SYTYCB: Introduction to Guinness
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Guinness is famous for its distinctive black color, smooth creamy head, and unique surge and settle. It is brewed in 52 locations worldwide and widely available in over 150 countries. Arthur Guinness took out a 9,000 year lease on the St James's Gate Brewery in Dublin in 1759. Before the late 19th century, the Guinness brewery was the world's largest brewery and was floated on the London Stock Exchange. Guinness portrays brand values of dedication, loyalty, friendship, and that one's character is revealed through their choices.
SYTYCB: Introduction to Guinness
- 1. Evangeline LIM ∙ Willis LIM ∙ Alvin J LIN ∙ Jin Hao LOW ∙ Haruka SUZUKI ∙ Ravi VISWANATHAN SMU MBA Class of 2014
- 2. GUINNESS – AVAILABLE ALMOST EVERYWHERE GET YOUR BEER FROM CHEERS PRO TIP #1
- 3. COMMERCIAL
- 4. THE PRODUCT GUINNESS IS FAMOUS FOR ITS DISTINCTIVE BLACK COLOUR, SMOOTH CREAMY HEAD & UNIQUE SURGE AND SETTLE.
- 5. BRAND HERITAGE Guinness was a pioneering exporter & started shipments to the West Indies in 1801. It is now brewed in 52 locations around the world & widely available in over 150 countries. Guinness is the world's No. 1 stout by consumption, with over 10M glasses consumed daily around the world. Arthur Guinness went to Dublin in 1759 at the age of 34 & took out a 9,000 year lease on the St James’s Gate Brewery at an annual rent of £45. Before the close of the 19th century, the Guinness brewery was the world’s largest & was floated on the London Stock Exchange.
- 6. COMMERCIAL
- 7. BRAND VALUES & SALIENCE Dedication. Loyalty. Friendship. The choices we make reveal the true nature of our character. DID THIS MESSAGE RESONATE WITH YOU?
- 8. BRAND VALUES (MEANING) & SALIENCE GOODNESS COMMUNION POWER THE BEER OF SUBSTANCE FOR MEN OF SUBSTANCE
- 9. PERFORMANCE Double hopped Roasted barley Rich, full flavoured taste Thick, creamy head Dark liquid Sharp, contrasting appearance IMAGERY Spirit of philanthropy Tradition History Communion Distinctiveness Power Goodness PERFORMANCE & IMAGERY DESCRIPTORS
- 10. Youthful & Pleasure Mature & Health Heavy & Flavourful Taste Light & Refreshing Taste POSITIONING & PERCEPTUAL MAP CRAFT BEERS
- 11. Smooth, creamy, textured with a bitter, burnt, dark roasted flavour Maturity & integrity with sheer determination Real men who embrace both manliness & sensitivity Living the way you want to Uncage & courageously pursue your passion Light & refreshing with a slight citrus tinge Bittersweet finish with a creamy feel & relatively light carbonation Ambition and potential to achieve much more Power to achieve by harnessing what is within yourself TASTE IMAGE WHAT IT STANDS FOR FRAME OF REFERENCE
- 12. TARGET CONSUMER GENDER DRINKER’S PERSONALITY 35 years & above, working class everyman Mostly males Both males & females 25 years & above, socially active men and women 40 years & above, successful, affluent men Mostly males Strong, independent & mature men; goodness from within them Successful & affluent men; drive & ambition to achieve & enjoy success Socially-active men & women; celebration of their uniqueness & passion FRAME OF REFERENCE
- 13. POINTS OF PARITY = POINTS OF DIFFERENCE ≠ Positive (category POPs): Drinking as a social activity, associated with ‘going out’ and having a good time, ability to ‘forget your troubles’ Negative (correlational): Perils of excessive drinking: compromised judgement, weight gain, addiction, dangers of drunk driving History, tradition, legacy, Irish brewing heritage Evocative of loyalty, comfort, camaraderie; like an old friend Drive, ambition, success, achievement Evokes images of savouring success; associated with those who achieve success & enjoy it Youth, energy, dynamism, celebration Strongly associated with occasions ; sporting events, festivals, etc. FRAME OF REFERENCE
- 14. BRAND PERSONALITY & RESPONSES - TO BE CONTINUED wearemadeofmore.wordpress.com
Editor's Notes
- #8: Did the message resonate with the class?