heineken group 2

7/29/2019 Heineken Group 2

1/7

Global Branding And Advertising

Presented By: Group 2

Aditya Srivastava 11P065

Animesh 11P066

Ankit Dubey 11P067

Ashish Gauba 11P070

Eshan Gupta 11P074Sudeep Shouche 11P115


2/7

Background

Founded in 1863 by Gerard Adriaan

HeinekenFocus on supplying Beer with

highest Quality

Started licensing to foreign brewer

in 1937

In 1993 beer brewed under

Heinekens supervision reached 5.6bn litres

Project Comet

Established in 1991 to enhanceHeinekens Competitive Advantage

The 5 core brand values

Taste

Premiumness

Tradition

Winning Spirit

Friendship

Project Mosa

In 1993 focus group were made to

understand

What male drinkers understand by

taste and friendship in realtion to

premium drinking

Which expression of taste and

friendship could be used in

Heineken Advertising


3/7

Heinekens strengths and weaknesses

Strength

Across all markets, it was acknowledged

as a lighter beer of superior quality

Attractive packaging

Market leader in Netherlands and

Greece

Special emphasis on advertising, it was

the most heavily advertised premiumbrand in Europe and worldwide

It was the second largest brewer

Weakness

In many markets, it was perceived as a

premium brand which warranted

consumption only on special occasions

Inconsistency in projection of the brand

across the world

Brand wasnt established in the

developing markets in Latin Americaavailable only through imports in many

Countries


4/7

Research Evaluation and Learning

Italy & Netherlands market seems to be growing but the marketing objective

is restoration of the brand

Good indicators of beer taste:

-scale of the plant,

-taste experience,

-balanced taste,

-foam,

-drinkability,

-advertising, and

-packaging

Good indicators of taste expression, common across geographies :-quality, and

-tradition


5/7

Heineken is a good friendship expression across geographies

Ireland and UK have very high per capita beer consumption but weakmarket share position in UK and very low Trial/Awareness ratio in

Ireland Greece has the highest percentage of people naming Heineken astheir first choice

Italy, Spain & UK has very low percentage of people naming Heinekenas their first choice despite having good Trial/Awareness ratio andgood Monthly brand penetration

Greece appears to be the best market for HeinekenIreland seems to be different than other markets


6/7

Role of Headquarters in shaping the marketing of the brand

Stronger global brand image:

Build a stronger and more standardized global brand image

Consistency in projecting the brands image in different markets

Brand Reinforcement:

Consistently project Heineken as the worlds leading premium bear

Heineken seen as a special occasion drink in US and Hong Kong

Project Heineken as a premium light beer which can be consumed anytime

Greater push in markets with high potential:

Market Per Capita beer consumption Advertising share of

voice position

Market Share

position

UK 103 litres 6 7

Spain 71 litres 6 7


7/7

Stage of development Market

Embryonic Africa

Take-Off Eastern Europe, Southeast Asia, South America, Greece/Portugal

Growing Italy, Spain, Japan, North & Central Europe, Australia

Mature North & Central Europe, AustraliaDeclining USA

Customization at the local level:

Headquarters needs to find a right mix of centralization and de-centralization

Retain control over the name, logo and positioning of the brand

Flexible marketing plan which can be developed into locally relevant translations

Advertising plans and budgets of local units to be reviewed by Headquarters

Netherlands and Italy

Dominant themes: Taste, premium quality

Variable element: Rugby(sport)

Germany and USA

Dominant themes: Taste, premium quality

Variable element: True friends

Seek majority equity stakes in partners:

Increase minority holdings in existing partners in USA, Africa, Asia

This would ensure greater control over production and marketing decisions

heineken group 2

Documents