Heineken N.V: Global Branding and Advertising

Topics: Marketing, Advertising, Beer Pages: 6 (1728 words) Published: May 31, 2010
Heineken N.V: Global Branding and Advertising

INDEX
1
  Executive Summary.....................................................................................................................3   2
  Situation Analysis ........................................................................................................................3   3
  SWOT analysis...............................................................................................................................5   4
  Main issue........................................................................................................................................5   5
  Role of the headquarters ...........................................................................................................6   6
  Recommendations .......................................................................................................................7   6.1
  Brand Development .................................................................................................................7   6.1.1
  Sponsorship Strategy..........................................................................................................7   6.1.2
  Advertising Strategy ............................................................................................................9   7
  Reference List ................................................................................................................................9  

1 EXECUTIVE SUMMARY
Heineken N.V, one of the most famous beer brewery in the world, with superior quality and taste, lately is experiencing a decreasing of the sales volume and a differentiation of its brand perception across the globe. To address these issues, Heineken has commissioned two marketing studies, Comet and Mosa projects, in order to analyse reasons and causes of such matters. Analysing the reports and the market prospective, the company should differently face the approach to the markets and the customer. In particular, Heineken should have a both centralization and decentralization marketing organizational structure to promote successfully a global brand and to support local marketing managers in setting and implementing strategies tailored to each local market. Moreover, a different sponsorship and advertising strategy should be implemented to allow customer to percept Heineken brand closer to their needs and expectations.

2 SITUATION ANALYSIS
Gerald Adriaan Heineken founded the Heineken brewery in Amsterdam in 1863. Since the beginning of his story, Heineken has played a primary role in the worldwide beer market. Already in the 1889 Heineken beer won a gold medal at the Paris World’s Fair and by 1893 was one of the largest selling beers in the Netherlands. In 1993, Heineken N.V. recorded net sales of 9,049 millions guilders1 (more than 4 billions Euro) with 1.52 billions litres of beer.

Heineken is undoubtedly recognised as a globe brand, however, today brand perception does not look the same across the world differentiating country by country. In US and in Hong Kong Heineken is considered to be a premium brand but mainly for special occasion rather than for daily consumption, in Latin America is seen as a European imported beer among others and in the Netherlands it is viewed as a mainstream brand, and a market leader. This means that Heineken does not have a consistent brand image. Moreover sales volume is declining and the brand needs to be regenerated with an uniform identity. For this purpose, two projects have been established. The first, named Project Comet, had the goal to recommend how to improve Heineken brand image and positioning the brand as the world’s leading premium beer. The second, Project Mosa, aimed to find out which expressions of taste and friendship could be used to brand in its advertising Project Comet pointed out that the brand should have the...
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