Brands & Branding and Private Labels Case Study

SABMiller's Miller Brand in US: The Turnaround

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Abstract:
South African Breweries (SAB), a beer and other cold beverages manufacturer, has a near total monopoly in its domestic market. SAB commenced its global expansion only in the mid-1990s after the installation of a democratic government in South Africa. While making efforts to gain a foothold in the US, the world's most profitable beer market, SAB acquired the country's second largest beer maker, Miller, in 2002. Miller was a declining US brand having continuously lost market share to its competitor and market leader Anheuser-Busch throughout the 1990s. The new company SABMiller, brought in Norman Adami, a veteran SAB executive from South Africa to revive the Miller brand.

Pedagogical Objectives:

To discuss the turnaround strategies of SABMiller under Norman Adami.

Keywords : Turnaround strategies; Norman Adami; Anheuser-Busch; Brand image; Brand building; Organisation culture; Marketing strategies; Philip Morris Altria Group; South African Breweries (SAB); Miller Lite; Bud Light Budweiser; Beer market in the US; Restructuring / Turnaround Strategies Case Study; Promotion and distribution strategies