Stella Artois is a popular Belgian beer brand that has been successful in its marketing efforts over the years. Its marketing strategy has evolved to keep up with changing consumer preferences and market trends. Here is an overview of Stella Artois' marketing strategy.
One of the key elements of Stella Artois' marketing strategy is its focus on premium positioning. The brand markets itself as a high-quality, premium beer that is made using traditional Belgian brewing techniques. Stella Artois uses a variety of marketing channels to promote this premium positioning, including television and print advertisements, social media campaigns, and partnerships with luxury brands and events.
Another important aspect of Stella Artois' marketing strategy is its use of targeted advertising. The brand uses data and insights to understand the preferences and behavior of its target audience and tailors its marketing efforts accordingly. For example, Stella Artois may use targeted digital advertising to reach consumers who are interested in craft beer or may focus its marketing efforts on events and locations that are popular with its target audience.
In addition to its focus on premium positioning and targeted advertising, Stella Artois also places a strong emphasis on building brand awareness and loyalty. The brand uses a variety of tactics to do this, including sponsoring events and partnering with other brands. For example, Stella Artois has sponsored music festivals and sporting events, such as the Wimbledon tennis tournament, in order to build brand awareness and appeal to its target audience.
Overall, Stella Artois' marketing strategy is centered on promoting the brand as a premium, high-quality beer that is made using traditional Belgian brewing techniques. Through targeted advertising, partnerships, and sponsorship, the brand has been able to build strong brand awareness and loyalty among its target audience.
Solved Marketing Strategy : Global Branding of Stella Artois Objectives, Marketing Mix, 5C, Plan
They are — Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct Marketing. Using the branded glass in conjunction with the experiential activity can help outlets lift their sales by up to 12. Beamish, Anthony Goerzen 2018 , "Stella Artois in the U. Targeting Once the overall market is divided into various segments then Artois Stella needs to choose a target segment or few target segments. New players have to go for market share strategies in marketing. Kotler explains - Marketing is a process by which organizations can create value for its potential and current customers and build strong customer relationships in order to capture value in return.
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Supporting the hospitality industry is also a major component of the company's mission, he added. It requires three steps — Segmentation Market segmentation is the process through which marketing managers at Artois Stella can divide the large market into smaller segments based on distinct needs, characteristics, or consumer behavior. Product Line Depth Decisions for Artois Stella — Depth involves targeting different segments within the same product range. The 30-second ad promoted a special limited-edition Stella Artois chalice and claimed each purchase would help Water. Profitability in various segments — Some segments often have higher margins compare to another as explained in the automobile industry example above. Like email advertising this can result in relevant advertising to high potential prospective customers who are already interested into products and looking for information regarding it. A high premium price may attract new entrants and thus lower the profitability.
Solved 4P Marketing : Stella Artois in the U.K. Marketing 4P Mix Analysis
Marketing managers at Artois Stella needs to analyze the internal strengths and weaknesses of the company before making marketing decisions. Price — Pricing strategy that Artois Stella is pursuing in various customer segments it is operating in. It has to be done to control the churn of customers. Anheuser-Busch's Stella Artois brand is fizzing up product awareness with a season-long campaign that enables OpenTable users to receive special surprises upon booking reservations at participating restaurants and introduces a series of digital videos that allows viewers to share and buy featured items. Stella Artois in the U. To get people back to bars and restaurants in a safe way. Stella Artois is just one of many in the beer industry.
Channel Design Artois Stella needs to choose whether it wants to implement a distribution system which is — Direct, Indirect, or Both. Convincing people to buy, and keep buying a product is the challenging circus trick that marketers are tasked with every day. Threats of new entrants to profits of Artois Stella — Marketing efforts are often barriers to entry in the industry and new entrants not only have to have huge marketing resources to compete with the incumbents but also need high level of marketing know how. Global Branding of Stella Artois is a Harvard Business Review case study written by Paul W. The knowledge of brand equity will help in shaping Stella Artois in the U K marketing strategy effectively — thereby facilitating the growth of business for Stella Artois in the U K. Post purchase services are critical not only to foster loyalty among the customers but also to get continuous feedback and improve the products. Case Authors : Paul W.
Harvard Business Review Case Study. The first stage for the marketing team is to build brand equity. NOTE: Every marketing case study solution varies based on the details and data provided in the case. To a large extend pricing depends upon the other 3Ps of marketing — product, place and promotion. Hybrid Distribution System — Artois Stella should implement a hybrid model where the critical aspect of distribution system are managed by Artois Stella, and secondary functions such as logistics, warehousing, store management etc are delegated to various channel partners. In the case of Stella Artois, the added value is deliciousness. Media — Which are the most effective media vehicle that Artois Stella can use to convey its message to its target market.
This will not only help in assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product. These numerous ways to understand product concept provide marketing managers of Artois Stella an opportunity to differentiate its overall value proposition from that of the competitors. You can also check out EMBA Pro - Step 3- Making a Marketing Plan 1. Artois Stella can leverage on it to build sub brands for niche segments within the target market and adjacent segments. The key is not to be everything to everybody as the products can only deliver specific value proposition.
Stella Artois taps Andy Cohen for social audio series
Artois Stella Product Launch — It includes decision regarding pricing, communication strategy, distribution channel management, and building infrastructure to provide post purchase services. Pricing — 4Ps of Marketing Stella Artois in the U. When you begin a campaign for your nonprofit, there may be multiple statistics or pieces of information that you believe your donors will want to know. Stella Artois in the U. The coronavirus pandemic has led to shifts in how people consume audio content, with various reports suggesting that "Daydreaming in The Life Artois" can reach consumers who are more likely to buy beer at retailers instead of bars and restaurants, whose gradual reopening will drive higher on-premise sales.
Solved 4P Marketing : Global Branding of Stella Artois Marketing 4P Mix Analysis
Providing regular maintenance services and spare parts, if the customer needs them. This will help not only in positioning of the product but also in defining or creating a segment better. Situational Analysis of Stella Artois in the U K The situational analysis will help in developing the marketing strategy of Stella Artois in the U K by conducting a thorough market analysis. This, in turn, means greater long-run returns for the firm. Market Penetration Pricing Artois Stella can employ this pricing strategy where it launch a new product either at loss or at very low margin to get a foothold in the segment.
If Artois Stella needs higher market development efforts then it is sensible to include channel partners who have know how and skills to expand into new markets. Competitors - 5C Marketing Analysis Key Question Answered — Who the competitors are, what their marketing strategy is, and how Artois Stella can design its marketing strategy in view of competitive pressures and limited marketing resources. Promotion Communication Strategy of Artois Stella — The emergence of social media and online advertising has changed the landscape of Artois Stella communication mix and communication strategy. We bring that experience to all the projects we work on. Stella also is giving away a tandem bicycle as an "investment vehicle" for a couple to spend more time together and kits for a pizza-making party. Chan Kim and Renée Mauborgne 2017 Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth, Sep 26, 2017 W. Host One to Remember? Good Value Pricing Offering right mix of product features, quality, and service combination at fair price.