MAR039-6 Marketing and the Digital Future Assignment Sample
MAR039-6 Marketing and the Digital Future Assignment Sample
Introduction
Digital marketing plan is counted to be a document which is accountable for outlining marketing goals that are pursued by organisations. In this study there is a declaration of overview of alcoholic drink market of Britain which states that there is a drinking trend in UK. Moreover, there is a declaration of market segmentation which depicts following different laws such as no consumption of alcohol below 18 years being followed by performing PEST and SWOT analysis. Finally there is mention of a digital marketing plan that is to be followed by Guinness in future along with presence of different strategies that are to be followed for better performance.
British Alcoholic Drinks Market overview
Alcoholic drinks are one of the major consumed drinks in UK which leads to better business architecture in terms of generating revenue and increased profits. According to statistical surveys, Beer, Cider, Perry, Rice Wine, Spirits, Wines and Hard Seltzers are the most consumed alcoholic drinks in UK (STATISTA, 2022). In this case, Beer was found to be the most consumed alcoholic drink in this country, receiving 21.59 billion USD market revenue generations in 2022. This is followed by 19.86 billion USD revenue generations for wine and 13.41 billion USD for spirits (STATISTA, 2022). Furthermore, it is evidently predicted that, Beer consumption revenue will reach an overall figure of 33.17 billion USD by 2027. This will result in generating a healthy market share with quality revenue related to alcoholic drinks by segment in England. As per statistical reports, 57% of adults aged from 16 years, consumed an average of 14 units of alcohol daily in 2019 (DRINKAWARE, 2023). Therefore, it is noticeable that consumption of alcohol is a key trend in England which is essential to enhance overall revenue of Alcoholic Drinks business industry.
Beer is a drink which is effectively chosen by UK people as a better option in terms of British alcoholic drinks. It is evident that, revenue of alcoholic drinks market in UK would reach an estimated margin of 64.10 billion USD in 2023 (STATISTA, 2022). Largest segment of this market is Beer with a gross margin of 24.55 billion USD in 2023 and it is further expected to expand by 2026 and 2027. According to Shakina and Cabras (2022), an alcoholic business domain of UK has one of the largest market segments which drive to enhance an overall profit margin as well as equity. Due to these aspects, alcohol brands such as “The Famous Grouse”, “Jack Daniel’s”, “Strongbow”, “Hardys” and “Gordon’s” are able to expand their market segments with enhanced profits. However, England people are getting more health conscious especially after COVID-19 pandemic which is a threat for alcohol industry to receive a better customer base (Jackson et al. 2019). This is a major challenge of alcoholic drinks industry to generate more profit especially in England. Guinness is a company which sells its quality brand of original nitrogen-infused Beer to customer base (GUINNESS, 2023). The aim of this study is to provide a rigorous digital marketing plan for Guinness to enhance its sales in UK.
Market Segmentation, Consumer Persona
Demographic segmentation is a key segmentation process which belongs to market segmentation process of UK based alcoholic drink business. In the UK, consuming alcohol under the age of 18 is against law and hence, the age of alcohol consumers is effectively above 18 (GOV, 2023). Due to this aspect, age ranges of targeted customers are required to be from 18 to 80 for both male and female customers. Apart from these, an income group containing middle to higher income people would be targeted for products of Guinness. As asserted by Gajanova et al. (2019), psychographic segmentation is essential to be considered because of its capability to identify people’s lifestyles to make a plan for selling a product. In this context, people’s specific trends of consuming alcohol would be considered by Guinness to sell its products. 55% of males followed by 41% of females have been reported to consume alcohol in UK which depicts people’s lifestyles of consuming alcohols (DRINKAWARE, 2023). This might be because male alcohol consumer numbers are greater than female alcohol consuming candidates in England. Hence, this behaviour of lifestyle results in a targeted customer base of England people with age range between 18 to 80 and lifestyles of drinking alcohol would also be focused to sell Guinness products. Approximately 59% of men consumed alcohol followed by 50% of women in parts of England which highlights their geographical region about consuming more alcohols (Zambon, 2021). Hence, overall England would be selected as a geographical region of selling alcohol drinks manufactured by Guinness.
Figure 2: Process of Creating Consumer Persona Using Data
(Source: As inspired by Qazzafi, 2019)
Creating an effective customer persona would be conducted by Guinness to enhance in-depth data gathering about customers and then designing a quality plan to sell alcohol products. Customer persona would be created because of maintaining a fictional representation of customer base to attract more customers. Liu et al. (2020) asserted that running processes of customer surveys are effective to gather customer data about their choices using close and open ended questions to receive the feedback. In this context, customers of England would be questioned by the team of Guinness using survey based primary data collection to gather data about customer preferences. After this data analysis, age, gender, income groups and lifestyles of targeted customers would be understood with identification of geographic clusters of product selling. From 18 to 80 age people of both men and women, would be targeted for selling Black Lagers and Beers and middle to higher income groups people would also be targeted.
Guinness Brand Positioning
Guinness is an iconic brand which was established in 1759 and from then, this company has been serving its customers with high quality alcoholic drinks such as beers. Products of Guinness are served in 50 countries which is the major aspect of market development and generating revenue (DIAGEO, 2023). Business sustainability is another role of this business to stay in the competition with other brands such as “Jack Daniel’s”, “Strongbow”, “Hardys” and “Gordon’s”. However, Guinness has successfully increased its overall sales by 30% in 2022 compared to 2021 (Conway, 2022). Due to this fact, Guinness has become one of the largest brands related to manufacturing and selling beers in global alcoholic industry.
Digital Marketing Objectives
| Objectives | Specific | Measurable | Attainable | Relevance | Time bound |
| 1. To increase an overall brand awareness of Guinness Beers. | Specific goal of increasing brand awareness would be including selling products in England with targeted customer base of age group from 18 to 80. | Measurability process of this goal would be conducted by evaluating number of sales and thereby receiving a better and effective share of equities in England. | Targeted customers would be receiving advertisements using digital marketing tools such as social media advertisements, writing attractive blogs and effective email marketing. | Brand awareness is very closely aligned with customer satisfaction and hence it is relevant for companies to enhance sales with proper customer satisfactions in England. | 24 weeks. |
| 2. A better promotion for existing as well as new products or services. | Digital marketing has been chosen to conduct better promotional strategies to improve customer bases and enhance sales. | Enhancement of sales and thereby achieving better profits with selling Beers in England would be effective to measure the progress of attaining this goal. | Digital marketing would be effective to create and maintain quality relationships with customers using better and real-time virtual communication channels. These would include “AI based Chatbots”, “social media site comment feature”, “video posts” and “vlogs”. | It is relevant to use digital marketing in industry 4.0 because of staying in the competition with other brands of alcoholic products manufacturing especially in England. | 18 Weeks. |
| 3. To achieve more website traffic and thereby receiving an enhanced number of potential customers for Guinness Beers. | Specific goal of Guinness is to receive a better customer base because of more visitors on official websites and therefore being able to increase brand awareness and equity. | Retention of previous customers with increase in orders of Beers would be effective to measure the progress of innovating marketing and leading to a digital marketing compared to conventional marketing technique. | Enhanced website traffic would be ensured by using “Search Engine Optimisation” technique that would ensure more customer visits in official websites of Guinness. This would further be advantageous to improve sales of Guinness and therefore improve sales and revenue with greater market equity and shares. | Advanced website traffic using the “Search Engine Optimisation (SEO)” process is effective to build trust and credibility of a company that defines more market share. In case of Guinness, SEO would be advantageous to receive more customers from England and result in a leading Beer brand of England. | 12 Weeks. |
| 4. To create a less costly process of marketing using digital marketing rather than conventional marketing. | Key specific goal of Guinness is to use proper tools such as social media “marketing”, “email marketing”, “conversion optimisation” and “AI based chatbots”. These would be effective to enrich digital marketing process of Guinness resulting towards better customer retention. | Total website visits, traffic by social media channels, inbound links to websites and mobile traffic would be appropriate to measure progress of Guinness to ensure digital marketing. Better and effective operational revenues and profits would also be effective to measure progress of digital marketing with a less cost. | Applications of “Artificial Intelligence algorithms”, “Machine Learning algorithms” and “Deep Learning algorithms” would be appropriate to attain this goal for Guinness. Using these aspects, a greater operational efficiency would be received by Guinness that would bring more customers on the table. Personalised and relevant messages would be received by customers with quality digital marketing with multiple applications of AI, ML and DL. Guinness has achieved 21.1% of operating margin in financial year of 2021 and 2022 (GUINNESSPARTNERSHIP, 2022). It would further be able to increase this ratio by maintaining less costly digital marketing. | A cost saving process of marketing techniques such as digital marketing would be relevant to producing a better profit to Guinness and hence, operational revenue would increase market value and share equity especially in England. | 36 Weeks. |
Table 1: Digital Marketing Objectives of Guinness (Source: Created by Author)
Digital Marketing Strategy
Using data driven insights
Data driven marketing is an effective technique which is essential for improving sales with receiving advanced customer satisfactions. As per the views of Sarker (2021), data driven insights are effective for understanding customer choices that are further essential to improve customer decision-making process. For instance, Guinness would be effectively receiving an advanced customer base by understanding their choices and according to that changing the products. Guinness uses customer datasets to improve customer satisfactions with using “Data Governance Framework ” as a key tool (GUINNESSPARTNERSHIP, 2022). This tool is required to be used further as a data analysis tool which would be effective for attracting more customers and receiving a better financial outcome. Due to this fact, an overall of 92% customer satisfaction receivable was possible for Guinness by selling Beers, around the world (GUINNESSPARTNERSHIP, 2022). This approach would be effective to gather digital information related to customers using social media data and internet information which would further enhance digital marketing.
Feedback friendly approach
Creation of a feedback friendly inclusive culture in business operations management has a potential to improve sales and feedback friendly culture is a quality digital marketing strategy. As asserted by Sjödin et al. (2020) feedback friendly approach is essential to bring an advanced customer base to avail company specific product and services that increase operational profit. For instance, Guinness is collectively working with inclusive communities to make a better inclusive culture in business domain. According to Govindan et al. (2022) advantages of feedback friendly approach are related to retrieving better organisational throughputs and receiving better financial equities. Inclusive community development is essential to meet basic needs of marginal communities that is considered as a better promotional activity in digital marketing. In Hackney, this company is supporting more than 1,000 people of local communities with youth and community activities (GUINNESSPARTNERSHIP, 2022). This would be helpful to receive feedback from customers with a possibility to enhance digital marketing strategy to sell more Beer in England.
Creating attractive contents with better promotions
Creation of attractive contents in digital marketing practice is an effective aspect to enhance customer attraction. Das (2021) noted that better promotional activities with attractive content marketing lead to an advanced market share equity and net revenue. For instance, better promotional activities with content based digital marketing would be advantageous for Guinness business especially in England. Guinness effectively uses “Guinness Quiz Nights”, “Open Mic Nights” and “In-Pub Sports” to attract more customers and generate better net profit (GUINNESSCELEBRATE, 2023). This company further arranges activities such as “Beat the clock menu”, “Loyalty Schemes” and “Themed Dance Nights” to attract new customers while retaining existing customer bases of Guinness in England. However, events like these are published in official website of this company that defines a major role using “Web Marketing” in digital marketing.
Digital Marketing Plan with theories
British Alcoholic Drinks brand, Guinness needs to mainly focus on digital marketing rather than focusing on traditional marketing as it would help them in improving their sales rate. As stated by Veleva and Tsvetanova (2020), a huge range of competitive advantages are being gained by alcoholic organisations through using more digital marketing than traditional one. Different techniques are needed to be used by Guinness such that they can perform their digital marketing technique properly. According to the view of Potvin et al. (2019), different types of digital marketing techniques that are used by alcoholic sectors for purpose of digital marketing are native advertising, digital sponsorship, augmented reality and many others. There is presence of other techniques as well they are used in worldwide platforms especially by alcoholic brands in promoting brands on a digital level. Sponsorship digital marketing technique is needed to be applied by Guinness as it provides assistance to it in gaining mutual benefits which includes, naming premises, sponsoring events as well.
Sponsorships that are to be done by Guinness have facilities of associating itself with different cultural events and sporting events online. As mentioned by Jernigan and Ross (2020), techniques could be employed by alcohol manufacturing companies which provide information of involvement of distilling, identity of brand into key components such as different phases of marketing. Various phases include developing typeface and slogan along with conventional logos for circumventing regulations that are already established. Another digital marketing technique that can be evaluated by Guinness is virtual marketing. Noel et al. (2020) identified that virtual marketing is such a digital technique where contents are created digitally and is being also circulated widely and rapidly among users.
PEST Analysis
| Factors | Impacts |
| Political | ● Political stability is a major factor of business development in England compared to other countries of the world (Sabir et al. 2019).
● According to World Bank, an upper bound of 90% confidence interval was reported to be 77.36% in 2021 (TRADINGECONOMICS, 2021). ● Due to these factors, Guinness would be able to enhance its revenue with better sales with quality digital marketing and using digital marketing would be easier. |
| Economic | ● In 2022, GDP growth rate of UK was recorded to be 3.61% which was higher despite of negative impacts of both COVID-19 in 2020 and 2021 (O’Neill, 2023).
● Due to GDP growth, there is an increased chance to expand business profits related to Guinness with better digital marketing activities. ● “Social Media Marketing”, “Email Marketing” and “Web Marketing” techniques would be easier to conduct with better customer responses for Guinness. |
| Social | ● Drinking alcohol is a social trend in England which leads to sales increment especially sales of Beers are increasing (Plata et al. 2022).
● According to studies, 3.4 billion GBP revenue was generated with sales of Beers iu UK which defines social culture of consuming alcohol (Conway, 2022). ● Over 24,000 barrels of Beer have been sold in UK that depicts its popularity among people (Conway, 2022). ● Due to this social trend, Guinness would be able to receive better revenue with sound market share equity with proper digital marketing activities. |
| Technological | ● During industry 4.0, multiple people are using mobile phones in England that enriches chances of digital marketing because of increased Smart phone and social media users (Saprikis and Avlogiaris, 2021).
● According to statistics, there were 63.46 million active smart phone users in 2022 in England which was 62.8 million in 2021 (Laricchia, 2022). ● Approximately, 64.89 million active Smartphone users would be active in England by 2025 that would improve digital marketing (Laricchia, 2022). ● Due to the increasing nature of active smart phone usages, Guinness would be able to receive better market equities with digital marketing techniques in industry 4.0. |
Table 2: PEST Analysis of England (Source: As inspired by Capobianco et al. 2021)
SWOT Analysis
| Strengths | Weaknesses |
| ● Guinness provides better quality alcohol products with 4.2% of alcohols by volumes (Drayer, 2022).
● Due to this factor, products of Guinness are healthier to consume rather than other Beer brands. ● In 2022, Guinness reported an overall 16% of increments of product sales (Conway, 2022). ● This results in receiving better net revenue for this company which is a major strength of this company. |
● Increased amount of competition is a major weakness of Beer manufacturers in this period (Meka, 2022).
● Worldwide Beer brands such as “Corona”, “Heineken”, “Budweiser” and “Modelo” are key competitors of Guinness. |
| Opportunities | Threats |
| ● Due to improved sales, Guinness has a chance to further enhance its sales and net revenues.
● In Guinness, up to 400 quality checks are done before bringing beers in open market and 23 taste tests are conducted before any brew leaves brewery (GUINNESSCELEBRATE, 2023). ● This provides a further opportunity to enhance quality of products and with an advanced digital marketing activity more products selling would be possible. |
● Due to increased competition, a threat of losing customer bases is effectively increasing for Guinness.
● After COVID-19, England people are becoming more health conscious which would have a negative impact in business revenue of unhealthy Beer (Wojciechowska-Solis et al. 2022). |
Table 3: SWOT Analysis of Guinness (Source: GUINNESS, 2023)
Consumer decision making model
Consumer decision making model is a model of consumer behaviour which provides an insight to marketers about what happens after promoting a product or a service. Due to this aspect, companies and manufacturers achieve knowledge about customer decision making with understanding their choices (Trudel, 2019). For instance, Guinness would be able to receive competitive advantages by understanding customer decision making and understanding their choices. Digital marketing activities such as Email marketing, social media marketing and Web Marketing techniques would further be effective because of this theory. However, this theory highlights that consumers understand their needs first and therefore they are able to identify their needs and select them. According to Hassan et al. (2020), the information search process is effectively conducted which leads to receiving a better and wide knowledge about a particular required thing. For instance, Guinness would be receiving a better competitive advantage related to Beer selling with an effective customer choice. However, improper usage of this model has a potential to lead to an improper product selling with decreased revenue model (Ritter and Pedersen, 2020). This might be happening because of improper identification of customer choices related to selling Beers especially in England. Post-purchase evaluations might be negative because of improper service provided by Guinness to customers in England. Negative customer feedback would be a result because of improper services provided by Guinness which is another threat of using this model.
Conclusion
Based on above discussion it can be concluded that Guinness is a well known beverage brand in UK which has a high potentiality of using digital marketing plan for better marketing functionalities. Main highlighting part of study is creation of customer persona which being conducted by Guinness would help in different ways such as understanding demand of customers. Market segmentation is being done based on geographic location, whereas brand positioning of Guinness is being disclosed as well. SMART objectives of Guinness are depicted such that based on its best digital marketing plan it is being developed, consisting of strategies and theories as well.
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