https://padlet.com/hrah2008/q9d6uhcb7qk8 Post your summary of the case study here. en-us 2017-08-21 13:07:08 UTC 2017-08-24 10:57:59 UTC hello@padlet.com https://padlet.com/hrah2008/q9d6uhcb7qk8/wish/182533600 Global marketing and communication has long been a challenge for many global enterprises as they have to reach a complex and broader demographic and marketplace. Guinness, as a global beer brand which is sold in more than 150 countries, also encountered the same question and successfully convert the challenge into an opportunity through developing a global strategy&creative platform. 

Guinness was facing various challenges. First is Guinness sold their product to 150 countries and each region has different customer profile. Second is each region has different product preference. Third is Guinness has different positioning in UK\US\Asia market. Finally even each region market has their own challenges.

Guinness develops a global approach to emphasize on the shared relationship between the brand and the drinkers, rather than mainly focus on the drink itself. Through this new approach, Guinness could have effective communication with the consumers from all over the world. Guinness successfully celebrates with those people who follow their own path by a global strategic platform. They followed the truth of carving their own path and developed a tagline "made of more". All the marketing program was integrated into different platform. Such as advertising\PR\event and even product development. 

As a result, Guinness achieves their aim to combine their brand strategy in a different country as one. It can represent as a figure of success in each market segments. In Western Europe, sales have increased the first time in 6 years. In North America, Guinness get almost 47% positive feedback increasing. In Africa, Guinness reaches a double volume expansion in the market. And in Asia, there is a huge extension in Korea market.]]> 2017-08-24 10:40:58 UTC https://padlet.com/hrah2008/q9d6uhcb7qk8/wish/182533600