Heineken Case Study Essay Example
Heineken Case Study Essay Example

Heineken Case Study Essay Example

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  • Pages: 3 (608 words)
  • Published: November 23, 2017
  • Type: Case Study
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Heineken, a well-known brewery with a renowned history and tradition, is celebrated for its exceptional quality and flavor. With a variety of strengths available, the brand's goal is to increase global sales and strengthen its presence across the world.

Heineken aims to create a consistent global brand that offers a unique experience for people in different countries and societies. To achieve this, it is important to take into account the current level of development in each region and country. In emerging markets like Africa and Eastern Europe, a push strategy is recommended. In established markets such as North and Central Europe, North America, and Australia, a pull strategy is suggested. For expanding markets like Japan, Italy, and Spain, a combination of push and pull strategies is advised.

To establish a global presence, we suggest that Heineken develops impactful television campaigns that showcase notable celeb

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rities, musicians, and sports players. These commercials should incorporate local settings, customs, or events to resonate with consumers and create a strong emotional connection to the brand. To ensure success, we will form focus groups consisting of individuals representing our target market demographics. Their input will be invaluable in generating ideas, evaluating suggestions, and offering feedback on draft commercials and advertisements. For further information, please visit Heineken’s website at www.

The bottom of our advertisements will prominently display heineken.com and invite viewers to visit for promotional coupons. The website will have a dropdown menu showing countries where Heineken is available, and the pages for each country will be in the native language. These country-specific pages will align with our marketing campaign. On the website, visitors can navigate and print coupons. These coupons can be used

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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.

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