臺灣帝亞吉歐黑啤酒計畫書

Abstract

This business plan aims at entering and developing the beer business for Taiwan Diageo. The beer category in Taiwan has been growing continuously in the past 5 years. It is now the largest alcoholic beverage category in Taiwan. This category generated a total sales value of NT$65,676 million in 2012 with a total volume of 5,137,000 hectolitres and it is forecasted to reach 5,200,000 hectolitres in 2013. The CAGR for the total beer category in the past five years (2008~2012) was 0.9% and for the imported beer segment, it was 6.8%, which is approximately 7.6 times higher when compared with locally produced Taiwan beers. Due to the above positive outlook of the Taiwan beer category, Diageo Taiwan should allocate a portion of its resource to enter the beer category, developing a third leg after whisky and white spirits to help grow its overall business. Another strong reason why Diageo Taiwan should enter the beer category in Taiwan is because it has one of the most famous and unique beer brands in the world, Guinness. Guinness is a stout (dark beer) with unique, rich, and multi-layered flavours created by its extensive and complex production process. The imported dark beer only has 1% market share in Taiwan in 2012, which is small yet the growth potential can be significant. In order to successfully launch and sale Guinness in Taiwan, well designed and effective brand communications strategies and trade activation programs are vital. The three key growth drivers and strategies Guinness Taiwan will focus on are as follows: 1. Create and implement effective brand communications plan that is unique and distinctive from our key competitors. Guinness will focus on communicating the functional benefits (product credentials) instead of emotional benefits in stage one due to its low brand awareness in Taiwan. 2. Directly engage target consumers through a Guinness physical space (Guinness House). Offering consumers live, interactive brand experience by communicating the Guinness brand heritage, distinctive production process and taste, and high quality liquid to build brand awareness and recruit target consumers. 3. Invest deeply and build winning trade activation plans by developing and implementing effective visibility, persuasion, & promotion programs to help trade customers boost sales. By effectively planning, developing and brilliantly executing the above key growth drivers and strategies, Guinness will become a category game changer, and it will redefine the imported beer segment, becoming the fastest growing and the no. 1 super-premium beer in Taiwan.