The potential high growth markets of Central and Eastern Europe along with South America have the greatest potential for growth according to the case Beamish, Goerzen, yet are difficult to successfully create and run operations in according to investor analysis of the beer industry during this time period Marinov, Marinova, While the family branding would work in the city I live in, selling the prestigious aspects of the Stella Artois brand is going to be more effective as a selling strategy in the northern cities of the state I live in.
As Interbrew has been experimenting with cafes and other experiential-based marketing and selling strategies the Stella Artois brand also fits with that direction as it is associated with social events.
Instead of relying on the traditional offline channels to capture these…. There are several examples in the case, with the New York City launch being the one most discussed and analyzed Beamish, Goerzen, Interbrew really has no choice form a global growth and continued competitive positioning standpoint but create a globalized brand.
With the industry dynamics being more attuned to consolidation, the strategy of creating a global brand is one that will unify the company's many other competitive strengths, galvanizing them all around a single value chain for the new brand.
The Belgium brewer initiated in the year a brand globalization plan for its Stella Artois, one of the oldest premium beer brands. Interbrew saw a minimal but expected to grow demand for premium and sophisticated beers and international brands among global consumers.
The potential high growth markets of Central and Eastern Europe along with South America have the greatest potential for growth according to the case Beamish, Goerzen, yet are difficult to successfully create and run operations in according to investor analysis of the beer industry during this time period Marinov, Marinova, The pros of this approach are The global branding of stella artois richard ivey media coverage, more return on marketing and advertising investment, greater potential to increase distribution in major metro areas that outlying areas emulate, and more control over marketing and messaging execution.
Finally, a cities approach can help establishing a learning experience from the entry to a single city to avoid mistakes and enhance planning for the whole country penetration without affecting the overall brand image across the country and risking an expensive market exit or kill.
Thus, precisely the same quality has diametrically opposed market sale consequences in North America and Belgium given the nature of local culture. When managing products that are competing in price-inelastic markets, the best possible strategy is to seek positioning that can substantiate and protect higher prices over time.
Launching extranet portals for supplier, partners and wholesalers can help building the brand among different stakeholders in order to share and integrate knowledge and activities. This has proven to be a successful strategy, with sales increasing in almost every growth market Interbrew has entered through its acquisitions strategy Beamish and Goerzen 8.
Given competitive pressures, a consolidating beer market globally and the potential for growth in Asia and throughout Eastern Europe, the decision to create and fully support a global brand is clear. The troubling performance of the company in Belgium and the difficulty in making their Canadian beers successful also has the potential to derail their long-term growth as well Negrusa, Cosma, Dumbrava, This was not so much a franchise operation as a marketing tool for brand positioning, as it involved training staff and local customers in the specific features of the beer culture of Belgium Beamish and Goerzen Excerpt from Case Study: This has proven to be a successful strategy, with sales increasing in almost every growth market Interbrew has entered through its acquisitions strategy Beamish and Goerzen 8.
Compounding these aspect of the industry dynamics are the changing nature of customers as well, with the focus being more on healthy beverages over the traditional high-calorie ones of the past Beamish, Goerzen, Using a global brand to unify a disparate series of smaller product lines or brands creates the cumulative effect of strengthening the corporate brand overall Hede, Watne, As the industry continues to consolidate and the competition becomes fiercer not just for customers, but for channel partners as well, Interbrew must choose a pre-emptive strategy to retain its global market share strategy.
Marketing ideas can be discussed online, documents can be shared easily and internal performance can be monitored and optimized.
In this metro region given the Spanish-speaking customers would also require a more family-0driven messaging as well, as those values are critically important to that demographic group. Case Analysis Interbrew's continued success across a fragmented beer industry and its successful management of over a dozen brands during the time period of the case are held together by the company's core value proposition of delivering excellent beer and supporting its distribution network better than competitors Marinov, Marinova, Stella Artois Brand Internationalization Interbrew launched Stella Artois global campaigns in the year starting by its mature markets in Belgium and the United Kingdom.
Interbrew should leverage the internet as a key brand building tool besides traditional advertising. The one foreign acquisition that is surprising in this regard is its urchase of Labatt, given that Canada is seen as a mature market with low capacity for growth.
It would also need to stress the craftsmanship of the beer and its legacy of being a centuries-old favorite of families. The paper sets expectations from Stella Artois brand internationalization program to the bottom line and defines measures to the success of the globalization program.
The paper finally highlights the role of the internet in building the global brand. Additional reasons why Stella Artois makes sense as the global flagship brand is the need for the company to counter price competition in a price-inelastic market that is rapidly consolidating Beamish, Goerzen, It would also need to stress the craftsmanship of the beer and its legacy of being a centuries-old favorite of families.
The launch of each new country website should be synchronized with the teaser advertising campaign two to three month before introducing the product in order to gain followers and fans.
Sales global distribution should indicate a more globalized brand in various international markets with concentration on the most potential markets to be more penetrated or developed See Exhibit 2.
When managing products that are competing in price-inelastic markets, the best possible strategy is to seek positioning that can substantiate and protect higher prices over time. Starting an e-commerce subsidiary:Keywords: Interbrew, Stella Artois, Global Branding, Brand Management, Brand Internationalization, Brand Globalization, New Market Development, Internet Brand Building, Beer, Brewing, Belgium Beer, Case Analysis GLOBAL BRANDING OF STELLA ARTOIS CASE ANALYSIS 3 Global Branding of Stella Artois Case Analysis.
Many consumers became increasingly attracted to the sophistication of premium and specialty beers as a result of Stella's global branding strategy. 2. Stella Artois appears to be the right choice as the company's flagship brand primarily because the global volume.
Global Branding of Stella Artois Interbrew's centuries of experience in brewing, beer distribution and sales are all exemplified throughout their global dominance of worldwide beer consumption as presented in the case The Global Branding of Stella Artois (Beamish, Goerzen, ).
The Global Branding of Interbrew and Stella Artois One of the largest brewers in the world, Interbrew grew rapidly in the s from its home market in Belgium to a global. A global brand would create synergies in advertising and sponsoring and reduce park9690.com Global Branding of STELLA ARTOIS Interbrew’s brand strategy was focused on purchasing and developing strong local brands.5/5(1).
Transcript of The Global Branding Of Stella Artois. Nupoor Dubey - Amy Reed - Erin Roszczyk - Shailaja Sukumar Outline History Long History Substantial Growth Mergers Acquisitions Create a Global Brand Choose Stella Artois as the "Flagship Brand" Maintain a Localized Approach 'sDownload