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?

Stella Artois in South Af X + V X O file:///C:/Users/Samira/AppData/Local/Temp/Temp7_Marketing%20Case%20Studies.zip/Marketing%20Case%20Studies/Stella%20Artois%20in%20South%20Al * . . JULIE HENNESSY Stella Artois in South Africa: Cause Marketing and the Building of a Global Brand On January 17, 2017, Ricardo Tadeu, AB InBev Zone President for Africa, sat in his office in Sandton, South Africa. He could not remember being more excited about a business opportunity than he was about launching Stella Artois beer in South Africa. He was thrilled not only by the challenge of introducing the premium brand to the South African market but also by the opportunity to further a cause marketing effort about which he was passionate. Tadeu had just returned from the World Economic Forum in Davos, Switzerland, where he had spoken on a panel alongside Matt Damon and Gary White, cofounders of Stella Artois' partner Water.org, a leading global nonprofit created to help provide access to clean water and sanitation to people in the developing world. The trio used the conference as the platform to announce a new four-year partnership renewal that planned to reach 3.5 million people by 2020. From 2015 to 2017, Stella Artois had not only reached over a million people through its promotional campaign selling limited-edition Stella Artois branded chalices but also had increased its sales in markets where the campaign had run, with one exception: Mexico. With water supply problems fresh in the minds of South African consumers due to water shortages in the country's capital of Cape Town, Tadeu felt the timing could not be better to use the water initiative to launch the brand. He began working to finalize his recommendations for See "The Wait for Water | Water.org & Stella Artois," posted by Stella Artois, February 2, 2018, https://www.youtube.com/watchiv=9hEwOoBKD80. @2019 by the Kellogg School of Management at Northwestern University. This case was prepared by Professor Julie Hennessy. Cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, Activate Windows sources of primary data, or illustrations of effective or ineffective management. Some details may have been fictionalized Go to Settings to activate Windows. for pedagogical purposes. To order copies or request permission to reproduce materials, call 800-545-7685 (or 617- 783-7600 outside the United States or Canada) or e-mail custserv@hbsp.harvard.edu. No part of this publication Type here to search e m 9 (x / ENG 1:33 PM 2/17/2020