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HEINEKEN N. V- Global Branding &# 038; Awareness Problem Statement: As the consumer needs &# 038; tastes vary across the globe, Heineken must decide how much to adept their marketing strategy to local needs using a variance of standardized marketing mix &# 038; adapted marketing mix, owing to the strong brand preferences &# 038; loyalties that exist among the beer drinkers. Recommendations: Heineken needs to evaluate its home replication, multi-domestic &# 038; national, global &# 038; transitional strategy to establish its scope of operations, resource deployment &# 038; distinctive competence across its strategic business units. They also need to prioritize between global integration vs. national responsiveness evident from decreasing sales in Holland &# 038; rest of Europe (refer chart 1). Also, Heineken s global branding strategy should account for the socio-cultural influences, attitudes &# 038; perception of its consumers in foreign markets.
Analysis: Heineken s position in the beer market is consolidated by its strong history, making it the number two beer brewer in the world, thus accounting for nearly 5 % of the worlds production. With a major global presence, Heineken s main market is Europe, accounting for 47 % of its sales. Some of the other brands include Amstel, Buckler, Murphy s Stout &# 038; Bir Binding, each of these being targeted at different levels across the world. Heineken s premium quality &# 038; taste was attributed towards five core brand values: taste, premium ness, tradition, winning sprit &# 038; friendship. Heineken s good taste brand image advertising can be evaluated on the basis of desirability, exclusiveness &# 038; believability. These attributes can be measured on the basis of the evolving market structure, beginning at the embryonic stage (eg: Africa) and continuing to the declining stage (eg: USA), thereby creating a platform for laying down the market objectives.
Also the relationship between the product-trial rate and the customer awareness level will remain to be the deciding factor on reach, frequency &# 038; impact of the advertising campaign (refer chart 2). A communication- effect research would elaborate the depth of penetration in the high volume-price sensitive, fragmented &# 038; segmented markets (eg: Italy, Spain, Japan, North/Central Europe, Australia &# 038; USA). With the acquisition of domestic brands, Heineken N. V. can explore the adaptation mix along with the promotion of its mainstream product Heineken.
For example, in Ireland &# 038; the UK, which boast a high per capita beer consumption (123 litres &# 038; 103 litres respectively, refer chart 3), its Murphy s Street brand can be promoted on a local level while the more elite Heineken can be targeted as the premium export lager. Similarly, its Amstel can be promoted specific to the US market. While project Comet &# 038; project Most strive to establish &# 038; gauge Heineken s global brand identity &# 038; communication, the real test lies for Heineken to sustain its market lead &# 038; reputation in its neighboring European Union which by far is the largest contributor to its sales.
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Research essay sample on Heineken N V Refer Chart 038
