Heineken Sweet - Advertising Plan
-
Upload
aditi-ajmera -
Category
Marketing
-
view
150 -
download
4
Transcript of Heineken Sweet - Advertising Plan
![Page 1: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/1.jpg)
![Page 2: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/2.jpg)
ü Dutch.
ü 150 years in the beer industry.
ü Positioned as a premium & international brand.
ü 250 products and 70 countries.
![Page 3: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/3.jpg)
Just to give you an idea..
![Page 4: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/4.jpg)
Strengths
Weaknesses
Opportunities
Threats
ü Availability ü Awareness
ü Health concerns
ü Brand name variety
ü Bi:er taste
ü Gap in marketplace
![Page 5: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/5.jpg)
![Page 6: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/6.jpg)
Advertising Objectives
ü Attracting new target audience.
ü Bitterness of Heineken Beer? A problem.
ü Gap between beer and cider.
![Page 7: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/7.jpg)
ü Overcoming the Heineken Light big drop last
year.
ü Product range extension.
![Page 8: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/8.jpg)
![Page 9: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/9.jpg)
WHATCOULD
BE A
GREATNEW
PRODUCT FROM
?
![Page 10: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/10.jpg)
![Page 11: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/11.jpg)
WHAT? WHO?
WHEN? WHERE?
ü Heineken!
ü Sweet!
ü Different bottle shape
ü For every occasion
ü Sweet? So Christmas!
ü 18th December 2014
ü 26th January 2015
ü Women, mostly!
ü 18-35 years old
ü Party, gatherings,
sports and of course
shopping!
ü United Kingdom
ü Newspapers,
magazines, TV, and
underground stations.
![Page 12: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/12.jpg)
HOW TO PROMOTE OUR NEW PRODUCT?
![Page 13: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/13.jpg)
ü Print ads ü TV video commercialü Digital web banners
![Page 14: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/14.jpg)
ü Christmas period 18th 25th December 2014.
ü Print ad #1
![Page 15: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/15.jpg)
ü New year period 26th – 15th January.
ü Print ad #2
![Page 16: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/16.jpg)
ü Video commercial idea #1
![Page 17: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/17.jpg)
ü Video commercial idea #2
![Page 18: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/18.jpg)
ü Web banner ad
ü Christmas period 18th 25th December 2014.
![Page 19: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/19.jpg)
WHERE TO PROMOTE OUR NEW PRODUCT?
![Page 20: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/20.jpg)
ü At the 15 busiest underground stations around the UK.
ü TV channels:
ü Magazines:
![Page 21: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/21.jpg)
The budget,How much?
![Page 22: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/22.jpg)
![Page 23: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/23.jpg)
WHAT DO PEOPLE THINK OF THE
IDEA OF A HEINEKEN SWEET
BEER?
![Page 24: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/24.jpg)
Pre-TestingWould you try a sweet beer from
Heineken?
Yes
No
Who do you think would purchase a sweet beer?
Women
Men
Both
![Page 25: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/25.jpg)
If you saw this advertisement would you purchase Heineken Sweet for yourself?
Yes
No
![Page 26: Heineken Sweet - Advertising Plan](https://reader034.fdocuments.in/reader034/viewer/2022051520/58ee60d21a28ab79478b4677/html5/thumbnails/26.jpg)
THANK YOU