Case Discussion Guide- Heineken, N.V. Global Branding and Awareness – Case Study – Fatih Karaagac
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Case Discussion Guide- Heineken, N.V. Global Branding and Awareness
IBM 480-01Fatih KaraagacFall, 2016Heineken, NV: Global Branding and AdvertisingSummary of the caseAt the end of 1993, Heineken had a 24% volume share in the Netherlands, far ahead of its competitor “Grolsch”The sales volume was declining why they needed a brand image revitalizationIn foreign markets, such as the US or Hong Kong, Heineken had always been marketed as premium brandImage leaded to the perception that Heineken was only appropriate for special occasionIn general, Heineken was known for a lighter beer of superior quality, in attractive packagingMore than 90% of the advertising was taking place in form of TV commercialsStrengths and WeaknessesStrengthsWeaknessesWorld´s leading premium beerKnown for its good tasteAttractive packagingHave majority stakes in its partners to ensure consistent qualityMost imported beer in the USSuccessful premium brand image in some countries ( US and Hong Kong)Lack of global presence in bottling water→In the biggest markets – US and Germany – beer is importedLack of presence in Latin AmericaHeinekens brand image is not consistently projected in Brands communicationWhat has been learned from research? How adequately has research been conducted?Focus groups were commissioned in eight countries toUnderstand what male beer drinkers meant by taste and friendship in relation to premium beer drinkingWhich expressions of taste and friendship could be used in advertisingThe research mainly shows that the customer care about the quality and the tradition of the beer and they are indifferent in brewing skills and the international availability.But you have to consider that there are big differences between countries The US consumer for example care about the brewing skills in comparison to the average consumerHow can the Heineken brand be developed through marketing communications?As Heineken follows a global strategy of expansion, standardization of marketing communication is a major stepEach country is in a separate stage of market of evolution, so Heineken have to use different marketing penetration strategiesBuild market share in embryonic marketsIncrease market share in the Take-Off and growing marketsMaintain market share in declining and mature marketsDespite differing strategies across markets, a unifying marketing communications theme is necessaryA global branding strategy will lower marketing costs, realize economies of scale in production and clarify the brands positioning in the minds of the customersWhat should be the role of Heineken’s headquarters in shaping the marketing of the brand worldwide?They should differentiate the marketing strategies and not just concentrate on TV advertisementSporting eventsConcertsBuild the Heineken experienceConsistent product imagePersonalized for different local markets, but still consistentDespite differing strategies across markets, a unifying marketing communications theme is necessaryA global branding strategy will lower marketing costs, realize economies of scale in production and clarify the brands positioning in the minds of the customersExplain why Heineken is – or is not – a global brand?
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By: Fatih Karaagac
Submitted: November 12, 2016
Essay Length: 531 Words / 3 Pages
Paper type: Case Study Views: 1,053
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