Heineken Case

                                                                                        IBM-480

Heineken Case

11/12/2015

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                Summary

The case tells about Heineken’s concerns about with the company image around

 the world. The company wants to reach out the customers in a standardized advertising. So, they formed two different research groups. The target of the research is to find global identity. They wanted take attention of the people by showing Heineken as world’s leading premium beer.

Strengths

-Wide advertising channels

-Well-known brand

-Big market shares in Europe and market leader in Netherlands

-Intelligent acquisition strategy

Weakness

-Brand is not accepted same quality in every country

-High competition

-Lack of global branding

-Lack of global advertising

                What has been learned from this research?

        The researches had different outcomes. Project Comet showed that Heineken`s

global image is not `` leading         premium beer``. Heineken is imaged as ``good taste

beer``.They believed that taste of the beer superior to other competitors, and they can not

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beat them on the taste.  Project Mosa focused expression of taste and friendship. They

saw that their beer consumed among the small quantity of friends and not mass

quantities.

How can the Heineken brand be developed through marketing

communications?

-The company needs make new promotions

-Focus on young adults

-Show customers their 5 core values