Group No 3

-2007/2008)
SMM108 Seminar grouping (Sem B
MBA GENERAL MANAGEMENT

Case Study

Zahoor Soomro
Awele Ikem
Manesh Nair
Saleem Mohamed
Samoon Aroufath
Module Leader:
Nnamdi Madichie 24.04.2008
Background
Lack of Marketing focus in 1990s Endangered
Grolsh.

•Repositioning of Brand
InIn1990s
1990s
•Meet Contemporary
•StellaArtois
•Stella Artois desires for distinction
and quality
•Budwiser
•Budwiser
•Have Personality which
•Kronenbourg
•Kronenbourg drinkers can relate to
CompetitiveEdge
Competitive Edgefor
forthese
thesebrands
brands •Unique point of
difference (competitive
•ClearIdentities
•Clear Identities
advantage)
•Senseof
•Sense ofHeritage
Heritage
•Provenance
•Provenance
 •The Strategy In Action

Step 1 : Focus on the right Audience

Grolsch targeted mature males who consume
premium brands as their audience.
Step 2: Setting Perception and Identities
•Laid-back approach to form the basis of an
appealing personality
•Dutch ness- used a Dutch hero to show Grolsch is
the laid-back Dutch premium lager.

Step 3: Step III: Designing the message

•“We only let you drink when it’s ready”
Step 3: Redefining Brand Image
‘Big Brand’ feel
Distinctive taste
Step 3: Redefining Brand
mage
•‘Big Brand’ feel
•Distinctive taste
•The selling target (500 000
Step 4: Advertising Strategy barrels) was exceeded by
75000 in 2002
•Focused on the right timing for
the advertising •On trade volume growth
•Adverts were enjoyable and between 2000 and 2001
amusing was +58.4%
•Sales Promotion
(Outdoor events)
•Rate of purchase
Step 5: Resetting the budget increased from 26 gallons
per month in 2000 to 80.9
•It was 50% more than actual
gallons per month in 2002.
media expenditure
Source: Case study on IPA Effectiveness Awards 2003
Agency: The Leith Agency Author David Amers and Thea