Essay regarding The Global Marketing of Beck

THE GLOBAL BRANDING OF STELLA ARTOIS

Jan-Daniel Laufhütte Specific Assignment in International Advertising IIM-3-424

London, uk South Financial institution University 21/11/03

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A global Branding of STELLA ARTOIS

Desk of articles List of Characters................................................................................. i Interbrew in brief........................................................................... 1 The Beer Market framework............................................................ 1 Interbrew's Positioning................................................................. four The global BECK brand launch.................................. 6th Does marketplace segmentation sound right?.................................... 7 Summary..................................................................................... 9 Referrals..................................................................................... ii

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The Global Branding of BECK

List of Figures Figure1: PEST-Analysis................................................................ 1 Physique 2: Life-Cycle-Model............................................................ 2 Determine 3: Porter's 5 Forces........................................................... 3 Number 4: The BCG-Matrix............................................................. 5 Figure your five: SWOT-Analysis.............................................................. 5 Figure 6th: Ansoff's Product-Market-Matrix................................... 8 Figure 7: Segmentspezifische Marktbearbeitungsstrategien (FRETER 1983)............................................................................... being unfaithful

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A global Branding of STELLA ARTOIS

Interbrew in brief

Interbrew's roots may be traced to 1366, towards the Den Hoorn brewery. Through merger and acquisition Interbrew became the world's next largest machine. The company's growth started with the acquisition of Leffe Brewery in Belgium in 1954. Interbrew fourfold its production by 14. six million hls (in 1992) to 57. 5 million hls (in 1998).

The Beer Market structure

The worldwide markets were through the 1990s influenced by a quantity of major styles (see Figure 2). The " opening” of the Central- and Eastern-European countries marked the beginning of the past decade. The Asian crisis shocked the finance markets in 97. Through Internet and Satellite TV information could be spread worldwide within secs. The developed countries display a growing mindful for environmental and health issues is distinctive. In the future a trend toward Premium and Specialty Beer is expected. Figure one particular: PEST-Analysis POLITICS " Opening” Europe of Central-& Asian

ECONOMICAL

Business Cycles: Mature Markets versus Growth Marketplaces Asian financial disaster

Tight sociable policies intake

on alcohol

Lifestyle changes: emerging wine traditions in some key markets Growing health conscious: Diet/Light Beers & Mixeries Trend towards high grade & specialty products

Intro of global medias

SOCIOCULTURAL

TECHNOLOGICAL

Source: JOHNSON, G. / SCHOLES, E. (2002): Discovering Corporate Technique. 6th edition, Harlow: Prentice-Hall, p. 100.

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A global Branding of STELLA ARTOIS The worldwide Beverage for beer grew inside the 1990s with 1-2% annually. But there are significantly regional differences in industry size and market expansion between Mature Markets and Growth Markets (see Determine 2). Fully developed Markets, electronic. g. the North Unites states, New Zealand/Australia and American Europe have got shrinking ale markets, due to market vividness. At its opposite Growth Market segments in Asia, Central-and Eastern-Europe and Central- and South-America are within an early stage of advancement and still give a huge potential for the beverage brewers. Physique 2: Life-Cycle-Model GROWTH MARKET SIZE IN lpc WesternEurope NorthernAmericas NZL / AUS

Central-& SouthAmerica Asia

Central-& Eastern-Europe

DEVELOPMENT

GROWTH

SHAKEOUT

MATURITY...

References: BEAMISH, S. W. as well as GOERZEN, A. (2000): A global Branding of Stella Artois. IVEY – Richard Ivey University of Business, 9B00A019. CATEORA, P. R. / GHAURI, P. In. (2000): Foreign Marketing – European Release. London: McGraw-Hill. DOYLE, P. (2002): Promoting Management and Strategy. 3 rd edition, Harlow: Prentice-Hall. GILLIGAN, C. as well as WILSON, R. M. S. (2003): Tactical Marketing Organizing. Burlington: Butterworth-Heinemann. JOHNSON, G. / SCHOLES, K. (2002): Exploring Company Strategy. 6th edition, Harlow: Prentice-Hall. KOTLER, P. et al (1999): Principles of promoting. 2nd European edition, Nj-new jersey: Prentice-Hall. KOTLER. P. (2000): Marketing Supervision. The Centuries Edition, New Jersey: Prentice-Hall. MEFFERT, H. (2000): Marketing – Grundlagen marktorientierter Unternehmensführung, Konzepte – Instrumente edition, Wiesebaden: Gabler-Verlag. Praxisbeispiele. 9th

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