Finding Guinness

•

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Randall Noval

Marketing

THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!

PROUD!
PASSIONATE!
INFLUENCER!
Discover - Who

Discover - Who
67% Male!
25 - 54
60%!
72%!
Kid-less
6
http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness

Discover - Challenge
How can we better engage
Guinness Believers?!
!
What innovative ways can
we help them ﬁnd Guinness?!
8
Alcohol brands don’t
advertise where to buy!
!
Cannot show preference!

Discover - Challenge
Contextualized!
Localized!
Personalized!
9

Define – Use Cases
Plan events! Find new locations!
Single
platform!
2 views!
12

Define – Scope & Plan
13
Deﬁne
deliverables
Create
the
scope
Create
the
project
plan
Keep
the
project
moving!

Develop - Data Dive
Diageo
distributer data
warehouse!
Guinness retailer
location data!
16

Develop - Deeper Dive
17
Create relationship
with data curator!
Understand core
data processes!
Extract & clean
relevant data!

Did it Work?
Met business goal of
increasing engagement by
providing new
communication channel!
(~50k pub ratings total)!
21
Proven value-exchange!
(~3k visits + ~500 ratings!
/ month)!

THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!
!
FUTURE!

Future – Increase ROI
Increase value of
investment!
24
Extend platform to
other brands!

Future – Value Exchange
Increase quality of
value exchange!
25
Integrate 3rd party
data for increased
value as single point
of expertise!

Thank You
RANDALL NOVAL!
HTTP://LINKEDIN.COM/IN/RJNOVAL!
!
PRESENTATION!
HTTP://BIT.LY/ETANDRANDALL!

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The purpose of this report was to examine Guinness, an existing business that is already intr'l., and the implications of expansion into additional intr'l. mkts; specifically the country of Nigeria (Guinness Nigeria, Plc.). The primary product “Guinness” beer was selected as the vehicle. The company originated in Ireland in 1759 and began exporting early on. However, their first independent brewery built outside of Ireland and Great Britain was in Nigeria in 1963. Research was conducted to determine how the company localized operations in Nigeria from Ireland, and created additional intr'l. mkts., whether or not it was successful, and how Team S&P would or would not do it differently. Research for this report included a review of current literature on the topic of globalization, including Government circulars and future trend reports. Additional research was conducted with the use of peer reviewed journals, professional and government organizational websites, and collegiate text. The major findings indicate that while there is a current rapid expansion toward globalization, largely through the use of modern technology, some pioneering companies proved to be forward thinking and set the initial international business model. However, before this model became viable for all international trade, some significant challenges were faced. The company used a process-driven approach and standardization in key areas. Issues such as Culture, Politics, Economics & Location were of primary consideration, and robust structures were necessary for implementation into a new market. Furthermore, research indicated that a web of companies is intricately intertwined in various locations of the globe to perform brewing and distribution, and asset holding. Research also found that the company was highly successful in branching out into multiple worldwide markets with this alcoholic beverage, in spite of varying social & religious beliefs & systems, and diverse political and economic climates. Guinness has been highly successful in sourcing capital where it is the cheapest, production where it is most cost effective & sales where they are most profitable. Each country’s competitive advantage has been useful in the production of goods & services to produce and deliver Guinness on a global scale. The information included in this report was provided by an eclectic, highly qualified Team. Contributing team members include: • Terrence Smith, Dist. Bus. Mgr., Pfizer, Inc. – 15 years Business and Mgmt. exp. in sales, training and devel. B.S. Healthcare Admin., Univ. of Ala.. • Mark Susor, VP Transp. – UPS – 35 years Op. and Eng. Mgmt., Logist's, Sup. Chain & Cust. Tech. Solut's. BBA. Fin., Toledo. • James “Mick” Piper, Dist. Bus. Mgr. – Pfizer, Inc. – 22 years Mgmt., Fin., Mktg., Sales. BA. Comm. – Minor, Mktg., St. Louis Univ. • Traci Santillanes, CFE – Sr. Internal Aud. – SBTGC – 33 years Mgmt., Acc't., Ins.,

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Finding Guinness

1. Finding Guinness RANDALL NOVAL! APRIL 1, 2014!

2. Business Problem 2 Constraints! !Budget! !Timeline (launch within 6 months)! !Communication channels (alcohol brand)! Cannot show preference! Client! !Push boundaries! !Connect with Believers through technology! Goals! !Increase brand awareness! !Increase engagement (interactions with brand)! !Increase revenue!

3. THE “5-D” FRAMEWORK DISCOVER! DEFINE! DESIGN! DEVELOP! DEPLOY!

4. PROUD! PASSIONATE! INFLUENCER! Discover - Who

5. Discover - Who 67% Male! 25 - 54 60%! 72%! Kid-less 6 http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness

6. Discover - What Mobile growing! 7

7. Discover - Challenge How can we better engage Guinness Believers?! ! What innovative ways can we help them ﬁnd Guinness?! 8 Alcohol brands don’t advertise where to buy! ! Cannot show preference!

8. Discover - Challenge Contextualized! Localized! Personalized! 9

9. Discover - Idea 10

10. Define – Use Cases Plan events! Find new locations! Single platform! 2 views! 12

11. Define – Scope & Plan 13 Deﬁne deliverables Create the scope Create the project plan Keep the project moving!

12. Design - Value Exchange Fans Find Guinness! ! Higher sales & brand engagement! Fans ﬁnd better pubs! ! Higher brand engagement! Emotional beneﬁt! ! Actionable data for the sales team! 15

13. Develop - Data Dive Diageo distributer data warehouse! Guinness retailer location data! 16

14. Develop - Deeper Dive 17 Create relationship with data curator! Understand core data processes! Extract & clean relevant data!

15. Deploy - Bringing it together 19

16. 20

17. Did it Work? Met business goal of increasing engagement by providing new communication channel! (~50k pub ratings total)! 21 Proven value-exchange! (~3k visits + ~500 ratings! / month)!

18. THE “5-D” FRAMEWORK DISCOVER! DEFINE! DESIGN! DEVELOP! DEPLOY!

19. THE “5-D” FRAMEWORK DISCOVER! DEFINE! DESIGN! DEVELOP! DEPLOY! ! FUTURE!

20. Future – Increase ROI Increase value of investment! 24 Extend platform to other brands!

21. Future – Value Exchange Increase quality of value exchange! 25 Integrate 3rd party data for increased value as single point of expertise!

22. Future – Brand as an API Increase impact of unique data sets! 26 License access to data unique to brand! ! Enable secondary marketplace around brand data!

23. Thank You RANDALL NOVAL! HTTP://LINKEDIN.COM/IN/RJNOVAL! ! PRESENTATION! HTTP://BIT.LY/ETANDRANDALL!

Finding Guinness

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