The pros of this approach are amplified 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.
A problem that also faced a number of competitor brands in their home countries. Considering the whole Interbrew sales volume in this market and specifically in China which is considered to be the second top global bear market is just 0.
By choosing to create a single, unified global brand of beer, Interbrew also creates the opportunity to further support is regional and national branding strategies as well. This strategy is used by many companies such as Marlboro where they market a variety of different cigarettes to different markets.
Beverage World, For starters, the three Labatt brands have 85 percent of their sales in Canada and the United States. The matrix also misses a very important factor which illustrates the degree of existing loyalty to local brands.
More essays like this: 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, Stella Artois Global Markets Attractiveness Business and Brand Strategy Interbrew only pushes its premium brands when local managers smell an opportunity that the local market is ready for premium beer.
This means that a single beer brand has the potential to be successful globally like that of Coca-Cola or Marlboro. In other markets around the world Stella was also experiencing an increase in sales volume. For example, a plant in Mexico could benefit from a mistake made in Belgium and thus not make the mistake twice.
Get Full Essay Get access to this section to get all help you need with your essay and educational issues. Interbrew in a brilliant idea purchased the domain name beer.
Such campaign theme should enforce self-esteem and positive feelings associating the positive and classy rewards with the brand. Providing free branded desktop wallpapers, photos, and music related to the brand as well as building online store offering local clothing and accessories for Stella Artois fans is also an excellent tool for brand building.
Ivey Business Journal, 64 4Recommendations Interbrew should look at Stella Artois globalization plan in terms of three main systematic stages; the first stage which is before this analysis where the brand is mature and sustaining profitability in a small number of global premium key markets.
The strategy of sequentially targeting specific cities instead of countries has many pros such as consolidating marketing and advertising expenses targeting local and direct marketing channels of small geographical areas.
Countries such as Canada, Netherlands, Ireland, and Germany would be a good receptive of premium beer. For instance, menthol cigarettes while popular to some are frowned upon by others.
If Stella Artois was being introduced in the metro area I live in, they would first need to stress the Spanish connections the city I live in has a large percentage of Mexican and Spanish customers for the beer.
BRW, 20 38Given 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 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.
The second stage which is the subject of this analysis is the next three years from to where Stella Artois should continue its city-by-city introduction strategy focusing on the North American, Mexican, and Eastern European markets, yet extending each major city launch to include state or country of the major city.
Interbrew has already expanded into 23 countries on four continents with its various products and this could be used as a platform to expand one global brand as an ambassador for Interbrew.
Global Branding of Stella Artois. The shift is nuanced in the case showing how Interbrew is slowly moving tis marketing away from celebrating the beer itself to celebrating the events and social connections that beer makes happen Beamish, Goerzen, Online advertising in existing popular and affiliates local website banners, discussion forms, and social figures testimonials would help attract traffic to the newly-launched websites.
Beamish and Anthony Goerzen in the year about Interbrew. 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.
Focusing advertisings and beer sales here would produce far more financial benefits. 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.
The world's local brewer. This strategy is used by many companies such as Marlboro where they market a variety of different cigarettes to different markets.
One year later Stella Artois increased its UK volume by 25 percent which proved its growth potential but it was not just the UK that was taking to Stella. Stella Artois demonstrated a cost effective advertising campaign by producing advertisements that could be used globally.
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 Global Branding of Stella Artois Brewing Company Essay Sample. The Global Branding of Stella ArtoisAssignment 11)The international beer market is a large and growing one with consumption levels at billion hectoliters (hls) annually.
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 International Management.
A Rich Brewing Heritage. At Stella Artois, we are extremely proud of our Belgian roots. Our story can be seen on every bottle of Stella Artois. If you look closely, hints of our origins are proudly displayed.
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.
The Global Branding Of Stella Artois. No description by Erin Roszczyk on 19 September Tweet.
Comments Develop A Global Brand Stella Artois as a Flagship Brand Cities vs. Countries No Yes Boulevard Brewing YouTube Behind the Scenes Consumers Post/Tweet Boulevard Related Pictures. Free Essay: Global Branding of Stella Artois Table of Contents Problem Statement 3 Symptoms 3 Problem Analysis 3 Boston Consulting Group Matrix 3 Porters.Global branding stella artois brewing company