m Founded in Amsterdam in 1863 by Gerard Heineken

m Taste derived from age old yeast

m Won gold medal at 1889 Paris World͛s Fair
m Largest selling Beer in Netherlands in 1893
m By 1993, Heineken N.V. recorded net sales of 9,049
million guilders
 GLOBAL
PRESENCE
NO. OF
UNIQUE BRANDS
TASTE

STRENGTHS

MERGERS SALES
AND
ACQUISITIO
VOLUME
N
STAKE AND
OWNERSHIP
 CONTROL
OVER
LICENSING
AGREEMENTS

NATIONAL
BRAND
PRICING DOMINATI-
ON

WEAKNESS

LESS
BRAND MANUFACT
POSITIONIN URING
G FACILITIES
m onsistently marketed as a premium brand in United States and
Hong Kong
m Successfully established itself as mainstream brand
m However, in some countries image was narrowly drawn as meant
for only special occasions
m In Latin America, treated as any other European imported beer
m onflict in clarifying brand identity of Heineken
m Unclear view on Heineken͛s brand image and advertising worldwide
REGION HEINEKEN 1993 TOTAL 1993 BEER
SALES % SALES %
EUROPE 71 38

AMERICA 13 38

ASIA 8 19

AFRICA 6 5
' Europe: 5 ' Europe: 3
' America: 4 ' America: 0
' Asia: 2 ' Asia: 0
' Africa: 4 ' Africa: 0
Majority
Wholly
Equity
Owned
Stakes

Minority
Equity Licensees
Stakes
' Europe: 0 ' Europe: 2
' America: 10 ' America: 2
' Asia: 8 ' Asia: 2
' Africa: 10 ' Africa: 2
m Heineken contributed more than 70% towards sale of Beer in
Europe
m Increase in market share in America, Asia and Africa, as
compared to sales in 1992
m Licensing Agreements and equity stake holdings across the globe
m Rated number one imported beer in America
m Being a global brand, Heineken had different marketing objectives
for each country.
m Project Mosa and Project omet were commissioned to clarify
Heineken͛s brand identity and the implication for television
advertising.
m Heineken faced the problem that its brand was not being
consistently projected in the brand͛s communication.
m Established in 1991 to recommend how to enhance Heineken's
competitive advantage by projecting Heineken as ͞World͛s
leading premier beer͟
m Project team concluded that the desired brand image was
͞good taste͟
PRICE OF ENTRY DIFFRENTIATORS

Premium
Winning
Taste quality Tradition Friendship
spirit
m Project mosa was started in 1993 to:-

- To understand what male beer drinkers meant by taste and

friendship in relation to premium beer drinking

- To analyse which expression of taste and friendship should

be used by the brand in advertising
m EXPRESSION USED

Taste Friendship

Brand vision Trust

Quality Sports

Brewing
True friends
skills

ount on
Tradition Heineken as
a friend

Availability Respect
m Vision of Heineken is very poor
m Brand expressions like ͞true friends͟ and ͞always count on
Heineken͟ connect well with customers
m ustomers like the taste of beer and attractive packaging
m Pricing ,water quality and after taste are issues in some
countries.
m The company should not only focus on the developed markets
but should also focus on the markets that are in the
embryonic stage and are developing
m The company should have a fixed group that looks into
marketing communication
m Instead of giving the responsibilities to regional managers for
making advertisements they should have it outsourced to
some advertising company
m Multiple forms of marketing communication are needed
m Marketing communication strategy should be devised to
deliver a constant message
m ommunication should be modified according to the country:
͞when in Rome do as the Romans do͟
m ¢
 

 



 


: It will
enhance the visibility of Heinekens in the mind of consumers
m    : this will help in building the brand image of
Heineken as sports frenzy, youth centric and a brand that
dwells friendship
m  
 : Heineken can use free trials when
entering a new market
m °
   : Examples include organizing karaoke at
pubs, rock concerts, sport events. This will help in connecting
with customers
m A non calendar specific event can have greater impact
m Identify and manage brand experience and promotion in way
which helps promote Heineken as a global brand
m Post-evaluation of all brand experiences to ensure continuous
learning
m Headquarters should work closely with each licensees and set
advertising and promotional objectives
m Licensees should not be given a permit to market Heineken by
own self; ensure that brand image is not diluted
m Develop different packaging to suit the local markets
m Increase interaction among different distributors and
licensees globally