Marketing Management | 29/07/2010
Situation Analysis :
At the end of 1993, Heineken had a 24% volume share in the Netherlands, far ahead of its main competitor
“Grolsch”, but the sales volume was declining and brand image needed revitalization.
In foreign markets, such as the United States and Hong Kong, Heineken had always been marketed as a premiumbrand, and had managed to create a distinct image for itself
The image was sometimes, however, narrowly drawn, leading to a general perception that Heineken wasappropriate only for special occasions
Across European countries, Heineken had very strong brand awareness
In Latin America, Heineken was viewed as just one amongst the many European Beer imports
However, across all markets Heineken was perceived as a lighter beer of superior quality, in attractive packaging
Heineken was the most heavily advertised premium brand in Europe and worldwide, with more than 90% of theadvertising taking place in the form of TV Commercials
Heineken needed to work out its global brand image and advertising efforts too, needed to be integrated on aglobal scale
Regional managers often developed their own commercials citing unique competitive conditions. Standardizationwas thus non-existent, and required.
Strengths and Weakness of Heineken