Summary: Hook Norton Brewery

International Marketing Plan- Hook Norton Brewery

Within this International Marketing Plan I will assess possible entries for UK SME Hook Norton Brewery for expansion into Brazil.

Marketing has proven a vital component to any business, and is regarded as ‘The management process responsible for identifying anticipating and satisfying customers needs profitably.’ (Chartered Institute of Marketing,CIM)

As part of the Internationalization process for Hook Norton Brewery, I will be selecting one product from the company to launch in Brazil.

This chosen product is the bottled beer ‘Lion-Pride of the Cotswold.’

Company Profile

John Harris founded Hook Norton Brewery in 1859, when he purchased his first pub/ale house in Hook Norton, Oxfordshire. …show more content…
However it is flavored with fruit, which both competitors in Brazil do not do with their beer, and is a bronze beer, again something that both Bohemia and Skol beers differ in.

However when looking at the bottle (appendices 4) and looking at the bottles of Skol and Bohemia, (Appendices 5 + 6 respectively) we can see that the Lion beer is more tailored to British society with the lion replicating the Three Lions synced with England’s football team. Therefore the product would have to be adjusted in order to fit the Brazilian market. This would include changing the colors to suit the national colors of Brazil, as well as using clear and thick font for those who are unable to read English properly.

Promotion

With promotion, I believe we will need to adopt a ‘Dual Adaptation’ where we will have to adapt both the product and the promotion for this specific market as I believe the current one Hook Norton has will not be suitable for this Brazilian

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