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Stella Artois. Beautiful Belgian Beer Given to the well deserved. Stella Business. Stella Artois is o wned by ABInBev , the world’s largest brewer headquartered in Belgium. Formed in 2008 when Anheuser-Busch was acquired by InBev . - PowerPoint PPT Presentation
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Stella ArtoisBeautiful Belgian Beer
Given to the well deserved
Stella Business
• Stella Artois is owned by ABInBev, the world’s largest brewer headquartered in Belgium.
• Formed in 2008 when Anheuser-Busch was acquired by InBev.
• Stella Artois is one of ABInBev’s flagship brands and a popular beer worldwide.
Brand Equity
• Stella’s brewery has been in place since 1366.• Still brewed today in it’s orginial brewery in Lueven, Belgium • Easily recognizable by it’s green bottle with a red and white logo.
Analysis• Strengths: Most popular Belgian beer in the
world with a strong company behind it.• Weaknesses: US market is relatively unfamiliar
for In-Bev• Opportunities: Strengthen loyalty while
creating a brand culture in the US• Threats: Competitors, canibilization, and many
substitutes.
Competitor Map
Stella’s Personality: Sophia Loren
Cost andMarketing Channels
• Stella’s price remained in the top third of our direct sales comparison
• Stella is strongly in the second marketing channel
Advertising Objective: To build brand awareness and create desire.
Core Target Profile: People who range from their late 20s to early 40s; affluent and sophisticated who know what they want in life.
THINK NOWDO NOW
DIFFERENTIATINGPROPOSITION
(USP)
THINK IN FUTURE/DO IN FUTURE
I think this is mainstream, average pilsner. In other words, it's nothing special, but not terrible either. It is just another European beer.
The beauty of beer. I think this is a sophisticated beer that makes me feel elegant. Stella Artois is my type of beer.
SUPPORT
The most premium beer in the world.Has nine step pouring ritual.Only the best barley and the finest hops are selected for this beer.Known as the best beer from the land of beer.
TONE & MANNER MANDATORIES
BeautyEleganceHigh classSophisticated Quality
Drink responsibly.Must be 21 and older to drink.
Strategic Message Map Brand__Stella Artois____ Given to_the well deserved_____________
Proposed Promotions
• First to have a sponsored PGA golf tournament event, which Stella is the main sponsor.
• Second to have a chalice directly available at local distributors for customers to bring home with them.
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