IMD-3-2261 © 2011
Leleux, Benoit F.; Van der Kaaij, Jan
Together with his fellow board members, he was fairly aware that his predecessors had actually left behind a beer business that stood out in production however did not have the brand traction to truly strike the big league. The obstacle for the 7th generation was plainly to take advantage of its remarkable brewing abilities into a similarly strong brand, utilizing the special family values and culture supported given that the business was developed back in 1680.
Regardless of its long history, Bavaria concerned itself as a fresh young business, as represented by its internal slogan ("Let's attempt") and the branding pay-off of the Bavaria brand ("Done!"). In the last couple of years, Bavaria had actually made substantial development in re-positioning the brand. Should the business roll out the very same aggressive item and marketing techniques in its 120 markets?
Subjects: Guerrilla marketing; Family business; Governance; Bewery; Succession management; Growth; Brand building; Legacy; Innovation
Settings: Netherlands ; Brewing ; Euro 500 million revenues; 1000 employees ; 2007-2011
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