MARK 301Joffre RendónLuis González

Manuel Machado

James Bond Marketing Year

• Established in 1864 by the Heineken family.

• With a presence in 178 countries worldwide.

• Leading brewer in Europe and number three in the world by volume.

• Participation in film production "Skyfall" in 2012, and "Spectre" 2015.

Background

Mission• Offering consumers the

pleasure of enjoying unique moments of conviviality and fun.

• Values:Efficiency.Integrity.Commitment.Courage.Passion for quality.Enjoy Life.

Vision

• Be the undisputed leader in the brewing industry.

• Being recognized as the best beer in the world.

Problem Statement

• Need to launch a new campaign of James Bond, but under other nuances that allow us to overcome the limited impact it has made in regard to the female audience.

Objetives

• Reposition our product in the consumer's mind, more specifically, within the mind of the female audience.

Market Needs

• Thirst and relaxation.

• Social Sharing and acceptance.

• Status.

Segmentation

• Geographical segmentation criteria are oriented to the five continents, 178 countries where we operate.

• In demographic terms: Young, male and female

audience, 18 to 35 years old, single, married, with or without children.

Adult audience up to 40 to 50 years old.

• Psychographic segmentation criteria, beer Heineken James Bond are aimed at an audience of middle-income and upper-middle.

• Sector of the population identified with activity and sport, social, relaxed, adventurous, and even who likes a touch of danger.

SWOT AnalysisStrengths

• Successful brand worldwide.• Over 200 beers worldwide.• Concern for a select

audience.• Sponsor social and sporting

events.• Concern for the environment.

Opportunities

• Acquisition of plants and factories in emerging markets such as India, Asia and Latin America.

• Introduction to the female market.

• A social experience with the opposite sex.

• The image of James Bond.• The need for the product.

Weaknesses

• The strong growth reflected by the brand.

• Perceived lack of attention to the female market.

• Tradition approach to a young audience.

Threats

• The stiff competition.• A high percentage of

consumers are occasional drinkers.

• Craft beer boom.• Anti-alcohol campaigns.• Incorporation into the

market, the brewer from Asia.

BCG Matrix

Description of the Offer

• New approach on the part of consumers.

• Pleasant and appetizing to the female audience product.

• Meet public expectations.• New product personality.

Positioning Strategies

• Product.• Price.• Place.• Promotion.

Evaluation

• Monthly reports both web visits and sales.

• Awards to visitors who are given the task of responding to feedback test.

• Satisfaction surveys to the customer.

• Visits to various points of interest.

Conclusions

• Relaunching the "James Bond" campaign but under a new approach.

• Improve communication between the brand and the female audience.

• Keep traditional public attention.• The impulse that offers to appear

in productions of James Bond.