Heineken Executive Summary Essay Example

different stages of development and the company has created different marketing objectives for each stage. Because each of these stages poses its own challenges, this heightens the need for local advertising in order to meet these needs. Heineken must market itself as a premium international beer with local appeal.

This can be achieved in a two part strategy. First, Heineken headquarters should be responsible for packaging and branding, ensuring that these mainstays of the Heineken image remain consistent. The company web site www. heineken. com should have a global homepage with links to country specific Heineken portals. Advertising should be tailored to local markets.

The media advertising campaign should depict Heineken’s use in relevant social and professional situations based on regional preferences. In Asia, where Heineken might be viewed as a symbol of success, commercials should be set in situations where people are successful. In the U. S, where Heineken is viewed as more social, it should be depicted in social situations such as holidays, sporting events, and vacation destinations.

Heineken can also show local relevance by sponsoring local events including, sporting events, concerts, and community interest events.This sponsorship will play a prominent role in developing local brand equity while drawing new consumers to the brand. This strategy is not without peril. Developing multiple advertising campaigns based on regional markets is costly and time intensive. This could be overcome by properly allocating costs across stages of development and ensuring that more resources are designated to capture markets in-between the takeoff and growing stages where they will realize the highest gains.

Heineken also risks missing the essence of the local market in its advertising and damaging its position in that

market. This can be overcome by keeping the connection to the local market broader rather than narrower. Lastly, reinventing Heineken may have some damage on its reputation in its already declining home market. However, given Heineken’s engrained tradition in that market this effect is not likely to be detrimental.