Marketing a Brand:A Global Arena

Meagan Bennington, Jenna Bertino, Stephanie Kra, Brett Puffer & Lucas Walkowski

Agenda

● Guinness○ Background○ Local market○ International market○ Conclusion

● BMW● Domino’s● Questions?

Background● 1759 - Founded in Dublin

● 1769 - First shipment was sent to England

● Headquartered in London since 1932

● Now owned by Diageo

● Breweries in 25 countries, available in 120

United Kingdom● Ad Campaigns

○ Guinness is Good for You○ Made of More

● Perfect Pour

Malaysia● Bulldog

● Guinness Amplify○ Also in Ireland

● Advertisements have

the same theme

Nigeria● First brewery opened outside of Ireland

and UK

● Guinness Foreign Extra Stout

○ Leverage

● Michael Powers

● #MadeofBlack

○ Made of More

Conclusions● Regiocentric

● Not growing in UK and Ireland

● Future is in Africa and

South America

Background● 1916 found in Munich, Germany

● 1994 BMW goes to USA

● 2006 BMW goes to India

● Worldwide subsidiaries and manufacturing plants

● Employs more than 1 million people

● Three Brands

Brand Focus● Focused on premium markets ● Expanded in 2001 ● Associated with high performance, engineering excellence and innovation● Brand associated ● “Ultimate driving machine” & “Sheer driving pleasure”● The emblem

Germany● BMW group strategy is targeting customers through

segmentation geographically.● Targeting: people who are aged between 25-40 ● Removes the need to target ethnicity or citizenship.● Target people with certain income.

●

India● Getting Into the Market● Kept trying ● 2007 :produced their first cars ● Within 3 years BMW became the top luxury car

manufacturer

India● High Price Models● Pricing from India● Target Market & Positioning

○ Positioning: aspirational brand for young entrepreneurs and executives■ targeted young people who were looking for sporty looking cars

Commercial: India● https://www.youtube.com/watch?v=ZriWJ4s4BBw ● “Sheer driving pleasure”● Shows driving their cars fulfills something in this already successful man’s

life● Actor is perfect example of target market● Focuses more on people driving the car

Commercial: US

● https://www.youtube.com/watch?v=ZGH2qgBuXYs● Focused more on the design of the vehicle ● Lets people know that this vehicle can be used for many different reasons● The commercial shows the car demands respect.● Shows that the people know and respect the car, very well known brand.

Conclusion● BMW is successful in India for opening up in 2006.● New strategic direction: 2020● Geocentric Management● March 2011, BMW delivered 1,027 units to the

customers. ● BMW has been overtaken by Audi

●

Background

● 1960 - Founded in Michigan● Sold to Bain Capital in 1998● 73 Countries, Canada was 1st● Now, over 10,000 locations● “Easy to change toppings…”

United States

● Italian-American● “Avoid the Noid”● 30-minute guarantee● NASCAR sponsorship● Digital age & other innovations● 2010 re-branding

India● Locations in smaller/lesser known cities● Toppings

○ Spicy banana○ Manchurian pizza

● Facebook contests● TV ads

○ Characters enjoying Domino’s after work

Japan● Do not believe in the use of TV ads● Create news-like topics to generate talking

○ Job opening paying $31,000/hour○ First pizza store on the moon

● Toppings○ Foie Gras ($50)○ Kobe Beef ($60)

Conclusion

● Polycentric● Household food adapted to region● Growing brand● Moving forward - Italy

Referenceshttp://www.theguardian.com/business/2014/jan/08/dominos-pizza-sales-up

https://www.dominos.co.uk/

http://www.forbes.com/sites/dalebuss/2013/03/09/dominos-global-growth-feeds-pizza-chains-growing-success/

http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG294.htmhttp://www.ukessays.com/essays/marketing/marketing-strategy-and-pricing-strategy-of-bmw-marketing-essay.phphttp://www.bmwgroup.com/e/0_0_www_bmwgroup_com/unternehmen/historie/meilensteine/meilensteine.htmlhttp://europe.autonews.com/article/20130518/ANE/305169895/audi-overtakes-bmw-as-indias-top-selling-premium-brandhttp://research-methodology.net/bmw-segmentation-targeting-and-positioning/

References"Guinness, a Campaign that's been Brewing for 80 Years." The Independent. Independent Digital News and Media, 19 Jan. 2009. Web. 2 Oct. 2014. <http://www.independent.co.uk/news/media/advertising/guinness-a-campaign-thats-been-brewing-for-80-years-1419144.html>.

Helen, Thompsen. "How Guinness Became an African Favorite." Smithsonian. The Smithsonian, 17 Mar. 2014. Web. 2 Oct. 2014. <http://www.smithsonianmag.com/arts-culture/how-guinness-became-african-favorite-180950097/?no-ist>.

"AMPLIFY GUINNESS®." GUINNESS® AMPLIFY - Live Tour. Guinness, n.d. Web. 2 Oct. 2014. <https://www.amplify.com.my/livetour>.

"About Us." Guinness Nigeria. Guinness, n.d. Web. 2 Oct. 2014. <http://www.guinness-nigeria.com/about/overview/>.

"Guinness Storehouse." Guinnes Storehouse. Diageo, n.d. Web. 1 Oct. 2014. <http://www.guinness-storehouse.com/en/pdfs/factsheets/factsheet_pdf_11.pdf>.

Writer, Staff. "Guinness reveals 'Made of More' advertising campaign created by AMV BBDO." The Drum. N.p., 2 Oct. 2012. Web. 1 Oct. 2014. <http://www.thedrum.com/news/2012/10/01/guinness-reveals-made-more-advertising-campaign-created-amv-bbdo>.

Questions?