VS. Jessica Marks 9/21/13

Transcription

1 1 VS. Jessica Marks 9/21/13

2 2 Introduction Guinness and Amber Bock are both dark beers, but are two very different products. In the following pages we will compare Guinness to Amber Bock. We will compare decision making process as well as attributes. Guinness-Diageo Guinness has a long rich history as an Irish beer. Founded in 1759 Guinness began brewing its signature beer. In 1769 six barrels were exported for the first time to England. In the 1790 s Guinness built its first major brewery expansion, and these buildings are still used today. By % of Guinness beer sales were overseas. By % of Guinness sold in the United States and was bottled locally. In million Guinness glasses are enjoyed daily. In 2009 the Brewer celebrated 250 years of Guinness Stout, Draught, or beer. This paper will look at Guinness Draught specifically. Anheuser-Busch Inbev Anheuser-Busch introduced this premium-plus beer nationally in It is described as having deep dark color, and a roasted malt taste that finishes clean. It is an American-style premium lager. Amber Bock is enjoyed by millions every year, and is a staple in many consumers homes. Company Overview Diageo Anheuser-Busch Inbev Profit $3 B $7.2 B Number of Employees 25,698 (May 2013) 118,000 (May 2013) Established Number of Countries Operating 80 24

3 3 Attribute Table Attribute Guinness Amber Bock Price Average Price for six pack (United States): $9.15 Average Price for six pack (United States): $7.99 Promotion Designed Strategically Branded Television Ads Material for: Facebook/Twitter Television Ads Bar Promotions Facebook Bar Promotions Variety (Other Other Guinness Beers: Amber Bock is a Michelob product. Other Brands, Types) Black Lager Michelob products include: Extra Stout Original Lager Foreign Extra Stout Honey Lager Michelob Light Seasonal Beers Beer Style Irish Ale American-Style Premium Lager Alcohol By Volume Draught 4.3% 5.2% (ABV) Founded/debuted Facebook/Twitter Social Media Following: Social Media Following: Likes Facebook Likes: 424,939 Facebook Likes: 1,852 people. people Twitter Followers: 1,669 Twitter Followers: 26,134 Website* The Website has the following The Website has the following content/information available: content/information available: Clean easy to navigate Clean easy to navigate website. website. Description of product and Links to other products. ingredients. Web/Television Links to Facebook/Twitter advertisements. Links to other products Webstore Company Story Link to download Guinness pub finder app. Description of product and ingredients. Link to Guinness Storehouse. Parent Company Diago Anheuser Busch InBev Appearance Label and Packaging: Label and Packaging: Simple/Clean black with Black Label with Amber Bock in white. Guinness in white label. Other things written on label. Easily recognized on the shelf. Similar to Guinness Calories Advertising Television Television Print Internet Internet

4 4 Consumer Decision-Making Process Consumer Decision Step Guinness Amber Bock Need Recognition Advantage: Guinness Both allow for some degree of need recognition, however Guinness has been on the beer market longer Search for Information Advantage: Guinness Both websites provide good information. But, Guinness website provides more information that consumers would be interested in. Alternative Evaluation Advantage: EVEN Both products provide comparable drinking experience Purchase Advantage: EVEN depends on consumer s personal taste and preference. Outcome/Post- Purchase Evaluation Advantage: EVEN, slightly towards Guinness Originated in 1759 Known and recognized around the world. Detailed website Covers all information (all products, company story, commercials, webstore.) Link to download Guinness pub app. More appeal to eye/easy to navigate. Lots to look at/explore ABV 4.3% American-Style Stout $9.15 per six pack (United States) 210 Calories Offers different styles and products as alternatives. Consumers familiar with brand Originated in 1995 Known by consumers but not as widely known. Detailed website Covers some information (all products, video, and product description.) Easy to navigate ABV 5.2% American-Style Lager $7.99 per six pack (United States). 92 Calories Michelob offers other styles and products Consumers know of brand, but may not be as familiar with the product. Psychological Process Guinness and Amber Bock both use television, print, and internet to market their products to potential consumers. The marketers of these companies use a variety of techniques including humor and

5 5 entertainment depicting attractive women and sports to influence consumers buying behavior. Although recently Guinness went a different route with their newest advertisement (see Knowledge and Attitudes). Marketers also rely on social media to spread the word about their product, as well as gain insight from consumers about products. Perception The beer industry has remained pretty steady in the past few years. Consumers associate beer with sports, friends, BBQ, and relaxing after a long day, and not generally targeted to women. Guinness is a long standing brand that is well-known and recognized throughout the world. Guinness is known as an Irish beer with distinctive flavor. Therefore consumers know exactly what they are buying and consider low risk when purchasing. Recently Guinness has focused on branding an image that promotes character and values, and as a result is promoting excellence in values, and being a gentleman s drink. Amber Bock is less well known to consumers, has a less distinctive flavor, and as a result has more perceived risk to consumers, some may not exactly know what to expect. Michelob is a well-known brand so that helps Amber Bock gain Confidence in Amber Bock. Memory Guinness was founded in 1759 and has pretty much the same label and symbol**. Therefore the Guinness is in the consumer s memory, even if they are not Guinness drinkers most people recognize Guinness. Through repetition Guinness has put their brand inside the consumer s long term memory. Most of their advertisements end with the image of the Guinness label, therefore reinforcing the brand in the minds of consumers.

6 6 Amber Bock has through advertisements also put themselves in the minds of the consumers. But, most it is still in the short term memory of the consumers. Meaning it as not as recognized in consumers minds. As it is not a product that jumps into consumers minds right away, but, upon seeing an ad for it or the product on the shelf; one is likely to recognize it easily. Knowledge and Attitude Guinness stands for greatness, tradition, and is a gentleman s beer, in the eyes of consumers. Recently with one of their advertisements Guinness have aimed to show exactly what kind of values they stand for in their newest advertisement- Depicting a group of friends playing wheelchair basketball, the game ends and all but one stand up. The men are then shown celebrating over Guinness, ending with a voiceover saying, "The choices we make reveal the true nature of our character."*** Guinness went a different route (from most beer ads depicting fun, woman, and sports) in order to show that athletic masculine man can still care about one another and be a good person. Also it can help to change the consumers attitude about beer and possibly the brand by depicting such strong values and message. while helping educate consumers about the brands values and standards. Amber Bock tends to go the more traditional route when it comes to advertisement; using humor to primarily target men. Humor is a very effective advertising strategy; consumers are likely to remember a brand/company/product when they find an ad humorous. Although Amber Bock is not as well-known as Guinness the general attitude by consumers toward amber bock is positive. Consumers like the product, and it is a recognizable product to consumers. Individual Differences Guinness and Amber Bock both market more towards men than women. But, many individual differences can be noticed by the consumers. Gunnies, because the brand is so old has developed a

7 7 Brand Personality, in consumers minds. On the other hand ethnocentric consumers may be more likely to buy Amber Bock since to them America has the best products; Anheuser-Busch is the best beer manufacturer. Demographic Guinness primarily appeals to an older crowd of beer drinkers, as of recent the company has concentrated on marketing to a younger crowd (21-29 year old males). As of recent Guinness had slipped from #6 of the top imported brands to #7; leading them to depict a more youthful appearance to the consumers. Amber Bock one the other hand is popular with a more youthful crowd then Guinness. Their target demographic is also year old males. Their advertising definitely appeals to the younger crowd as well. One thing Amber Bock could concentrate on is getting in with the older crowd as well. As older beer drinkers are more likely to buy a sophisticated beer. Involvement-Self-Control Both companies advocate drinking responsibly, by dedicating space on their websites to drinking responsibly. As well as not drinking and driving, these efforts can help consumers attitudes about these products because they promote safety when using the product. Guinness also started a drink responsibly campaign in order to raise awareness about alcohol abuse. Environmental Influences There are a number of Environmental influences associated with choosing what beer to buy; including group norms, family, social media, and use of advertisements that affect the consumer decision-making process.

8 8 Group Norms Group Norms have a significant effect on a consumer s decision-making process. Friends, fellow coworkers, as well as word of mouth can have a great impact on what beer a consumer chooses to buy. If you ask a friend what they think of Amber Bock and they say that it tastes terrible, you would probably not waste your time or money buying it. Reputation and consumers reviews are important to these companies. Both Guinness and Amber Bock want you to recommend their product to your friends. Or Tweet or write a status about them on social media. (see Social Media). Family Like Group Norms families play a substantial role on the decision-making process of a consumer. If you were raised in a house with high ethnocentrism; Anheuser-Busch may be the only beer you saw your dad drinking, then you are more likely to only but Anheuser-Busch products. On the flip side if you come from an Irish family or a family with less ethnocentrism than Guinness maybe a more viable option for you to purchase. Social Media Currently Guinness has 20,134 followers on Twitter and 422,939 likes on Facebook. Amber Bock has 1,669 followers on Twitter and 1,852 likes on Facebook*. Not very long ago social media was not factor in marketing a product. But, thanks to Facebook and Twitter. Companies are spending more and more money to advertise on social media. Social media has a great impact on consumer s as well as the companies themselves. Companies now can now have direct feedback on products from consumers. If someone buys Guinness and are not satisfied with it they can tweet Guinness, this is a way consumers

9 9 are now influencing businesses. Companies also use social media to run promotions on their products as well. Advertisements Advertisements like social media are important as it is an opportunity for companies to reach their target demographic. In this case Guinness and Amber Bock target demographic is relatively the same. By effectively using advertisements each company looks to increase its market share over the other. Guinness launched a new advertising campaign (see Knowledge and Attitude) to try and effectively gain new younger consumers. Conclusion Throughout this report one has looked at a number for differences and similarities between Amber Bock and Guinness. Some important findings include Knowledge and attitudes, Social Media, Need Recognition, Perception, and individual differences. First, Knowledge and Attitudes are important; one because if a consumer has no knowledge of a company s product they will not buy it simply based on the fact they don t know it exists to purchase. Also if consumers have an overall good or bad attitude about a product they are likely to tell friends (or share on social media) about their attitude, and that friend is more/less likely to try that product. Guinness clearly has the advantage in this area. Since they have been around so long the consumer has knowledge of their product. Also the consumer overall attitude about the product is positive. Guinness stands for tradition in the consumers minds that tradition means quality of product that has spanned centuries. Social media has been discussed throughout the report. But, in today s society is a very important influence on business. It gives consumers a direct line to the company and vice versa. Proper use of

10 10 social media can enable a company to reach new markets and current consumers in ways never possible before. Once again Guinness has the advantage over Amber Bock. Guinness has 20 times more followers on Twitter and 422 times as many likes on Facebook than Amber Bock****. Enabling them to reach a mass amount of consumers in a matter of seconds it takes to send out a treat or Facebook status. Another key factor is Need Recognition; this is the first step in the consumer decision-making process. Guinness is a long time brand originating in in 1759, and has developed a Brand personality in the consumers mind. Guinness represents tradition, values, and quality. When a consumer is making a decision about what brand of beer to buy; Guinness brand comes to mind quickly because it is ingrained into the consumers memory. Amber Bock being a newer beer has not cemented a place in the minds of consumers yet; as these things take time. Guinness once again has the advantage. Consumer s perception of a brand is an important factor that connects to what the consumer associates with the brand. Guinness consumer s perceived as low risk to consumers, as they know exactly what they are getting when buying a Guinness product. If the consumer perceives the purchase as high risk they may be less likely to buy a product; especially when the purchase is beer. Companies must work hard to keep their consumers perception positive and low risk. Guinness has the clear advantage in this area partially because of how well known the brand is. Lastly, individual differences are key; these differences separate the product from others like it on the market. Guinness has long standing tradition, and distinctive taste. As well as recognizable packaging that sets it apart from competition. Amber Bock draws on ethnocentrism of consumers, these consumers will be more likely to purchase based on an American made product.

11 11 Appendix *(page 3)- ctcookiesupport=1 **(page 5) ***(page 6) ****(page 10)