...Abstract This paper explores the communication benefits of building a “brand narrative’ and it will also talk about the best way to improve dialogue with the target audience of Stella Artois. I will also be writing about appreciating how marketing communications can help create meaning for consumers. At the end of the article, I will be talking about Jack Daniels and how its traditions and brewers’ art has been continued for over 100 years now. tella Artois: Reassuringly expensive wife beater The communication benefits of building a ‘brand narrative’ in the way Stella Artois has is now more consumers are involved and the brand’s “story “ is reinforced in all brand encounters. Building a brand narrative can evoke positive perceptions, differentiate and gain competitive advantage, enable faster introduction of new products, reinforce brand awareness and improve overall company and brand image and enhance trust. (Smith 2010, p. 6) Consumers feel that these products need to be part of their lives and that they need to have it. All advertising provokes some sort of story through the use of framing, characterization, cultural codes and the evocation of cultural expectations and stereotypes. (Smith 2010, p. 13) It is more important than ever for companies to be concerned on how to grab their customer’s attention and build a brand narrative through that attention. The brand is more meaningful when the consumers feel closer to the story of the brand. I do think that...
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...establish global name recognition, Interbrew began by acquiring and improving, not completely changing, a variety of already successful companies in growth markets rather than simply marketing their product. Focusing on improving pre-existing brands provided some security that the Belgian style beer wouldn’t see failure among countries and cultures that were familiar with certain beers and companies. As they grew, Interbrew paid close attention to trends in consumer price demands and global products, using them to direct company growth. 2. The choice to use Stella Artois as their flagship brand contributed to the success of Interbrew strongly because of the marketing strategy used to introduce it. Predicting increased global interest in beers with authentic and international foundations, Interbrew chose Stella Artois, over the less successful Labatt Blue, to present as a premium beer. The company introduced Stella Artois exclusively in key cities, focusing on popular places within these cities. The beer was advertised as a sophisticated European lager and was...
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...Consumer Behavior July 28, 2013 In economic activity transportation has an important role. Transportation systems are needed to support mobilization, communication, and information technology. The industry is a capital-intensive and labor-intensive which requires the needs for large sums of money for investing planes and industry tools needed for human power for operation. Development of flights is currently indicating levels of competition between brands that’s getting high, also the support by competing aviation business behavior which competes in services through variety of products offering promotions, innovations, and creativity that is packed for the strategy of passengers service with the expectation of passengers will be loyal to certain brands. Secondly, the products characteristics of products relatively homogeneous a little difference between flights to one another including the number of alternative option brands giving flexibility to customers to choose and comparing and supporting customers to switch to other brands. Loyalty shows international flight passengers strength in cognitive including strong intention to recommend others to use certain flights airlines. Singapore is renowned to successful strategic airport brand. Recreation and relaxation goes hand in hand. Catching a movie, playing Xbox games or watching cable television on a plasma LCD are all done on Singapore airlines. Also themed gardens with indoor to outdoor sun are also included. Winning...
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...Introduction Stella Artois is the embodiment of old European beer making. The company traces its roots back over 650 years but finds itself struggling to find relevance in the modern world. However, after what was initially seen as one of the most successful brand extension launches in recent history, Stella soon found itself with rapidly declining sales. How does this happen to one of the most prestigious beer manufacturers? How do they regain relevance in the modern world? Stella Artois History of Brand Stella Artois traces its long history back to 1366 when the Den Hoorn brewery opened its doors for the first time in Leuven, Belgium. The Artois name first came to bear in 1717 when Sebastian Artois, then the master brewer at Den Hoorn, bought the facility and changed its name to the Artois Brewery. Stella, or star in Latin, first graced a bottle when his brewery began creating a special brew just for Christmas for their most ardent patrons. Stella Artois first began to appear on the European market around 1930. The brand continued to expand when InBev was formed and opened a fully automated brewery in Leuven in 1993. By 2006, total annual production was over one billion liters. When Anheuser-Busch was acquired by InBev, the new company AB InBev, created in 2008 a lower 4% alcohol content for the UK market and called it Stella Artois (Bamford, 2011). Marketing Issues Stella 4% went from being hailed as the most successful alcohol launch in the previous...
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...Male and Female Report 1 - Male or Female 30 | | | | | | |6| | | | | | | | | | | |3| | | | | | | | | | | |.| | | | | | | | | | | |4| | | | | | | | | | | |%| | | | | [In green are displayed Male and in Red Female] Among the 82 people interviewed the 63,4% were females that preferred beer to other alcoholic beverages such as liquors whiskey vodka. In the second bar in clearly shown that men prefer to drink also other types of alcohol 2 - In the Chart below people, male and females that accepted to interviewed for 2 minutes were between 25 an 44 years old, lovers of bears and without kids , are people interviewed at the exit of their shopping in front of Malls and stores in Neighborhood of Gatineau and in Kanata 3 - Age Group? 1 of 20 17...
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...To brew or not to brew Beer is the world's most widely consumed alcoholic beverage, and is the third-most popular drink overall, after water and tea. It is thought by some to be the oldest fermented beverage. The brewing industry is a global business, consisting of several dominant multinational companies and many thousands of smaller producers. We estimate that the global beer market represented approximately 1.85 billion hectoliters in 2010, producing total global revenue of approximately $160 billion. The most dynamically growing regions have been Asia Pacific and Africa/Middle East, which have seen the highest real GDP growth. The highest density of breweries in the world, most of them microbreweries, exists in the German Region of Franconia, especially in the district of Upper Franconia, which has about 200 breweries. In 2012 the four largest brewing companies controlled 50% of the market: Anheuser-Busch InBev, SABMiller, Heineken International, Carlsberg Group. Using the PESTEL analysis, the political factors are the actions against overconsumption and the restrictions by government (prohibition, taxes), the economical factors are the cost reduction, rise prices of packaging, and economy crisis. The fitness and health, the face of customers drink more wine than before, and the demand for flavered beers are the social factors of beer industry. The technological ones are the new brands and flavors, the innovation in beer production, increase in efficiency, and the centralization...
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...After the merger, Anheuser-Busch Inbev would become the world’s largest producer of the beer. I believe that the newly merged company is in a good position to move forward and consolidate its newly acquired supremacy. It can derive its merger experience from the merger of Ambev-Interbrew. It can follow the similar path it followed during the earlier merger though it would have to customize the newly formed company to suit to the preferences of North American customers. The board can take the following actions to create value to the company’s shareholders Brand Portfolio ABInbev offers a wide variety of portfolio of more than 300 brands including Becks, Stella Artois, Leffe Hoegaarden, Jupiler, Budweiser, Michelob among others. The company should draw plans on how it should leverage the brand portfolio to aggressively penetrate into the new and existing markets. Find Common Synergies The merged company should find the common synergies like the way it has done during Ambev-Interbrew merger. Cost savings can be made by leveraging the existing facilities of Anheuser-Busch to bottle the Inbev’s portfolio of brands. There are also synergies that can be obtained in the Marketing area. Follow work culture of Inbev The newly formed company should follow the Inbev’s meritocratic culture as defined by one of Inbev’s shareholder, Jorge Paulo Lemann. There are significant cost savings to be made by doing away with luxurious executive offices, corporate planes and expensive perks the...
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...The biggest producer of beer in American is Anheuser-Busch (AB). Formally the largest brewer in America, Anheuser-Busch is now part of the global beverage company InBev, the maker of approximately 200 brands of beer and soft drinks that primarily includes Stella Artois, Becks, Leffe, Hoegaarden, Skol, and Michelob. AB InBev, through its interest in Grupo Modelo, also offers the Corona brand. The company is valued at 130 billion dollars with revenues over 31 billion worldwide. The flagship product is Budweiser, the most popular beer brand in North America with a 20% market share along with Bud Light. Part of the reason for this control of the market is the complex system of distribution in the beer industry put in place since the end of prohibition. This system has enabled brewers to tightly control their distributors and in turn, distributors have control of their individual markets. Before prohibition, brewers controlled their own bars. If you wanted Budweiser you had to go to a Budweiser bar. They provided the bar owners not only with beer but gave loans for furniture, beer equipment and other needs. They required the owners to carry only their brands. After the repeal of prohibition, states enacted strict laws to control the alcohol industry. The three-tier system of beer distribution was developed. This is a 2-level vertical marketing system where the brewer awards a distributorship to a geographic area. AB does not sell directly to consumers; they sell Budweiser to the...
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...Case 11 InBev and Anheuser-Busch 1. What is the basis for competitive advantage in the brewing industry? Answer: The basis of competitive advantage for brewing industry is expanding its distribution chains with acquisitions or collaborations and mergers in exotic locations, logically controlling the cost of distributions, recognizing the appropriate market for beer segments and making products readily available and accessible to consumers. As the basic process of beer making is quiet straight forward and maintaining quality control and ensuring costs are closely managed in the production is challenging aspect of the brewing industry. Introducing new brands, setting a trend and keeping the established brands image fresh is also important for advantage. 2. What was the strategic rationale for the deal? Answer: Inbev aimed for top line growth and strong brand equity. It targeted goal of strengthening the position in developed market and maximize its growth. Inbev had a minor position in United States market, which was one of the largest and fastest growing beer markets. Anheuser-Busch dominated the US market. So, the deal was made to capture the US market and save cost significantly and achieve greater geographic stability. At that time, the dollar value was weak too and could be the reason to deal that time. Not only for Inbev, the deal was fruitful for Anheuser-Busch too. The deal would create a good economic value. Anheuser-Busch international...
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...characters. The main factors are her lying, drinking and infatuations with men. Unfortunately, these actions drive her to the final breaking point and lead her to an insane asylum. Upon her arrival to Elysian Fields, Blanche is unimpressed with the surroundings. Here she hopes to escape her poor life and bad reputation. As she enters the apartment, she meets Eunice who leads her to her sister’s apartment. Stella and her husband Stanley arrive home, and Stella greets her sister warmly. She leads her sister to believe she is one who has never lived indignantly. Blanche is not there long before she begins to lie to her sister to make herself seem better. She leads her to believe she is there on a leave of absence from her job as a school teacher. However, the reality is that she was fired for having relations with a seventeen year old boy. Blanche also reveals that her family home, Belle Reve, has been lost due to the financial burden of the due the death their relatives. Blanche is quick to blame Stella for leaving her to deal with the family affairs. By doing so she tries to make Stella feel as if she were to blame for the loss of the family home. Blanche manipulates and lies in order to play on her sister’s caring emotions, all to make her look better. She lies about her age and from where...
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...Stella McCartney -Stella McCartney was born on the 13th of September 1971 in London, England. -Stella is a English fashion designer, who is the daughter of Paul McCartney a former Beatles member, and her mother is Linda McCartney who is a American photographer and animal rights advisest. -As a young girl Stella traveled the world with her parents along with her siblings, half sister heather, older sister Mary and younger brother James. -While at school Stella was a victim of bullying, as well as being a bully herself. -Stella became interested in designing clothes at a young age, at age 13 Stella designed her own jacket. -3 years later Stella was working with Christian Lacroxi on his first fashion design collection. -Stella studied her foundation at a college of design and communication, and then moved on to fashion design at a college of art and design. -Her later work was modeled by friends and super models for free at the graduation runway show, the collection was shown into a song by her famous father and made front page news, the whole collection was sold to a London boutique. -in 1998 Stella designed her sisters marys wedding dress for her wedding to Alister Donald a tv producer.[pic] -As a lifelong vegetarian Stella does not use any leather or fur in her designs, she supports PETA. Some of her work designs have text that elaborates on her “no animal policy” for example on of her Adidas jackets says on the sleeves “suitable for sporty vegetarians...
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...All of his authority is put into question when Stella’s sister Blanche comes over for a stay. Always Stanley’s power upon others is served with a side of violence. In scene three we witness what happens when he feels that he is losing power. Stanley has been losing money from the poker playing and needs to save face with his buddies. He complains that that the women are talking too loudly, and then complains again when Blanche turns on the radio. He gets up and switches it off himself. Blanche, who obviously doesn’t see Stanley as a threat, turns it back on and begins to waltz with Mitch. Then Stanley who has been drinking takes the radio and hurls it out the window as a sign of superiority and putting his foot down. When Stella tells his friends to leave he chases her and beats her. Stanley has been losing money from the poker playing and needs to save face with his buddies....
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...discuss the role of desire in the play. There are many moments in the play 'A Streetcar Named Desire' where Blanche DuBois and desire are inextricably linked. Indeed, she arrives in Elysian Fields after taking a streetcar named desire. One critic has said that the journey which Blanche takes to get to her sisters apartment on a streetcar named Desire and and then changing to a streetcar named Cemetries reflects her overall journey through life. For example, in her youth she rode on her desires and during as well as after the play takes place, she changes to a morbid route, described as "Cemetries". In some sense, her quest for desire was as short lived as her tram ride. Another moment where the idea of desire is evident is when Stanley tells Stella that "I (he) am the king around here, so don't forget it." which reflecs his desire to have power and control over everyone in his 'domain'. This is one moment in the play where Stanley's true controlling ideas are shown to the audience. Through Stanley, Williams presents us with the idea that he is one who has achieved his desrie of being unnapposed in his society. An example of this is at the end of the play where Stanley isn't held accountable for a crime he has committed (the rape of Blanche) and his life goes back to how it was at the beginning of the story with him keeping control of his life and the lives of the surrounding characters. This also gives the audience a sense of futility of the life and how so much can change but at the...
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...importance of each character's actions in order to create a masterpiece that consumes you instantly. Feminism is the most prominent literary criticism within A Streetcar Named Desire. Patriarchy is seen repeatedly in almost all of the interactions Stanley has with his wife Stella and her sister Blanche. In scene two of the play Stella doesn’t want Blanche around when Stanley has his poker night so she tells Stanley, “I'm taking Blanche to Galatoire's for supper and then to a show, because it's your pok'r night.” (Williams 32) and he replies, “How about my supper, huh? I'm not going to no Galatoire's for supper!” (Williams 32) to her. This portrays feminism because Stella knows that Blanche would call...
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...Kowalski. Stella Kowalski abandons her aristocratic upbringings to live in unholy matrimony with Stanley Kowalski in the slums of New Orleans. Perhaps Stella’s lack of independence from her pampered past is the driving force within her marriage because Stella cannot survive the real world without Stanley. On the other hand, Stella and Stanley’s marriage could simply be built on a foundation of sexual desire. Their sexual relationship with one another is the most important aspect of the Kowalski’s relationship. The fact that Stella has declared her attraction to Stanley’s sexual aggression and the knowledge that Stanley’s violent aggression undertones sexuality leads the readers to believe that the latter statement suits the Kowalski’s marriage best. Therefore, it can be reasoned that the driving force within Stella’s marriage to Stanley Kowlaski is not Stella’s dependence upon her husband, but rather Stella and Stanley’s carnal desire for one another....
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