heineken group 2
TRANSCRIPT
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Global Branding And Advertising
Presented By: Group 2
Aditya Srivastava 11P065
Animesh 11P066
Ankit Dubey 11P067
Ashish Gauba 11P070
Eshan Gupta 11P074Sudeep Shouche 11P115
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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
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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
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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
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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
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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
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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