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194 lines
6.6 KiB
Plaintext
194 lines
6.6 KiB
Plaintext
1 corona
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1.1 The Beer market
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1.1.1 Future
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1.1.1.1 Sales were decreasing due to competitive media budgets
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1.1.1.2 Inbev in talks with Anh Bush
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1.1.1.2.1 Two biggest companies will create huge company
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1.1.1.3 other merger talks
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1.1.1.4 domestic and foreign threats
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1.1.2 Beer Marketing
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1.1.2.1 People drink marketing
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1.1.3 2007
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1.1.3.1 Anh Bush
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1.1.3.1.1 produces in foreign markets
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1.1.3.2 Heineken
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1.1.3.2.1 Dutch
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1.1.3.2.2 reputation of top selling beer in world
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1.1.3.2.3 marketing
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1.1.3.2.3.1 2006 aggressive marketing campaign
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1.1.3.2.3.1.1 Heineken Premium Light
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1.1.3.2.3.2 superior taste
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1.1.3.2.3.3 no mythology
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1.1.3.2.3.4 premium brand
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1.1.3.2.3.5 premium beer
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1.1.3.2.4 produces beer domestically
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1.1.3.2.4.1 parent of local distributors
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1.1.3.2.4.1.1 distribution
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1.1.3.2.4.1.2 importing
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1.1.3.2.4.1.2.1 import taxes passed on to consumer
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1.1.3.2.4.1.3 marketing
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1.1.3.3 SAP Miller
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1.1.3.4 inbev
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1.1.4 2004 merger
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1.1.4.1 largest merge
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1.1.4.1.1 worth 12.8 billion
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1.1.4.2 #5 Am Bev - Brazil
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1.1.4.3 #1 Interbrew
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1.1.5 Interbrew
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1.1.5.1 flagship brand: Stella Artois
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1.1.5.2 local managers controlling brands
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1.1.5.3 sales in 110 countries
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1.1.5.4 aquired breweries in 20 countries
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1.1.5.5 Belgian
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1.1.6 startup costs high
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1.1.6.1 industry supported conectration
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1.1.7 90s national leaders expanded abroad
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1.1.8 different countries had different tastes
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1.1.9 colsolition happened in 1800s
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1.1.10 no means of transport
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1.1.11 many local breweries
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1.1.12 traditionally a clustered market
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1.2 Carloz Fernandez CEO
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1.2.1 Expanding production
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1.2.1.1 300 million investment
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1.2.1.2 renovate facility in Zacatecas
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1.2.2 vision: top five brewers
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1.2.2.1 top 10 beer producers in world
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1.2.2.1.1 Corona Extra
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1.2.2.1.1.1 Since 1997 #1 import in US
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1.2.2.1.1.1.1 outsold competitor by 50%
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1.2.2.1.1.2 56% shar of domestic market
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1.2.2.1.1.3 worlds fourth best selling beer
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1.2.2.1.2 2005
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1.2.2.1.2.1 export sales 30%
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1.2.2.1.2.2 4% increase domestically
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1.2.2.1.2.3 12.3 % exports
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1.2.2.1.3 7.8 % sales growth compounded over ten years
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1.2.2.2 International Business model
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1.2.2.2.1 Capitalize on NAFTA
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1.2.2.2.2 Growing international demand
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1.2.2.2.3 experienced local distributors
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1.2.3 CEO Since 1997
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1.2.3.1 29 years old
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1.2.3.1.1 working there since 13
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1.3 Modelo in world
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1.3.1 One of top 10 breweries in world
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1.3.2 Fifth largest distributor in world
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1.3.2.1 in 12 years
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1.3.2.2 Can they sustain that trend
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1.3.3 International market protected Modelo from unstable peso
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1.4 Mexico Industry
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1.4.1 FEMSA
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1.4.1.1 foriegn market
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1.4.1.1.1 Recently partnered with Heiniken for US market
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1.4.1.1.1.1 2005 18.7% growth
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1.4.1.1.2 90s entry to us market failed
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1.4.1.1.3 Partnership Heiniken
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1.4.1.1.3.1 Distribution in US
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1.4.1.2 domestic market
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1.4.1.2.1 NAFTA SACoca cola
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1.4.1.2.1.1 Exclusive distributor
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1.4.1.2.2 997 to 2004 taking domestic market share
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1.4.1.2.3 leads domestic premium beer market
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1.4.1.2.4 Owns Oxxo C
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1.4.1.2.4.1 CA largest chain of conv stores
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1.4.1.2.5 production and distribution in Mexico: peso not a threat
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1.4.1.2.6 37% of domestic market
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1.4.2 modelo
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1.4.2.1 62.8% of market
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1.4.2.2 NAFTA S.A. An Bucsh
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1.4.3 imported beer only 1% sales
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1.4.3.1 half were anh bcsh dist by modelo
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1.4.4 one of the largest domestic beer markets
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1.4.5 has most trade agreements in world
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1.5 Modelo in Mexico
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1.5.1 Largest Beer producer and distrubutor in Mexico
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1.5.1.1 corona 56% share
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1.5.2 1971, Antonino Fernandez was appointed CEO
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1.5.2.1 Anheuser-Busch 17.7 % of the equity
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1.5.2.1.1 The 50.2 % represented 43.9% voting
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1.5.2.2 Mexican Stock exchange in 1994
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1.5.3 History to 1970
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1.5.3.1 bought the brands and assets of the Toluca y Mexico Brewery
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1.5.3.1.1 country's oldest brand of beer
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1.5.3.1.2 1935
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1.5.3.2 1940s period of strong growth
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1.5.3.2.1 improve distribution methods and produc¬tion facilities
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1.5.3.2.1.1 distribution: direct with profit sharing
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1.5.3.2.2 concentrate domesti¬cally
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1.5.3.3 Corona 2nd Brand
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1.5.3.3.1 Clear Glass Customers preference
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1.5.3.4 Modelo 1st Brand
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1.5.3.5 focus on Mexico City
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1.5.3.6 formed in 1922
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1.5.3.6.1 Fernandez Family Sole owner since 1936
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1.5.3.6.2 Diez sole owner 1936
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1.5.3.6.3 Iriarte died in 1932
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1.5.3.6.4 Pablo Diez Fernandez, Braulio Irare, Marin Oyamburr
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1.6 US Beer Market
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1.6.1 volume main driver
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1.6.2 dense network of regional craft brewing
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1.6.3 80% of market
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1.6.3.1 Miller
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1.6.3.2 adolf coors
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1.6.3.3 AB
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1.6.3.3.1 75% of industry profits
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1.6.4 Groth expectations reduced
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1.6.5 Consumption six times higher per cap
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1.6.6 2nd largest nest to China
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1.7 Modelo in US
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1.7.1 Us dist contracts
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1.7.1.1 Gambrinus
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1.7.1.1.1 eastern dist
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1.7.1.1.2 1986
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1.7.1.2 Chicago based Barton Beers 1st
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1.7.1.2.1 largest importer in 25 western states
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1.7.1.3 production in Mexico
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1.7.1.4 Modelo had final say on brand image
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1.7.1.5 procermex inc
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1.7.1.5.1 Coordinate
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1.7.1.5.2 Supervise
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1.7.1.5.3 Support
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1.7.1.5.4 Modelo us subsidiary
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1.7.1.6 importer/distributors
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1.7.1.6.1 advertixing
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1.7.1.6.2 customs
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1.7.1.6.3 pricing
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1.7.1.6.4 insurance
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1.7.1.6.5 transportation
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1.7.1.6.6 competitive relationship
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1.7.1.6.7 Autonomous
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1.7.1.6.8 Local Companies
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1.7.2 Marketing
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1.7.2.1 1996ad budget
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1.7.2.1.1 an bsch 192 mil
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1.7.2.1.2 Heiniken 15 mil
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1.7.2.1.3 Corona 5.1 mil
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1.7.2.2 Fun in the sun
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1.7.2.2.1 relaxation
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1.7.2.2.2 escape
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1.7.2.2.3 Barton Beer's idea
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1.7.2.3 dependable second choise
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1.7.2.4 beer for non beer drinkers
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1.7.2.5 found new following
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1.7.2.6 not testosterone driven
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1.7.2.7 not selling premium quality
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1.7.2.8 surfing mythology
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1.7.3 2007 5 beers to us
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1.7.3.1 131 million cases
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1.7.3.2 Heineken
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1.7.3.2.1 Main Import Comptitor
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1.7.3.3 3 of top 8 beers in US
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1.7.4 History
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1.7.4.1 1991
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1.7.4.1.1 distributors took the loss
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1.7.4.1.2 doubling of federal excise tax on beer
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1.7.4.1.2.1 distributor absorb the tax 92
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1.7.4.1.2.2 sales decrease of 15 percent
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1.7.4.2 rapid growth 1980s
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1.7.4.2.1 second most popular imported beer
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1.7.4.3 gained popularity in southern states
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1.7.4.4 Amalgamated Distillery Products Inc. (
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1.7.4.4.1 later renamed Barton Beers Ltd.
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1.7.4.5 1979
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