Name: Karan

Stella Artois Case Evaluation No Somewhat Yes

Did the student identify target market based solutions to

address the various levels of consumption by different X
segments of customers in South Africa?

Did the student identify positioning solutions to address the

competitive beer landscape in South Africa? X

Did the student identify integrated marketing communications

(promotions) solutions to address the brand awareness and X
new product trial issues in South Africa?

Did the student develop a recommendation for South African

market entry that combined various alternatives on a X
timeline?
 Notes

In this case, cause marketing using the water.org alliance was useful
in distinguishing Stella Artois from other premium brands in highly
developed markets, such as the USA. However, it is important to
understand that the usefulness of this approach requires a develop
premium beer segment and a strong awareness of the brand. The
strategy is much less useful in a market where the premium sector
itself is new and the brand awareness is low as was the case in
Mexico.

When doing cause marketing (like the alliance with Water.org) ,It is
necessary to create strong and natural linkage between the brand
and the cause. Consumers have to be interested in participating in
the philanthropic effort. And the firm must not be seen as taking
advantage of an unfortunate situation for its own day - they need to
be authentic. Firms considering these efforts should be cognizant of
the difficulties in running a successful cause marketing campaign.
Therefore, in this case the right approach for the short run would be
to focus on building brand awareness for off-premise consumption,
for medium to high income families, for social activities like
dinner/bbq parties and celebrations. Only when the awareness
reaches a large enough population and the premium beer category
becomes stronger, the cuase marketing campaign with Water.org
could be executed in the mid to long term.

Score: 13