Our marketing plan examines the introduction of a new beer on the French market. Guinness has recently released a new product to appeal to a younger demographic than the usual Guinness customer. This new product called Guinness Black Lager is a beverage that is easier to drink than our original product, because of its lighter and smoother taste. The product has been launched in three different countries so far and we believe its introduction on the French market would create great opportunities for our company. Initially, we will focus on selling our product within supermarkets along with the original Guinness that is not currently well represented in the store aisles.
The alcoholic beverages market in France has been decreasing over the last 30 years, especially since the government has increased restrictions related to alcohol consumption for youth and in public places. Therefore, people tend to buy their alcohol in supermarkets rather than consuming it in public locations (pubs, bars, etc.). Moreover, the fall in French consumption has mainly affected the wine and spirits sector while the beer sector has remained steady over time. In fact, the special premium beer segment in which our lager will be positioned, has increased over the last couple of years in terms of volume and revenue in supermarkets within a difficult economical environment.
Within this segment, there are several competitors and the market is almost overcrowded already, however the Guinness brand is renowned in the world and in France as well. It is well known for being unique and the introduction of a new Guinness product will be associated with this unique feature. In addition, the new Guinness Black Lager has no competitors of its kind, therefore, it will be distinctive among other beer products. French males aged between 18 and 28 drink beer more compared to stronger alcohol or wine. They want something new, different, fresh and special and we believe this product will suit their expectations. We are targeting young male beer drinkers as they do not have enough money to spend like the older audience; our product is in the right category and will feature a pricing strategy similar to special premium beers.
The release of our product will be accompanied by important promotional campaigns to ensure the success and visibility of our new Black Lager. With the use of several communication channels (radio, newspaper, in-pub events, ads) we will announce the introduction of the new drink on the French market, and in the meantime, we will increase French awareness regarding the availability of Guinness products in the supermarkets. The product will be sourced just like our current Guinness product: from Ireland and our world famous brewery St James. Kronenbourg, which is highly knowledgeable of supermarket distribution methods, will be tasked with the distribution of our new product; this company already works with us for the original Guinness product. Considering all those aspects, we can expect good revenues with minimal investments because the product already exists, the risk is therefore limited in terms of costs with high potential for success.
[...] Nicolas LELORRAIN Marketing Page 28 Guinness Black Lager Marketing Plan Other media outlets such as magazines, newspaper, and popular radio stations will also be used to market new Guinness Lager to our target audience. Guinness will use some ads that have been already running in Ireland, UK, and the USA and will use French translations to make it relevant in France. Apart from that, French newspaper will run full page commercials of the new Guinness Lager to attract general audience. [...]
[...] The introduction of the new Guinness Black Lager would get into that special premium beer segment of the drinks market with no existent competition in terms of similar products, as it is not a real black stout, but a black lager, which is not common on the French beer market. In addition, it would increase the space made for Guinness products in French supermarkets and consequently allow people to find easily Guinness products and increase image and sales in supermarkets. [...]
[...] Executive Summary Our marketing plan examines the introduction of a new beer onto the French market. Guinness has recently released a new product tending to attract a younger audience than the usual Guinness customer. This new product called Guinness Black Lager is a beverage that is easier to drink than our original product, because of its lighter and smoother taste. The product has been launched in three different countries so far and we believe its introduction on the French market would create great opportunities for our company. [...]
[...] Posters will be put up inside as well as outside selected bars that primarily cater to our target market. Free Guinness Lager accessories like key-‐chains, bottle openers, and coasters etc. will be distributed by these bars on Friday and Nicolas LELORRAIN Marketing Page 27 Guinness Black Lager Marketing Plan Saturday nights as a part of our promotion of the new Lager (See Figure 19. on page 30). Similarly, customers at these bars will be allowed to buy Guinness glasses and mugs for a nominal price. Figure 18: Guinness Black Lager current ads. Figure 19: Guinness Black Lager coasters. [...]
[...] This shows that France is used to consume imported beer and should make easier the introduction of a new imported beer such as the new Guinness Black Lager on the market European Average: Figure Beer imported consumed by country in % of the total volume of beer consumed Country Economy The state of recession in France has had an adverse effect on not only consumption of beer but also distribution of beers in cafes, restaurants, and hotels etc. These distribution channels make up for 26% of beer sales in France. [...]
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