Heineken presentation bingül&eda

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Heineken presentation bingül&eda

  1. 1. STRATEGIC BRAND MANAGEMENT 20.01.2014 Bingül Yalçın Eda Yeşim
  2. 2. History • The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. • One of the world’s leading consumer and corporate brands for over 150 years
  3. 3. Portfolio • Brand portfolio contains more than 200 international premium beers and ciders in more than 70 countries.
  4. 4. Brand Extension Heineken Lager Heineken Tarwebok/Special Dark Heineken Premium Light Heineken Oud Bruin
  5. 5. Target Audience • • • • 22 to 50 years old Young male Middle to upper class Middle to high education • Party goers • Socializing and meet up with friends • Open minded and likes western products
  6. 6. Values • • • • • • • Enjoyment Respect Passion for quality Taste Heritage Wining sprit Friendship
  7. 7. - World’s premier beer - Known for good taste and tradition - Acknowledged as highquality beer - Brand availability in many countries around the world -Lack of local advertising and campaign -Loyalty needs to be built - Attractive, recognizable and distinctive packaging - Turkey’s young population - Many entertainment places in every region (both for winter and summer) - Alcohol advertising and sponsorship restrictions in Turkey - Mergers of other breweries
  8. 8. Positioning • International premium beer • High quality and good taste • Value for-money beer • Value for friendship and togetherness with friends • Sophisticated and enjoyable
  9. 9. Who Cool, young, good looking, social How • Creative advertisements • Sponsorships • Social Media What Heineken stands for; • Tradition • Quality • Innovaiton
  10. 10. Marketing • Sponsoring Events UEFA Champions League Sponsorship Heineken has sponsored UEFA Champions League since 2005 and has extended its sponsorship by 2015.
  11. 11. Marketing • Sponsoring Events Heineken Open’er Festival Open’er Music Festival, which takes place in Poland, took its name from its principal sponsor Heineken.
  12. 12. Marketing • Campaigns Made to entertain For a fresher world Open your world
  13. 13. Brand Equity Resonance Loyal following Repeated purchase Large online comm. Judgment Performance Likeable, incons istant quality, distinct brand image, trustwor thy brand Premium lager beer, good packaging, inconsistent taste, heritage, sustaina ble brewer Enjoyment Stylish Having fun Pleasure Relaxation Innovative Feelings Male, young and trendy, bars and pubs, partying, self confidence, sociable Green bottle + Red star, Friendship, Special Occasions, Sharing good moments, Huge and strong ad. campaigns Salience Imagery
  14. 14. • • • • • • • • Well known but not preferred much High price Not for everyday consumption Core benefit – enjoyment Premium Lager Global Not easy to access Large brand portfolio • • • • • • • • Most consumed beer in Turkey Affordable price For everyday consumption Core benefit – pleasure Lager Local Easily accessible Not comparable portfolio with Heineken
  15. 15. Research Results Women Heineken 10% Miller 40% Other 5% Men Efes 45% Heineken 18% Tuborg 24% Other 5% Efes 51%
  16. 16. Research Results 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 55% 18% 13% 5% Efes Bomonti Guinnes 9% Heineken Miller
  17. 17. Brand Awareness
  18. 18. Suggestions • We aim to create a Heineken official page for Turkish fans. • With bloggers or famous DJ’s we aim to create some curiosity with word of mouth.
  19. 19. Suggestions • • One of Heineken’s strong strategy is to create innovative, creative and technological basedcampaigns, advertising, which we follow while we set up Heineken Turkey mobile app. In order to break the «cold» image of Heineken and start a close relationship with the consumers we put some QR codes to Heineken green bottles. When you take pictures of the QR code, you become friends with the ones who do the same.
  20. 20. Suggestions • Thanks to augmented reality on application we ask from consumers to follow the green bottles. At the final step there will be a big welcome from Heineken to all its consumers.
  21. 21. THANK YOU

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