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    Group 2 Abhinav Gupta Abhinav Mathur Abhishek Rana Deepanshu Relan Mayank Tyagi

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    Abhishek Sharma
    This document provides an overview of Heineken's marketing strategy and challenges. It discusses Heineken's global presence and brand values of taste, friendship, premiumness and winning spirit. Key challenges are declining sales, lack of consistent brand image globally, and different brand perceptions across countries. Solutions discussed include focus groups to understand brand messaging and preferred global brand personality. Recommendations include integrated marketing communication, innovations, developing brand equity through sponsorships and events, and consistent global brand strategy.

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    Group 2 Abhinav Gupta Abhinav Mathur Abhishek Rana Deepanshu Relan Mayank Tyagi

    Uploaded by

    Abhishek Sharma
    346 views21 pages
    This document provides an overview of Heineken's marketing strategy and challenges. It discusses Heineken's global presence and brand values of taste, friendship, premiumness and winning spirit. Key challenges are declining sales, lack of consistent brand image globally, and different brand perceptions across countries. Solutions discussed include focus groups to understand brand messaging and preferred global brand personality. Recommendations include integrated marketing communication, innovations, developing brand equity through sponsorships and events, and consistent global brand strategy.

    Original Description:

    Heineken Advertising

    Original Title

    Heineken Advertising

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    This document provides an overview of Heineken's marketing strategy and challenges. It discusses Heineken's global presence and brand values of taste, friendship, premiumness and winning spirit. Key challenges are declining sales, lack of consistent brand image globally, and different brand perceptions across countries. Solutions discussed include focus groups to understand brand messaging and preferred global brand personality. Recommendations include integrated marketing communication, innovations, developing brand equity through sponsorships and events, and consistent global brand strategy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    346 views21 pages

    Group 2 Abhinav Gupta Abhinav Mathur Abhishek Rana Deepanshu Relan Mayank Tyagi

    Uploaded by

    Abhishek Sharma
    This document provides an overview of Heineken's marketing strategy and challenges. It discusses Heineken's global presence and brand values of taste, friendship, premiumness and winning spirit. Key challenges are declining sales, lack of consistent brand image globally, and different brand perceptions across countries. Solutions discussed include focus groups to understand brand messaging and preferred global brand personality. Recommendations include integrated marketing communication, innovations, developing brand equity through sponsorships and events, and consistent global brand strategy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    Group 2 Abhinav Gupta Abhinav Mathur Abhishek Rana Deepanshu Relan Mayank Tyagi

    Content
    Case Overview Heineken Marketing Strategy Marketing Communication Development Guidelines Approach Marketing Concepts and Theory Recommendations

    Background
    Heineken Holding N.V. heads the Heineken group One of the worlds leading consumer and corporate brands for over 145 years Located in the Netherlands Shares are listed on the Euronext in Amsterdam Brand portfolio contains more than 200 international premium beers and ciders 125 breweries in more than 70 different countries

    Beer Industry Evolution Map

    Industry Dynamics
    Sales volume decreased with -/- 1.5% in The Americas and -/-3.1% in Western Europe (Maturing markets ?) Sales volumes in emerging markets are increasing

    Global Strategy
    Premium segment leadership by acquiring strong brands Economies of scale that create distribution networks for both the local beers and Heineken.

    1. Acquisition of leading local premium beers

    2. Penetration of emerging market

    3. Access to local distribution networks

    Heineken Geographic Spread


    12
    10 8 6 4 2 0

    Europe American Asia/Australa sia Africa

    Total 1993 Beer Sales


    Netherlands Asia/Australasia Rest of Europe Africa America

    5% 19% 38%

    38%

    Brand Equity
    Beer industry characterized by strong brand preferences & loyalties Heineken has a strong brand equity

    Brand Values
    Taste

    Friendship

    Premiumness

    Winning Spirit

    Tradition

    Developed a distinct image and reputation as leading premium beer.

    Challenges
    Declining Sales ---Need to add % data Lack of consistency in brand image globally. Local sales take precedence over global brand communication Lack of coherence in brand strategy to harness its own capabilities and competencies Brand Perception is different across different Countries

    Critical Challenge

    Solutions

    In 1993, focus groups were commissioned in 8 countries. To Understand: 1. What male drinkers meant by taste and friendship in relation to premium beer drinking 2. Which expression of taste and friendship could be used in advertising

    In 1993, focus groups were commissioned in 8 countries. To Understand: 1. What male drinkers meant by taste and friendship in relation to premium beer drinking 2. Which expression of taste and friendship could be used in advertising

    Solutions

    Solutions

    Preferred Global Brand Personality

    Vox Pop Global Diversity

    Advertisement Evaluation
    Heineken unable (or unwilling) to communicate its brand in a single consistent fashion around the world All three advertisements have different tag lines Two of the advertisements (lights out and premature pour) appear consistent with the brand image strategy as they show fashionable people enjoying Heineken in comfortable, upscale surroundings. The Italian advertisement (PartyWala), however, appears to be totally inconsistent with the core values of the brand. The beer is being consumed by the masses, the beverage is slurped and not savored, apparently becoming an essential part of social participation, rather than focusing on the self-esteem of the user. This is the positioning Heineken identified for standard beers.

    Brand Identity??
    Brands are the combination of factors that gives one particular product or service its identity and thereby differentiating it from its competitors Brands are the essence of products, the only component that cannot be outsourced to others, and includes a complex bundle of images, promises and experiences that communicates a belief about the benefits of a particular product offered from a particular company Fundamental role of brands for consumers is to save them effort and time in making choices in standard beers

    This is where Heineken is faltering!

    Global Brand Development


    Embryonic Market: Push Strategy
    Growing Market: Both Push and Pull Strategy Mature Markets: Pull Strategy

    Recommendations(1/2)
    Integrated marketing communication
    Consistent and coordinated messages in their commercials Communicate all the five core values of enjoyment, natural, affiliation , sexuality, and occasion for product usage An upscale surroundings such as pool party or a pub could be considered

    Innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain

    Recommendations(2/2)
    Develop Brand Equity High impact and high profile sports and music events Association with movies targeting relevant demographic profile Build affinity between brand and customers by sponsoring international rugby tournaments, and world soccer tournament such as Champions League, the UEFA Europa League etc. Music Shows Presence and credibility; draw crowds in venues around the world and get recognition. International awards in contemporary music

    Marketing Concepts
    Role of branding and the importance of developing a brand image for a product Developing an effective and consistent global brand strategy can be more difficult that expected Brands are important to producers because they allow the holders of a premium brand to charge more for their services Brands are important to consumers as they guarantee quality, are a signal of consistency and assist consumers by making it easier to purchase products

    Refreshes the points other beers cannot reach

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