Pages 3 (753 words)
In today’s society, with the enhancement of mass media and technology, the potential of marketing is a reality well recognized. In addition, these days, it is no longer enough for a company to have good quality products at attractive prices, or enduring history of quality products.
If an organization wants to optimize profits and sales, and get its product(s) and brand noticed, it should have sufficient ways to communicate with its clients. Stella Artois' refined, aspirational branding has been destabilized by heavy discounting, as well as binge-drinking concerns (Heath, 2010). Managers and shareholders, after this occurrence, asked themselves how the company can re-establish itself as a premium brand across international markets. Stella Artois falls among the three world leading beer brands owned by giant multinational company, Anheuser-Bush InBev. The brand is considered as one of InBev’s most vita products, and even though it is a Belgium brand, it has frequently been at the front line for expansion into new-fangled international markets (Heath, 2010). It was initially fermented by Sebastien Artois, in 1366, in the city of Leuven and is considered, according to legend, as a Christmas beer. The emblem of the product, which comprises of the name, the origin date and a star, shows the product’s long and exceptional history. Its name ‘Stella’ represents the Latin phrase for star, whereas ‘Artois’ is adapted from the master brewer’s name, who developed the beer. However, since the 90s, in the U.K., Stella’s brand uniqueness has been associated with the motto ‘reassuringly expensive’ (Jordan, 2009). ...