SABMiller is thinking locally with its worldwide marketing plan by focusing on each country's customs, traditions and concerns. For example, the beer giant's campaign for Tyskie brand in Poland shows people outside the country enjoying the beer and praising Poles because research revealed a general concern that the country isn't shown proper respect. Meanwhile, SABMiller's top rival, Anheuser-Busch InBev, is taking a different approach by trying to transform Budweiser into a top global brand.

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