Stella Artois
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. As history shows in 1717 it was purchased by master brewer Sebestiaan Artois. After in 1987 Artois merged with Piedbouef is other Belgian brewery to become Interbrew. The company acquired many of breweries all over the world during 1990s.
Hypothesis
The Belgium brewer “Interbrew” initiated global premium beer brand named Stella Artois. It has positioned as premium European larger in 1998. According to the Exhibit 6 in case study “The Global Branding of Stella Artois” the company sold approximately more than 80% of its total production. The company more focused on market strategy to increase volume and decrease independence from local market such as Canada and Belgium.
In the consumer loyalty for beer indicated by brand culture. Interbrew chose Stella Artois due to oldest brand and the company`s broadly available. Stella Artois was faced with problem in domestic market, exactly in Belgium. In the market was declining of demand. Therefore, Interbrew desired to open big opportunities in the new market, first if all Central Europe. So, “Interbrew” attempted to create strong brand using hard marketing strategy. They more focused on acquiring and advancing strong local brands. Interbrew`s view was taking empty niche as lower price, and different mark. Many consumers were looking for different global brand, also it should be with minimized price than their competitor. The global brewery market for the world was small, however, it was less effective to Stella Artois to create global brand.
To reach Interbrew`s goal they preferred decentralized approach, which mean each team in different countries, can manage own projects. It was only for early success, but later on it could be clearly seen that was not
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. As history shows in 1717 it was purchased by master brewer Sebestiaan Artois. After in 1987 Artois merged with Piedbouef is other Belgian brewery to become Interbrew. The company acquired many of breweries all over the world during 1990s.
Hypothesis
The Belgium brewer “Interbrew” initiated global premium beer brand named Stella Artois. It has positioned as premium European larger in 1998. According to the Exhibit 6 in case study “The Global Branding of Stella Artois” the company sold approximately more than 80% of its total production. The company more focused on market strategy to increase volume and decrease independence from local market such as Canada and Belgium.
In the consumer loyalty for beer indicated by brand culture. Interbrew chose Stella Artois due to oldest brand and the company`s broadly available. Stella Artois was faced with problem in domestic market, exactly in Belgium. In the market was declining of demand. Therefore, Interbrew desired to open big opportunities in the new market, first if all Central Europe. So, “Interbrew” attempted to create strong brand using hard marketing strategy. They more focused on acquiring and advancing strong local brands. Interbrew`s view was taking empty niche as lower price, and different mark. Many consumers were looking for different global brand, also it should be with minimized price than their competitor. The global brewery market for the world was small, however, it was less effective to Stella Artois to create global brand.
To reach Interbrew`s goal they preferred decentralized approach, which mean each team in different countries, can manage own projects. It was only for early success, but later on it could be clearly seen that was not