Agency: Bartle Bogle Hegarty | Author: Giselle Okin |
Murphy's Irish stout - one brand's weakness, another brand's strength
INTRODUCTION
Guinness is one of the UK's most famous and most successful brands.
With many great advertising campaigns to support it over the years, almost ubiquitous distribution and a huge market share of 80%, Guinness had created what might be called a consumer monopoly' in drinkers' minds.
This paper aims to demonstrate how, with clear strategic thinking, Murphy's advertising was able to identify Guinness' hidden weaknesses and exploit them with Murphy's relative and potential strengths.
This resulted in a fresh segmentation...