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, The pros also include a better control and management of local distributers and wholesalers networks, as well as providing an intangible local-friendly touch that ties the brand image to the very own local norms, images, places, and habits.
The growing accumulated Global branding stella artois brewing company in growth stage show the maturity of the Eastern European experiment, and a successful introduction in mature markets such as Australia and New Zealand.
The market size, homogeneity with other key markets, and established market knowledge would sustain more potentials for success. 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, Asia Pacific region shows the most potential growth rate among emerging markets of nearly 46 percent.
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. 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.
The following year witnessed about 0. For example, a plant in Mexico could benefit from a mistake made in Belgium and thus not make the mistake twice.
Having a globally recognized beer that is produced in this growing field would be very profitable. Instead of relying on the traditional offline channels to capture these…. As for most the potential among the mature market would be Hong Kong due to having Heineken brand only the bigger portion of the market share with a room for more premium brands.
In each city introduction, a teaser campaign before the official launch, email lists can be easily gathered from that specific city to build awareness among beer lovers in their inbox, in addition to send periodic electronic newsletters and updates to build an open communication channel and loyalty.
Another advantage of global marketing is being able to benefit from positive outcomes. Focusing advertisings and beer sales here would produce far more financial benefits. More essays like this: The UK and France represents the old cash cow for Stella Artois, yet the growth in the UK is found to be much better than France where growth seams to face difficulties.
Premium beers pull ahead. In a market such as Atlanta it would be important to recognize the various demographics and trends in the area. Another advantage of global marketing is being able to benefit from positive outcomes.
In growth markets the company consolidated and expanded new markets through acquisition in central Europe, Asia and South America to cope with the declining of domestic markets Belgium primarily due to its image of old-fashioned beer.
Since Stella Artois is a premium beer it would be beneficial to realize that the majority of premium beer drinkers are located primarily in the northern part of the city. Ivey Business Journal, 64 4 Since Interbrew is an enterprise which is not starting its internationalization from scratch in this case and already has a strong existence in a number of developed and emerging markets with different market development and penetration strategies ranges from wholly owned subsidiaries, joint ventures, alliances and licensing,8 the company needed to leverage its internationalization learning experience into building one of the top global premium beer brands choosing between two potential candidates; Labatt Blue and Stella Artois.
Having a globally recognized beer that is produced in this growing field would be very profitable. Surprisingly, the top 4 breweries account for only 22 percent of the total beer market. Balancing these threats is the potentially high growth markets of Asia and throughout the Asia-Pacific region, combined with the potential of moving into wine and low calorie and health-conscious beers as well Beamish, Goerzen, Given these many constraints of the market it makes sense for Interbrew to create a global brand.
Choosing a premium band that can be used to raise prices over time, averting participating in unprofitable price wars, makes the most sense for the company given its diverse global operations Beamish, Goerzen, It is evident from the case analysis that global competition will only increase as the top three beer providers rely on their brands to further force a fragmented market Beamish, Goerzen, This means that the profit margin for these breweries is significantly smaller than that of top companies in the tobacco, soft drink, and spirits industry which are far less fragmented.
Emad Abou-Elgheit Running head: Interbrew has also specifically focused on cities over countries as their primary geographic segmentation strategy. This not only saved money but gave Stella Artois a recognizable face that one would be familiar with in all markets. Yet the strategy also holds some cons such as introducing difficulties in achieving economies of scale on the country scale in production and distribution which can lead to an inefficient resource utilization and allocation.
Growing sales in key markets and successful and careful introductions to newly- developed global markets show good regional brand management capabilities and potential appeal for Stella Artois as an international brand.
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. 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.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.
The global Branding of Stella artois Case analysis Introduction Interbrew was the third largest brewing company which owned a lot of well-known named beers. Interbrew`s history took a place in 14th century, when Den Hoorn Brewery was founded in Leuven.
The Global Branding Of Stella Artois 1. It makes sense for Interbrew, a simple Belgium brewery to develop a global brand in order to increase volumes, to maximize sales revenues and to lessen its dependence on Belgium and Canada, its two primary markets. Excerpt from Case Study: 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, ).
Stella Artois appears to be the right choice as the company's flagship brand primarily because the global volume evolution of the brand seemed quite promising. Stella Artois raised its. Excerpt from Case Study: 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, ).Download