3. Heineken: Differentiation Strategy
Heineken sets themselves apart from other beer
companies through their differentiation.
• Products physical appearance
• High customer service
• Quality/Ingredients
• The first time that brewer had created an
extension of its flagship launch.
• Premiumtization
• Loyalty

4. Competitors Strategy: Corona
Strategy: Differentiation
-#1 Imported Beer in the US
-Has achieved a synonymous relation between relaxation
and enjoying the beach life
-Meant for you to feel like you're on vacation (Mexico)
-Advertisements
-Bottle Appearance
-Low levels of gluten

5. Competitors Strategy: Coors Light
Strategy: Differentiation
- Largely drank by younger beer drinkers
- "Rocky Mountain cold refreshment"
- Innovations for cold activation
- Recently penetrated Mexican market

6. Competitors Strategy: Budweiser
Strategy: Differentiation
-Red bottle appearance
-Advertisements
-"The King of Beers"
-"Great American Lager"
-Clydesdale
-Slightly Richer

7. Porter's 5 Force model
Beer Heineken Corona Coors Budweiser
5 forces
The threat of new
entrants
The bargaining
power of the
buyers
The bargaining
power of the
suppliers
The threat of the
substitute products
and service
The intensity of
rivalry among
competitors in an
industry

8. Recommendation
1. International market for younger generation
- e.g) Korean younger generation buys
Heineken even though it is twice as
expensive as U.S
so, Heineken needs to have advertising in
Korea TV.

9. Alternative Strategy
Combination
print note page: 1. save as ppt 2. click print 3.
full page slide and select note page

10. Advertisement
Heineken
http://www.youtube.com/watch?v=XC9ju2Qqeek
Corona
http://www.youtube.com/watch?v=8UqZzZWZd-Y
Coors Light
http://www.youtube.com/watch?v=RCJA0en-1U8
Budweiser
http://www.budweiser.com/en/us/content/epic-ads/video/commercial-
epic-toast