GLOBAL MARKETING

Global Marketing



Global Marketing

Introduction

SABMiller (or 'the company') is engaged in the production and distribution of beer, malts and carbonated soft drinks. The company primarily operates in Americas, Africa, Asia and Europe. It is headquartered in London, the UK and employs about 70,131 people. The company recorded revenues of $18,020 million during the financial year ended March 2010 (FY2010); a decrease of 3.7% as compared to 2009.The operating profit of the company was $2,619 million in FY2010, a decrease of 16.8% as compared to 2009. The net profit was $1,910 million in FY2010, an increase of 1.5% over 2009 (Laudon & Kenneth, 2011).

Markets

SABMiller's reporting is primarily based on six geographical operations: Latin America; Europe; South Africa; Africa; Asia; and North America.

The Latin America segment covers SABMiller's primary brewing and beverage operations in Colombia, Ecuador, El Salvador, Honduras, Panama and Peru. The segment also bottles soft drinks for Coca-Cola in El Salvador and Honduras; and for PepsiCo International in Panama. In Latin America, the company operates 17 breweries and 16 bottling plants. The major brands for this segment includes Aguila, Atlas, Balboa, Barena, Club, Club Colombia, Costena, Cristal, Cusquena, Golden Light, Imperial, Pilsen, Pilsener, Pilsen Callao, Pilsen Trujillo, Poker, Pony Malta, Port Royal and Salva Vida.

.

The Europe segment of the company operates 22 breweries in 10 countries including Czech Republic, Hungary, Italy, Poland, Romania, Russia, Slovakia, Spain (Canary Islands), Netherlands and Ukraine. The company also exports to further eight European markets including the UK and Germany. SABMiller's key brands in this segment include Arany Aszok, Dorada, Dreher, Gambrinus, Grolsch, Kozel, Lech, Peroni, Peroni Nastro Azzurro, Pilsner Urquell, Radegast Birell, Saris, Timisoreana, Topvar, Tropical, Tyskie, Ursus, Zolotaya Bochka and Zubr.

SABMiller operates in South Africa through South African Breweries (SABL). SABL is engaged in the breweries and bottling business and operates seven breweries and six bottling plants in the country. The segment also exports its key brands in Namibia. Additionally, it is engaged in the hotel and gaming sector through the *Tsogo Sun group. The primary brands of the segment includes Appletiser, Brutal Fruit, Carling Black Label, Castle Lager, Castle Lite, Castle Milk Stout, Hansa Marzen Gold, Hansa Pilsener, Redd's, Sarita and Skelter's Straight.

The Africa segment of the company covers 15 countries. The company operates in 18 other African countries through a strategic alliance with the Castel group and through associated undertakings in Kenya and Zimbabwe. Overall, SABMiller operates 30 breweries and 21 bottling plants in Africa; and markets brands like 2M, Ambo, Castle Lager, Castle Milk Stout, Chibuku, Club, Eagle, Kilimanjaro, Laurentina, Lion Lager, Maluti, Mosi, Ndovu, N'gola, Nile Special, Rwenzori, Safari, Sibebe, Source, Stone, St Louis, Voltic and White Bull (Laudon & Kenneth, 2011).



Products

The company's operations are primarily divided across beer manufacturing and soft drinks business. In premium beers category, SABMiller offers brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch. It also markets a range of local brands such as Aguila, Castle, Miller Lite, Snow and ...