Study of Guinness (beer) : Analysis 199

Extrait / Introduction

Study of Guinness (Beer)

For the topic of my report I had to choose something in relation to the country where I spend my years: Ireland.

For me one of the most representative elements of Ireland is GUINNESS.

More over Guinness use a lot of marketing to be present almost everywhere, so it's in perfect relation with my DUT.

For my analysis I will study the marketing mix, and analyze advertising.

Contents :

Beer consummation in Ireland:

Presentation of Guinness :

The steps to brew Guinness?

Theories About Advertising

• Global branding

• Definition of global branding

• The consumers' perception of global brands

• Analyse of global branding

• Challenges facing global brands

• The Media

• Television

• Newspapers

• The Internet

Marketing Mix

• Price

• Place

• Promotion

• Product

Analyze of the competitors

• The Porter's strategies

Brief analyze of the most important competitors: Heineken

Analyze Of Advertising

Conclusion

 

 

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Plan

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