Analysis of Guinness Marketing Strategy

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The main goal for the Guinness marketing team enshrined the incorporation of a common brand identity distinct from the dynamic platforms in Asia, Africa, and the UK. It is an aspect that renders the profound result in uniformly improving the quality of the product. According to the management, the initial approach fostered the significant market acquisition, it led to the incurrence of costs in trademarking the alcohol across the different nations. Further, the advertising cultivated the marginalization of the organization’s produce mainly because of the particular identity within certain domains such as Africans and Asians (Crawford, Brennan, and Parker, 2017). As a result, the administration established key objectives during the merchandising business activity.

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The first marketing objective encompassed the development of a global advertising strategy and platform that is flexible for each retail segment to customize to the local desires. Creativity is a profound competitive advantage for companies mainly because it enhances the positioning of the brand to a particular spectrum of a niche market. The second aim is the initiative to enhance the economies of scale for the Guinness organization. The third factual baseline is the fame and the cultural traction of consistency in the service delivery and the value for the purchase (Moreno and Quinn, 2020, p. 425). In this case, the dynamism renders a profound insight into the essence of boosting its adeptness. Fundamentally, the management focused on developing the blueprint of a worldwide identity.

Brand positioning is an ideology in the business market that demands a structural implementation approach mainly because of the resultant strategic management. The use of a structured perspective over an unstructured appeal contributes to creating a sustainable competitive advantage. The fabric phenomenon in trademarking is a tool in any organization since it contributes to developing crucial concepts incompetence. One of the proficiencies geared by the initiative involves both internal and external administration of the operations. The intrinsically based governing operations encompass stimulators and inspirational acts, verification tools for the planned activities, and promoting efficient employee relations. The extrinsic-based operations enshrine the strategic placement of the identity architecture, an indicator of the business’s growth objectives, and its communication approach (Odeleye, 2021, p. 103). Brand positioning is a pillar to the development of strategic management of an organization due to the integration of internal and external directorial tools.

Guinness is one of the popular alcoholic brands across the globe and is mainly associated with Ireland. The drink is brewed in at least sixty countries with a recorded market acquisition to one hundred and fifty countries universally. Its existence and consumption lie in the dynamic factor of strategic branding to the local consumers. In this case, Africa marks the highest percentage of consumers features Foreign Extra Stout while in Asia it is recognized as premium draught and as black and white in Britain and Ireland (Jernigan and Ross, 2020, p. 13). The organization optimizes its approach to diversify the product to the individual nations. Primarily, the company utilized a tactical essence for the optimal attainment of the consumer base worldwide. However, the initiative poses certain challenges to its competitive advantage thus the significance of fostering the development of alternative concepts to improve the effectiveness.

The competence of an organization depends on the effective monitoring and control of dynamic business operations. The dynamic business operations that enhance competitive advantage engulf planning, analysis, implementation, and control. On the one hand, the structural approach in brand positioning gears the development of competitive advantages at the organization. On the other hand, using an unstructured aspect involves the lack of definitive business goals and objectives. Over the decades, globalization fostered the intensification of business competition. Therefore, a lack of concise enterprise objectives limits a company’s efficiency in competent service delivery. In this case, the disparate approach poses a challenge in boosting the firm’s competence than a structured approach in trademarking activity (Onyema and Onuoha, 2020). Apart from establishing a corporation’s identity, brand marketing initiatives render a definitive solution to the utilization of strategic management of an organization.


The growth of the brand spans the dynamic truths utilized during the marketing of the products globally. An excellent example is a slogan “Guinness is good for you” imposing its significance to the well-being of individuals. Another catchphrase used to advertise Guinness is “Good things come to those who wait” (Moreno and Quinn, 2020, p. 426). These mottos profoundly promoted the consumption of the drink with the aim of enhancing the proficient acquisition of the consumer baseline across different states. These dramatic entities fostered the growth of the company and its expansion internationally posing competence to other alcoholic trademarks.

Over the decades, the brand marketing team in Guinness realized that it is important to develop a truth that fosters the association between the buyers and the beer. It is an initiative that rendered the emergence of a uniform identity across the international niche consumers. On the one hand, the dynamic foundations fostered a significant competitive advantage based on the customized properties. On the other hand, it geared the high costs of production for the company. Therefore, the homogeneity of the factual outline unifies the customers under one spectrum while rendering sustainable expenditure in the operations. The growth phenomenon is an indicator and a platform to enhance the recruitment of modern generational clientele as loyal entities (Balis, 2020). Over the decades, the evolution of human society renders the establishment of new strategies to improve the performance of a company globally in elevating its position in the trading entities.

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In a different spectrum, upgrading the brand truth fosters significant growth in competence and marketability of the products. In this case, the management renders the strategic relationship between the fact and the consumers. It is a structured approach that fosters profound loyalty from the buyers mainly because of the associative identity. Further, the aspect triggers the emergence of a niche market that appreciates and advocates for Guinness beer (Crawford et al., 2017). The administrative team must spearhead the development of an attitude towards the association with the alcoholic drink such as a classic identity.

The trademark development focused on the initiative of people carving their paths. In this case, the logo emerged as “Made of More”. The foundation of the uniform product identity rendered a proficient performance and market acquisition internationally mainly because of its custom abilities. Individuals from different sects personalized the concept with the aim of determining their independent approach for sustainability (Irabora, 2019, p. 2). An excellent example is an advertisement that shows basketball players practicing while sitting on wheelchairs as a motivation to a crippled person who is passionate and willing to play a game despite the medical condition. A demonstration is an empowerment tool and an influential platform that unites people to live a life that is made of more.

One of the competitive advantages for a company in the global marketplace is the effective identification of customer’s needs. Over the decades, technological advancement fostered the intensification in the proficiency level in a global business environment. The significant availability of product information rendered the customers’ paradigm shift as the commodity’s capacity determinants. Guinness identified a profitable and competent niche in the market, that is, the essence of purchasing customized goods. As a result, the firm focused on engaging consumers in merchandise design and development. Therefore, the efficient establishment of the baseline spearheaded its expertise and acquisition of a competent trading platform share (Dalamu, 2020, p. 40). The core principle of identifying gaps includes assessing the buyer’s environment and establishing the opportunity.

What Worked

The motto of “Made of More” posed a significant competence across the dynamic marketplace mainly because of the interrelatedness to a variety of concepts. One of the concepts is “Made of Black” which renders the relevance to the core issue about the striving for the rights of African Americans. Apart from the associative element by the American consumers, the initiative fosters an increase in the share in the African continent. Although the African nations comprise the largest percentage of customers in Guinness, it is important to boost the competence based on the established attitude (Jernigan and Ross, 2020, p. 20). Primarily, the strategy cultivates the development of a global platform that is flexible to the different cultural fragments and practices thus spearheading the corporation’s evolutionary tendency within the landscape.

The incorporation of the marketing strategy geared the incurrence of economies of scale in addition to the increase in the pool of the business profitability. A competent enterprise focuses on the endeavor to establish advantages that boost its positioning on a global scope. In this case, the initiative spearheads the proficient interrelatedness between the distribution of the beer worldwide and the popularity enhancing the sufficient flow of income (Moreno and Quinn, 2020, p. 440). Therefore, the company achieves one of the core objectives of enhancing growth and development based on the intensified commerce and consumer service experience.

In a different spectrum, another factor that fostered significant impact is the imposition of a new and evolutionary cultural traction. It is an endeavor that intensifies the association between the buyer and the beer hence leading to the proficient development of consumer loyalty. A company’s competitive advantage involves the necessity to address the needs of the client. In this case, the motto “Made of More” and the factual baseline that individuals need to determine their path enhance the key identity mainframe (Coker and Macaulay, 2021). Therefore, the marketing team fosters a proficient foundation of popularity based on the relevance to the behavioral nature of the clientele.

Guinness significantly invested in the marketing with the main aim of developing a global trademark. The strategic planning and development process ensured that all approaches worked based on the key objectives. Over the decades, the company had incurred losses and an imbalance between the cost of production and the business profitability mainly because of the existing mottos (Zevor, 2020). The initial punch lines for Guinness were categorized into several brand identities. The challenge in the management and re-invention rendered the necessity to establish the ideal solution.

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Shortcomings from the Initial Marketing Strategy

As an international business, Guinness encounters a profound challenge in the marketing of the product to the dynamic niche segments. It is a situation that led to the emergence of the different types of trademarks across the various continents, that is, Africa, Asia, and Europe. On the one hand, the approach rendered a significant market acquisition due to the customized features of the beer bottle and motto design. On the other hand, the company experienced a shortcoming based on the profitability from the economies of scale (Jernigan and Ross, 2020,p. 14). Although the organization intended to enhance consumer satisfaction and loyalty, the administration realized that its cost of production was profoundly high and beyond manageable levels.

Another shortcoming fostered by the Guinness marketing initiative is the ineffective segmentation of the international baseline. The marginal cost of production lies in the ability to establish a proficient loyalty outline that facilitates the economies of scale. However, the corporation experienced the challenge of managing the flow of income against the expenditure under the spectrum of marginalization of consumers. As a result, the company is positioned as a stagnant entity that poses the risk of incurring losses from the intensifying competition (Dalamu, 2020, p. 37). One of the primary objectives of advertising entails enticing more clients to purchase the product. Therefore, the lack of a universal motto that enhances the buyers’ association challenges the establishment of competitive advantage.


Primarily, brand management is a profound mainframe to boosting the competence of a company. Guinness is one of the international organizations with a proficient identity due to its signature of black beer. Although the corporation secured a higher market share worldwide, the administration realized the disproportionate essence of accounts due to the dynamic advertisement and cultural tractions. As a result, the team implemented the ideal solution of a flexible trademark that accounts for the evolutionary framework of the clientele and the attitude across the various entities.

Reference List

Balis, J. (2020). Brand marketing through the coronavirus crisis. Harvard Business Review.

Crawford, R., Brennan, L., and Parker, L. (ed.) (2017) Global Advertising Practice in a Borderless World. Taylor & Francis.

Coker, P.R., and Macaulay, O. (2021). Comparative analysis of U.S and internationalization strategies a market behavior: A case in Nigeria.

Dalamu, T. (2020). Black: A persuasive metaphor in Guinness stout’s advertisements in Nigeria. Revista de Humanidades, 40, pp.37-68.

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Irabora, I.E., 2019. Corporate social responsibility and organizational performance in Guinness Nigeria Plc, Benin City. World Scientific News, 126, pp.1-10.

Jernigan, D. and Ross, C.S. (2020). The alcohol marketing landscape: alcohol industry size, structure, strategies, and public health responses. Journal of Studies on Alcohol and Drugs, Supplement, (s19), pp.13-25.

Moreno, A. and Quinn, M. (2020). The influence of institutional factors on corporate narratives: A thematic content analysis of Guinness. Accounting History, 25(3), pp.425-447.

Odeleye, O.T. (2021). Brand equity and marketing performance: Perspectives from the Brewing Industry in Nigeria. International Journal of Business, Economics, and Management, 4(1), pp.103-115.

Onyema, N.M. and Onuoha, B.C. (2020). Competitive parity and marketing performance of Nigeria Breweries Plc. International Journal of Advanced Academic Research (Business and Economic Development), 6(12).

Zevor, G.T. (2020) Effect of product innovation as a strategy on sales performance at Guinness Ghana Limited. Doctoral dissertation. University of Cape Coast.

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