Marketing and Heineken - 959 Words

a Heineken Case Study Questions Put yourself in the role of the Global VP of Marketing at Heineken. You have different marketing teams evaluating the Heineken’s global brand positioning. Your objective is to recommend to the CEO how you should proceed with your global brand efforts. 1. What are Heineken’s strengths and weaknesses? Is Heineken a global brand? Why or why not? What are the characteristics of a global brand? What competitive and cultural barriers does the Heineken brand face? A global brand is one which customizes product features and selling techniques to local tastes so that consumers in different locations and under different socio-cultural constructs (or, in this case, also under different development†¦show more content†¦5. What should be the role of Heineken headquarters regarding the marketing of the brand worldwide? What’s the balance of central or local control that makes the most sense? There should be some standardization of imagery, consistency of look feel of media, and of brand feeling/personality in the overall message. However, there should be local autonomy in customizing slogans, catchy phrases/print materials, promos etc. based on what makes sense to the local culture and at that phase of their â€Å"evolution.† 6. What do you recommend to your CEO about standardizing the brand’s global image? Do you have enough information? If not, what are you missing to provide a concrete recommendation? Contradictory enough, standardization of the brand’s global image needs to be accomplished via the localization / customization of the bigger broader principal concept/image/feeling/personality. Once established that Heineken stands for ABC (#4 above,) the way to get the message across in the different markets will differ. Consumers in the Netherlands respond differently to those in Germany, let alone to those in Africa. However, we’re missing key info about each region’s â€Å"valuation† of beer consumption as compared to other things/activities/likes-dislikes. OtherShow MoreRelatedMarketing and Heineken1642 Words   |  7 PagesWhat are Heineken s strengths and weaknesses? The major strengths and weaknesses of Heineken are as follows: Strengths: The taste of Heineken beer is unique. The yeast that is used to make Heineken beer till today was developed in 1886. So the taste and uniqueness of it has been there for a hundred years. Heineken is the world’s second largest beer manufacturer. They produce 5.6 billion ltrs of beer each year. Second only to Anheuser-Busch who produce 10 billionRead MoreMarketing Paper Heineken4850 Words   |  20 PagesThe company Heineken is a Dutch beer brewery company, which was founded in 1863, when Gerard Adriaan Heineken bought a small brewery in Amsterdam called â€Å"The Haystack†. In 1900 the company came up with it nowadays famous five-point star. In 1914 the company began expanding, starting with the production of their own bottled beers. By 1914 the company was one of the most loved import beers in the United States. From around 1948 Heineken began promoting their beer on a large scale. 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Available in almost every country on the planet, Heineken is one of the world’s leading international brewers, producing more than 200 different brands and employing more than 75,000 people worldwide. â€Å"Our journey is summarized by Brewing a Better Future that reflects our intent, ourRead MoreMarketing Beer1075 Words   |  5 Pagesbusiness opportunities for premium beers with low alcohol content. The report also provides a high level summary of how beer companies can incorporate perceptual maps when devising their marketing strategy and implications that a perceptual map has for marketing managers. Perceptual maps can be used by marketing managers to determine where consumer’s view their brand of beer to be positioned relative to its competitors. 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Slogans used in the initial marketing campaigns included â€Å" Have you heard the call yet† and â€Å"Brewed in Ireland – naturally† evoking a sense of pride in the home brewed beer during the troubles in the country. It became the first mass marketed draught lager in Ireland and the U K. Harp