'Managing decline. Brands and marketing in two mergers. 'The Big Amalgamation',1925, and Guinness-Distillers, 1986' in G Jones & N J Morgan (eds), Adding Value. Brands and marketing in food and drink
Details:
- Author(s) Weir, Ron
- Publication type Chapter
- Year published 1993
- Pages pp139-61
- Publisher Routledge
- Place Published London
Topics:
- Name Marketing inc brand & product development, distribution, etc
- Name Acquisition, takeover, merger, etc, activity exc competition issues
Countries:
Library:
- Name British Library
- City London
- County Greater London
- Country England
- Postcode NW1 2DB
- Visit British Library's website
Groups:
Notes:
Deals with the role of marketing and brands in two major mergers/takeovers in the distilling industry which were prompted by substantial declining sales - the 1925 merger of Distillers Co Ltd, Buchanan-Dewar Ltd and John Walker & Sons Ltd and the 1986 hostile bid by Guinness for Distillers Co Ltd (and the competing hostile/unsuccessful bid by Argyll Group for Distillers). Focuses on the marketing activity of Distillers post 1925; the use of marketing capability by Guinness as a tool in winning its 1986 bid for Distillers; the subsequent brand reorganising and marketing strategy by Guinness