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International Product Launch
C/M/626. Re-launching Stella Artois in Singapore
- WORDS:
- 5800
- DATE:
- 2007
- PRICE:
- 19.99 GBP
The paper proposes a marketing plan to re-launch Stella Artois, a Belgian beer brand, in Singapore. Literature is reviewed on the theory of creating brand image and re-launching/re-vitalising brands. Analysis of Stella Artois is conducted using the PEST, SWOT and Porter's Five Forces models. The current positioning of the company, its target audience and the marketing objectives are defined. An Integrated Marketing Campaign (IMC) is proposed to achieve the company's objectives including an innovative five step model to re-launch the brand and the media mix to execute the proposals
KEYWORDS: Stella Artois, Singapore, PEST, SWOT, Porters Five Forces, Integrated Marketing Campa,
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