Heineken Advertising
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Transcript of Heineken Advertising
Group 2Abhinav Gupta
Abhinav MathurAbhishek Rana
Deepanshu RelanMayank Tyagi
Global Branding and Advertising
Analysis
Case OverviewHeineken Marketing StrategyMarketing Communication Development
GuidelinesApproach
Marketing Concepts and TheoryRecommendations
Content
Heineken Holding N.V. heads the Heineken group
One of the world’s leading consumer and corporate brands for over 145 years
Located in the Netherlands
Shares are listed on the Euronext in Amsterdam
Brand portfolio contains more than 200 international premium beers and ciders
125 breweries in more than 70 different countries
Background
Beer Industry – Evolution Map
Sales volume decreased with -/- 1.5% in The Americas and -/-3.1% in Western Europe (Maturing markets ?) Sales volumes in emerging markets are increasing
Global Strategy
Premium segment leadership by acquiring strong brands Economies of scale that create distribution networks for
both the local beers and Heineken.
1. Acquisition of leading “local” premium beers
2. Penetration of emerging market
3. Access to local distribution networks
Industry Dynamics
Wholly O
wned Subsid
iaries
Minority E
quity St
akes
02468
1012
EuropeAmericanAsia/Aus-tralasiaAfrica
Heineken – Geographic Spread
38%
38%
19%
5%
Total 1993 Beer SalesNetherlands Rest of Europe AmericaAsia/Australasia Africa
Brand Equity
Heineken has a strong brand equity
Taste
Premiumness
TraditionWinning Spirit
Friendship
Brand Values
Beer industry characterized by strong brand preferences & loyalties
Developed a distinct image and reputation as leading premium beer.
Challenges• Declining Sales ---Need to add % data
• Lack of consistency in brand image globally. Local sales take precedence over global brand communication
• Lack of coherence in brand strategy to harness its own capabilities and competencies
• Brand Perception is different across different Countries
Critical Challenge
StandardizeHeinken’s Brand Image Worldwide
Solutions
In 1993, focus groups were commissioned in 8 countries. To Understand:
1. What male drinkers meant by taste and friendship in relation to premium beer drinking
2. Which expression of taste and friendship could be used in advertising
In 1993, focus groups were commissioned in 8 countries. To Understand:
1. What male drinkers meant by taste and friendship in relation to premium beer drinking
2. Which expression of taste and friendship could be used in advertising
Solutions
Solutions COMET
Preferred Global Brand Personality
Vox Pop – Global Diversity
C:\Users\user\Documents\Heineken - Premat
C:\Users\user\Documents\heineken commerci
C:\Users\user\Documents\Heineken_lights_o
Advertisement Evaluation • Heineken unable (or unwilling) to communicate its brand
in a single consistent fashion around the world • All three advertisements have different tag lines
• Two of the advertisements (lights out and premature pour) appear consistent with the brand image strategy as they show fashionable people enjoying Heineken in comfortable, upscale surroundings.
• The Italian advertisement (PartyWala), however, appears to be totally inconsistent with the core values of the brand. The beer is being consumed by the masses, the beverage is slurped and not savored, apparently becoming an essential part of social participation, rather than focusing on the self-esteem of the user. This is the positioning Heineken identified for standard beers.
Brand Identity??• Brands are the combination of factors that gives one
particular product or service its identity and thereby differentiating it from its competitors
• Brands are the essence of products, the only component that cannot be outsourced to others, and includes a complex bundle of images, promises and experiences that communicates a belief about the benefits of a particular product offered from a particular company
• Fundamental role of brands for consumers is to save them effort and time in making choices in standard beers
This is where Heineken is faltering!
Global Brand Development•Embryonic Market: Push Strategy
•Growing Market: Both Push and Pull Strategy
•Mature Markets: Pull Strategy
• Integrated marketing communication – Consistent and coordinated messages
in their commercials– Communicate all the five core values of
enjoyment, natural, affiliation , sexuality, and occasion for product usage
– An upscale surroundings such as pool party or a pub could be considered
• Innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain
Recommendations(1/2)
• Develop Brand Equity • High impact and high profile sports and music
events• Association with movies targeting relevant
demographic profile• Build affinity between brand and customers by
sponsoring international rugby tournaments, and world soccer tournament such as Champions League, the UEFA Europa League etc.
• Music Shows• Presence and credibility; draw crowds in
venues around the world and get recognition. International awards in contemporary music
Recommendations(2/2)
• Role of branding and the importance of developing a brand image for a product
• Developing an effective and consistent global brand strategy can be more difficult that expected
• Brands are important to producers because they allow the holders of a premium brand to charge more for their services
• Brands are important to consumers as they guarantee quality, are a signal of consistency and assist consumers by making it easier to purchase products
Marketing Concepts
“Refreshes the points other beers cannot reach””