Guinness Marketing - Case Study Example

Brand marketing enhances consumer awareness and sales. A smart approach that entails direct marketing will stamp Guinness's presence in the international market in the next ten years. Particularly, the firm should embrace diversity provided by the continuous improvements in technology. Social media platforms such as Facebook, Twitter, Instagram, and MySpace offer avenues for interactions. Therefore, Guinness should create interactive social media groups. Through the groups, management can seek customers’ preferences and suggestions for the new products. In addition, they also facilitate interactions between people of different cultures (Shimp 217).

Guinness should adopt an online marketing strategy to target the middle class and the youths. Online marketing shall take into consideration the youths who spend most of their time online. In addition, it is the best opportunity to assess the views of the customers from across the globe. Besides, social media offers people a chance to share ideas, experience, and plan for a weekend. Hence, social media sites are excellent platforms for marketing the Guinness. Furthermore, Guinness should use print and non-print media for marketing. The ads should feature during prime times to reach several drinkers. The promotions should also educate on safe drinking.