Today at college we had the global marketing officer from
Diageo in to give a presentation on their brand and the way in which they
market Guinness. It was
very interesting indeed. Andrea gave a rundown of the history of Guinness as an organisation
and how they have operated and how they do today. She outlined that the core
values that existed within Guinness
are very similar if not the same as they were a couple of hundred years ago. It
seems Guinness is an
excellent organisation to work for and have been for as long as it has existed.
I was surprised to hear that they introduced pensions for their employees in
1860 along with health care and a number of other things. Andrea really believes
in the brand and so do all the marketing ambassadors as they are known within
the company. Guinness follows
strict rules as to what message the marketing communications portray and it was
good to hear that the organisation really promote responsible drinking.
The product is in 150 markets globally and although they
consider it a global product they insist that there is no such thing as a
global market as depending on the country or region and each of their
individual cultures etc. one market can vary much from another. They do however
group certain markets together as they have similar characteristics.
I’d like to finish by writing that Andrea was very
interesting and a very down to earth person and that after having listened to
her today that I have a lot more appreciation for Guinness and what it stands for as a brand.
No comments:
Post a Comment