Guinness SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5822
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SWOT Analysis of Guinness with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Guinness

Parent Company

Diageo

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Out of the darkness comes light;

Guinness refreshes your spirit; Believe; The most natural thing in the world; It's got to be Guinness; Now enjoy Guinness anywhere; Good things come to those who wait.

USP

Its distinctive burnt flavor taste derived from roasted barley

STP

Segment

Individuals who love to drink beer across all age groups

Target Group

Pub goers and people who prefer beer, working individuals both male and female from upper middle class

Positioning

Healthy  beer as it contains antioxidant compounds

SWOT Analysis

Strengths

1. Most reputed and consumed beer in Ireland and UK
2. Iconic status achieved due to advertising
3. Number of variants with various strengths that appeal to various categories

4. Its frequent use as ingredient in recipes

5. Good distribution and availability owing to parent company

Weaknesses

1. Low sales and decreased market share even in native country is a concern
2.Advertising restrictions on liquor products in some parts of the world has affected sales

Opportunities

1. Increased consumption of beer among the masses
2. Youngsters prefer beer over any other liquor all over the world
3. Its legacy and strong following even in the market where it has a very little presence will help it in expansion plans

Threats

1. Rising cost of raw material due to inflation
2. Excise duties and government regulations which hinder the expansion plans

Competition

Competitors

1. Corona
2. Heineken International
3. Carlsberg



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