International Brand Management Week 5

2 Test Results Overall test results NEXT WEEK Positioning: owning a credible and profitable “position” in the consumer’s mind, either by getting there first, or by adopting a position relative to the competition, or by repositioning the competition.

3 Week 5 Objectives Case study discussions – Why a company might change brand strategy – How a company decides brand strategy – What factors influence management – What decisions management might make to implement a new brand strategy Understand how to assess a company’s brand strategy through research and observation.

4 Terminology Niche Market Market Platform Distribution Wholesaler Networks Laissez Faire approach

5 Developing or Reassessing Strategy Who is the Customer? What is the Offer? Where is the Customer? When Will the Offer be Made? How to “Go to Market”? – How to Position – How to promote against competition – How to manage execution of strategy to get best results How to organize for Success?

6 Strategy Multi-Domestic Marketing Strategy Global Marketing Strategy

7 Case Study - Interbrew The Company in Kyiv Post Articles April 29, 2004 – new beer press club July 15, 2004 – “Beer, competition brewing in burgeoning Ukrainian market” with profile of Ukrainian beer holdings by market share – Sun Interbrew – 34.3% 2003 – Obolon – 24.3% in 2003 – Baltic Beverages – 21% in 2003 – Sarmat – 12.1% in 2003 July 19, 2004 – Interbrew to buy out JV partner

8 Case Study - Interbrew Stella Artois positioning? Corporate Triangles? Interbrew Business Goal? Objectives? What might be a “Best Practice” in Operations? How did company Organize to achieve its strategy?

9 Case Study - Interbrew What about the aspects of Brand Strategy? Did Interbrew adopt a Global Marketing Strategy? Why did Interbrew modify its Brand Strategy? Did it copy the strategy of Competitors? How would this affect you if you were: – Ukraine Stella Artois Brand Manager? – Ukraine Chernihivske Brand Manager?

10 Week 6 – Next Class Review Test Results – answer questions Discuss research project – Objective and research process Presentations to Class – Week 11 – Objective and process