Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 10.12.2002
Abstract
This is the first of a two-case series (IMD-5-0610 and IMD-5-0616). Guinness, a 250-year-old brand and national icon of Ireland faces declining sales in its home market. An ageing base of loyal consumers, new beverages targeted at younger consumers and changing drinking patterns are to blame. What should the brand managers do to reverse the decline while not alienating current consumers?
Location:
Industry:
Size:
25,000 employees
Other setting(s):
February 2002
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 10.12.2002
About
Abstract
This is the first of a two-case series (IMD-5-0610 and IMD-5-0616). Guinness, a 250-year-old brand and national icon of Ireland faces declining sales in its home market. An ageing base of loyal consumers, new beverages targeted at younger consumers and changing drinking patterns are to blame. What should the brand managers do to reverse the decline while not alienating current consumers?
Settings
Location:
Industry:
Size:
25,000 employees
Other setting(s):
February 2002
Related
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 10.12.2002