1. Evangeline LIM ∙ Willis LIM ∙ Alvin J LIN ∙ Jin Hao LOW ∙ Haruka SUZUKI ∙ Ravi VISWANATHAN
SMU MBA Class of 2014
BRAND STRATEGY

2. ADVERTISEMENT

3. OUR INSIGHTS: CUSTOMER-BASED BRAND EQUITY
Guinness is Made of More: there is more to the way it looks,
the way it tastes, more to its soul & heritage
SALIENCE
PERFORMANCE IMAGERY
JUDGMENTS FEELINGS
RESONANCE
Double hopped; Roasted
barley; Thick creamy head;
Unique surge & settle
Power; Communion;
Goodness; History;
Distinctiveness; Tradition
Distinctive & bold;
Not settling for the
ordinary or for
common things
Confident of who
you are & having
the courage of your
own convictions
Friendship –
compartmentalised,
casual, best, childhood

4. STRENGTHS WEAKNESSES
OPPORTUNITIES
 Highly distinctive brand & rich heritage
 Respected for its quality by younger drinkers of
‘better beer’
 Not loved or salient outside of certain usage
occasions (Irish Pubs & St Patrick’s Day)
 Business concentrated in areas that are not well-
positioned to drive growth - consumer base is
older than the competition’s
 Recruitment of younger drinkers
 Increasing penetration amongst a broader
audience, regardless of space or occasion
 Proliferation of craft brands which are driving
much of the growth in the beer category
SAFEGUARD IMRPOVE ON
SEIZE UP
THREATS
NEUTRALISE
OUR INSIGHTS

5. OUR BRAND CHALLENGE
BRAND
IDENTITY
Brand proposition needs to be
more compelling & go beyond
Irish provenance
CONSUMER
PROFILE
Consumer base is
predominantly male & older
than that of the competition’s
+

6. OUR PLAN - IN BRIEF
This plan allows us to
RE-DEFINE
the way people think
about Guinness
RECRUIT
the next generation of
Guinness drinkers
to access & unlock an
opportunity that will
be worth
SGD 1.02B
in 2016
* MarketLine Industry
Profile, Feb 2013

7. OUR PLAN – IN MORE DETAIL
Guinness celebrates people who are made of more,
People who demonstrate more substance, more style, more character
Platform Idea
ESTABLISH & COMMUNICATE
A COMPELLING LIGHTHOUSE IDENTITY
EXPAND
CONSUMER BASE & USAGE OCCASIONS
Re-define Recruit
Strategic
thrusts
Aspiration
Guinness becomes the dominant beer of choice
amongst consumers, customers & influencers

8. LIGHTHOUSE IDENTITY – ONE THAT GOES BEYOND IRISH PROVENENCE
MADE OF MORE
Guinness exists to inspire us to make bolder choices
STAND UP FOR
WHAT YOU
BELIEVE IN
FOR BETTER
OR
FOR WORSE
BELIEF CAUSE
PRODUCT ROCK
FIGHTERS
WE ARE FOR
QUITTERS
WE ARE AGAINST
inspires
reinforces
People who want to
be more & do more
Spectators who sit by
the sidelines

9. ACTIVITIES WE NEED TO INVEST IN
Activation SustenanceAwareness
Improve
salience for
seasonal
& timeless
occasions
Seed key
messages
through
influencers
and media
Leverage
innovation to
expand our
reach and
mass appeal

10. ACTIVITIES WE NEED TO INVEST IN
Leverage
innovation to
expand our
reach and
mass appeal
Non-alcoholic
beverage
Exclusive access to
interactive
content & privileges

11. ACTIVITIES WE NEED TO INVEST IN
Improve
salience for
seasonal
& timeless
occasions
Lunar New Year
zodiac releases
Celebrating love
& communion

12. ACTIVITIES WE NEED TO INVEST IN
Seed key
messages
through
influencers
and media
ONE FC’s Sherilyn Lim, Singapore’s first ever
female mixed-martial arts competitor

13. COSTS & BENEFITS
SGD 70K in
incremental
seed money
For selected
activities
8.1% YoY growth
in NOPAT by F15
versus industry
projection of 3.1%
Activation SustenanceAwareness
Budget: 20% of revenues from last fiscal year, 30/50/20 split as above
Sustainable, self-funding A&P budget structure for brand activities
30% 50% 20%

14. THANK YOU
WEAREMADEOFMORE
.WORDPRESS
.COM