C/M/615. Re-launching Stella Artois in Singapore

The paper proposes a marketing plan to re-launch Stella Artois, a Belgian beer brand, in Singapore. Information on creating brand image and re-launching/re-vitalising brands is provided focusing on the Stella Artois case and analysing their macro and micro environmental factors using the models of PEST, SWOT and Porter's Five Forces. The current positioning of the company, its target audience and the marketing objectives are defined. An Integrated Marketing Campaign (IMC) is proposed including an innovative five step model to re-launch the brand and the media channels used in its marketing