Product details

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Case
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Reference no. IMD-5-0610
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2002
Version: 10.12.2002
Length: 12 pages
Data source: Published sources

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?
Size:
25,000 employees
Other setting(s):
February 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

Size:
25,000 employees
Other setting(s):
February 2002

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