Peer was responsible for the commercial activities of the organization. Since the business was created back in 1680, the challenge for the seventh generation was clearly to leverage its special brewing abilities to create an equally powerful brand using the unique family values and customs nurtured. Bavaria stood for fierce independence as well as a high degree of entrepreneurship, blending legacy with invention. In the previous couple of years, Bavaria had made major progress in (re-)positioning the brand. It had successfully revitalized with a brand new brand design in its Dutch home market, and was rolling it out on a worldwide scale. It started award-winning innovations for example alcohol-free white beers.
Its innovative guerilla promotion activities at the World Soccer Championships in South Africa won recognition and applauses all over the planet. Should the company roll out the same competitive product and advertising strategies in its 120 marketplaces? Would it not be impossible to pull off a fresh guerilla marketing campaign across the 2012 European Soccer Championships in Poland and Ukraine? What other channels should it contemplate to strengthen the brand and match its product innovation prowess? Learning objectives: Guerilla marketing, growth management along with family business.
PUBLICATION DATE: December 31, 2011 PRODUCT #: IMD597-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
Related Case Solutions & Analyses:
New Balance: Developing and Integrated CSR Strategy
Consumer-Driven Health Care: Medtronics Health Insurance Options
The Barkan Companies
Starbucks: Strategy Implementation
LaborVoices: Bringing Transparency to the Global Supply Chain
Groundnut Value Chain at Anantapur: Growing Through Co-Operatives
YAAS’s Service Center (B)
Clear, Conspicuous, and Concise: Disclosures and Twitter Word-of-Mouth
Inundation: The Slow-Moving Crisis of Pakistan’s 2010 Floods (A)
Customer Co-Creation Projects and Social Media: The Case of Barilla of Italy
