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Diageo

An overview of Diageo
by

Katlyn Carter

on 1 May 2013

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Transcript of Diageo

Diageo Corporate Mission Product Lines Diageo offers lines of brandy, cognac, gin, liquers, rum, schnapps, spirit drinks, tequila, vodka, whiskey, reserve, beers, and wines. Product Mix Whiskey: Bell's Original, Buchanan's, Dimple/Pinch, J&B, Johnnie Walker, Old Parr, VAT 69, White Horse, Windsor Premier, Caol Ila, Cardhu, Clynelish, Cragganmore, Dalwhinnie, Glen Elgin, Glenkinchie, Knockando, Lagavulin, Oban, Royal Lochnagar, Singleton of Dufftown, Singleton of Glendullan, The Singleton, Talisker Single, Bulleit, Bushmills, Crown Royal Product Line contd. Branding Strategy An example of one of their many line extensions would be the new spirit dispensing technology they have released. It's designed for bars that traditionally only serve beer from a keg and no mixed drinks. It'd enable the bar to serve mixed drinks as they would beer. Extensions Extensions Johnnie Walker is marketed towards more mature and serious drinkers. This can be seen in their dark, intense advertising and their refined packaging. Johnnie Walker extensions are also meant to reach a more serious crowd as they are all considered to be luxury whiskey. Target Markets Target Markets Guinness is distributed intensively. It is served all over the world in bars, grocery, and convenience stores. It may be the world's number one stout beer but if it were not available there would be others to choose from. Distribution World's largest producer of spirits and a major producer of beer and wine.
Founded in 1997 but some brands date back to the 18th century.
Based in London.
Formed from the merger of Guinness and Grand Metropolitan.
Between 2000 and 2002, they dropped all food divestments, including Pillsbury and Burger King. "Our great range of brands and geographic spread means that people can celebrate with our products at every occasion no matter where they are in the world. This is why 'celebrating life every day, everywhere' is at the core of what we do." Brandy: Bertrams VO
Cognac: Hennessy
Gin: Gordon's Gin, Tanqueray London Dry, Tanqueray No. TEN
Liquers: Baileys, Romana Sambuca, Sheridan's
Rum: Bundaberg Rum, Cacique Rum, Captain Morgan Rum, Myers's Rum, Pampero Rum, Zacapa Rum
Schnapps: Archers
Spirit Drink: Pimm's, Pimm's Winter
Tequila: Don Julio, Jose Cuervo
Vodka: Smirnoff, Ciroc, Ketel One Diageo invests in its strategic brands, they are the primary growth drivers across all 180 markets the company is in. These are the most popular and most endorsed brands Diageo manages. These include: Johnnie Walker, Crown Royal, and Smirnoff. Brand extensions would be the introduction of new flavors of spirits, like Smirnoff Espresso and Smirnoff Blueberry. Also, products found in their "reserve" category. This includes spirits such as Johnnie Walker Blue,and Johnnie Walker Gold Label. They are for a much more luxurious market. Ciroc is marketed towards a younger, more fun loving, and modern crowd. It is advertised as a sleek and sophisticated way to get the party started. Also, Ciroc's extensions are just different flavors to enhance different recipes of mixed drink. Distribution Johnnie Walker Blue Label is distributed exclusively. It is only in certain countries and only higher end liquor stores carry the drink. It is not a whiskey that you could find at any bar and would not be considered as a spirit that could displayed on the regular shelves of alcohol. Pricing Diageo's product fall under a wide array of price points. From the very expensive and exclusive (Dom Perignon) to the easily affordable (Red Stripe Lager). This insures that almost all consumers will be able to consider a Diageo product. Jobs Marketing Manager: Achimota, Ghana. Qualifications include University degree in marketing / business or other related discipline preferred though not essential. Postgraduate Qualifications an advantage. Proven ability in Team Leadership / Strategic thinking (min 3-4 years). Proven and strong Brand and Trade marketing experience (8-10 years). Innovation Brand Manager: Miami, Florida. Have 3 years+ marketing experience, ideally with some exposure to innovation within that time. Good understanding of consumer/shopper insights and the ability to convert into innovation launch plans. Be able to apply the global consumer and shopper learnings across regions and understand regional & global consumer/shopper insights. Good leadership skills - ability to manage multiple stakeholders. Good project management skills – ability to manage multiple projects Experienced in DWBB (Diageo Ways of Brand Building)
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