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Guinness Presentation

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by

Mélanie Hecker

on 17 October 2014

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Transcript of Guinness Presentation

Company Situations: Product/Category Life Cycle Stage
Mature
History
III Guinness in the world

In 2011, Guinness was voted Best Beer on Earth.
1 million in Ireland and 5 million all around the world !
Guinness World Records
... Do you know how much time it takes
to drink 1 liter of Guinness?
1,3 Second !!!
Last Question for you ...
FRESHER Team



Do you know how many pints of Guinness are drunk each day in the world?


The
Guinness
's Value
Proposition
The
Guinness
' Differentiation
Strategy

- Unique taste


- A strong Brand Essence


- A strong relationship with
customers (Loyalty)
- Quality and know-how


- Brand Familiarity


- Being Global

- Customer Intimacy & customer relationship
The
Way
Guinness
Competes
Brand

personality
Facts
and
symbols
Framework
Self-reliant
Community
Fearless
Muscular
Athletic
Masculine
Conviviality
Strength
Profits
Start-ups
One year
Five year
Who is this man?
- Targeting audience
- Product strategy
: A
unique
and
emotional
attachment at an affordable price
Ritual
Fast growth
Mature
Sales
Objectives
A mature company
Internationalization
Strengthening the equity of Guinness
and recruiting new consumers
Diageo's investor presentation 2014
1. Ingredients
2. Milling
3. Mashing
4. Separating
5. Boiling
6. Fermentation
7. Maturation
8. Packaging
9. Enjoying

I. Presentation of the company
A. History of Guinness
B. A mature company
C. Internationalization

II. The way Guinness Competes

III. Strategic commitment

IV. Strategic s
tubbornness
Company Situations
Diageo annual financial report

Creating, Adapting and
Implementing Strategy
Strategic Commitment
Strategic Opportunism
Strategic Adaptability
 IMPROVEMENT vs Creation
 Centralized organization
 Charismatic leader
 Eye-on-ball

Strategic

Commitment
 Over time
 RATIONALE vs Financial objectives
Strategic Approach Strategic Risk
Strategic

Stubbornness
 Implementation barriers

 Faulty assumptions of the future

 A paradigm shift
Thank you for listening,

and Enjoy your Guinness !
Full transcript