Marketing Case Study: Diageo Branding Strategy In Africa

The purpose of this case study is to analyze the article: “Thirsty for Growth, Liquor Giant Taps African Market”. In performing this analysis, the following four questions will be answered: Why haven’t Diageo’s global branding strategies worked in Africa; what has the company done to change its marketing strategies; are there risks to the Diageo brands to the new approach; and what are the social implications of Diageo’s actions? Failure of Diageo Global Branding Strategies Diageo experienced several

This paper dwell on a case study of Diageo’s Global Branding in some part of Africa with focus on the challenges experienced with the strategies employed and the new approach evolved with changing the strategies, limitations experienced towards its actions. Key words: Diageo’s Global Branding, its marketing strategies, Africa penetration, mass production, challenges and consequences. Overview of Diageo’s Global Branding in Africa Diageo plc is a British multinational alcoholic beverage company

traditionally; it’s fast becoming a marketing-driven business’ [2]. Among the 10 largest global wine marketers, at least three have significant holdings in beer and/or spirits. The world’s largest wine maker, US-based Constellation Brands, also markets both beer and spirits. Globally, informal or ‘unrecorded’ production, trade and sale of alcohol is substantial, amounting to at least two-thirds of alcohol consumption in the Indian subcontinent, approximately half of consumption in Africa and a third of consumption

Contents 1 History 2 Present Environments and Culture 3 Visions and Mission 4 Employment Hierarchies 5 Commitments 6 Develop Strategy Marketing Sales Finance Operational INTRODUCTION TO COMPANY Reckitt Benckiser is a British global consumer goods company, making and marketing home, health and personal care products. Headquartered in Slough, near London, UK, it has operations in over 60 countries, including 42 manufacturing facilities, and sales in nearly 200countries. RB is ranked 6th in the 2008

Christmas last year, upon launching a new product, i.e. a strong Christmas gift range, and improving customer services, operating profits from the division boosted to 17% to ₤11.7 million (Geary, 2005).  This is a recent event in the innovation strategies of Body Shop.                Schumpeter (1939), as cited in Mintrom, Schneider and Teske (1995), asserts that an entrepreneur functions to innovate, which means devising new production function out of the existing factors of production.   In simpler

For the exclusive use of c. muller, 2015. NA0302 The Deutsch–Casella Joint Venture and [ yellow tail ]® Wines: Trading Up or Trading Down? Armand Gilinsky, Jr., Sonoma State University Raymond H. Lopez, Pace University We should be very proud of our portfolio of wine brands, but we admit that the [ yellow tail ]® story has redefined and refocused our firm over the last decade. While the current economic environment creates uncertainty for most businesses, we must be confident of our ability to

22/10/2007 11:54 Page 597 CASE STUDIES ECS8C_C01.qxd 22/10/2007 11:54 Page 598 ECS8C_C01.qxd 22/10/2007 11:54 Page 599 Guide to using the case studies The main text of this book includes 87 short illustrations and 15 case examples which have been chosen to enlarge specific issues in the text and/or provide practical examples of how business and public sector organisations are managing strategic issues. The case studies which follow allow the reader to extend