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MARKETING STRATEGY
HAPPENING MARKETING
HAPPENING MARKETING - STRATEGY - 2013
Written by Benoit Pratte and Adam Mitchell
Introduction
Labatt Breweries of Canada has been shaped by more than 160 years of brewing excellence. Throughout the
company's history, Labatt has never lost sight of the fact that it is in business to exceed the expectations of its
customers. From coast to coast, 3,200 employees come to work every day dedicated to achieve this objective.
In 1847, the company's first brewery produced close to one thousand bottles of beer a year. Today, Labatt is a
proud member of AB InBev and produces approximately 60 local and world-renowned beers available to
customers across Canada. Much has changed at Labatt since its founding, but one thing remains the same
our commitment to brewing great beer.
AB InBev was formed following the acquisition of American brewer Anheuser-Busch by Belgian-Brazilian brewer
InBev, which itself is a merger of AmBev and Interbrew.
Interbrew has its oldest roots in the Den Hoorn brewery in Leuven, dating back to 1366. In 1987 the
two largest breweries in Belgium merged: Artois, located in Leuven, and Piedboeuf, located in Jupille,
forming Interbrew.
AmBev (short for Companhia de Bebidas das Amricas, or "American Beverage Company") was
created in 1999 with the merger of the two biggest Brazilian brewers, Antarctica (founded in 1882) and
Brahma (founded in 1888).
Anheuser-Busch was established in 1860 in St. Louis, Missouri, USA as Anheuser & Co.
In 2004 Interbrew and AmBev merged, creating the world's largest brewer, InBev.
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In 2006 InBev acquired the Fujian Sedrin brewery in China, making InBev the No. 3 brewer in China (the world's
largest beer market). In 2007, Labatt acquired Lakeport in Canada, and InBev increased its shareholding in
Quinsa, strengthening the companys foothold in Argentina, Bolivia, Chile, Paraguay and Uruguay.
On 18 November 2008, the merger of InBev and Anheuser-Busch was completed, creating AnheuserBusch
InBev, the leading global brewer and one of the top five consumer products companies in the world. Under the
terms of the merger agreement, all shares of Anheuser-Busch were acquired for 70 USD per share in cash, for
an aggregate of 52 billion USD. Beer, the original social network, has been bringing people together for
thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with
consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the
greatest growth potential
The Industry
The beer industry, despite climate changes, economical trends and other special events, is relatively inelastic. It
has seen a CAGR of +0,18% over the past 6 years (see Appendix 3 for growth per year). In addition to a being a
stable environment, it is also a highly regulated market being bound by minimum price rules set by the
How should we position Bud Light Lime Mojito during its 2 year of activity in the Quebec market in order to
grow in the share of throat against other industry categories and also grow inside of the beer category without
cannibalizing our current portfolio of brands? Your strategy should incorporate the brand positioning, media
campaign and brand activation to achieve these objectives. To do so, you have a budget of 3,5M$.
Off-Premise execution
On-Premise execution