Marketing Report: Malta Guinness Value Proposition Analysis

This report provides an in-depth analysis of the Malta Guinness value proposition, a non-alcoholic malt beverage. It begins with a description of the product, highlighting its relevance to customer needs and benefits, such as its nutritional value and energy-providing properties. The report examines the product's unique differentiation, emphasizing its antioxidant properties and market dominance in certain regions. It also discusses the brand's evolution and marketing strategies, including pricing and advertising, and how they contribute to its success. The report also references the product's benefits, including recovery from illness, protein provision, bone building, and energy provision. The conclusion summarizes the brand's growth and appeal to health-conscious consumers. The report also mentions the product's marketing strategies, including celebrity endorsements and packaging innovation, and its competitive advantage.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
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Executive Summary:
Then report gives an insight into the value proposition of Malta Beverage, a non-alcoholic malt
based beverage. The report commences with the description of the products and its relevancy to
the customers in explaining the value proposition. In explaining the value proposition, the report
focuses on its benefits, unique differentiation, its evolution and the future of the product.

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Table of Contents
Introduction:....................................................................................................................................3
Value Proposition of Malta Guinness..............................................................................................3
Description of the Product and its Relevance to Customer Needs..............................................3
Benefits of the Product.................................................................................................................4
Unique Differentiation:................................................................................................................5
Conclusion:..................................................................................................................................6
References:......................................................................................................................................7

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Introduction:
The report aims at providing an insight into Malta Guinness. It is malt beverage of non-
alcoholic nature manufactured by the Guinness family and introduced in Mauritius in the year
1988. The beverage is not only rich in vitamins but also iron of B complex nature (Johnson,
2014). The report takes a closer examination of its marketing materials and 4Ps for putting
forward a value proposition. The report also puts forward an evolution of brand and its way to
the future.
Value Proposition of Malta Guinness
Description of the Product and its Relevance to Customer Needs
Malta Guinness is a light carbonated malt beverage brewed from the barley, water and
hops similar to a beer. A caramel and corn color is added to the beverage. Although the drink is
non-alcoholic in nature so it has strong smell and flavor of beer and consumed in the similar
fashion as soda, beer or cola in the carbonated form (Izah et al., 2016). Often it is described as
beer that did not undergo fermentation. It has a slightly sweeter taste and tastes like a molasses.
It is consumed with addition of ice. However, the popular way of its consumption by the
Africans and the Latin Americans for drinking Malta is through addition of evaporated and
condensed.
Malta is primarily brewed in Caribbean and purchased in the areas thrived by Caribbean
populations (Khokonova & Terent'ev, 2016). The drink is also popular in the coastal areas of
Caribbean that comprises of Curacao, Haiti, Aruba, Puerto, Panama, Dominican Republic, Cuba,

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Venezuela and Columbia and the countries sharing the Caribbean coast. Although the beverage
is brewed worldwide, but popular in parts of Africa like Nigeria having its own malt brand. The
product is found in Ghana, Chad, Cameroon and the Indian Ocean. Besides, the product is
brewed under an international license.
The advertising of the product shows how the consumers can feel the goodness of the
product enriched with vitamins, energy and iron. It also puts forward that the consumers are able
to benefit from the natural goodness of the products even with a lesser sugar content (Inyang,
2012). The marketing of the brand is carried in a manner that increases the visibility of the brand.
The consumer is also able to refresh their spirit through the consumption of the product.
Consumers also benefit from the pricing strategy adopted by Malta Guinness. The
product is offered at a premium price range with assurance that the customers are receiving
value-based product. The price of four Malta Guinness cans of capacity 44 cl is €8.14
(Spracklen, 2013). The brand however adopts a pricing strategy that has been one of the primary
reasons for the success of the brand in consumer market. The initial higher price range results in
the generation of the maximum revenue before the introduction of the varieties in market. In
other words, Guinness guarantees satisfaction of the customers in terms of quality and value so
that it is able to garner greater amounts of profit.
Benefits of the Product
Consumers can extremely benefit from Malta Guinness due to the following benefits
(Ifeanyichukwu, 2016):

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Helps in Recovery of Illness: Malted milk represents an excellent means of regaining
strength as it provides the body with vital nutrients. The easy to digest nature of the product
make it ideal for the people in regaining recovery.
Acts as Ideal Dosage of Protein: Malt mixed with milk provides accurate amount of the
protein required by body. This acts as an essential nutrient in repairing and building cells, tissues
and muscles.
Helps in Building Bones: The product not only has higher vitamin D content but also
minerals necessary for maintaining bone health and strength. It also provides the body with
magnesium, calcium and phosphorus thereby helping in the production of the bones.
Helps in Providing Energy: The presence of Vitamin B in Malta helps in metabolizing
the protein, fat and carbohydrates thereby providing the body within immense energy.
Unique Differentiation:
Consumers should opt for Malta Guinness as its antioxidant property slows downs the
cholesterol deposit in the artery walls which helps in reduces chances of blood clots and the
ultimate risk of the heart attack (Malkin, 2017).
Over the years, the drink has dominated Ghana with little or no competition. The brand
also remains unaffected by the entrance of Giant Malt and Schweppes Malt. However, the brand
reacted with the introduction of Beta Malt thereby sparking an interest amongst the market
watchers. The drink in order to gain competitive advantage became available in plastic bottles
(Azuh, 2018).

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Conclusion:
On a concluding note, it can be said that the brand malt beverage of non-alcoholic nature
has a vibrant growth. The addition of the functional ingredients along with smart marketing has
enhanced the appeal of the Malta Guinness to the all health conscious consumers with the market
place.

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References:
Ade-Johnson, C. S. (2014). An Emperical Investigation of the Effectiveness of Sales Promotion
in Maltina and Malta Guinness Sales Promotion Strategies. J Mass Communicat
Journalism, 4(204), 2.
Azuh, B. (2018). Guinness unveils PET bottles, works with artists on recycling model. Retrieved
from https://guardian.ng/features/guinness-unveils-pet-bottles-works-with-artists-on-recycling-
model/
Ifeanyichukwu, C. D. (2016). Effect of Celebrity Endorsements on Consumers Purchase
Decision in Nigeria. International Research Journal of Management, 9-103.
Inyang, I. (2012). Malta Guinness Low Sugar unveiled as the official drink of Arsenal’s Nigeria
tour. Retrieved from http://dailypost.ng/2012/05/12/malta-guinness-low-sugar-unveiled-as-the-
official-drink-of-arsenals-nigeria-tour/
Izah, S., Inyang, I., Angaye, T., & Okowa, I. (2016). A review of heavy metal concentration and
potential health implications of beverages consumed in Nigeria. Toxics, 5(1), 1.
Khokonova, M. B., & Terent'ev, S. E. (2016). The influence of biological peculiarities of species
of spring barley on productivity and beer brewing qualities of grain and malt. Beer and
Beverages.
Malkin, B. (2017). Guinness 'may be good for you' after all. Retrieved from
https://www.telegraph.co.uk/news/uknews/1562788/Guinness-may-be-good-for-you-after-
all.html

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Spracklen, K. (2013). Respectable drinkers, sensible drinking, serious leisure: single-malt
whisky enthusiasts and the moral panic of irresponsible Others. Contemporary Social
Science, 8(1), 46-57.