Marketing Essay Example | Topics and Well Written Essays - 1000 words - 21

Marketing - Essay Example Additionally, they also need to change the product content for this new name. The company can minimize on the darkness of the drink and its alcoholic strength. Many youth are drawn to lagers and other lighter beers. In order to capture this market, then the company should look for ways of engineering their product to suit that market preference. However, in order to maintain that older market, the company should still retain its older Guinness brand. In other words, there will be two offerings; the old Guinness brand and the new one. Since the company will be introducing a different brand, then they need to change their packaging. Consumer drinking habits have changed within the UK and in Ireland specifically. People are spending their time commuting and working and it has become increasingly necessary for alcohol manufacturers to consider selling their product conveniently in supermarkets. (O’Mahony, 2007, p 13) Diageo should re-package the new Guinness lite in a can. The can should have different colors from the old Guinness so that young people can see that they are actually buying a different product from their parents. This will go along way in making it convenient for the home consumer and the youth. The third and last aspect about Guinness’ positioning will be its Irish heritage. The beer will be tailored for the Young Ireland population. This is an element that will be communicated in the promotional, distributional and pricing strategies as seen below. In order to attract the younger consumer, Guinness lite’s pricing should be tailored to suit that category. Since most youth are not yet as financially stable as their older counterparts, then it will be necessary to place the product’s price at a consumer-friendly level. Over the past five years, Guinness has been performing relatively well in foreign markets. However, the major problem is