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Case
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Reference no. 9B00A019
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2000
Version: 2017-05-23
Revision date: 07-Jun-2017
Length: 19 pages
Data source: Field research

Abstract

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.
Industry:
Size:
Large
Other setting(s):
2000

About

Abstract

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.

Settings

Industry:
Size:
Large
Other setting(s):
2000

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