Beautiful Belgian Beer Given to the well deserved Stella Artois Beautiful 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 and Marketing Channels Stella’s price remained in the top third of our direct sales comparison Stella is strongly in the second marketing channel

Strategic Message Map Brand__Stella Artois____ Given to_the well deserved_____________ 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 NOW DO NOW DIFFERENTIATING PROPOSITION (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 Beauty Elegance High class Sophisticated Quality Drink responsibly. Must be 21 and older to drink.

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.