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What are Heineken’s strengths and weaknesses? Is Heineken a

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Giulia Fortini

on 23 March 2016

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Transcript of What are Heineken’s strengths and weaknesses? Is Heineken a

What are Heineken’s strengths and weaknesses?

Is Heineken a global brand?
STRENGTHS
Second largest world supplier
Reputation of Premium quality
Presence in several markets
10% Return on sales
High investment on ads
STRENGTHS
WEAKNESSES
Uniform name, logo, packaging
International high positioning
Evaluate the research.
What has been learned?
PROJECT COMET
Price of entry: taste and premiumness
"Heineken experience": tradition, winning spirit, friendship
Message trade-off
PROJECT MOSA-TASTE
Beer taste:
heterogeneity
across countries
Focus on
homogeneous
responses
Taste expressions:
heterogeneity
Need for a diversified strategy
PROJECT MOSA-FRIENDSHIP
Location, company, feelings:
homogeneity
Claims: different reactions
"Always trust on Heineken", "true friends"
Completion of Comet's guidelines
Mainstream perception in the Netherlands
Standardized approach
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"
Brand promotion:
Sport events
Music festivals
Social Media
Celebrities
Different markets
Different objectives
Different strategies

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
IMC programme
Full transcript