager? lol 
football
gym bunny
both. lol
sunday roast
????
dot?
phil
jason bourne
spice girls
chelsea??
bus
dont care for either
paramore
????
cosmo
american idol
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LARGE BUD-LITE OFFICIAL BEER SPONSOR NFL TEAMS NEON 48" WIDE |  |
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US $575.00 | 23d 20m |
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Large Beer Glass $14.95 This Large Beer Glass can hold up to FIVE Beers!!! A magnificent Beer Glass designed for people who like a BIG DRINK!!! Also a great gift for all party lovers. This glass is 11 1/2" tall and the opening is 4" . Type: Home Accents Color/Finish: Multi-Color |
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Extra Large Beer Glass $13.99 Rated as one of our most popular beer glasses, this XL Beer Glass holds 5 beers. It's perfect for game day or the man cave. Features: Durable glass construction Holds 5 standard sized bottles of beer Eliminates the need for constant refillingSize: 11 1/4"tall x 4"diameter (tapers at the bottom) |
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Casual Canine Bark Lite Halloween Costume - LARGE $20.99 The Bark Lite Costume is great for beer-loving customers and their pets as they will love the hilarious design of this costume. This silver poly filled plush costume features Velcro closures at the neck and belly and a pull tab hat for added realism. Each is shipped in a polybag with a header card. Bark Lite costume is perfect for Halloween Comfortable material Size Length XS 8" Small 12" Medium 16" Large 20" X-Large 24" All Pet Costume sales are Final. No returns or exchanges. |
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Beer $12.98 Beer |
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Miller Lite Beer Mug(Pack of 1) $9.99 Miller Lite Beer Mug. 16 oz. Beer Stein. Microwave and Dishwasher safe. High quality mug. Printed with brand logo. Licensed and fully authentic. |
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Gretchen Beer Garden Large(Pack of 1) $92.68 Gretchen Beer Garden Large - This Little Beer Server Includes Peasant Top Dress With Satin Ribbon Trim And Stockings With Matching Bows. |
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Bartender Smiling as He Serves Large Glasses of Beer $69.99 Frank Scherschel Bartender Smiling as He Serves Large Glasses of Beer - Photographic Print |
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Snow Beer $68.51 High Quality Content by WIKIPEDIA articles Snow beer is a lager beer from China. It is brewed by a joint venture between SABMiller and China Resources Enterprises. As of 2008, it is the best selling beer brand in the world, with annual sales of 61 million hectoliters. However, Snow includes a large range of beers; when Budweiser, Bud Light and the other members of the Budweiser family are counted as a single brand, they easily top the sales charts with over 100 million hectoliters a year. Author: Surhone, Lambert M./ Tennoe, Mariam T./ Henssonow, Susan F. Binding Type: Paperback Number of Pages: 82 Publication Date: 2010/08/20 Language: English Dimensions: 6.00 x 9.02 x 0.20 inches |
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Libbey Chivalry Beer Glass, 23 Oz. 1 Case of 12 $41.92 Manufacturer: Libbey. 1 Case of 12. Customers also search for: Libbey 23 Oz. Large Beer Chivalry - beer glass beer mug Glassware Beer |
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Miller Lite Beer Opener Roughed-up Hat $20 Miller Lite Opener Hat This 100% cotton twill Miller Lite Hat is an officially licensed adjustable hat with a plastic snap closure. The Miller Lite image is applied to the front of this 6 panel baseball Miller Lite hat **NOTE** This particular Miller Lite hat's bill is roughed up a little to give it an intentional worn and well used hat feel.. |
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The Hofbrauhaus with Patrons Sitting at Long Tables Holding Large Steins of Beer $79.99 Ralph Crane The Hofbrauhaus with Patrons Sitting at Long Tables Holding Large Steins of Beer - Premium Photographic Print |
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Beer Can Pyramid $60.54 High Quality Content by WIKIPEDIA articles A Beer can pyramid, often called a beeramid is a pyramid made from discarded beer cans. Found in places frequented by drinkers, a large beer can pyramid was often a monument to the local party scene. Inspired by films such as National Lampoons Animal House during the heyday of party culture, beer can pyramids were most frequently seen during the late 1970s, the 1980s, and the early 90s, and could often be found in fraternity houses, dorms, and other collegiate locations throughout the US, and other places where canned beer was consumed in volume. Beer can pyramids are rarely erected in commercial establishments, however, due to the potential impedance to service and possible liability of the owners. Although occasionally retailers stack beer packages in elaborate ways in an effort to gain consumer attention, these would not be considered normal beer can pyramids. Beer can pyramids are built as empty beer cans became available, slowly growing as the night (or week or month) wears on. Author: Miller, Frederic P./ Vandome, Agnes F./ McBrewster, John Binding Type: Paperback Number of Pages: 72 Publication Date: 2010/07/31 Language: English Dimensions: 5.98 x 9.01 x 0.17 inches |
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Tag Beer Glass $9.99 So our manufacturer calls this a pilsner, but our resident beer geek monkeys say this is a glass designed for the perfect Weizen beer, aka a wheat beer glass. That tapering at the top allows for focus of the aroma that you don't get in your traditional pilsner glass. But, of course, the most important part of this glass is the embiggening that allows for expression of the head and capture of the carbonation. It's 23 oz. of goodness, which allows for a 1/2 liter of beer, plus space for head, which we have explicitly marked out for your convenience. So your head probably won't end exactly where we printed the close head tag. It's gonna depend on your skills, your tastes, and whether or not you possess a beer-pouring robot. Something you may want to put on your wish list. 23 oz. glass with printed at its widest spot. This glass is just short of 9 inches, allowing for the observation of clouds of wheat proteins as they swirl around in your glass. Warning: If you put the rice water that is Budweiser or Miller Lite into this glass, we cannot be held liable for your health care costs when you are overcome by an angry army of beer-pouring robots. (What? You didn't think they JUST poured the perfect beer, did you?) |
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Beer Garden Girl Adult Costume Medium_Large $38.96 Sexy Beer Girl costume includes peasant style bodice with attached waist cinch, satin skirt, matching apron, bottle holster, and mini mugs Form meets function when you wear the sexy Women's Beer Garden Girl Costume. We sell many Beer Girl... Gender: Female Age: Adult Occasion: Halloween Size: M/L Color: As Shown |
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42 oz. Beer Chug of Miller Lite
Rebranding A Struggling Consumer Product
Introduction
The company chosen for analysis is Diageo and the product chosen for revamping is Guinness. Guinness is a stout beer whose origin is in Ireland. The product used to be one of the best performing alcoholic drinks in the United Kingdom, however, over the past few years this has not been the case. In 2006, Diageo recorded a three percent decline in sales in Ireland. In 2007, this decline increased to a further seven percent. The company still has no hope for the future of the brand regardless of the vast sums of money that the company has been spending on advertising. In fact, Guinness has won so many awards for their creative advertisements. It seems that Guinness has somehow missed the mark. (Ritson, 2007)There is a need to re-brand this product in order to create a turn around in performance (with special emphasis on Ireland).
Marketing strategy for re-branding Guinness
Product (new name, design, quality, packaging, positioning)
Guinness needs to re-position itself as the beer of choice for the youth. The first step that can take towards that direction is by changing the name of the product it needs to called Guinness lite rather than just Guinness. Additionally, they also need to change the product content for this new name. The company can minimize on the darkness of the drink and its alcoholic strength. Many youth are drawn to lagers and other lighter beers. In order to capture this market, then the company should look for ways of engineering their product to suit that market preference. However, since Guinness has still been performing well among the older market segment (within Britain and Ireland ), then the company might loose that market segment if they follow a different path. In order to maintain that older market, the company should still retain its older Guinness brand. In other words, there will be two offerings; the old Guinness brand and the new one.
Since the company will be introducing a different brand, then they need to change their packaging. Consumer drinking habits have changed within the UK and in Ireland specifically. People are spending their time commuting and working and it has become increasingly necessary for alcohol manufacturers to consider selling their product conveniently in supermarkets. (O'Mahony, 2007) Diageo should re-package the new Guinness lite in a can. The can should have different colors from the old Guinness so that young people can see that they are actually buying a different product from their parents. This will go along way in making it convenient for the home consumer and the youth.
The third and last aspect about Guinness' positioning will be its Irish heritage. The beer will be tailored for the Young Ireland population. This is an element that will be communicated in the promotional, distributional and pricing strategies as seen below.
Price (price point)
In order to attract the younger consumer, Guinness lite's pricing should be tailored to suit that category. Since most youth are not yet as financially stable as their older counterparts, then it will be necessary to place the product's price at a consumer-friendly level. The company should examine what other canned products are going for (the products under consideration should be alcoholic) and then offer theirs at a lower price. This will allow them to penetrate into the canned products segment easily. They should maintain their prices at that level so as to retain their competiveness.
Promotion (advertising)
Over the past five years, Guinness has been performing relatively well in foreign markets. In the United States, sales are picking up, Australia and Africa are also giving the brand a good reception. However, the major problem is within the core market-Ireland. This aspect will be the centre piece of the promotional strategies. All avenues sought must communicate Guinness' rich Irish heritage. It is a known fact that Guinness has actually lost its local appeal. A blog assessing Ire's perception of Guinness found that most people think of Guinness as the most advertised brand and not a rich, Irish brand. This will be the main message conveyed in the company's promotional strategy.
The second element that will also form part of the promotional strategy is an appeal to the younger audience. Statistic show that over eighty percent of Guinness drinkers actually fall within the 30-60 age groups. Only fifteen percent of their consumers lie between the twenty to twenty nine age bracket. Part of the reason for this is that many youngsters are looking fro something that will differentiate them from their parents. (Goodman, 2007) Consequently, they would not opt for a product that actually associates them with their parents as is the case with Guinness. This aspect of capturing a fresh consumer element will also form the basis of the campaign.
As much as Guinness has been trying to make great advertisements, they have been missing the mark because they failed to capture the true essence of Guinness which is its Irish heritage. The only way which they can communicate this message effectively is through an advertisement. (Kippen, 2008)The company should create an ad that resembles a documentary. The advertisement will have ten participants and an interviewer. The interviewer will look like a reporter and his/her task will be to ask people about the nature of their Guinness experience. These respondents will all look young and ‘hip'. Each respondent will be found in a different street, shopping mall, car park etc. The main idea is to make the setting appear as natural and as real as possible such that consumers may think that the advertisement was a recording of an actual survey. One of the respondents will describe Guinness lite's creamy taste. Another respondents will talk about how Guineas lite's aroma is neither too heavy ion too light; it just right. Other respondents will describe the look of the can while others will talk about its Irish heritage. By using young actors and actresses in the ad, the advertisement will be capturing the new market segment of the younger market. However in order to bring in the Irish connection, all the locations chosen for the advertisement need to be dominant Irish locations. For instance, one of the settings could be at the scene where the Mel Gibson's movie ‘Brave heart' was set. Also, some of the respondents could talk about the rich heritage of Guinness and this will make the fact sink in.
Place (distribution)
Distribution channels can be an important marketing source if utilized properly. Guinness Lite should be a common product in supermarkets and other retail outlets. This represents a shift from the belief that Guinness is primarily a product that can only be drunk in bars. Many Irish drinkers associate Guinness with the common ‘pint'. However, Guinness lite should take a shift from this market segment, they need to make the product easily available to the home drinker. As it has been stated earlier, drinking habits in Ireland have changed and it would therefore be necessary for the company to consider retail chains and supermarkets as their primary distribution channels. In the past, Guinness focused on bars as their major retail distribution channel but this need not be the case for Guinness lite. Additionally, the company can market their products in those distribution channels. They could place a series of posters with images of the respondents who were involved in their Guinness lite advertisement. They need to place different images in different locations. Each poster should have remarks made by a respondent in bold. For instance, one poster could have the words ‘I drink Guinness because its aroma is just right'. These posters need to be distributed in a large number Ireland retail chains so as to boost their image. (Minnini, 2007)
It should be noted here that past strategies usually utilized other channels of distribution such as wholesalers. The same strategy will be applicable for Guinness lite's mid level distribution but lower level channels will have to be changed.
Conclusion
The essay has examined a range of issues that need to instituted in order to revitalize the Guinness brand. First, the company should re-position themselves as the brand of choice for young consumers. This needs to capture their needs and preferences. They need to change the product content, its name and also its packaging. Pricing, distribution and promotion need to capture this element. However, since the focus is in Ireland, then the company's promotional strategy should reflect its rich Irish heritage. These two issues are the core concepts that can get Guinness back on truck.
Reference
Ritson, M. (2007): when Brands loose their way: Guinness, retrieved form http://www.brandingstrategyinsider.com/ accessed on 18th September 2008
Kippen, D. (2008): Ford Struggling to find big idea, Word Press Publishers
Minnini, T. (2007): Rejuvenating, Revitalizing and reformulating a struggling brand, retrieved from http://www.brandchannel.com/ accessed on 18th September 2008
O'Mahony, C. (2007): Guinness back in the black, The Sunday Business Post, 21st December
Goodman, M. (2007): Things look pretty black for Guinness, The Sunday Times, 24th June
About the Author
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