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    Nandita

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    Nandita Sadani
    Diageo is a global drinks company formed in 1997 through the merger of GrandMet and Guinness. It has over 30 global and local brands. In India, Diageo focuses on sales of global and local spirits brands. Its strategies include strategic alliances with local manufacturers and selective acquisitions. Diageo segments the market geographically, by consumer attributes like income, education, and occasions. It targets non-brand loyal consumers and youth through advertising via media, celebrity endorsements, events, and cricket sponsorships. Diageo has grown profitably in India and sees potential for further growth in emerging markets like India.

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    Nandita

    Uploaded by

    Nandita Sadani
    113 views11 pages
    Diageo is a global drinks company formed in 1997 through the merger of GrandMet and Guinness. It has over 30 global and local brands. In India, Diageo focuses on sales of global and local spirits brands. Its strategies include strategic alliances with local manufacturers and selective acquisitions. Diageo segments the market geographically, by consumer attributes like income, education, and occasions. It targets non-brand loyal consumers and youth through advertising via media, celebrity endorsements, events, and cricket sponsorships. Diageo has grown profitably in India and sees potential for further growth in emerging markets like India.

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    Diageo is a global drinks company formed in 1997 through the merger of GrandMet and Guinness. It has over 30 global and local brands. In India, Diageo focuses on sales of global and local spirits brands. Its strategies include strategic alliances with local manufacturers and selective acquisitions. Diageo segments the market geographically, by consumer attributes like income, education, and occasions. It targets non-brand loyal consumers and youth through advertising via media, celebrity endorsements, events, and cricket sponsorships. Diageo has grown profitably in India and sees potential for further growth in emerging markets like India.

    Copyright:

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    Download as pptx, pdf, or txt
    113 views11 pages

    Nandita

    Uploaded by

    Nandita Sadani
    Diageo is a global drinks company formed in 1997 through the merger of GrandMet and Guinness. It has over 30 global and local brands. In India, Diageo focuses on sales of global and local spirits brands. Its strategies include strategic alliances with local manufacturers and selective acquisitions. Diageo segments the market geographically, by consumer attributes like income, education, and occasions. It targets non-brand loyal consumers and youth through advertising via media, celebrity endorsements, events, and cricket sponsorships. Diageo has grown profitably in India and sees potential for further growth in emerging markets like India.

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    of 11

    DIAGEO IN INDIA

    INTRODUCTION
    Latin word ->dia(day) , Greek word
    ->geo(world)
    Est in the year 1997 through merging of
    GrandMet & Guinness
    Food and drinks
    One of the world largest and finest drinks
    company .
    It has more category brands then any other
    drinking company in the world with a good
    rate of success (8 global brands , 30 local
    brands and others)
    PRODUCTION PLAN OF DIAGEO
    Sales global brand
    local brand
    small scale
    POSITIVE’S OF DIAGEO
     Its brand name
     In 2005 it has recorded operating profit of £2
    billion , EPS of £5.07 , free cash flow of £1.4
    billion .
     Its Return On Investment (ROI) increased
    from 10.5% (year 2000) to 14.5%(year 2005)
     North America accounted for largest amount
    of sales (up to 29% of total sales) with
    operating profit of 41%
     Fierce competitor
    STRATEGIC PLAN “GO” DIAGEO
    Realizing consolidation was the main feature
    Two forms :
    # Strategic alliance with local manufactures
    # Acquiring leading companies
    Follows four fold strategies –
    “complete category participation , growth of
    global priority trademark investment in BRIC
    economies and selective acquisition”
    Marketing through sponsors and customer relationship
    Investing money on campaigns , comedy serials ,
    McLaren Mercedes F1 team as drinking partner and in
    sports
    SEGMENTING
    Geographically (metro)
    Upper & Middle Class
    Defense (No Tax)
    Price = Same as Competitors
    Product Wise (Beer & Spirit)
    Cultural Preference
    Income
    Education
    Special occasion and festivity
    TARGETING
    Not Brand Loyal
    Defense
    Youth
    ADVERTISING
     Media.
     Have a youth icon as the Brand ambassdor.
     Bill Board & hoarding.
     Create Shortage for Existing Brand.
     Happy hours.
     Events – Sponsors Event.
     Business Report Award.
     Tie ups with major pubs and hotels.
     Campaigning .
     Super Series Cricket .
    MARKET MIX
    STARS

    ? ? ?

    ? BEAR ?
    ? ?
    ?
    ? ? ?

    CASH COW DOGS

    SPRITS
    CONCLUSION
    -> DIAGEO has a good future not only in India
    but also in other countries like China , Russia
    and Brazil.

    -> Has to have patience

    -> Need to employ a competitive techniques

    -> Need to maintain good relationship with


    people
    THANK
    YOU

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