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Heineken (Brand Management)

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by

Frans Fiscal

on 31 October 2016

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Transcript of Heineken (Brand Management)

Outline
Company Profile
History
Mission&Objective
SWOT
Box Model
Conclusion
Company
Overview

History
Mission & Objective
Current Market
Dutch brewing company
125 breweries in more than 70 countries
employs approximately 85,000 people
The third largest brewer in the world
sells170 international premium, regional, local and specialty beers
annual beer production of 139.2 million hectoliters

Western Europe
Central & Eastern Europe
Africa & Middle East
The Americas
Asia Pacific
1864
1900
1933
1968
1975
1991
Gerald Adriaan Heineken acquires the haystack brewery in Amsterdam
HEINEKEN imports first beer into Africa.
After 13 years of prohibition, Heineken® sets foot on American soil.
HEINEKEN acquires Amstel, its major rival in The Netherlands.
A new Dutch brewery opens in Zoeterwoude, the largest modern brewery in all Europe at the time.
The former Amsterdam brewery on the Stadhouderskade is converted to a Heineken museum which was renamed Heineken Experience in 2001.
high quality, premium beer brands around the world
goal of sustainably growing the brands in all markets
To create excitement for consumers with effective global marketing platforms
Strong customer management capabilities
Integrate – sustainability

SWOT
Strength
Weakness
Opportunity
Threat
Leading market position built on strong brand portfolio
Large scale of brewery and distribution network
Brand innovation to adjust with changes in consumer tastes and preferences
High dependence on developed markets
Focus on Asia-Pacific beer market Growing global beer industry
Shifting consumer preferences towards low alcohol beers

Booming trade of fake alcohol
Changing consumer preferences
Penetration of private label beers

Box Model
Brand Mantra
Target Audience
Media
Message
Products/Services
Brand mantra: enjoyment to life, Independent global unique brewer.
Brand identity: We have a passion for quality and bringing enjoyment
Brand image: quality beers, build award-winning brands and committed to enhusing consumers everywhere.
Customer value: respecting individuals, society and the planet.
Market
Competitors
http://www.thedrinksbusiness.com/2013/06/the-worlds-top-10-beer-brands/4
(74.8)
(57.9)
(40.4)
(39.6)
(36.7)
(31.6)
(29.9)
(29.1)
(25.1)
(18.1)
Sales in terms of million barrels
1
2
3
4
5
6
7
8
9
10
Typically, men (73%). 21-40 years old
Complex Personality
Confident & Progressive
Able to navigate to any solution
College-level education
Upper-mid Income
Men that watch sport events
Budget
Slogan
What to achieve?
Customers feel the freshness and happiness by opening the bottle
fulfilled with the flavour and the taste
creation of the 'optimism' sense
unique and 'international'
AIDA
Awareness & Interest: Using social media such as Facebook, Twitter. (Various media channels)

Desire: Advertisement will desire to drink the product, or to remind the consumers that the product is a good choice when wanting to have a fun time.

Action: Based on worldwide brand, products are available in many countries. And having partnership with UEFA events.

Points of Parity
Points of difference
Heineken Draughtkeg
Heineken Star Bottle
The Icon
Heineken Light
Heineken Can
Heineken Beertender
Different products in different countries

U.S.
France
Korea
In Heineken brand store, you’ll find more than 250 original Heineken products.
Unique collection of apparel, bags, bar products and so on.

Heineken Brand Store
Marketing strategy: Using super star sportsmen as brand ambassador
Product offering: Similar alcohol content and have similar products such as light beers for younger crowd
Positioning: Premium beer brand.
Sponsorship: Sports event
Channel of distribution: Supermarkets, Mini markets, Convenient Stores, Pubs, Clubs

Target segment:
Heineken: Younger crowd that frequents clubs and event
Carlsberg and Tiger: Whole market, mainly target older men
Marketing and Advertising strategy:
Heineken: Technological Savvy, Social ChristmasTree More involved in Facebook, Twitter and more Smartphone applications
Carlsberg and Tiger: More traditional ways such as Print ads and others 
Consumption:
Heineken: Events and occasions
Carlsberg and Tiger: Everyday consumption

Heineken's Logo
Budget- Heineken’s marketing budget is worth €2.1bn ($3bn) annually
16 % of its marketing budget on digital this year, and next year to 20 %
Every UEFA match,Heineken App Mixes Gaming, Social Media With Live Sports
multi-tasking fans around the world to compete and communicate with each other in real-time online as they follow the live football (soccer to Americans) matches

Conclusion
Heineken has to find a way to emotionally connect with their customers in Asia
Change the perception of the consumers, Heineken is not only meant for special occasions/events
Effective digital marketing
balancing new and established media to deliver innovative marketing
-> thinking outside of the box - Engaging,creative,connected
more nuanced and complex advertising (than the usual beer gag)
Usage of strange and visually engaging 90-second spot that allowed for more a story to be told than the traditional 30-second time slot
mobile technology to provide value to consumers=> created a mobile plug-in that blacked out all information and scores of the games on consumers’ phone so that they wouldn’t accidentally find out who won the games before they had a chance to watch themselves.

Key Success Factors
Current Channels
Traditional Media
New Media
TV
Magazines
Newspaper
Outdoor
SEM
Digital display
Facebook ads
Heineken Campaign
Departure Roulette
The Voyage
James Bond,
Skyfall
Heineken is a well established brand

The brand is known world wide
Thank You!
The authenticity logo
The Star-Heineken Logo
To communicate and reinforce the brand's brewing quality, heritage and authenticity.
To communicate and reinforce the modernity and vitality of the brand
The Red Star
Festive, warm and cheerful mood.
Green Background
Sustainability
The smiling 'e's
Friendly
Full transcript