The University of Westminster
Westminster Business School
Module Title: Principles of Marketing
COURSEWORK TWO
REFLECTIVE ESSAY

Student Name: Jonas Franck-Winther
Student ID: 145858611

Seminar Leader Name: Ilya Girson
Word Count: 1085

Date: 5/12-2013
1. Principles of marketing

The essence of marketing is value creation, where the goal is a long-term satisfaction by building relationships and attracting new customers by offering better value than the competition. Because marketing is based on exchanges where the objective is for all parties in the exchange to feel satisfied and gain some kind of value (Jobber and Ellis-Chadwick, 2013).
Customer value is determined on how the customer perceives the …show more content…

This slogan is also related to the old history of the company by the special way of pouring a Guinness and its traditional look (Guinness a, 2013).
Another key element of the “Made of More” advertising is reaching the consumers values on many different levels by telling stories, that reflects human values and present the brand in a clear way, which distinguish themselves from their competitors and breaks the industry stereotype, who usually focus on football, party and hot women in their advertising (Taube, 2013). The human values from their advertising signals the importance of doing things together with your friends and how Guinness should be enjoyed in social contexts (Guinness a, 2013).
To summarize that, Guinness wants to ensure that the whole company signals high quality on everything of what they do and reflect human values in their advertising to distinguish themselves from their competitors, so they can have a competitive advantage and establish a value brand (Vanguard, 2013).

3. Analysis marketing principles of Guinness

The analysis is based on the understanding of the principles of market and the marketing principles of Guinness.
Guinness is a marketing-orientated company, who follow the principles of marketing by getting close to their customers and demands, so they can understand their needs and achieve profit and objectives by satisfying the customers better than the