essay guinness Essay Example

essay guinness Paper The University of Westminster Westminster Business School Module Title: Principles of Marketing COURSEWORK TWO REFLECTIVE ESSAY Student Name: Jonas Franck-Winther student ID: 145858611 Seminar Leader Name: Ilya Girson word count: 1085 Date: 5/12-2013 1. Principles of marketing The essence of marketing is value creation, where the goal is a long-term satisfaction by building relationships and attracting new customers by offering better value than the competition. Because marketing is based on exchanges where the objective is for all parties in the exchange to feel satisfied and gain some kind of value Cobber and Ellis-Chadwick, 2013). Customer value is determined on how the customer perceives the benefits of a product and the sacrifice that is associated with the purchase, so when the perceived performance matches or exceeds expectations it provides customer satisfaction Cobber and Ellis-Chadwick, 2013). Customer satisfaction can lead to customer loyalty and profitability, because it can cost up to five times more to attract a new customer than to maintain an existing one. Loyalty is a reaction that a customer shows, when they repeatedly return to the same supplier, because they are atisfied with the products or services they receive Cobber and Ellis-Chadwick, 2013). Hence, whether the aim is to build relationships with customers or to offer short-term incentives to customer loyalty, then you need to focus on your marketing strategies by applying an effective marketing mix Cobber and Ellis-Chadwick, 2013). The classical marketing mix consists of product, price, promotion and place. We will write a custom essay sample on essay guinness specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on essay guinness specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on essay guinness specifically for you FOR ONLY $16.38 $13.9/page Hire Writer These four key elements are used to create a competitive advantage, which is the achievement of superior performance through differentiation to provide superior customer value r by managing to achieve lowest delivered cost. So an effective marketing mix is aeslgnea Dy ensurlng tnat It satlsTy customer needs, creates a competltlve advantage, is well mixed of the four elements and matches corporate resources Cobber and Ellis- Chadwick, 2013). 2. Guinness principles of marketing Guinness marketing is focused on the consumers by offering what they want, which are quality. The company want to deliver high quality standards and uses it as an advantage to stand out on the market by offering a stout beer, which is made from heir own raw materials, on high-level of equipment and having employers with well- trained capability (Vanguard, 2013), because they believe that you cannot make money from people unless you are willing for people to make money from you (Sohn, 2013). They have also increased their focus on the marketing of Guinness brand name in 2013 by E34 million to boost its quality association on the beer market, so the drinkers get a feeling of quality when they taste a Guinness. This strategy is based on their market research, which confirm that consumers associate a quality int with a quality pub and 80% of male drinkers believe getting the quality of serve right is more important in draught beer than in any other drink category (Charles, 2013). Therefore Guinness manages to implant a special place in the collective consumer conscience, which leads the consumer into thinking about the great heritage and consistency in quality they possess, wherever it is sold (Diego, 2013). This can be seen in their advertising and communication of slogan, which says that Good things come to those who wait, which is referring to the time it takes to pour a erfect Guinness. Furthermore they launched a new marketing slogan called Made of More, which states that Guinness is better than their competitors on the beer market, because they are providing more than Just the experience of a great beer. This slogan is also related to the old history of the company by the special way of pouring a Guinness and its traditional look (Guinness a, 2013). Another key element of the Made of More advertising is reaching the consumers values on many different levels by telling stories, that reflects human values and present the brand in clear way, which distinguish themselves from their competitors and breaks the industry stereotype, who usually focus on football, party and hot women in their advertising (Taube, 2013). The human values from their advertising signals the importance of doing things together with your friends and how Guinness should be enjoyed in social contexts (Guinness a, 2013). To summarize that, Guinness wants to ensure that the whole company signals high quality on everything of what they do and reflect human values in their advertising to distinguish themselves from their ompetitors, so they can have a competitive advantage and establish a value brand (Vanguard, 2013). 3. Analysis marketing principles of Guinness The analysis is based on the understanding of the principles of market and the marketing principles of Guinness. Guinness is a marketing-orientated company, who follow the principles of marketing by getting close to their customers and demands, so tney can unaerstana tnelr needs ana acnleve pront ana oDJectlves Dy satlsTylng the customers better than the competition. This marketing strategy is very suitable or Guinness and works very well, since they are the best selling stout beer in the world and have a competitive advantage on the stout market that distinguish them from their competitors on the beer market (Guinness b, 2003). The competitive advantage is based on their product, promotion and place in the marketing mix by offering a high quality product that meets the customers demand, which match a report from brand index on Samuel Adams day, where the customers on the beer market have ranked Guinness as number two in quality out of all major beer brands (Marzilli, 2013). The promotion of Guinness also breaks the beer industry stereotype by using new innovative advertising on the communication of beer market, which distinguishes them from their competitors by relating the beer to human values. Furthermore Guinness place is brewed in 50 countries and sold in countries, which gives a solid distribution channel worldwide and move them closer to their customers. Based on that, Guinness has achieved a differential advantage through a strong brand personality and they have built a loyal relationship with their customers. 4. Conclusion This reflective essay concludes that the principle of marketing is based on creating consumer value to maintain and attract new consumers by satisfying their needs. Guinness marketing strategy is focused on the consumers demand by offering a high quality stout beer and making innovative advertising that breaks the beer industry stereotype by reflecting human values, which distinguish them from their competitors on the market. Thereby, Guinness has achieved a competitive advantage by having an effective marketing mix, which makes them the best selling stout beer in the world. 5. References Books: David Jobber and Fiona Ellis-Chadwick (2013). Principles and practice of marketing. 7th edition. United Kingdom: McGraw-Hill Education. Online articles: Our strategy is to have the best and necessary brands Guinness Director. Vanguard, 2013. Vanguard News. [ONLINE] Available at: http://www. vanguardngr. com/2013/01/ our-strategy-is-to-have-the-best-and-necessary-brands-guinness-director/ God and Guinness: The Missional Drink that Changed the World. Paul Sohn. 2013. Marketing Week. [ONLINE] Available at: http://paulsohn. org/god-and-guinness-the-missional- rink-changed-the-world/ Guinness reinvents Surfer Ad for Quality marketing push. Gemma Charles. 013. Marketing Week. [ONLINE] Available at: http:// www. marketingmagazine. co. uk/article/1210008/guinness-reinvents-surfer-ad-quality- marketing-push Guinness launches E12m bid to push quality to push quality credentials. Sebastian Joseph. 2013. Marketing Week. [ONLINE] Available at: http:// www. marketingweek. co. uk/news/guinness-launches-12m-bid-to-push-quality- creoentlals/4UU/ / /Y. artlcle Guinness. Diego. 2013 Dlego P Avall aDle at: http://www. diageo. com/en-row/ourbrands/infocus/Pages/lnFocus-Guinness. spx Guinness a. 2013. Guinness Advertising. ONLINE] Available at: http:// www. guinness. com/en-gb/AdsGallery. html? adsclass=classic=world An incredible New Guinness Ad Breaks The Industry Stereotype. Aaron Taube. 2013. Business insider. [ONLINE] Available at: http://www. businessinsider. com/new- guinness-ad-breaks-the-mold-2013-9 Guinness b. 2013. Guinness facts. [ONLINE] Available at: http://www. guinness-storehouse. com/en/FactSheets. aspx Samuel Adams tops beer brands. Ted Marzilli. 2013. YouGov. [ONLINE] Avaiable at: http:// today. yougov. com/news/2013/09/25/samuel-ada ms-tops- beer- brands/

unit 1 hw 8 Essay

unit 1 hw 8 Essay unit 1 hw 8 Essay Sophia Elky 9/21/14 Period 5 Unit #1: HW #8 Syncretism – the process of blending new religious beliefs with old beliefs Mahayana – Chinese version of Buddhism; placed considerable emphasis on Buddha as god or savior The Benedict Rule – established by Benedict; urged a disciplined life, with prayer and spiritual fulfillment alternating with hard work in agriculture and study Rajput – Regional princes in western India who emphasized military control of their regions Constantine – an emperor of Rome who set up the second capital city of Constantinople and advocating for Christianity 1. The Yellow Turbans were Daoist leaders who inspired a revolt against the empire by promising that divine magic would bring a golden age. They gained popularity as the Han Empire declined because they incorporated magic and healing into their religion, which broadened their appeal. Also, the Chinese bureaucracy and emperor were becoming corrupt and less powerful, and the Yellow Turbans were addressing many of the commoners’ concerns by protesting against this. 2. China experienced 3 centuries of chaos after the fall of the Han because nomads frequently attacked and invaded the land, and the political structure was not operating effectively. Additionally, there were many epidemics that spread across China, which killed as much as half of the population, and China was culturally separated by the growth of Buddhism in that region. However, the permanent mark of this period was not very extensive, as the only effects were the existence of Buddhism in China and different styles in art and literature. This was because the original structures in China were too resilient and durable to be overturned or abandoned. Values like Confucianism were perpetuated despite the 3 century period and the bureaucracy was not fully diminished, for the nomads ultimately assimilated to the preexisting cultural norms. 3. One reason that Hinduism grew as the Gupta Empire declined was that the Hun princes who were now in power originally worshipped gods of battle and did not care for the Buddhist alternative of serenity and contemplation. Another reason was that after hearing about the faith of Islam, Hindu leaders worked hard to increase Hinduism’s popularity by emphasizing religious devotion and writing Hindu texts to Hindi. This convinced many Indians to stay Hindus instead of converting. 4. Islam was detrimental to the Indian economy, as the Arab traders were able to take control of trade from the Tamils in the Indian Ocean. Therefore, India’s previous trade lost some prosperity but did not collapse. 5. The decline and collapse of Rome was more disruptive and serious than that of other classical empires because after its fall, the Mediterranean region was never reunited, unlike China or India. Also, Rome’s political culture was not able to survive through the chaos and was never revived, and the same outcome occurred regarding religion, because the region did not produce one single faith that was strong and widespread enough to maintain unity. 6. After the fall of the Roman Empire, the three regions that emerged were the Byzantine Empire, the Parthian Empire, and the Sassanid Empire. The Byzantine Empire was originally the Western half of the Roman Empire, and retained Mediterranean culture, as they spoke Greek and continued the Roman authoritarian style. It had artistic creativity and traded actively, and despite attempts, was not able to reclaim the entirety of Roman heritage. The Parthian Empire encompassed some of what was previously Alexander the Great’s Empire, and was centered in the Tigris-Euphrates area. They did not produce new culture and instead utilized Persian ways and principles. They were able to sustain an effective military and bureaucracy until they were overthrown by a Persian rebellion that produced the Sassanid Empire. This empire revitalized more of the Persian culture, reviving

Plagiarism Essay Example | Topics and Well Written Essays - 500 words - 13

Plagiarism - Essay Example Special Forces--were working through Argentine intermediaries to set up contra safe houses, training centres, and base camps along the Nicaraguan-Honduran border." (Peter Kornbluh, "Nicaragua," in Michael Klare (ed), Low Intensity Warfare (New York, 1983), 139.) In the early 1980s, the Reagan Administration made increasing use of Honduras as a base for the contra war. The Administration set up a number of military and training facilities--some American, some contra, and some housing Argentine mercenaries--along the border between Nicaragua and Honduras (Kombluh 139). The country, as one observer noted, was little more than "a [stationary] aircraft carrier," which he described as "the USS Honduras† (Lafeber 309). The strike officially began on May 29, and on June 1 the manufacturers met publicly to plan their resistance. Their strategies were carried out on two fronts. They pressured the proprietors into holding out indefinitely by refusing to send new collars and cuffs to any laundry. Also the manufacturers attempted to undermine directly the union’s efforts to weather the strike. They tried to create a negative image of the union through the press, which they virtually controlled. They prevented a few collar manufacturers in other cities from patronizing the unions’ cooperative laundry even though it claimed it could provide the same services for 25 percent less. Under these circumstances, the collar ironers’ tactics were much less useful. Two days after the strike began on May 29, the manufacturers met publicly to plan their response. They had two strategies. They pressured the owners into holding out indefinitely by declining to send new collars and cuffs to any laundry, and they tried to directly destabilize the union’s efforts to outlast the strike. They also tried to create a negative image of the union through the newspapers, which they virtually controlled. They prevented a few collar manufacturers in other cities from using the