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What are Heineken’s strengths and weaknesses? Is Heineken a
Transcript of What are Heineken’s strengths and weaknesses? Is Heineken a
Is Heineken a global brand?
Second largest world supplier
Reputation of Premium quality
Presence in several markets
10% Return on sales
High investment on ads
Uniform name, logo, packaging
International high positioning
Evaluate the research.
What has been learned?
Price of entry: taste and premiumness
"Heineken experience": tradition, winning spirit, friendship
Need for a diversified strategy
Location, company, feelings:
Claims: different reactions
"Always trust on Heineken", "true friends"
Completion of Comet's guidelines
Mainstream perception in the Netherlands
Stronger divisions developed their own commercials
Weak positioning in Latin America
Lack of global presence in bottling business
How can the Heineken brand be developed through marketing communications?
Balance between standardized and differentiated strategy
"A lighter beer of superior quality presented in attractive packaging"
What should be the role of Heineken's headquarters
in shaping the marketing of the brand worldwide?
Need for a uniform and flexible strategy
Common guideline "personalized" by local managers