Case Detail

Case Summary

Stella Artois in South Africa: Cause Marketing and the Building of a Global Brand

Case Number: 5-418-754, Year Published: 2019

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Key Concepts

Advertising, Branding, Communication, International Marketing, Marketing Strategy, Positioning


Stella Artois, an AB InBev brand, is the world's best-selling Belgian beer. In early 2017, Ricardo Tadeu, AB InBev Zone President for Africa, is planning the brand's entry into its next export market: South Africa. The case explores Stella's introduction strategies into three of its export markets---the UK (1976), the US (2000), and Mexico (2016)---examining the drivers of the brand's success as well as its failures. Students will analyze the brand's previous launches to determine what made it successful in some markets and not in others. They will apply these learnings to develop a strategy for the brand's introduction to the South African market. Beyond the central discussion of growth through international expansion, the case addresses issues of brand positioning for premium products, changing consumer perceptions, the use of cause marketing, category development and maturity, and competitive strategy.

Learning Objectives

After reading and analyzing the case, students will be able to: develop expansion strategies for markets in different stages of category development; identify the challenges of positioning and execution on a global brand and explain the need for local relevance; design brand strategies around product, packaging, and experience to increase perceived differentiation; and examine the use of cause marketing as a positioning or a positioning enhancer.

Number of Pages: 8

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: South Africa, United Kingdom, United States, Mexico

Industry: Alcoholic beverages

Organization Name: AB InBev

Organization Size: Large

Decision Maker Position: President

Decision Maker Gender: Male