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HEINEKEN N V

Team Gurukula
Aakriti Bhargava – 01
Deepika Mor – 17
Monika Grewal – 34
Niyati Nigam – 37
Priyanka Jain – 38
Yamini Kapoor - 59
OVERVIEW
 At the end of 1993, Heineken had a 24% volume share in the
Netherlands,, but the sales volume was declining and brand image
needed revitalization
 Brand image :
 In foreign markets - appropriate only for special occasions
 Across Europe - very strong brand awareness
 In Latin America - one amongst the many European Beer imports
 Across all markets - a lighter beer of superior quality, in attractive packaging
 Most heavily advertised premium brand in Europe and worldwide, with
more than 90% of the advertising taking place in the form of TV
Commercials
PROBLEM

 Heineken needed to work out its global brand image and


advertising efforts too, needed to be integrated on a global scale

 Regional managers often developed their own commercials


citing unique competitive conditions. Standardization was thus
non-existent, and required.
PROJECT COMET
 To enhance Heineken’s competitive advantage through advertisement projections as the
world’s leading premium beer
 Identified “good taste” as the desired brand image of Heineken

 The project identified the following five factors as core brand values:
 Taste
 Premiumness
 Tradition
 Winning Spirit
 Friendship
 The first two were recognized merely as points of parity
 Differentiation through the remaining three values

 Impactful, state of the art advertisements with calculated risks


PROJECT MOSA

 Focus groups in eight countries


 What taste and friendship meant in relation to premium beer drinking
 Which expressions of taste and friendship to advertise

 Qualities of beer that appealed to the mind and emotion


 Cues based upon “taste” and “friendship”

 Focus groups react to cues

 Suitability ratings were calculated


MARKET STAGES & STRATEGIES
Regions Stage of Market evolution Market Strategy
development
Africa Embryonic High local consumer loyalty
Fragmented local brewers Build market share

Eastern Take-Off Development of standard beer


Europe Shifts in consumer taste
SE Asia,S. Started Growing Quality improvements
America, Introducing premium beer increase market share
Greece
Italy, Spain, Growing High volume focus
Japan Price Competition
Full Growth Consumer Sophistication
Market segmentation maintain or restore
USA Fully Matured Brand/segment proliferation market share
Product Differentiation
GLOBAL BRANDING

 A global branding strategy will lower marketing costs and clarify


the brand’s positioning

 Despite differing strategies across markets, a unifying marketing


communications theme is necessary
CONCLUSIONS
 Consistent results from both projects
 Worldwide, people identified similar expressions as depicting Heineken’s
themes of Friendship and Taste
 A unified global branding strategy could be used
Taste/Friendship Expressions Suitability
Brand Vision -
Quality 24 quality checks, 2 years Amsterdam training,
Bottles returned to Amsterdam
Taste
Brewing Skills
Tradition Original recipe, Where beer was born
Availability
Friendship Friendship Always count on Heineken, True friends
THANK YOU !