Stella Artois : marque globale d'Interbrew

Extraits

[...] . The global branding of STELLA ARTOIS Martine Belot-Dee / Thierry Mercier / Anne-Marie Sandri ESC DIJON Sept SUMMARY I - Company's Activity II - Company's History III - Company's strategy IV - INTERBREW's global brands : marketing mix with focus on STELLA ARTOIS - Product - Price - Place - Promotion V - INTERBREW's STELLA ARTOIS global brand : another way to do it ? [...]

[...] - Product - Price - Place - Promotion I – Company's Activity Manufacturing and selling of beer. stellaartoisstellaartois2 The Stella Artois Brewery II – Company's History DEN HOORN Brewery in Leuven ( Brussels) From DEN HOORN to ARTOIS Major interest in : LEFFE Brewery Dommelsch Brewery & Brasserie du Nord ARTOIS & PIEDBOEUF merged to INTERBREW Building brand portfolio : acquisition of Belgian specialty beer Brewers Rapid growth through acquisitions all over the world Fourth world Brewer selling in 80 countries Today III– Company's Strategy The World's Local Brewer : Diversity of the brand portfolio (140 brands) : - strong local operating platforms - in addition with international brands Build a strong local operating platform and then leverage it over time to drive profitable growth through the right brands and distribution structure to supply a local national market. [...]

[...] Market consolidation to secure positions and create shareholder value : Interbrew strives to be the number one or two brewer in each market, and has achieved this position in main of its operational markets Place : Growth path matrix local beers stella Artois Brahma beck's leffe Belgique holl France Germany 2 Italy swede greece spain 5 uk ireland North America Canada 4 usa 4 Australie 5 New Zealand hongrie Croatie roumanie bulgarie Russia 6 Turquie 2 China 5 korea Africa Mexique 3 brazil global Brands 3 Growth markets Oceania South America Mature markets Western Europe Far East Central/Eastern Europe 6 Confirming using Western Europe as cash cow to invest in low GPD fast growing markets Place Strong partnerships with : main local players global chain of distributors (for example : hotel chains) Launch of belgium cafes in major cities abroad When entering a new market, starting with a few major cities in order to test market response stella_Artois945383992 Prague Promotion on foreign markets Highly sophiscated product, authentic, carrying belgium tradition yet with a touch of modernity : High social benefit in Eastern Europe, Asia Global campaigns yet with a few local exceptions Sponsoring of sport and music events stella_153057234%20roddickheader_festivaldatechalices_1024x768 V - INTERBREW's global brands : another way to do it ? [...]

[...] Heineken) using second mover advantage Distribution : keeping/developing strong partnerships with main local distributors and global chains in order to keep switching cost at a high level aeroportL%27ame%2520de%2520l%27Afrique%2520-%2520Front Promotion Basing advertising campaigns on playing with the word Stella and international stars (cf. [...]

[...] Product Keep Stella Artois as the flagship product because of its strong history (since 1366) Sales decreasing in the domestic market (Belgium), therefore using other countries (low GPD per capita but fast growing) to increase product life cycle Differenciation : launch of an alcohol free STELLA ARTOIS in marture markets stella Price On foreign markets : Keep a high leveled price (premium beer) because of tradition of belgium brewer providing high value to both the product and the company Place Keeping the strategy of using mature markets as Cash cows to fuel investments in low GPD markets yet fast growing. Bringing a new idea : when entering a new market, starting with airports in a few major cities in order to test market response and increase customer loyalty by making Stella Artois available to foreign visitors Entering the African continent (choosing countries carefully based on criterias such as politicaly stable ) of as a second mover (cf. [...]