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Brand analysis of heneiken

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BRAND ANALYSIS OF
P R E S E N TAT I O N B Y M O U P I A B H O W M I K
Brand Management
18A3HP648

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H E I N E K E N
INTRODUCTION
Heineken Lager Beer which is a 5%
abv pale lager was first made in
1868. Heineken beer is bre...

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W H A T ’ S I N S T O R E ?
HEINEKEN PRODUCTS
ASSORTMENT
The green bottle of Heineken symbolizes refreshment, the red star...

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Brand analysis of heneiken

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This presentation speaks about the brand equity of Heineken, its CBBE model, 4 Ps of marketing, Experiential marketing, and its social media presence

This presentation speaks about the brand equity of Heineken, its CBBE model, 4 Ps of marketing, Experiential marketing, and its social media presence

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Brand analysis of heneiken

  1. 1. BRAND ANALYSIS OF P R E S E N TAT I O N B Y M O U P I A B H O W M I K Brand Management 18A3HP648
  2. 2. H E I N E K E N INTRODUCTION Heineken Lager Beer which is a 5% abv pale lager was first made in 1868. Heineken beer is brewed in t h e He in e ke n b rewe r y in Zoeterwoude, Netherlands since 1975. It has a portfolio of more than 170 beer brands, which is mainly pale lager. This makes it the second largest beer brewery in the world. By 2006, Heineken employed over 57,557 people across more than 70 countries with over 125 breweries .
  3. 3. W H A T ’ S I N S T O R E ? HEINEKEN PRODUCTS ASSORTMENT The green bottle of Heineken symbolizes refreshment, the red star in its logo creates an instant remembrance of the brand in the mind of the consumers and the three ‘e’ in the name, the font of which is such that it looks a smiling ‘e’ symbolizes a welcoming feeling.
  4. 4. BRAND EQUITY BRAND AWARENESS BRAND IMAGE
  5. 5. TASTE PREMIUM TRADITION WINNING SPIRIT
  6. 6. Heineken LOGO and SLOGAN Get a modern PowerPoint Presentation that is beautifully designed. Heineken is recognized by the typical green color and its oval shape. The black horizontal bar and its five-point star with curled up boundary influences the label. One of the most unique features of the iconic Heineken logo is its famous red star ‘A better beer deserves a better can’ ‘It's all about the beer.’ ‘Lager Beer at its Best.’ ‘How refreshing! How Heineken!’ ‘It could only be Heineken.’
  7. 7. Heineken brand resonance pyramid CBBE model Salience: Targeting people by sophistication and elegance is the strategy followed by Heineken. Performance: In 2004 and 2005 Heineken has been certified with gold medal as the international brewing. With its distinctive taste Heineken also became the leading brewing company in 2015. Imagery: Heineken follows the picture of sophistication and class. Heritage and authenticity are the trademarks that the brand follows. It is also regarded as traditional French brewery. Judgement: It is French premium large beer mostly judged on its taste and quality which has left its impression since 1867. Feelings: Heineken is mostly related to sophistication and elegance which makes it a superior brand. Resonance: There’s a devoted following during specific campaigns and consumers have positive perception about Heineken. Thus, there is a wide and strong online community that is exclusively dedicated to the promotion of Heineken.
  8. 8. The analysis on branding of Heineken is done by taking survey response from 56 consumers, mainly of the age group 21-25. This survey was circulated among college student. Hence the maximum response is from age group 21- 25 years with 85.7%. Followed by the age group 25- 30 and 18-21 years with 7.1% each. The target audience of Heineken is the youth full of energy and fun. This justifies the above age group being the one with maximum responses. BRAND TRACKING Survey
  9. 9. H E I N E K E N SALIENCE BRAND AWARENESS The responses depict that 91% of the people are aware of the brand. 51 responded out of 56 have heard of Heineken, hence the brand has been successful in recalling the brand amongst its customer.
  10. 10. H E I N E K E N IMAGERY 30 out of 56 people have responded that they recall good memories associated with the brand. Followed by 20 out of 56 respondent who are unsure if the brand creates good memories for them. And a very small percentage of 3.6% (2 people) have rated lowest. Still Heineken have been able to leave a good image amongst its customers.
  11. 11. H E I N E K E N PERFORMANCE PRICE BASED IMAGE Majority of the consumers (60.7%) think Heineken to be of similar price range as its competitors followed by 35.7% respondents who think it is priced higher than other beer brands. Thus, an overall analysis would convey that people think of Heineken to be a fairly priced beer with premium quality.
  12. 12. H E I N E K E N RELIABILITY Out of 56 respondents 13 have rated Heineken 5 in a scale of 5 and strongly agree that it is reliable. Followed by 20 respondents who rated 4 out of 5 on reliability. A very small fraction that is 3 respondents (5%) think its not reliable. Thus, Heineken have been successful in establishing the trustworthy factor among maximum consumers.
  13. 13. H E I N E K E N BRAND RECALL In a scale of 5, with 1 being the least and 5 being the very often, 33% people have rated ‘neutral’ followed by 26% who rated ‘very often’. Thus, Heineken have been able to maintain a good brand recall amongst its consumers.
  14. 14. H E I N E K E N JUDGEMENT 30 out of 56 respondents have agreed to the fact that Heineken is value for money and 20 out of 56 are neutral towards the value. Thus, Heineken has fairly succeeded in delivering value for money to its consumers. QUALITY
  15. 15. H E I N E K E N CREDIBILITY 21.4% of the respondent have preferred Corona, followed by Budweiser (19.6%), followed by Carlsberg (12.5%) and finally a tie between Bira, Heineken and Kingfisher with 10.7%. Thus, Corona and Budweiser are the competitors of Heineken.
  16. 16. H E I N E K E N CONSIDERATION 23% respondent are likely to recommend Heineken to others followed by 21% respondent who are unsure whether they would be recommending the brand to others. The positive observation is that there are no consumers who wouldn’t be recommending the brand at all.
  17. 17. H E I N E K E N FEELINGS 26 out of 56 respondents have rated 4 out of 5 talking about how much of a feeling of excitement the brand gives which is the majority. 20 out of 56 have rated 3 out of 5, that they are neutral and unsure if the brand gives a feeling of excitement. 6 out of 56 have rated highest. Thus, there is a mixed opinion when it comes to giving a feeling of excitement by Heineken. Nevertheless, the highest percentage rated 4 out of 5, so the brand has done fairly in term of experience.
  18. 18. H E I N E K E N RESONANCE Highest percentage of responded (41%) think that they will miss the brand ‘sometimes’ if it happens to discontinue. Thus, consumers are emotionally attached with the brand. 33.9% of the respondents are neutral as they will be indifferent if this brand will go away. A fraction of 10% feel that they will never miss the brand if it is discontinued. However, the majority feels that it will affect them if this brand stops coming in the market. LOYALTY
  19. 19. H E I N E K E N BRAND VALUE CHAIN
  20. 20. H E I N E K E N Marketing program investment Heineken has cultured from other successful consumer brands which have combined new media and traditional exploited consumer and technological trends with their “mass customized products and integrated media campaigns. Doing so has contributed towards driving image of the brand, commercial success and customer loyalty Customer mindset Heineken’s advertisement controlled confident and lively styles through appealing technique of humor. Throughout their advertising campaigns Heineken uses a Lifestyle executional framework. The lifestyle of the brand is about becoming loved and desirable by the people around. Heineken’s lifestyle is about “progressing beyond your own borders”, by reaching out to unique personalities and new cultures. Market Performance As Heineken is recognized as a superior and premium brand worldwide, it should be viewed as the best of this segment and the pioneer on the premium segment. The high production value of the film, and high class raises the superior position of the beer.
  21. 21. HEINEKEN Experiential Marketing
  22. 22. This initiative was taken with an intention of engaging the younger consumer with the brand. It invested in experiential activities locally. In this festival selected Australian consumers were transported to a secret location which comprised of a mix of food, music and entertainment HEINEKEN City Shaper Festival This campaign created a physical environment for consumers to directly interact with the brand. The main purpose of this campaign was to increase market penetration and build brand loyalty amongst customers.
  23. 23. DINNER SPECIAL This was an advertisement launched in 2017 which challenged British citizens to break down social barriers and come in common contentious with those with conflicting views. This campaign was a real-life social experiment where strangers met was the first time and conveyed a message of unity. Heineken took the advantage of the concept of ‘Compassion effect’ which is one of the major aspects in appealing Millennial consumers. OPEN YOUR WORLD
  24. 24. M A R K E T I N G MIX OF HEINEKEN OF MARKETING FOUR P’s PRODUCT PRICE PLACE PROMOTION It has a portfolio of more than 170 beer brands, which is mainly pale lager. This makes it the ‘second’ largest beer brewery in the world. The company has nearly 165 breweries. Economic pricing strategy Price skimming strategy Heineken is spread across more than 70 countries with over 125 breweries and has hired over 57,557 people. Heineken creates brand awareness through television, print media, social media, billboards etc. It also associates with various international personalities, sports and events
  25. 25. MARKETING T H R O U G H S O C I A L M E D I A FACEBOOK The Facebook page of Heineken has 24 million followers, which is more than its competitors. Budweiser has 14 million followers. Thus, lags with 10 million followers. Kingfisher has 7 million followers, which is again quite a less number compared to Heineken and Carlsberg with as low as 3.2 million followers.
  26. 26. INSTAGRAM Heineken has multiple accounts in Instagram based on regions. There is one main account which has 421K followers. The Instagram account of Heineken is mainly used as a platform to promote other social media accounts such as YouTube. Its competitor Budweiser is little ahead in the number with 434K followers. Kingfisher has 93K followers, thus lags with 341K followers and Carlsberg further less with just 35K followers.
  27. 27. TWITTER Like Instagram, Heineken has multiple accounts in Twitter too based on regions. There is one main account which has 155K followers. The twitter account of Heineken is mainly used as a platform to promote its products and variants. Its competitor Budweiser is little ahead in the number with 181K followers. Kingfisher has 85K followers and Carlsberg further less with just 29K followers.
  28. 28. Thank you

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