heineken marketing strategy
TRANSCRIPT
Group :Vo Le Anh Tu Pham Thanh Binh Nguyen Thi Thu Thuy Pham Thi Duyen
HEINEKEN MARKETING STRATEGY
• I. General introduction.• II. Challenges and solutions.• III. Public relation.• IV. TV Advertiments.
PRESENTATION STRUCTURE
• In 1863• From: Amsterdam, Netherlands.• Founder: Gerard Adriaan Heineken.• Main ingredients: water, barley, • Hublon flowers and Amen yeast.
THE FOUNDATION
• In WWII, Heneiken was sold in Europe countries.• In 1993, come to America market.• Operations in 170 countries
around the world.• More than 110 breweries.• One in 100 most powerful
brands in the world.
THE DEVELOPMENT
Logo• Red star• Green background• The letter “E” friendly
THE BRAND
Slogan
• A better beer deserves a better can.• It's all about the beer.• Lager Beer at its Best.
• It could be only Heineken.
THE BRAND
Challenges and solutions
Challenges
Competitive small brewers
New , tech-savvy generation of
consumers
An increasingly negative perception
towards alcohol from legislators
Competitive brand strategyHigh quality products
Reasonable price
Increase marketing investment
Produce positive image“Enjoy Heineken Responsibly” program in 2006
Sponsored for a lot of entertainments activities
Sport events , road shows ,…
Music events , musium ,….
Integrated marketing on mediaE-commerce website
TV campaigns , humorous advertisements accessed through TV or web channels ( YOUTUBE).
Public relations (PR)
HEINEKEN COUNTDOWN PARTY
Heineken Champions League
€15 - €16
See it, hear it, smell it, taste it and enjoy it
78 Stadhouderskade, Amsterdam, Netherland
Heineken experience
The experience
Brewing the beer
Brew you
An interactive experience
Raise by the world
A taste of heineken
ADVERTISING
• Top-Ten worldwide advertising agencies.• Recognized by Advertising Age in 2010 as the "Best International Network of the Decade."
WALK-IN FRIDGE
“How far men will go …for their love of Heineken”.
Dresses, shoes,…
Heineken beer
and the story goes on …