MARKETING PLAN FOR

HEINEKEN
GROUND HOG HARD COFFEE

THE ECLECTICS AGENCY :

AIGERIM, GULREZ, KATHERINE, SHEREN
 GROUND
HOG
HARD COFFEE BY HEINEKEN
 Company Overview
• Heineken N.V. is a Dutch multinational brewing company, founded in 1864 by
Gerard Adriaan Heineken in Amsterdam, owning over 165 breweries in more than
70 countries.
• Producing 348 international, regional, local & speciality beers, ciders & employing
around 85,000 people.
• With annual beer production of 241,300,000 hectolitres & global revenues of
€23,894 billion in 2019, it is the number one brewer in Europe and one of the
largest brewers by volume in the world.

Brand Portfolio
• Heineken International owns a worldwide portfolio of over 170 beer
brands, mainly pale lager.
• The two largest brands are Heineken and Amstel; though the portfolio
includes Cruzcampo, Affligem, Żywiec, Starobrno, Tiger Beer,
Zagorka, Red Stripe, and Birra Moretti.
• Heineken has added a cider blend named Jillz to their list of brands.
• Since mid-2007, Heineken has also taken ownership of former S&N
International brands such as Strongbow and Bulmers Ciders and
John Smith's and Newcastle Brown Ale.
 Competitive Advantages of the company:
a. Visibility in the market. b. Wide Product portfolio

c. Competitive pricing and Quality d. Innovation

 China-specific Analysis for Hard Coffee and Our Product’s Entry in the country:

Market Analysis
• Revenue in the Alcoholic Drinks market amounts to US$331,100.00m in 2022.
• The market is expected to grow annually by 4.51% (CAGR 2022-2025).
• In global comparison, most revenue is generated in China (US$331.10bn in 2022).
• In the Alcoholic Drinks market, Online sales will generate 25% of total revenue by 2022.
• The product Early stages in China, showing significant growth potential.
• A low-sugar, Low-Alcohol, fat-free drink that best suits the preference of all generations

Socio-cultural Analysis
• World’s largest Population of over 1.44 billion (World Meters, 2022).
• Wide range of religions namely: Folk Religion, Buddhists, Christians and others.
• Chinese alcohol drinker population turning younger and higher consumption among women.
• Consumers shifting to beverages with lower alcohol content due to health concerns.
• Changes in drinking preferences of Chinese, growing middle class & rising disposable income.
Trade Barriers
We strongly believe that there are close to zero Trade Barriers for Heineken as well as our Product
due to the fact that the company signed non-binding agreements with China Resources Enterprise,
Limited to create a long-term strategic partnership, giving the Dutch brewer a strong distribution
network in China & greater access to the world’s fastest-growing premium beer sectors.
GROUND HOG SPECIFICATION

Product class: Beverage, Hard Drinks, Functional Drinks

Product size: 355 mL or 12 oz in can beverage
Ingredients: Natural cold-brewed coffee (caffeine-free), alcohol, coconut sugar, may contain
coconut milk and vanilla and other natural flavorings
Origin: Alcohol from fermented malt barley
BRANDING

“For people with “It is a Ground

exquisite taste” Hog Day!”
PRODUCT LINES

Heineken’s
Ground Hog

Ground Hog
Ground Hog
Variety Pack
Hard Coffee
Flavor Collection

Flavor Collection
French Vanilla
Number 1

Product Line
Flavor Collection
Café Mocha
Number 2 Depth

Caramel One Flavor pack

Macchiato – 4’s

Variety pack –
Cold Brew
12’s

Product Mix Width Variety Pack 12’s One Flavor Pack 4’s
STP STRATEGY
Geographic

S Demographic
Psychographic

Niche T Segmentation
Behavioral

Marketing
Spikes in every sip
P
Targeting

Unique flavor
Ready-to-drink
Positioning
beverages
THANK YOU!