Please enable JavaScript.
Coggle requires JavaScript to display documents.
Guinness, Recommendation - Coggle Diagram
Guinness
Product
Logo
Black contrasting with the white represents status, heaviness, power,
-
-
-
Products include guinness draught, guinness foreign extra stout, cold brew coffee beer, 0% alcohol guinness and many others
-
Nicknames: 'a pint of the black stuff' ,'ginny','irish champagne'
its iconic black look with a creamy head is unlike many other beers, therefore increasing brand salience and developing points of parity and difference on the customer based brand equity model, therefore enhancing brand imagery and perfromance (Keller, 2001)
-
Slogan 'good things come to those who wait' - referencing the time it takes for the beer to settle after being poured, creating the famous creamy head
-
Sells merchandise as well. T-shirts, hoodies, glassware, scarves, baseball caps etc
Usually served in the iconic branded Guinness tulip pint glass - the design of the glass allows for the bubbles to sink rather than rise, contributing to the perfect six step guinness pour that has become an iconic, treasured part of ordering and purchasing a pint of guinness, including step 4 which consists of 'leaving the surge to settle' for approximately 2 minutes
This adds to the apprehension and excitement for consumers as they have to wait longer for their beer, also linking to the slogan
Logo and glass - conspicuous consumption (Veblen, 1899) can display individuals preferences for higher quality products to their peers, especially in social situations
Further links to the Interdependence facet of brand relationship quality - this ritual of consumption enhances the relationship between consumer and brand (Fournier, 1989)
Brand equity is the difference between the value of the brand to the consumer and the value of the product without the branding (McQueen in Elliot and Percy 2007) - the product of Guinness itself may be less valuable to consumers if not consumed with its branding
The name Guinness is not only the trademarked label name of the brand, but also the name of the family who created it, further linking to heritage
The founder of the product Arthur Guinness signed a 9000 year lease for £45 per annum at St James Gate in Dublin, where the beverage is still brewed today
-
High quality drink
-
An individuals resources based on taste and style, taste creates distinctions (Bourdieu, 1984)
high involvement = expensive and infrequent, self-expressive, public (Elliot et al, 2011)
-
Heritage
Douglas Holt - Cultural Branding - some brands have iconic status - guinness is representative of a culture and is important and influential in a particular cultural context - they maintain a firm hold in the marketplace
adding brand symbolism to evoke emotions of pride, patriotism
Consumer culture offers a richly symbolic environment from which consumers create their personal brandscaoe from. This is the consumers identity project, where they use brands to manipulate their desired self - may use guinness as a means of value transfer to see them as manly and strong or patriotic
'People buy things not just for what they do, but also for what they mean' Levy 1959
Guinness has now become associated with Irish culture, history and heritage
Symbol of irish heritage - for some Irish consumers, this may satisfy their belongingness needs on maslows hierarchy of needs because they feel part of a culture and more in touch with their heritage and proud of it
-
-
Price
The price of guinness can vary from place to place, depending on retailer. For example, for a draught pint of guinness ....
Prices come from links: 1 , 2, 3
To maintain its symbolic position in the market, Guinness uses a premium pricing strategy which reflects its symbolic value which can support customers in enhancing their self-identity
In comparison with other popular draught beers, it is also a more costly option
Although in this table, guinness comes second in price to staropramen, it is important to consider the ABV of the drinks and the fact that although staropramen is more expensive, it also has an ABV of 5%, which is almost 1% more than guinness
Furthermore, when looking at ABV, guinness has the same percentage as coors. However, due to guinness being a more premium product, it is priced in this instance as 30p more expensive per print than the coors alternative
The price of guinness also decreases when bought from retailers such as supermarkets. Tesco sells Guinness in packs of 10 440ml cans for 11.85, making each can worth around £1.19
-
Place
-
Being an alcohol, there are restrictions on who can access it. It is only available to purchase by individuals over the age of 18 in the UK and Europe, and individuals over the age of 21 in the US
-
Annual comsumption of around 1.5 billion pints of guinness (worldwide)
-
-
-
Guinness is most popular in the UK, followed by Ireland, Camerron, US and Nigeria
Promotion
'Guinness is good for you', 'guinness for strength'
Being an alcohol, there are restrictions on how it is allowed to be advertised
The Stoutie (get your image printed on top of your guinness) first available in the storehouse but now available in some bars and pubs . makes a connection with users and makes them want to post on their social meida/ share with friends = more publicity and better brand salience
-
-
Instagram page is active where they use hashtages such as #GuinnessToast to encourage people to post videos and images of themselves raising their pint glasses of Guinness, if they share and tag their videos they are automatically entered into a giveaway for an all expenses paid trip to the Guinness experience in Dublin
Furthermore, they have recently included a short video of music celebrities Niall Horan and Lewis Capaldi conversating over a pint of Guinness at a seaside location in order to advertise the duo's upcoming film 'Homecoming: The Road to Mullingar' - presented by Guinness
The effort to associate two young known stars with the brand may be an attempt by Guinness to move away from stereotypes that the brand is often associated with such as older, working class men and move to be more relevant and cool for the younger generation.
-
-
-
-
Recommendation
Market more in Europe? Already big in UK, Ireland and some countries in Africa but not Europe?