Heineken Global Branding and Advertising
MARKETING MANAGEMENT
Heineken N.V.: Global Branding and Advertising -
INDEX 1. EXECUTIVE SUMMARY...................................................................................... 2 2. SITUATION ANALYSIS ...................................................................................... 2 2.1 The Company Profile 2.2 The Heineken Brand 3. SWOT ANALYSIS................................................................................................ 7 3.1 Strengths 3.2 3.3 Opportunities Weaknesses 7 8 8 9 2 4
3.4 Threats 4. THE HEADQUARTER’S ROLE IN SHAPING THE GLOBAL BRAND............... 9 5. RECOMMENDED MARKETING STRATEGY ................................................... 11 6. REFERENCES ................................................................................................... 12
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1.
EXECUTIVE SUMMARY
The case study of Global Branding and Advertising at Heineken N.V. describes the findings and recommendations of two research projects, which were commissioned by Heineken in the mid 1990ies in order to clarify brand identity. Project Comet found that the brand image was not consistently being projected and therefore the Heineken brand was perceived differently across various different nations. The project recommended to internationally aligning the brand’s premium taste image using five core brand values: Taste, premiumness, tradition, winning spirit and friendship. Project Mosa was designed to elicit consumer reactions in order to clarify the consumers’ perception of the core values premium taste and friendship. The indicators of premium beer taste differed among the different cultures, while there was substantial agreement across national markets on the social occasions that would call for a premium beer over a standard beer. The results of both research projects should guide Heineken’s advertising efforts in the future to create a more consistent brand identity.
2. SITUATION ANALYSIS
More than
Heineken N.V.: Global Branding and Advertising -
INDEX 1. EXECUTIVE SUMMARY...................................................................................... 2 2. SITUATION ANALYSIS ...................................................................................... 2 2.1 The Company Profile 2.2 The Heineken Brand 3. SWOT ANALYSIS................................................................................................ 7 3.1 Strengths 3.2 3.3 Opportunities Weaknesses 7 8 8 9 2 4
3.4 Threats 4. THE HEADQUARTER’S ROLE IN SHAPING THE GLOBAL BRAND............... 9 5. RECOMMENDED MARKETING STRATEGY ................................................... 11 6. REFERENCES ................................................................................................... 12
Page | 1
1.
EXECUTIVE SUMMARY
The case study of Global Branding and Advertising at Heineken N.V. describes the findings and recommendations of two research projects, which were commissioned by Heineken in the mid 1990ies in order to clarify brand identity. Project Comet found that the brand image was not consistently being projected and therefore the Heineken brand was perceived differently across various different nations. The project recommended to internationally aligning the brand’s premium taste image using five core brand values: Taste, premiumness, tradition, winning spirit and friendship. Project Mosa was designed to elicit consumer reactions in order to clarify the consumers’ perception of the core values premium taste and friendship. The indicators of premium beer taste differed among the different cultures, while there was substantial agreement across national markets on the social occasions that would call for a premium beer over a standard beer. The results of both research projects should guide Heineken’s advertising efforts in the future to create a more consistent brand identity.
2. SITUATION ANALYSIS
More than
References: • Bulik B. WHAT YOUR TASTE IN BREW SAYS ABOUT YOU. Advertising Age. November 2, 2009;80(37):12. • Chi-Fai C, Holbert N. Marketing Home and Away: Perceptions of Managers in Headquarters and Subsidiaries. Journal of World Business. Summer2001 2001;36(2):205 • DATAMONITOR: Heineken N.V. Heineken N.V. SWOT Analysis. April 2009;:1-9. • Heineken USA focuses on its on-premise strategy. Beverage Industry. March 2009;100(3):10. • Hewett K, Roth M, Roth K. Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effects on performance. Journal of International Business Studies. November 2003;34(6):567-585 • Holt D.B., Quelch J.A., Taylor E.L., How Global Brands Compete, Harvard Business Review, September 2004: 68 – 75 • Jay R. Heineken holds agency meetings over $40m global ad business. Marketing Week (01419285). July 24, 2008;31(30):2. • Kotler P., Keller K.L., Brady M., Goodman M., Hansen T., (ed.), Marketing Management, Pearson Education Limited, 2009. • Mikhailitchenko A, Javalgi R, Mikhailitchenko G, Laroche M. Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research. October 2009;62(10):931-93 • NEW CAMPAIGNS THE WORLD. Campaign (UK). January 30, 2009;(4):31 • Polonsky M, Colin J. Global branding and strategic CSR: an overview of three types of complexity. International Marketing Review. June 2009;26(3):327-347. • TOP BEER MARKETERS. Advertising Age. December 28, 2009;80(43):13. • Webster F E, The changing Role of Marketing in the Corporation, Journal of Marketing, Vol.56 October 1992: 1 – 17