International Marketing-Dos Xx

Topics: France, French language, French people Pages: 5 (1996 words) Published: December 11, 2012
C. Company Overview
Dos Equis, a Mexican beer brand, was originally brewed by German-born Mexican brewer Wilhelm Hasse in 1897. The brand was named "Siglo XX" that means "20th Century" to celebrate the arrival of the 20th century. The bottles are labeled with two symbols, the roman numerals "XX" and an Emperor, in resemblance of tradition and Mexican revolution. The spanish name is "dos equis" which means "two x's". Dos Equis is produced by Cuauhtémoc-Moctezuma Brewery (Cerveceria Cuauhtemoc Moctezuma), based in Monterrey, Nuevo Leon, Mexico. The brewery is one of the largest breweries in Mexico. The main brand is Dos Equis XX Special Lager and served in the trademark green bottler. A clear gold color beer, containing 134 calories and 4.45% abc. It is made with roasted malts, choice hops and purified water. Additionally the Dos Equis XX Amber is a Vienna-style amber lager with 4.7% abv. In January of 2010 the Dutch brewing company Heineken International purchased Sol and Dos Equis beer for £3.4bn ($5.5bn), excluding debt. Heineken took over the beer brands to position as the world's second-largest brewer by sales. The acquisition of Dos Equis and Sol gave Heineken access to one of the world's fastest growing beer markets expanding quickly in the United States. Under the terms of the deal, Femsa ended up with 12.5% stake in Heineken and 14.9% stake in its parent firm Heineken Holding. Making the Mexican company the second biggest shareholder in the brewer after the controlling Heineken family. Dos Equis represents 0.6 percent of the U.S. beer market by volume, compared with Heineken’s 2.2 percent in 2011. In 2007, Dos Equis inaugurated its "the most interesting man in the world" advertising campaign. The campaign was created by Euro RSCG Worldwide. The Most Interesting Man in The World comes with an international flair and pedigree that may just reach the world around. The advertisement features actor Jonathan Goldsmith with frontline narrator Will Lyman. The campaign slogans are "I don't always drink beer, but when I do, I prefer Dos Equis" and "Stay thirsty, my friends" always at the end of the commercial. The first ads, in radio, television and print, sport a latin-accented man of unending and ever-multiplying talents, and features clips of his history of derring-do, interviews and relations of his experiences, and a number of bits offering advice to those who would be interesting. At first a not well known brand Dos Equis has come to consolidate as the "shining star" of Heineken. It has gained place in the US' market stands and other markets, mainly because the advertising campaign has been a great success. So far, Dos Equis has done remarkable good in the market and the future seems optimistic for the global market. D. Cultural Analysis

1. Intro
Contrary to popular saying, early French history shows us that beer was appreciated in the Provence region of France. Even though wine is the most popular alcoholic beverage of choice of almost every French person, beer is cheaper and popular among the young. One thing all my sources had in common about the French culture was that they all said the French are very patriotic, enjoy food, wine, cultural activities, participate actively in their government and the passing of laws, love their families, have a high educational level, and can never get enough time off. 2. Brief discussion of the country’s relevant history

The first traces of beer brewing in France can be traced back to the Province region during the Iron Age, where beer was being made to be consumed along with other alcoholic beverages in celebratory feastings. Even though it is hard to imagine what this beer tasted like, it is said that the process of brewing it is not so different than the process used by modern brewers of home-made beer. And although specific information about prehistoric beers is poor, it can be determined that beer was an important beverage in the society, because in traditional...
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