1. Yavuz Selim Yasar Berna OkcuFatma UcurumMelike Coskun

2. The Brief History of Heineken Founded in Amsterdam in 1863 by Gerard Adriaan Heineken 3. In 1909Pioneer of a new managementstyle: socially aware andoutward Henry Heineken, son of Gerard , takes over the management.Represents a new generation of leaders. 4. In 1939, Alfred Freddy Heineken, grandson of the founder, enters the business as a sales promoter in the US, where he will develop the marketing expertise to later internationalize the company in the 50s and 60s. 5. Vision of Freddy global marketing policy: "I dont sell beer, I sell warmth" became 2.largest brewer in the Beer can travelwas the mottoworldbuilt-consistent top quality,Heineken brand name gained engaging people through their a brand new logo introduced. strengthown culture 6. aims to be aOne of the worlds leading brewer with great brewers the worlds best brand portfolio. Available in 1782,949 Million netcountries aroundprofit in 2012the world with 125brewing plants76191 employees, 200 brands of beer. 7. Wherever you are.. 8. Whereveryou are in theworld, you are able to enjoy one of our brands. 9. Project Comet & Project MosaTotal Beer Sales 120 100105.1In millions of hectolitres 97.9 90.98083.1604020 15.20 1993 1998 19992000 2001 Years Project Comet (1991) and Project Mosa (1993) commissioned to clarifyHeinekens brand identity and the implications for TV advertisings. 10. The Growth of Heineken.Consolidated Beer Volume 200 180 160171.7164.6In millions of hectolitres 140145.9 120125.8 125.2119.8 100111.9 96.7 100.5 80 85.7 73.8 60 40 200 2002 2003 2004 20052006200720082009201020112012Years 11. If you put the bottles produced in one year next to each other the line goes around the world 4 times.Heineken built its ownpower plant to cut the costof power they use. 12. Project COMET ReasonSolution ResultHeinekens brand Established in 1991, to Concluded thatimage was not being enhance Heinekens Heinekens desiredconsistently projected competitive advantagebrand image wasin the brandsby more consistently good taste that wouldcommunications projecting the brand as be built on five corearound the world.the worlds leading brand valuespremium beer. 13. Taste The product should beshown in slow-pouringshots where its goldencolor, sparkling texture anrefreshing coolness wouldcelebrate its taste 14. PremiumnessThe production quality of every execution should be at the level ofexcellence to be expected of apremium brand 15. Tradition Heineken should be thepreferred brand of peoplewho believed in truevalues and whose brandchoices reflected theirpersonal value set 16. Winning Spirit Tone of voice was thought to be especiallyimportant in conveyingthis value because winners are confidentand relaxed 17. FriendshipHeineken should not beportrayed as a solitarybeer or a mass-gatheringdrink. 18. Project MOSA ReasonResultfocus groups ineight countries to Expressions of tasteunderstand what which appealed to themale beer drinkersmeant by taste and headfriendship in Expressions ofrelation to premium friendship whichbeer drinking? appealed to the heartSolutionProject Mosaestablished in 1993 toclarify whichexpressions of tasteand friendship couldbe used by theHeineken brandadvertising? 19. Friendshipa drink forfriends, comingtogether andInternational brand enjoying goodthat connects times. consumers canpeople, excludescount onnobody and that it is Heineken as afor everyone.friend 20. True FriendsPremium Beer meeting people fancy mealssavoring intimate moments and friendships and elegant parties places important relations joyful, personal, luxurysocial conditions 21. Respect & Trust for individuals, society and the planetEvaluationHeineken Methodologyfor AlcoholHerefords AfricaAlcohol Arrest Intervention Foundation Referral Projects Requests for Scheme funding ofTo createprojects can be evaluationBeingmade by methodologydeveloped to employees ofand indicators identify healthlocal operating for alcohol and crime companies ofinterventionsavings as wellHeineken in projects thatas other socialSub-Saharaidentify bothand economic Africaindividual andbenefits.community benefits. 22. Brand VisionStimulatingStaying agressively worldwidein front of the conversationmarket. about the brand.Five millionFacebookfansDifferent brandperception across thecountries. 23. Brand Vision Heinekens Good TasteDesirability, Exclusive ness & Believability Brand Image Advertising 24. Highest standardHighest qualityStrict control 25. Brewing SkillsBrewing beer is a 100% naturalprocess. HEINEKEN got itsstart when its founder fundamentally improved theprocess by which beer wasmade in a brewery that had existed for 251 years.The basic recipe is still closely guarded quality ingredients perfectly controlledbrewing process. 26. AvailabilityHeinekenInternational doesnot themselvessupply any productsor services toNo sell or supply anycustomers.product or service fromwebsite.Strong local distributors 27. Sportssponsorship: Even non-heineken drinkers are getting closer to the brand 28. CL Trophy Tour 29. Enjoy Responsibly Dubai Rugby Seven:never drink and drivewater instead ofget a limo ride to home! beer.. 30. Heineken latest..Consumer- Capture the Leverage the benefitsinspired, customer-opportunities in of HEINEKENs globaloriented and brand-ledemerging markets scale Drive personal Grow the leadershipHeinekenbrand 31. Consumer-inspired, customer-oriented and brand-led: Halloweensponsorship 32. 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