DOCSLIB.ORG

Shenandoah Article

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Shenandoah Article US BREWERY FOCUS What made Milwaukee famous… A trip to see the IBD President Milwaukee sits on the rail cars cool for longer journeys to western shores of Lake market before the advent of Linde’s Michigan some 90 miles machines but other Great Lakes north of Chicago. Along cities had similar advantages. Miller Brewing Just as in Burton, the relatively Company with Burton on Trent and small local population forced the 3939 West Highland Munich, it has often been early beer barons to think regionally Boulevard, badged as the ‘beer and then nationally. The Milwaukee, capital of the world’. The immigration of over four million Wisconsin, city was home to Pabst, Germans into the US and mainly the USA 53201 Schlitz, Miller and Blatz, mid-west during the nineteenth www.millerbrewing.com some of America’s largest century ensured a ready market for the beers they had known at home brewers. Yet brewing but also the associated gemutlichkeit historians are not sure of the beer garden and the saloon what allowed it to which these growing companies become so famous but established in profusion. Thus we one thing is certain; they must conclude that these brewers have never written songs just like Bass, Allsopp and “Frederick Edward about Burton on Trent! Worthington on the other side of the John Miller was Atlantic were talented and born not far from aggressive business leaders who took maximum advantage of the Ulm in Southern changing markets presented to them. Germany in 1824. By Roger Putman He was sent to From humble beginnings study in France But what of Milwaukee today? It is and undertook the ochran’s treatise on the history America’s 22nd largest city, there in at his uncle’s brewery in Nancy obligatory Grand Cof Pabst (1948) points out that are over forty pages of Schmidts in and decided to stay and learn the Tour of Europe. On Milwaukee had no particular the phone book, it is the home of business. Back home he leased the the journey he advantage in the availability of malt 600,000 folk and the Harley Hohenzollern Royal brewery at called in at his or hops, the water had no special Davidson factory which is just a Sigmaringen in Wurttemberg. By uncle’s brewery in properties, labour was no cheaper or block away from Miller’s 8.5mhl 1854 he was married with a young Nancy and any more plentiful than elsewhere brewery. All the other big names are son and they joined over 215,000 decided to stay and communications were adequate gone. Schlitz is now an office block, other Germans to find a new life and learn the but nothing special. There was a lot Blatz is a condominium and Pabst is across the Atlantic. Apparently they business.” of timber in the nearby Wisconsin currently being re-developed. had $9,000 in gold with them and forests for making casks but Leinenkugel, a 100% Miller-owned reputedly a cake of yeast from eventually the size of the brewing subsidiary is the second biggest Sigmaringen. Like most immigrants industry outstripped supply and they brewer in town followed by a host of they set off westwards and shortly were imported from elsewhere. micro brewers. after ending up in Milwaukee paid Pabst and Schlitz actually joined Frederick Edward John Miller $2370 for a five year old brewery forces in an early JV, the Delta was born not far from Ulm in started by Frederick Best in Plank Cooperage Co. to secure a constant Southern Germany in 1824. He was Road a couple of miles west of the supply. Abundant winter ice from sent to study in France and city. It is this founding by Best in numerous nearby inland lakes undertook the obligatory Grand Tour 1849 that allows Miller to boast it is allowed all year brewing and kept of Europe. On the journey he called the oldest of the big US brewers with The BREWER & DISTILLER INTERNATIONAL • Volume 4 • Issue 2 • February 2008 • www.ibd.org.uk 24 The coppers with their distinctive shaped stacks at the Miller brewing plant in Milwaukee. “Miller’s third brewery on the site was built in 1884; a five storey affair which still stands today as the oldest building on the site. Tucked back in the hillside to the east, visitors can see a timber structure emblazoned with ‘Frederic Miller’s Plank Road Brewery’, looking a bit like a film set, for that is exactly what it is. A Technicolor promo film was made using top Hollywood directors for the centenary A-B tracing its roots back to 1852 the road dips down to what is known with ‘Frederic Miller’s Plank Road celebrations in 1955 and Coors to 1873. Miller brewed locally as Miller Valley with tall Brewery’, looking a bit like a film and Miller kept the 1200bbl in his first year. buildings either side for the Miller set, for that is exactly what it is. A set and re-erected it Almost 150 years later, Miller was site now totals 82 acres. There is a Technicolor promo film was made on site as the sold to South African Breweries in bridge taking can packs from a line using top Hollywood directors for original brewery was 2002 for $5.6 billion and in 2006 built on the north side beside the the centenary celebrations in 1955 had annual sales of 38 million brewhouse to the palletisers on the and Miller kept the set and re- long gone.” barrels (44mhl). Those past 150 south but Miller employees (there erected it on site as the original years have been highly eventful. are over 700 in the plant) must spend brewery was long gone. Back in Miller soon started adding to the 7.2 a lot of time during each shift just 1884, Miller wanted to blood his acres he bought from Best and he waiting to cross the road. This must sons in the business so bought a acquired a nearby inland lake to be the world’s biggest brewery still brewery in Bismarck (now North harvest the ice. Plank Road was a with a major public highway Dakota) but far from father’s major artery into the city for running through it! guidance they did not do well and agricultural produce and was named Miller’s third brewery on the site the venture was sold off a couple of after the oak timbers which made up was built in 1884; a five storey affair years later and Miller was to have a its foundations, by the time the which still stands today as the oldest one site policy until 1961. When railroad came by, this name was building on the site. Tucked back in Miller died in 1888, output was deemed to be too old fashioned and the hillside to the east, visitors can 80,000bbl. All five of his children it was renamed State Street. Today see a timber structure emblazoned were to become Company President The BREWER & DISTILLER INTERNATIONAL • Volume 4 • Issue 2 • February 2008 • www.ibd.org.uk 25 US BREWERY FOCUS Miller people Sue Kay who is Applied Brewing Patrick Ting is Miller’s hop guru. Corporate Brewer Tom Eplett with IBD President David Ryder at home Technology and Support Manager an element from one of the vertical in the model brewery. with some of the 74 framed US leaf filters. patents. dramatically. This probably helped famous $1000 beer – a prize for the anti alcohol lobby in forcing anyone who could prove that it did through the 18th Amendment to the not use the very finest ingredients. US Constitution which led to 13 The next acquisitions were much years of Prohibition up to 1933. bigger with the Lucky Lager plant at Miller made near beer by boiling off Azusa in California (1966) and the the alcohol which was denatured and Carling brewery at Fort Worth in sold as surgical spirit, he ventured Texas in 1969. The owners were into soft drinks but his biggest seller stretched and succumbed to an offer was malt concentrate and you can from tobacco giant Philip Morris in probably guess what most of that 1969. Morris infused an exceptional was used for! The Miller children amount of energy into its new had made shrewd property interest and unprecedented growth investments and these saw the was recorded. Miller Lite was company through the lean times. introduced in 1973 and total sales Brewing bounced back quickly and built by 29% in 1973, 31% in 1974 despite the Great Depression of the and another 42% in 1975 bringing Useful software on in turn with the last dying in 1943. early 1930s, sales exceeded half a the output to 12.8mbbl. 1976 saw bottling line B20 for million barrels in 1935. 18.4million, 1977 was 24.2 million easy tracking of mini High Life The Second War was kinder to the and the peak of 40.3million was production stoppages on Bottling started as early as 1879. By brewers and post war euphoria saw reached in 1981. the various pieces of the end of the century Miller was sales continuing to boom. Fred This progress was serviced by a equipment. hedging its bets with Miller Miller from the third generation succession of new plants; Fulton in Muenchener, Miller Krombacher presided over a huge expansion, New York State in 1974, Eden in and even a Miller Budweiser to building a new brewhouse in 1947 North Carolina in 1976, Irwindale in entice its immigrant customers. In which was doubled again in size in California and Albany in Georgia 1907 Miller High Life was born with 1952 to 4 mbbl.
Load more

Recommended publications
  • Molson Coors Equity Evaluation
    Molson Coors Equity Evaluation Nathan Dormann [email protected] Josh Lantz [email protected] Jacqueline Otieno [email protected] David Haley [email protected] Ravi Patel [email protected] 1 Molson Coors Brewing Company Equity Evaluation Table of Contents Executive Summary 1 Molson Coors Firm Overview 3 Industry Structure and Profitability Overview 5 Accounting Analysis 13 Financial Statement Ratio Analysis 23 Forecasting 31 Valuation Analysis 34 Valuation Results 40 Appendices 42 References 53 2 Investment Recommendation: Overvalued, HOLD 11/01/2006 Ticker Symbol TAP EPS Forecast S&P 500 Price 71.4 2005 2006 2007 2008 1.7 3.29 3.68(e) 3.82(e) 52 Week Range 60.45-74.10 Intrinsic Valuations Market Cap 6.24B Actual Price $71 Shares Outstanding 86,280,000 Residual Income $62 Divedend Yield 1.28% AEG $61 Average Book Value 6.8 LRRI $69 ROE 2.50% Beta 1 ROA 1.10% R2 0.1 3 Executive Summary Molson Coors has been brewing the finest quality beers for people around the world for almost two centuries now. It is no wonder that Molson Coors is the third largest brewer in the United States and fifth largest brewer in the world. By producing the finest quality beers Molson Coors has created a loyal and dedicated customer base. Only recently did Coors merge with Molson to create one of the largest and oldest brewing companies in the world. But Coors has been expanding their market share through acquisitions and internal growth for years before the merger. Molson Coors competes in an industry with few true competitors, with Anheuser Busch and Miller being the only real challengers to Molson Coors market share.
    [Show full text]
  • General Information History
    DESCRIPTION OF SOCIEDAD ANÓNIMA DAMM AND ITS GROUP General information Sociedad Anónima Damm (“Damm”) was incorporated as a public limited company (sociedad anónima) under the laws of Spain, for an indefinite term on 3 January 1910 and is currently registered with the Commercial Registry of Barcelona, in Volume 21.167, Book 1 and Page number B-17.713. Its registered address is calle Rosselló 515, Barcelona, Spain and its tax ID number is A-08000820. Damm’s corporate objects are the brewing and selling of beer and its residues and by-products, which it may carry out directly or through other companies in which it owns a stake. Damm is the parent company of several subsidiaries engaged in different activities directly or indirectly related with the corporate objects of Damm, and which together with Damm form a consolidated group of companies operating principally in the beverages industry (the “Damm Group”). History Damm traces its roots back 140 years, to 1876, when August Kuentzmann Damm and his wife Melanie, fleeing from the Franco-Prussian War, left their native Alsace, and with his cousin Joseph Damm, began brewing and marketing Strasburger beer using the symbol of a star in Barcelona. Since then, Estrella Damm has been brewed using the same original recipe from 1876 and 100 per cent. natural ingredients, a combination of barley malt, rice and hops. Damm was incorporated in 1910, when three major breweries in Barcelona merged and has since focused its activity on the brewing and selling of beer, having consolidated its position as one of the top three Spanish brewers by production volume.
    [Show full text]
  • A Confusing Sixer of Beer: Tales of Six Frothy Trademark Disputes
    University of the Pacific Law Review Volume 52 Issue 4 Article 8 1-10-2021 A Confusing Sixer of Beer: Tales of Six Frothy Trademark Disputes Rebecca E. Crandall Attorney Follow this and additional works at: https://scholarlycommons.pacific.edu/uoplawreview Recommended Citation Rebecca E. Crandall, A Confusing Sixer of Beer: Tales of Six Frothy Trademark Disputes, 52 U. PAC. L. REV. 783 (2021). Available at: https://scholarlycommons.pacific.edu/uoplawreview/vol52/iss4/8 This Article is brought to you for free and open access by the Journals and Law Reviews at Scholarly Commons. It has been accepted for inclusion in University of the Pacific Law Review by an authorized editor of Scholarly Commons. For more information, please contact [email protected]. A Confusing Sixer of Beer: Tales of Six Frothy Trademark Disputes Rebecca E. Crandall* I. 2017 AT THE TTAB: COMMERCIAL IMPRESSION IN INSPIRE V. INNOVATION .. 784 II. 2013 IN KENTUCKY: CONFUSION WITH UPSIDE DOWN NUMBERS AND A DINGBAT STAR ...................................................................................... 787 III. 1960S IN GEORGIA: BEER AND CIGARETTES INTO THE SAME MOUTH ........ 790 IV. 2020 IN BROOKLYN: RELATED GOODS AS BETWEEN BEER AND BREWING KITS ....................................................................................... 792 V. 2015 IN TEXAS: TARNISHMENT IN REMEMBERING THE ALAMO .................. 795 VI. 2016 AT THE TTAB: LAWYERS AS THE PREDATORS ................................... 797 VII. CONCLUSION ............................................................................................
    [Show full text]
  • Carling Black Label Beer Began As History in 1818
    56 Spring 2004 Bottles and Extras turn of the 21st century, that has become CARLING a reality. I joyously spend lots of my re- tirement time researching and BLACK LABEL BEER writing about the bottles I’ve included in my collection over the years but have not in the White Bottle had time to study. Researched and presented The story of Carling Black Label Beer began as history in 1818. Until recently by Cecil Munsey the once-discarded 1961 white (milk glass) Fig. 2 Copyright © 2003 7-oz. “stubby” bottle was consequent of the story. Thanks to my library, the PROLOGUE brought it home and, after some search- Internet and time to devote to this project, It was in the early 1960s. My wife, son ing, I found the milk glass bottle and put I am able to add the following story to and I were returning from a short visit to the latest find with the original – on the bottle collecting history. the snow in the local mountains. The road shelf in the garage. was a shimmering black asphalt ribbon as By then I was a collector of antique RESEARCH the snow melted in the bright sun. The bottles and belonged to the local bottle It was in 1818 that a farmer named side of the road was piled with recently club. And I had a bottle shelf in the living Thomas Carling (Figure 2), migrated from plowed dirty snow. Perhaps because of room window. What I didn’t have was England’s Yorkshire district, to the city of the contrast, my eye caught sight of and the courage to place those beautiful mod- London, Ontario, Canada.
    [Show full text]
  • The Canadian Brewing Industry's Response to Prohibition, 1874-1920
    The Canadian Brewing Industry’s Response to Prohibition, 1874-1920 Matthew J Bellamy The prohibitionist are putting us out of terms of the nation-forming British North business, so that we have lost heavily.1 America Act of 1867, the provinces had the constitutional power to prohibit the A.E. Cross, Calgary Brewing and retail sale of intoxicating drink. This vast Malting Co., 1916 power was first exercised by Canada's smallest province, Prince Edward Island; At the dawn of the twentieth century, its prohibition period lasted the longest - prohibition became part of a broader from 1901 to 1948. Nova Scotia was impulse in North American and Nordic the next Canadian province to jump countries to regulate the production and aboard the wagon (1916 to 1930), then consumption of alcoholic beverages. In came Ontario (1916 to 1927), Alberta some nations the ‘noble experiment’ last- (1916 to 1924), Manitoba (1916 to 1923), ed longer than in others. For instance, in Saskatchewan, (1917-1925), New the Russian Empire and Soviet Union Brunswick (1917 to 1927), British prohibition existed from 1914 to 1925; in Columbia (1917 to 1921), and the Yukon Iceland it lasted from 1915 to 1922; in Territory (1918-1921). Newfoundland, Norway it remained a sobering fact of life which was not part of Canada at that for eleven years (1916-1927); in Finland time, imposed prohibition in 1917 and prohibition was enforced from 1919 to repealed it in 1924. Quebec's experiment 1932 - thirteen long years, the same with banning the sale of all alcoholic amount of time that it existed in the drinks, in 1919, lasted only a few months.
    [Show full text]
  • The Kent Brewery Building at 197 Ann Street
    Evaluation of Cultural Heritage Value or Interest: The Kent Brewery building at 197 Ann Street 1.0 Background 1.1 Property Location The property at 197 Ann Street is located on the south side of Ann Street east of St. George Street (Appendix A). The property at 197 Ann St. consists of a two-storey main building (the Kent Brewery building), the adjoining one-storey brewery washhouse, a side garage, and three storage/garage outposts that extend to the back of the property. 1.2 Cultural Heritage Status The property at 197 Ann Street was added to the Inventory of Heritage Resources in 1997. In 2007, the Inventory of Heritage Resources was adopted in its entirety as the Register pursuant to Section 27 of the Ontario Heritage Act by Municipal Council. The property at 197 Ann Street is a potential cultural heritage resource. 1.3 Description The Old Kent Brewery at 197 Ann St is a two-storey former industrial building built for purpose as a proto-industrial mid-19th century brewery (Appendix B). It has the simple spare lines and square form of the Georgian style which was eminently suited to its utilitarian and vernacular function. It adheres to the Georgian style with its simplicity: the flat planes of its façade and side walls and the symmetry in the placement of the windows. The symmetry of the façade is broken by the side placement of the front door which allowed more space inside for production activities. This building is clad in locally-sourced London buff brick and an Italianate influence can be seen in the construction of an elaborate and corbelled brick cornice above.
    [Show full text]
  • Sale Ends Saturday, February 27 Could Not Have Taken the Uves of to Cfongress, Nixon Expressed And, Records Show, Non-Defense Inasrive Oak Ridge Facilities
    TTn7.!?nAY. FEBRUARY 16, 1671 PAGE TWENTY Average DaUy Net P i^ Ron iHanirl??0tcr lEtt^tttng 2|pralii For The Week Bnded T h e W eath C T ^ •Toimary 9, 1971 CliMidy tonight, chance of rain, possibly starting as a mix­ ture of light snow and freestng 1W 5 rain. Low in the 80s. lo th ANNUAL FEBRUARY Manchester— A City of Vittage Charm VOL. LXXXX, NO. 117 (TWENTY-EIGHT PAGES—TWO SECTlC^S) MANCHESTER, CONN., WEDNESDAY, FEBRUARY 17, 1971 (Olssilfied AdverUsiag on Fag« 186) PRICE TEN CENTS Democrat Leaders Senate Panel Hears Call MeskiU Budget ^ Report of Kickbacks Abe One for ‘Rich Man’ ' At Military Stations Washington Lincoln ““ Democratic leaders lost little By LAWRENCE L. KNVTSON ' m Am c h b s t b r in labeling Gov. Thomas J. Meskill's fis- Associated Press Writer T« a nch man’s budget.” In a Joint statement, opposi------------------------------------------------ WASHINGTON (AP)— An American sales promoter, of the House n«H who once fled South Korean officials trying to arrest Senate declared that MeskHra *** him for smuggling, used kickbacks and lavish gifts to propoeal to increase fte sales a create a slot-machine monopoly and influence beer and 1732 tax to seven per cent and broad- Republlcaii, Awiatant liquor sales at U.S. bases in Vietnam, a Senate investi­ TKUCY18IUN B APPUANCB en it "places an intolerable bur- “ tnority Leader Ronald den on the people least able to Beacon Falls, Indl- gator testified today. shoulder It" cated he -shares some of Al- IXniliam J. Crum , 62, a mlse or Mbe, to be used to the Chinese-bom American cltlsen, One of the two leaders Sen- '" ‘“Rtvings about refusing advantage of certain busi­ NEXT TO STOP and SHOP so Ingratiated himself with U.S.
    [Show full text]
  • Volume 22, Number 3, 2012.Pdf
    JmJ third street highwaY was rerouted to cross the MiSSiSSippi RiveR on The VeTeran's (now Depressed Section of IntersTaTe 70, so-called becaUse the highway Martin Luther King) Bridge and onto The Third STReeT Expressway to was conSTRUcTed below STReet level. InteRSTaTe I-55 now follows The Gravois Avenue. roUte of The Third STReeT Expressway from GRavoiS To the Depressed A few months afteR The new highway opened,SR. LoUis TRaffic Section and 1-70. Some of Third STReet RemainS as northbound Me- commissioner Charles GenteR said it wasn't carRying as manY vehicles morial Drive. RoUte 66 was moved To The Poplar STreeT Bridge When as expected. "We expecTed To be swamped ... but it didn'T happen. iT was finiShed in 1967. MayoRJoseph DaRST and SenaToR AnThonY Motorists jUST aren't Using The highway in laRge numbeRS." AT The Web be both died in 1953. The citY named hoUSing projecTS for time, most motoriSTS weRe Still Using The 4-lane Twelfth STReeT (CiTY them, near The highway ThaT They had foUght oveR. 66) due to The ShoRR diSTance of the expressway and the foUR-way The ThiRd StreeT Highway seemS like a Small projecTToday, but traffic Signal ThaT caUsed backupS at the southern TerminuS. The it had a majoR impacT on The city. The freeways acTUallY acceleRaTed downtown section of the expressway was moRe of a SiX lane boule- the flight To The SuburbS and devasTaTed neighborhoodS like North vard Than a fReeway, with STop lightS aT seveRal inteRsectionS. But the SR. Louis, cutting the Residential section off fRom the induStrial base InteRRegional Shaved 10 minutes off the commute time with a Speed along the river.
    [Show full text]
  • Twenty-First Century Aesthetic Adventures in Beer and Cider Advertising on Australian Television
    The Sacred Sell: Twenty-First Century Aesthetic Adventures in Beer and Cider Advertising on Australian Television Christopher Hartney Introduction1 In 2017, Meat and Livestock Australia - the body responsible for promoting the consumption of lamb in Australia - launched a controversial television advertisement. Seated around a table in a suburban Australian backyard, a number of religious figures have gathered for lunch. An actor dressed as Bacchus proposes a toast; after a number of suggestions from figures such as L. Ron Hubbard and Moses, the atheist host suggests they toast “lamb - the meat we can all eat,” and all the deities at the table find themselves in accord. No doubt many religious people would be incensed that personalities from their religion’s history have been co-opted to sell meat. But, after making the main point of the advertisement - that, given the broad range of dietary prescriptions in the religions of the world, lamb has mass appeal - the host also explains that atheism is the fastest growing religious category in Australia according to census data, and announces that she is one. This little quip seems to justify the advertisement’s controversial content and its look; the inference being that once Australians would have expressed deep upset at such a scene, but now religious tensions and concerns have been mollified by the increase of disbelief. That the characters in the advertisement are drinking, eating, and enjoying each others’ company additionally suggests that getting religious figures to endorse lamb is not a significant problem in a new and ‘religiously relaxed’ Australia. Well, this is almost the case.
    [Show full text]
  • Global Beer: Tapping Into Growth
    COVER STORY GLOBAL BEER: TAPPING INTO GROWTH f you need more convincing that beer has become one of the world’s truly global industries then consider this Irecent development at SABMiller: The company announced in January it would replace the head of its US- based Miller Brewing division with South African Breweries director Norman Adami. Now, how the South African takes to those less-than-balmy Wisconsin winters is a whole other story. Adami’s relocation to the US is but one example of the effects of continuing consolidation in the global beer industry. But it probably won’t be the last. Chances are we’ll be seeing additional chief executives catching the next flight to their new country of residence—and more often. “Consolidation led by major international brewers and vol- ume growth in developing markets, particularly China, are undoubtedly the most important recent trends in the global beer industry,” says Glen Steinman, president of the Hong Kong-based Seema International, a specialist in beer indus- try development in Asia and North America. A number of trends are converging to fuel the consol- idation. The larger brewers are faced with low prospects for volume growth in developed markets leading them to seek growth either via the acquisition of other brewers, by aggressive participation in developing markets—or both. “According to various studies we have done, aggregate volume of the world’s top 10 brewers has grown at more than four times the pace of total industry volume since the mid-1990s,” says Steinman. “Combined volume of all other brewers actually decreased during the same period.
    [Show full text]
  • American Can Company Canning Codes by Jules Kish #7855
    American Can Company Canning Codes By Jules Kish #7855 I often wondered why beer can collectors know everything there is to know about every conceivable brewery that ever was, and yet knowledge of the actual thing that they collect—the empty can—is lacking or at the very least, scarce. Many guys would say, “Who cares?” This article is for those who answer “I do!” The American Can Company (ACCO) was formed in 1901 as a merger of 104 smaller competing firms into one large company that could cut costs through efficiencies of scale and reduced competition. Eventually many of these original companies were closed or were bought out and many new ones opened, but ACCO was still a major packaging manufacturer well into the 1980s. Each factory from those original companies was given a company designation such as A,C,Co.##-A, with small marks on the tins produced. For “Keglined” beer cans from ACCO from 1935 to 1953, the ##-A is sometimes followed by a symbol that specifies the year the can was manufactured. Why all the secrecy I don’t know. Why not just print the city and year? What follows is an investigation of the mystery of the ACCO can codes. The original work in determining the codes—or can factory numbers—and date symbols for beer cans was performed many years ago. As far as is known up to the present day, the following list is the accepted city and can code for ACCO beer cans. Currently Accepted ACCO Canning Plant Numbers (Can Code) and Cities It was sometime during the spring of 2015 when my wife Sandy and I visited Greenwich, CT with the brilliant idea that a find of a lifetime might be made possible by looking up former ACCO employees and then finding any living relatives to see if their ancestors ever left any cans laying around.
    [Show full text]
  • Universidad De Los Andes Facultad De Economía Informe Final De La Memoria De Grado María Palacios Lleras 200722728 Mayo 22 De 2012
    Universidad de los Andes Facultad de Economía Informe final de la Memoria de Grado María Palacios Lleras 200722728 Mayo 22 de 2012 ¿EN QUÉ MEDIDA, LOS PRECIOS Y LA PUBLICIDAD DETERMINAN LAS PREFERENCIAS POR UN BIEN? EL CASO DE LA CERVEZA RUBIA Y NO LIGHT EN COLOMBIA 1. RESUMEN Las empresas pueden hacer diferenciación de productos haciéndolos distintos objetivamente, o haciéndolos percibir como distintos mediante el uso del mercadeo. En este trabajo me refiero a esta segunda alternativa, y cuantifico qué tanto influyen el precio y la publicidad, como herramientas de mercadeo para productos entre los que no existen mayores diferencias objetivas, pero que se venden con marcas y precios diferentes. En particular he podido establecer que ambas herramientas llevan a la formación de preferencias de los consumidores por las distintas marcas nacionales de cerveza rubia y no light, producidas por Bavaria. De manera específica, cuantifiqué que el aumento de un punto en la identificación con una imagen publicitaria, incrementa en 0.229, 0.235, 0.232, 0.187, 0.246, y 0.155 puntos las preferencias de los individuos de estratos 1, 2, 3, 4, 5 y 6 respectivamente. Además, encontré que un incremento del 1% del precio de la cerveza, hace que aumenten las preferencias en 0.288, 0.266, 0.235, 0.237 y 0.2 puntos de las personas pertenecientes a los estratos 2, 3, 4, 5 y 6, respectivamente. Palabras clave: diferenciación de producto, publicidad, precios, Bavaria. 2. INTRODUCCIÓN En Colombia, la empresa Bavaria tiene el 99%1 de participación en el mercado de la cerveza, por lo que virtualmente es monopolista de dicha industria.
    [Show full text]