Global Branding And Advertising

Presented By: Group 2 Aditya Srivastava 11P065 Animesh 11P066 Ankit Dubey 11P067 Ashish Gauba 11P070 Eshan Gupta 11P074 Sudeep Shouche 11P115

Background
Founded in 1863 by Gerard Adriaan Heineken Focus on supplying Beer with highest Quality Started licensing to foreign brewer in 1937 In 1993 beer brewed under Heinekens supervision reached 5.6 bn litres Project Mosa In 1993 focus group were made to understand What male drinkers understand by taste and friendship in realtion to premium drinking Which expression of taste and friendship could be used in Heineken Advertising

Project Comet Established in 1991 to enhance Heinekens Competitive Advantage The 5 core brand values Taste Premiumness Tradition Winning Spirit Friendship

Heinekens strengths and weaknesses

Strength Across all markets, it was acknowledged as a lighter beer of superior quality Attractive packaging Market leader in Netherlands and Greece Special emphasis on advertising, it was the most heavily advertised premium brand in Europe and worldwide It was the second largest brewer Weakness In many markets, it was perceived as a premium brand which warranted consumption only on special occasions Inconsistency in projection of the brand across the world Brand wasnt established in the developing markets in Latin America available only through imports in many Countries

Research Evaluation and Learning

Italy & Netherlands market seems to be growing but the marketing objective is restoration of the brand Good indicators of beer taste: -scale of the plant, -taste experience, -balanced taste, -foam, -drinkability, -advertising, and -packaging Good indicators of taste expression, common across geographies : -quality, and -tradition

 Heineken is a good friendship expression across geographies Ireland and UK have very high per capita beer consumption but weak market share position in UK and very low Trial/Awareness ratio in Ireland Greece has the highest percentage of people naming Heineken as their first choice Italy, Spain & UK has very low percentage of people naming Heineken as their first choice despite having good Trial/Awareness ratio and good Monthly brand penetration Greece appears to be the best market for Heineken Ireland seems to be different than other markets

Role of Headquarters in shaping the marketing of the brand

Stronger global brand image:
Build a stronger and more standardized global brand image Consistency in projecting the brands image in different markets

Brand Reinforcement:
Consistently project Heineken as the worlds leading premium bear Heineken seen as a special occasion drink in US and Hong Kong Project Heineken as a premium light beer which can be consumed anytime

Greater push in markets with high potential:

Market Per Capita beer consumption Advertising share of voice position Market Share position

UK Spain

103 litres 71 litres

6 6

7 7

Stage of development Embryonic Take-Off Growing Mature Declining

Market Africa Eastern Europe, Southeast Asia, South America, Greece/Portugal Italy, Spain, Japan, North & Central Europe, Australia North & Central Europe, Australia USA

Customization at the local level:

Headquarters needs to find a right mix of centralization and de-centralization Retain control over the name, logo and positioning of the brand Flexible marketing plan which can be developed into locally relevant translations Advertising plans and budgets of local units to be reviewed by Headquarters Germany and USA Dominant themes: Taste, premium quality Variable element: True friends

Netherlands and Italy Dominant themes: Taste, premium quality Variable element: Rugby(sport)

Seek majority equity stakes in partners:

Increase minority holdings in existing partners in USA, Africa, Asia This would ensure greater control over production and marketing decisions