Introduction
The company chosen for analysis is Diageo and the product chosen for revamping is Guinness. Guinness is a stout beer whose origin is in Ireland. The product used to be one of the best performing alcoholic drinks in the United Kingdom, however, over the past few years this has not been the case. In 2006, Diageo recorded a three percent decline in sales in Ireland. In 2007, this decline increased to a further seven percent.  The company still has no hope for the future of the brand regardless of the vast sums of money that the company has been spending on advertising. In fact, Guinness has won so many awards for their creative advertisements. It seems that Guinness has somehow missed the mark. (Ritson, 2007) There is a need to re-brand this product in order to create a turn around in performance (with special emphasis on Ireland). Continue reading »