1. What learnings should be derived from Stella's early positioning and image problems in the UK market?
2. How does the market development model serve as a guide for growing both beer category volume and brand sales?
3. Can you diagnose what went wrong with the Mexico market launch of the Stella brand? Is this campaign appropriate for a new brand launch? How do you think the cause marketing issue of water would resonate with consumers in a market like Mexico?
4. In planning for the South Africa launch, Ricardo Tadeu's team considered the success of the BALAD campaign in the US and many other markets. The team also had some knowledge of the disappointing results in Mexico. What are the pros and cons of centering the introduction activities on Stella Artois' global sponsorship of Water.org? What would be your recommendation for introduction activities?