Documente Academic
Documente Profesional
Documente Cultură
Heineken NV:
Global Branding & Advertising
Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem
Case Synopsis
End of 1993, Heineken had 24% volume share Declined sales, needed some revitalization perceived as premium brand, lighter beer of superior quality in attractive packaging Minor viewed as as just another European beer and at special occasions the most heavily advertised premium brand
Company Facts
In 1863, Heineken In 1889, LARGEST SELLING BEERS in the NETHERLANDS In 1993, SECOND inVOLUME behind Anheuser-Busch In 1968, ACQUIRED local
FOUNDED in AMSTERDAM
by Gerard Adriaan
beer
BEER brands
International Presence
In 1937, first LICENSE to a foreign brewer In mid 1940`s, LOSING CONTROL over advertising & pricing
In 1980`s, gain MAJORITY EQUITY STAKES In 1993, #1 IMPORTED beer in USA, In Germany, LOST to national brands
Industry Analysis
(Porter 5 forces)
Threat of new Entrants
Local Beer & craft beer Lots of big & famous competitor Customer loyalty of product competitor
Rivalry Competition Cost reduction Low price Acquisition & Join venture
Buyer Power
Price Sensitivity Product Undifferentiated
Threat of Substitutes
Wine Spirits Soft Drinks Healthy Drinks
Decline
Demand (units/year)
Differs slightly from standard product life cycle different segments occupy different space
PROFIT = Price - Cost The Forces MediumThreat of Entry Profitability Impact Dynamic Market Attractive Why? (P=Price, C= Cost) P C / P C
Dynamic
C P C P C
P C / P C
Project Comet
Project Mosa
To understand:
What male beer drinkers meant by taste and friendship Which expressions used in advertising
The brand`s good taste image would be built on 5 Core brand values: Taste Premiumness Tradition Winning Spirit Friendship
Strengths
Uniqueness of TASTE, rich and tradition since 1886 World`s SECOND LARGEST beer manufactured.
FAST GROWTH in Asia 23% over 1992 sales
Strong and DIVERSE BRAND PORTFOLIO Large scale of brewery and DISTRIBUTION NETWORK
Weaknesses
WEAK PRESENCE in top beer consuming countries Inconsistent BRAND IMAGE
1.
Brand
Definition: the brand name of a product that has worldwide recognition. A global brand has the advantage of economies of scale in terms of production, recognition, and packaging. http://www.qfinance.com/dictionary/global-brand)
Project Mosa (exhibit 4&5) expressions of taste (head) and friendship (heart) draw consumer reactions to promote the brand based on the responses of the focus group.
per capita consumption, consumer preferences and behaviours change depending upon the country.
Lessons learned
Taste, Premiumness and Quality as the minimum standard
Needed to successfully position the brand globally.
1. Leverage associations to promote premium 2. Each country requires different marketing mix from the other 3. challenge to move the special occasions image to more mainstream beer selected to those seeking for premium
integrated to deliver a consistent message and achieve the strategic positioning to young adults;
1. 2. 3. 4. Deliver the differentiation or value added of Heineken quality Create a strong associations to established the brand image Communicate all the five core values in every advertisement Sponsor numerous sports and youth events at local, regional and national 5. Collaborate with customers for the advertisement
TV Campaign
(different tagline)
Concert Mob European TV campaign, 1999 Tagline Heineken. Sounds Good Inconsistent w/ brand value Lights Out Asian TV campaign, 2000 Tagline It could only be Heineken consistent Premature Pour American TV campaign, 2000 Tagline Its all about the beer consistent
What should be the role of Heineken`s headquarters in shaping the marketing of the brand worldwide?