Heineken has build a holistic marketing strategy around the themes:
Interaction – Customized and personalized products/merchandise Exposure – Social corporate responsibility projects Engagement – Heineken the City brand experience store (Amsterdam) Relationships – Sports/entertainment sponsorships
Participates in The United Nations Global Compact Initiative
Engagement Heineken “The City” is a state-of-art promotional store where visitors can interact and engage with non-branded products and services within the travel, entertainment, fashion and retail markets.
Sponsor of several music events, and owner of the Heineken Music Hall in Amsterdam.
The Heineken premium brand remains the strongest within its portfolio
of over 200 local beers and ciders.
The brand remains competitive by acquiring local leading premium beers and by the penetrating developing markets.
References Heineken. “2010 Annual Report”. Retrieved from www.heinekeninternational.com The Economist. “The Global Beer Industry: Sell Foam Like Soap”. May 5th 2011. Retrieved fromhttp://www.economist.com/node/18651308 CISCO. ‘Heineken Extends Brand Equity with First “Experience Store”. 2009.
“Refreshes the points other beers cannot reach””