GEDU0427GR1647918464_220322_YC

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Digital Marketing 1

Executive Summary The aim of this report is to design and develop a digital marketing strategy for Guinness. In order to conduct the digital marketing examination, the search engine optimization, social media and keywords are examined for organisations such as Guinness, Heineken and Carlsberg. Furthermore, it is planned that Guinness need to adopt SEO, social media marketing and promotions for increasing brand awareness and driving the sale of products and services. 2

Table of Contents Executive Summary ......................................................................................................................... 2 Company Profile .............................................................................................................................. 4 Competitor Profile ........................................................................................................................... 4 Digital Audit .................................................................................................................................... 5 Search Engine Optimisation (SEO) ............................................................................................. 5 Keyword Research ................................................................................................................... 5 Screaming Frog Analysis .......................................................................................................... 6 Backlink Factors ....................................................................................................................... 7 Page Quality Rating .................................................................................................................. 9 User Experience Review .............................................................................................................. 9 Content Review ............................................................................................................................ 9 Google Adwords Analysis .......................................................................................................... 11 Objectives and Metrics .................................................................................................................. 13 Strategy .......................................................................................................................................... 13 Tactics ............................................................................................................................................ 15 References ...................................................................................................................................... 16 3

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Company Profile Guinness is headquartered in London and provide the products such as beer and spirits. Guinness is a subsidiary of Diageo and in the year 2020, Diageo reported the net sales of 12,733 million British Pounds and the operating profit was 3,731 million pounds. Guinness operates in approximately 180 countries and also sell 200 different drinking and beverages products (Diageo, 2021). Guinness on providing excellent products to the consumers as well as maintaining the brand value. The company also focus on maintaining the cultural heritage and thus, making the connections between the people and cultures. The long term strategy of Guinness is focused on integrating innovation, creative thinking and sustainability in its products and services and thus, enhancing the experience of the consumers (Diageo, 2021). Competitor Profile Heineken is also a beer and spirit company that is headquartered in the Netherlands. In the year 2021, Heineken reported net revenue of 21,901 million pounds and an operating profit was 3,414 million pounds. In a similar manner, the operating profit margin was 15.6%. Heineken is basically focusing on the four components such as profitability, growth, capital efficiency, sustainability and responsibility so that long term business goals can be attained. In this context, Heineken also launched the EverGreen products in the product portfolio and for transforming the society, it is using the digital transformation (Heineken, 2021). In a similar manner, Carlsberg is also a beer and beverages organisation and its main products are bottled water, soft drinks, ciders and beers. The headquarter of Carlsberg is in 4

Copenhagen, Denmark. Carlsberg is focusing on emerging markets such as India and China and its volume growth was 15% in China. Carlsberg is also focusing on e-commerce and its 50% revenue comes from the e-commerce stores and thus, higher chances of using digital marketing to influence the consumers (Carlsberg Group, 2021). In order to examine the digital marketing strategy, both the competitors are taken into consideration and it will help in examining and comparing the digital marketing scenarios in an efficient and effective manner. Digital Audit Search Engine Optimisation (SEO) Search engine optimization is a specialized domain in digital marketing that mainly focuses on improving the search results as well as enhancing the ranking of the websites. The efficiency of search engine optimization reflects in the website traffic and results. Keyword Research In order to examine the SEO capabilities of all three companies, the keyword “Beer in the United Kingdom” is searched on Google and Carlsberg was ranked higher than Guinness and Heineken. The below-mentioned image represents the search results. 5

Figure 01: Search Result Screaming Frog Analysis Furthermore, the Screaming Frog is conducted so that the subdomains of a particular website can be identified. 6

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Backlink Factors Backlinks are considered important for connecting one website link with the other links and thus, represent the inbound links. In Moz, the page authority for Guinness is found to be 51 and the domain authority ranked 66. On the Guinness website, there are 268 linking domains and the number of inbound links is 2800. Figure 02: Backlink analysis of Guinness Website (Source: MOZ, 2022) The below-mentioned figure represents the backlink overview of Heineken. 7

Figure 03: Backlink analysis of Heineken (Source: MOZ, 2022) This figure represents that the page authority is 33, the domain authority is 72, the linking domains are 40 and inbound links are 194. While comparing the backlink results between Guinness and Heineken, it is found that the SEO of the Guinness website is better than the Heineken. On another side, the below-mentioned figure represents the backlink analysis of Carlsberg. Figure 04: Backlink Analysis of Carlsberg (Source: MOZ, 2022) The above-mentioned figure represents that the domain authority of Carlsberg is 62, the linking domains are 6600, inbound links are 290,000 and ranking keywords are 972 and thus, representing good SEO statistics. Now, these results can be compared with the Guinness website and the Guinness website lacks the backlinks as compared to Carlsberg. 8

Page Quality Rating The page quality rating determines the relevancy of the landing page and advertisement and it is measured on a scale of 1-10 (Google Ads Help, 2022). User Experience Review The User Experience (UX) is considered an important aspect of digital marketing because it helps the users and consumers to navigate the websites in an efficient and easy manner. The user experience is basically determined by the user research, usability and user interface (Deiss and Henneberry, 2020). The user experience review is conducted through the UsabilityHub and the website are ranked on the basis of factors such as complexity of the website, easy to use, need for external guidelines and integrated functions. In this context, the website of Guinness is found to be more convenient than the website of Carlsberg and Heineken (UsabilityHub, 2022). Content Review In order to conduct the content review of social media channels, Facebook is taken into consideration because it is the largest social media platform and the Facebook profiles and Instagram of competitors are accessed and examined. The content analysis is conducted on the basis of likes, comments and shares. The below-mentioned figure represents the Facebook Page of Heineken. 9

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Figure 05: Facebook Page of Heineken The above-mentioned figure represents that 24,319,951 like the page and 24,479,719 people follow the Facebook Page and thus, representing good statistics. In a similar manner, the Instagram profile of Carsberg Group is accessed and the below- mentioned figure represents the Instagram Page. 10

Figure 06: Instagram of Carlsberg Group The above-mentioned figure represents that the Instagram page posted 513 posts and the number of followers is 6899 thus, it represents that Carlsberg is not actively involved in Instagram Marketing and thus, lacking in a number of followers. Furthermore, the Instagram posts mainly focused on displaying the image of products and services only. Google Adwords Analysis Google Adwords is an advertisement platform for digital marketers and organisations to showcase their products on search results and thus, a component of search engine marketing. The below-mentioned image represents the Google Adwords for the keyword “buy beer in the UK”. 11

Figure 07: Google Adwords The above-mentioned figure is not displaying the organic web search and thus, only shows the paid results. The advertisers such as MillerLite and Coorslight have placed their predefined advertisements for the selected keyword and thus, ranking higher on the search results. 12

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Objectives and Metrics The aim of this research is to adopt and implement the digital marketing strategy for Guinness and for meeting this aim, the below-mentioned objectives are framed.  To increase brand awareness by 40%.  To increase the conversation rate by 25%.  To engage the users on social media channels. Strategy The digital marketing strategy is considering important aspects such as target audiences, value propositions and customer journey. The characteristics of the target audience and value propositions are mentioned in the below table. Strategy Factors Target Audience Age 25-35 years Location United Kingdom Value Propositions Best Quality Best Price Furthermore, the Awareness, Interests, Desire and Actions (AIDA) model is used to target, influence and retain the consumers in a proper manner and thus, help in examining the consumer journey in the stages. The below-mentioned figure represents the AIDA Model for Guinness. 13

Figure 08: Customer Journey using AIDA Model The above-mentioned figure represents that the awareness will be increased using social media marketing and the interests in the users will be generated using the offers and promotions. In a similar manner, the desire to purchase the products and services will be generated through redirecting the consumers to e-commerce websites and the consumers will be retained by using excellent customer care. The adoption and implementation of this model will ensure that the digital marketing objectives are attained (Deiss and Henneberry, 2020). Tactics The content editorial calender helps in representing the flow of activities that are aimed to meet the digital marketing objectives. In this context, the below-mentioned table represents the content editorial calendar for Guinness. 14

AIDA Model Factors Tactics Time Duration Awareness Social Media Marketing Facebook and Instagram Marketing 3 months Interests Offers and Promotions 20% off on e- commerce purchase (Kingsnorth, 2019). 3 months Desire E-commerce website Easy navigation 2 months Actions Consumer Service (Kingsnorth, 2019). Chat and call the helpline 6 Months References Carlsberg Group. 2021. Annual Report. [Online]. Available at: https://www.carlsberggroup.com/media/48855/carlsberg-goup-annual-report-2021.pdf [Accessed on: 22 March 2022]. 15

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Deiss, R. and Henneberry, R. 2020. Digital Marketing for Dummies. New York: Wiley. Diageo. 2021. Annual Report. [Online]. Available at: https://www.diageo.com/PR1346/aws/media/13214/diageo-annual-report-2021.pdf [A ccessed on: 22 March 2022]. Google Ads Help. 2022. About Quality Score. [Online]. Available at: https://support.google.com/google-ads/answer/6167118?hl=en#:~:text=This%20score %20is%20measured%20on,keyword%2C%20compared%20to%20other%20advertisers . [Accessed on: 22 March 2022]. Heineken. 2021. Annual Report. [Online]. Available at: https://www.theheinekencompany.com/sites/theheinekencompany/files/Investors/finan cial-information/results-reports-presentations/heineken-nv-annual-report-2021-25-02- 2022.pdf [Accessed on: 22 March 2022]. Kingsnorth, S. 2019. Digital Marketing Strategy: An Integrated Approach to Online Marketing. London: Kogan Page. MOZ. 2022. Link Explorer. [Online]. Available at: https://analytics.moz.com/pro/link- explorer/home [Accessed on: 22 March 2022]. UsabilityHub. 2022. User Experience Testing. [Online]. Available at: https://app.usabilityhub.com/tests/d43ff0d24a17/results [Accessed on: 22 March 2022]. 16

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