Comparison of Marketing Strategies: BrewDog vs Guinness

This report compares the marketing strategies of BrewDog and Guinness, including segmentation, targeting, positioning, product offerings, pricing, and promotion.

Marketing

Table of Contents
Introduction.........................................................................................................................................3
Main body............................................................................................................................................3
STP marketing plan...........................................................................................................................3
Findings.............................................................................................................................................4
4 Comparison of target market..........................................................................................................7
Conclusion and recommendation.......................................................................................................8
REFERENCE......................................................................................................................................9

Introduction
BrewDog isn’t Scottish multinational brewery and pub chain based in Ellon,
Scotland. This company was established in 2007 an its founder is James Watt and Martin and
together they both own around 46 percent of the share within a company. the output capacity
of the production of their beer is around 220000. The market share of the BrewDog is around
22% and their revenue Is up to 211 $ million in 2018.
On the other hand Guinness is an dark Irish dry stout which was originated in a
brewery of Arthur Guinness at (Išoraitė., 2016.). James gate Island in here 1759 and they are
one of the most successful alcoholic brand who are selling their products in all over the world
Hidden US this brand has make their market share around 2% and recent surveys showed that
around 8% off a few end American households consumed or served Guinness.
Main body
STP marketing plan
Segmentation
BrewDoghas segment there market according to the demographics such as age group
profit people. They are selling beer to the young age people who can afford easily and they
want to enjoy their life. According to the geographic they are sellingTheir products in main
city of the Scotland.
On the other side Guinness is an luxury brand who provide higher quality product to
their customers and according to the demographics they look for the status and occupation of
their customers who can afford there drinks. They are selling they're predicting all around the
world.
Targeting
Targeting is an marketing strategy that breaks a large market into a smaller segments
two concentrate on specific group of customers within that audience. It defines a segment of
customers based on their unique character 6 and focus answering them (Mix and Brand.,
2017).brewdog's target market is UK because it is one of the fastest growing where within
this market they are having 4 breweries and hundred pubs all over the world. WhileGuinness
Is famous all around the world and their target markets are Singapore, ChinaAnd India as
well.
Positioning

Positioning reverts to the place that brain occupy in the mind of the customers an how
distribute from the products of the competitors and different from the concept brand
awareness (Braciníková and Matušínská., 2017). BrewDoghas good positioning within a UK
market becausr this company is originally belong to the UK and it is one of the most famous
drink in this market because of its unique taste and quality. on the other side Guinness is
known for it's quality in their product and taste. They are having good reputation in all the
market where they are operating their business because They are having good reputation from
the years.
Findings
BrewDog Guinness
Compare target
market
Brewdog is targeting
market on the basis of
lifestyle of the people
and their targets are
people who want to
enjoy their life Anne
they always look for
parties and Holidays
(Kalva., 2017). They
also advertise TV
programmes that are
watched for
entertainment because
all the people in this
category look for the
entertainment and they
want to enjoy their life.
Guinness Is in luxury
brand who also have
young age people as a
target. They always
look for the people who
are young and live a
luxury lifestyle and
always choose a luxury
product as a
hobby.They showed
their advertisement
only shows that are
watched by youngsters
such as movie channel.
product BrewDog is on most
selling beer among the
customers and they
have increased around
97% of their sales.
Guinness Has the
different and unique
test of burnt flavou
That is derived after
roasting a small

They are selling
varieties of products
such aspunk IPA, the
headlines, etc
partitions of the barley
and the colour of this
drink is look like the
dark shade of Ruby.
they provide various
drinks on their
catalogue such as
Guinness Draught,
Guinness mid strength
Guinness bitter etc.
price Beer or drinks sale by
brewdogsare affordable
for the customers
because they are using
competitive pricing
strategy in which they
are providing best
possible quality in
lower prices to the
customers. it is helping
them to take
competitive advantages
within a market where
their operating their
business. they always
look for the quality an
try to add value for the
customers by providing
them beer in lower
prices.
This company is using
competitive pricing
strategies an also a
premium pricing
strategy (Mudzanani.,
2017). they provide
quality products to their
customers with an
premium pricing but
they does not
compromise with the
quality and they
provide best possible
quality to their
customers. there are
some of their drinks
that are not that much
premium and easily
affordable for the
customers of Guinness
Place BrewDog is operating
their business in UK an
GuinnessStart their
business from Ireland

across the UK as well.
They are having more
than 100 stores in all
over the world. the
main target of this
company is United
Kingdom where they
are expanding their
business rapidly and
showing their present in
food and beverage
industry.
and now they are
having presence in all
over the world this
companies first export
order get from the
Great Britain in year
1969. After that this
company has expand
their business in more
areas and it’s operations
are held in nearby
hundreds of countries
and it’s easily available
in countries like
Germany, UK, Japan,
US etc
promotion BrewDog is promoting
and advertising their
product through the
social media marketing
campaigns on the
Internet and social
media platforms. It has
provided huge
advantages to the
company Ann help
them too achieve higher
market shares within a
United Kingdom
(Hidayat and
Hermawan., 2017).
This company not only
use social media
Guinnes Is one of its
advertisement title
suffer was ranked as the
best commercial and
television for the year
1999 in United
Kingdom. This
companies
advertisement has been
showed on the different
different channels such
as radio, television,
posters and newspapers.
Guinness hasSeveral
tag lines for their
advertisement of the
brand which have had

marketing but they are
also expert in public
advertisement through
the TV channels and
magazines.
them to increase there
brand visibility like
Guinness is good for
you. And some of other
lines are out of the
darkness comes light.
4 Comparison of target market
Brewdog is targeting market on the basis of lifestyle of the people and their targets are
people who want to enjoy their life Anne they always look for parties and Holidays. They
also advertise TV programmes that are watched for entertainment because all the people in
this category look for the entertainment and they want to enjoy their life while Guinness Is in
luxury brand who also have young age people as a target. They always look for the people
who are young and live a luxury lifestyle and always choose a luxury product as a hobby.
Product brand
BrewDog is having varieties of products such as punk IPA, the headlines, etc.
Similarly there are more products that are sealed by this company hi there all the products are
having huge quality that helps to increase the brand value. on the other side Guinness Is
selling premium and luxury drinks to their customers and they are also having varieties of
products in their list (Lahtinen, Dietrich and Rundle-Thiele., 2020). the packaging colouring
and their battleships attractive and both the combination of this all help them to attract
customers.
Price
BrewDog is using competitive pricing strategy to take competitive advantages within
a market where they are operating their business while Guinness is using both competitive
and premium pricing strategies to add value for the customers.
Promotion
BrewDog is promoting and advertising their product through the social media
marketing campaigns on the Internet and social media platforms. It has provided huge

advantages to the company Ann help them too achieve higher market shares within a United
Kingdom (Pogorelova, And et.al., 2016). While Guinness Is one of its advertisement title
suffer was ranked as the best commercial and television for the year 1999 in United
Kingdom. This companies advertisement has been showed on the different different channels
such as radio, television, posters and newspapers.
Conclusion and recommendation
As per the report has been covered case study of BrewDog drink and Guinness Drink.
Both the companies are selling alcoholic drinks to the customers. This report has been found
that both the companies are well reputed in their target markets but both are having different
taste in products, quality, pricing strategy and promotional strategies (Abidemi., 2018.). It has
been concluded four piece of marketing effectively to no the difference between all the
companies strategies related to the product, price, place and promotion. The brand Guinness
is most successful to apply a four piece effectively and take competitive advantages.
BrewDog should improve their packaging and branding to take competitive advantages while
Guinness Can decrease their prices to make affordable for all kind of people their drink.
These strategies are Useful for both BrewDog and Guinness to improve their business and
they can take competitive advantages in the food and beverage industry.

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