This advertising campaign is a proposal for Guinness. It details the proposal for a marketing strategy, and an advertising and communication campaign to help Guinness strengthen its position on the market

... Table of contents 1 Table of contents........................................................................................................................p.1 2 List of table apendice..............................................................................................................p.2 3 Executive summary.................................... ............................................................p.3 4 Introduction .....................................................................................................p.4 MARKET OVERVIEW 5 SWOT for Guinness.................................................................................................................p.5 6 Guinness products....................................................................................................................p.5 7 Critical issue.............................................................................................................................p.7 8 Competition..............................................................................................................................p.7 MARKETING STRATEGY 9 Marketing strategies..................................................................................................p.8 10 Mission...................................................................................................................................p.8 11 Target Audience.........................................................................................................p.8 12 Marketing objectives.......................................................................................p.9 13 Marketing mix strategies...................................................................................p.11 14 Marketing Research.......................................................................................p.12 CREATIVE AND POSITIONNING 15 Positionning of Guinness...................................................................................p.14 16 The advertising agency...........................................................................................p.15 17 Themes of the advertising campaign...................................................................p.16 COMMUNICATION PLAN 18 Objectives..........................................................................................................p.18 19 Media schedule..........................................................................................................p.20 20 Media selection and format.............................................................................p.22 BUDGET AND MEASUREMENT 21 Return on investment......................... ...............................................................p.25 22 Costs table...............................................................................................................p.26 23 Conclusion.............................................................................................................................p.27 24 References and bibliography..............................................................................p.28 LIST OF TABLES APPENDICES Executive summary This advertising campaign is a proposal for Guinness. It details the proposal for a marketing strategy, and an advertising and communication campaign to help Guinness strengthen its position on the market and to increase brand loyalty amongst its consumers. This project identifies the following: * The market overview, which includes a study of Guinness products, a SWOT analysis and an overview of Guinness' competitors * Guinness' target audience for this campaign are mainly the adopters (switch them to adorers) and

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