Heineken Case Study Essay Example

to get a free sample bottle in certain developing markets or for discounts in established and growing markets.

Through providing a sample to emerging markets, our goal is for users to try the product and become genuine customers. We will utilize a standardized logo that is universally recognized to represent Heineken, similar to how the Nike Swoosh distinguishes Nike from other brands and connects consumers globally. This logo will appear on all advertising and promotional items. Additionally, our marketing campaign will involve engaging with customers through events that our focus groups have identified as demographically significant. These events include tours featuring music groups, major league sports activities, selected films, and television shows.

Key points of developing the global brand include:

• Strengthening the brand reputation by convincing consumers the brand is superior to others.
• Developing a relationship with customers by building brand affinity.
• Building brand recognition and loyalty.

Heineken has undertaken projects Comet and Mosca which indicate the company should pursue a global branding strategy.

Project Comet revealed that the brand's positive reputation is based on five key values: taste, premiumness, tradition, winning spirit, and friendship. These qualities are easily recognizable to consumers and should be utilized in marketing efforts.

In contrast, Project Mosca discovered that premium beer is closely associated with friendships and significant relationships formed through enjoyable social settings such as meals, parties, and special locations. Heineken's taste is influenced by five values: taste experience, balanced taste, foam, advertising, and packaging.

To address these findings effectively, we propose a branding strategy that considers the brand's capabilities and competencies along with competitor strategies. Additionally, it takes into account customers' experiences within their respective societies. Maintaining a strong connection with local customers poses a

challenge for an international brand like Heineken.

We will address this challenge by customizing our marketing approach to cater to the unique requirements of each local market. This will entail incorporating both a standardized marketing mix and an adjusted marketing mix.