Market Segmentation of Guinness

Beer fanatics do not simply enjoy it solely due to its fantastic taste. Beer drinking is a culture that unites different kinds of people worldwide who have different values and beliefs but adore one beverage. There are many amazing beer brands in the world that many people enjoy; the industry is competitive. One of the best beer companies is Guinness. It was initially named Guinness Draught since people brewed and served it on tap at pubs. Regarding conventional carbonation, Guinness Stout is the world’s initial nitro beer. The beer’s nitrogen input provides it with a creamy and smooth texture. This blog will dive deep into Guiness’s success history. 

Let’s analyze the segmentation strategy of the Guinness. 

Let us quickly look at this video to make the investigation more understandable. 

The video creates a generally friendly and inviting feel with the different success points that Guinness has reached over the years. One of those is that the beer company has helped the growth and rise of many friendships. The second is the outstanding quality and flavor, bittersweet, roasted, and well-lasting. 

You can enjoy your cup of beer sitting by your loved ones or new acquaintances, and with its refreshing qualities, it will accompany your amazing conversations. 

The beer company is all about reminding people around the globe that while there are so many circumstances that tear them apart, lots more bring them together. 

So on your next toast, don’t forget to drink for everybody, “Here’s to us all.” 

The hints that we gather from this video are straightforward. 

We get that the Guinneess is targeting people that want to ensure the amazingness and awesomeness of every moment in their lives. 

The second hint we receive is the love, attention, and care towards the people in this video and the company’s target audience.

That said, the segment Guinness has chosen to target is Sharers. 

What do we know about Sharers?

Lifestyle and values:

Every moment of their lives is made enjoyable by Sharers. They enjoy incorporating danger, excitement, and variety into their daily lives. Life would be dull if they did not add a mixture to their daily lives. Families are dear to Sharers. They like caring for the people they love.

They value spending time at home with friends and family in particular. This is why they choose attractive and comfy designs in their home. The home kitchen is a frequent setting for this part.

Sharers enjoy preparing delectable meals for the entire family. But these foods must also be wholesome. So they do not think twice about spending more on high-quality, healthy foods. Visits to various stores regularly are a great pastime for them. This segment has good financial judgment. But if they genuinely like something, they might unintentionally make a purchase.

In Sharer’s line of work, happiness and financial security go hand in hand. The amount of money they earn serves as their yardstick for success. This section is in good physical condition. They consequently have a lovely appearance and emotional stability as a result of that. They dress in a trendy manner. Another crucial element of their lives is leading a healthy physical lifestyle.

Attitude towards shopping:

This market occasionally purchases products from upscale brands. They often only buy top-notch goods. This market has devoted brand consumers. They do enjoy experimenting with new brands, though.

Sharers act this way out of curiosity and excitement to try something new. They typically make large purchases for enjoyable amusement only. It is fun to spend time researching new companies and goods. This segment enjoys spending time with their families, such as going shopping.

Before adding something to your shopping basket, it is always a good idea to try it on and get a second opinion. If a Sharer wishes to purchase high-quality goods, they will research all available sales and promotions.

Other interesting facts:

• Sharers adore repairing things, furniture building, and renovations.
• They love consuming magazines and watching films.
• This segment sometimes reads books about gardening, cuisine, fitness, and home.
• Sharers will eat at fast food restaurants and pubs at times. 
• They will watch cultural events on TV if they seem interesting.
• This segment rarely goes on a vacation and prefers researching beautiful sights on social media or other platforms.
• Sharers are not fond of economics and politics but love celebrity buzz, regularly watch TV as an escape, and listen to the radio.
• Because of the lack of information regarding technological developments, Sharers feel uncomfortable because of new technological devices. 

Guinness positioning.

In a brand advertising campaign that debuted on November 4, 2009, the tagline “Bring it to Life” was launched to give the brand’s positioning “more life, vibrancy, and commonality” and boost its attractiveness to consumers who drink at home.

A drink to be enjoyed on “mid-tempo” occasions, such as weekend get-togethers with four or five friends at home or in the pub, is what Guinness marketing manager Paul Cornell said he wanted to do. 

The latter’s goal was to reposition the brand from one to be enjoyed on “low tempo” occasions—people drinking alone or with a small group. The previous Guinness ad featured the tagline “Good things come to those who wait” and focused on the product’s quality.

The brand’s previous strapline, which emphasized the two-part pour, lent itself to the on-trade and implied cans or bottles purchased off-trade “were inferior,” according to Cornell. 

He also noted that the shifting nature of alcohol consumption, the declining on-trade, and rising at-home drinking have also influenced the shift. With a 10% yearly growth target for the brand, Diageo wanted to increase its 2% market share in the off-trade beer market.

Press and online activities promoted by Abbott Mead Vickers.BBDO’s “Bring it to Life” television campaign.

Following the initial push in November and December, Six Nations-themed activities in the coming year will also emphasize the new positioning by focusing on sporting events. 

Guinness has always been about authentic characters and good stories. Because it places relationships at the core of what makes society function, the brand has such devoted supporters. Storytelling. Two men are conversing over a pint of beer at the bar. 

Guinness’s slogan in recent years has been “Made of More,” meaning that the beverage and those who consume it are both made of more powerful substances (not alcohol!). They contain additional material. They first released a high-production Made of More brand film in 2012, which received mixed reviews. Although it was a beautiful piece of filmmaking, nobody seemed to connect with it.

They revised their approach and returned to storytelling, which they do best—placing Guinness in the middle. When Guinness revealed the brand’s true character in several stories about friendship and hope, this struck a mighty chord in the US market. 

Guinness’ Made of More exposes to society what they believe to be significant in life: “The choices we make reveal the true nature of our character.” Hats off to them; it is a brave move for a beverage company to believe it can influence people’s behavior in such a way. However, it is clear who Guinness is.

Guinness marketing mix.

Before getting to it, let us first understand what marketing mix means. The latter concept covers a brand’s product, price, place, and promotion. They are the leading concept of any company to have a general understanding of a brand. 

Because all those concepts begin with the letter “p,” marketing professionals call it the 4Ps strategy.

So, let us look at those P-s one by one. 

Product:

Due to its antioxidant properties, Guinness has marketed its product as a healthy beer. Brewer’s yeast, hops, roast malt extracts, barley, and water are among the ingredients in its recipe, which is thought to have 850 million liters of yearly sales.

A small amount of barley is roasted to provide the distinctive burnt flavor of Guinness, and its coloring appears to be the deepest hue of ruby. It is a crucial element that is regularly utilized in many recipes. Some of the Guinness product kitty variants are Guinness Draught, Guinness Foreign Extra Stout, Guinness Mid-Strength, Guinness Red Harvest Stout, Guinness Bitter, Guinness Original/Extra Stout, Malta Guinness, Guinness Special Extra Stout, Guinness Zero, 250 Anniversary Stout, Guinness Extra Smooth, and Guinness Blonde.

In 2005, Guinness launched a limited edition, Brewhouse Series, which incorporated Brew 39, North Star, and Toucan Brew. 

Guinness is also connected with Craft Beers manufacturing and contains Dublin Porter and West Indies Porter. 

Place:

Guinness began its brewing activities in an Irish brewery at St. James Gate, where it also gained visibility and customer recognition. The United Kingdom received this brand’s first export order in 1969.

Since then, it has expanded its network to several locations around the globe. Nearly 60 countries host its brewing operations, and 120 of them have easy access to its products, including the United States, Indonesia, Germany, Japan, Australia, Namibia, South Korea, China, Malaysia, Uganda, Singapore, Kenya, Cameroon, Canada, Bahamas, and Nigeria. India’s retail market saw the introduction of Guinness in 2007.

The company’s distribution network makes it simple for customers to find its products in bars, restaurants, hotels, pubs, liquor stores, and airport lounges.

Price:

Guinness has implemented an effective marketing strategy to raise its worth, volume, and profitability. Due to the fierce competition in the beer market, the company has decided to implement a competitive pricing strategy. Customers know they are purchasing a product with value from Guinness since it offers high-quality goods at premium prices.

For some of its goods, Guinness has implemented a skimming pricing strategy, which is one of the critical factors in the brand’s success in the consumer market. Before competing models are released, the initial high price range maximizes income. Guinness ensures client pleasure in terms of price and quality, which ultimately aids the business in making more money.

Promotion:

One of the most well-known beer brands in the market, Guinness has benefited dramatically from superb advertising strategies to raise brand awareness among consumers. The company has a history of running numerous marketing initiatives, but initially, it primarily relied on word-of-mouth advertising. 

Customers were always willing to spread the news about this fantastic product. In the 1980s, Rutger Hauer, an actor, appeared in several commercials. In 1994–1955, Joe McKinney was cast in the Anticipation ad campaign.

In the UK, one of its commercials, Surfer, won the award for best television commercial of 1999. Newspapers, radio, posters, billboards, television, and other media have all featured Guinness commercials. Guinness has many catchphrases to its name that has aided in raising consumer awareness of the brand, including Guinness is Good for You, Out of the Darkness, Good Things Come to Those Who Wait, and Guinness Refreshes Your Spirit.

And that concludes the “Market Segmentation of Guinness” blog. We touched upon the beer company’s segmentation strategy: Sharers, its positioning, and marketing mix. Make sure to check out our main page for more awesome blogs.