1. Jessica Marks VS.

2. Overview Introduction Attributes Consumer Decision-Making Psychological Process Environmental Influences Questions

3. Introduction Guinness Founded in 1759 in Ireland Parent Company Diageo Est. 1997 25,698 employees Operates in 80 countries Amber Bock Introduced in 1995 Parent Company Anheuser-Busch Inbev Est. 1366 118,000 employees Operates in 24 countries

4. Attributes AttributeGuinnessAmber Bock Price Average Price for six pack (United States): $9.15 Average Price for six pack (United States): $7.99 Promotion Designed Strategically Branded Material for:  Television Ads  Facebook  Bar Promotions  Television Ads  Facebook/Twitter  Bar Promotions Variety (Other Brands, Types) Other Guinness Beers:  Black Lager  Extra Stout  Foreign Extra Stout Amber Bock is a Michelob product. Other Michelob products include:  Original Lager  Honey Lager  Michelob Light  Seasonal Beers Beer StyleIrish AleAmerican-Style Premium Lager Alcohol By Volume (ABV)  Draught 4.3% 5.2%

5. Decision-Making Process Consumer Decision StepGuinnessAmber Bock Need Recognition Advantage: Guinness Both allow for some degree of need recognition, however Guinness has been on the beer market longer  Originated in 1759  Known and recognized around the world.  Originated in 1995  Known by consumers but not as widely known. Search for Information Advantage: Guinness Both websites provide good information. But, Guinness’ website provides more information that consumers would be interested in.  Detailed website  Covers all information (all products, company story, commercials, webstore.)  Link to download Guinness pub app.  More appeal to eye/easy to navigate.  Lots to look at/explore  Detailed website  Covers some information (all products, video, and product description.)  Easy to navigate Alternative Evaluation Advantage: EVEN Both products provide comparable drinking experience  ABV 4.3%  American-Style Stout  $9.15 per six pack (United States)  210 Calories  ABV 5.2%  American-Style Lager  $7.99 per six pack (United States).  92 Calories Purchase Advantage: EVEN depends on consumer’s personal taste and preference.  Offers different styles and products as alternatives.  Michelob offers other styles and products Outcome/Post- Purchase Evaluation Advantage: EVEN, slightly towards Guinness  Consumers familiar with brand  Consumers know of brand, but may not be as familiar with the product.

6. Psychological Process Perception Guinness has a low perceived risk when purchasing Gentleman's drink Amber Bock has more perceived risk. Knowledge and Attitude https://www.youtube.com/watch?v=xwndLOKQTDs Change consumers attitude and educate consumers about brand https://www.youtube.com/watch?v=86vJ29eiGT4 More traditional beer advertisement

7. Environmental Influences Family Families play a role. High ethnocentrism Social Media Guinness 20,134 Twitter followers 422,939 Facebook likes Amber Bock 1,669 Twitter followers 1,852 Facebook likes

8. Conclusion Guinness has advantage in almost all areas Long standing brand More Social Media attention More Consumer Knowledge