HEINEKEN IN THE BEER MARKET

Heineken in the Market
The main issue that comes to surface when dealing with globalization is "being able to adapt". One could never globalize operations if the ability to
adapt to other cultures is not present. That means that there is a necessity of a corporate culture which enables a organization to adapt and integrate
into the culture in which there will be operated. It is clear that Heineken has such a culture. Heineken sees itself as an integral part of the societies they
are operating in. A lot of value is attached to respecting, honor and understanding the socio–political situation and the local culture they are dealing
with. Not only integration in behavioral context, but also in bringing messages across to their audience and adjusting their... Show more content on
Helpwriting.net ...
Still they convey a different messages with this similar bottle. For example, in the US Heineken stands for a luxury product, caused by the luxurious
and exclusive image European products have in the US. While in Holland a bottle of Heineken just stands for a bottle of good quality beer to enhance a
community feeling. At the time Freddy Heineken was in charge, Heineken showed a weakness. They where too conservative on the financial area
which held them back where other breweries grew. Ruys handled this weakness and showed more innovation. At this very moment it is hard to identify
any weaknesses of Heineken. This leads to a complex situation in which strength, threats, weaknesses and opportunities are in relation. If Heineken uses
its strength to create opportunities and avoid weaknesses they can succeed in being globally successful. There are certain threats which can lead to
weaknesses when NOT taking them under close scrutiny, but when there will be reacted in right way towards these threats they will become
opportunities and eventually a strength (later on this will be explained). When moving operations to another country there always needs to be a created
management style which respects cultural sensitivities, what ever those may be it is up to the organization to find out. When moving to countries in
Africa, Asia and Eastern Europe almost cultural opposition should be taken into account concerning
... Get more on HelpWriting.net ...

Marketing Management
Executive Summary:
After comprehensive research into the beer market specifically focusing on the four beer brands Little Creatures, Heineken, Budweiser and Victoria
Bitter, our group propose the introduction of a new product into the Little Creatures product line. Similar to Heineken, we believe Little Creatures
would benefit from the introduction of a Bright Ale keg. This line extension would promote bulk buying of Little Creatures beer and expand their
cultural persona by encouraging community gatherings. Which is perfectly aligned with the ethos they have built to date. The sharing of what is one
of their premium beers would further attract potential customers through this social networking focal point.
Total Product Concept ... Show more content on Helpwriting.net ...
This increased level of innovation will probably increase in the future to keep up with future digital media trends. Little Creatures could further benefit
from, as Heineken has recently done, the introduction of a Bright Ale keg. This alternative product would provide for a more communal drinking
experience and attract future customers through this more social product. They could include a rewards program linked to the number of kegs sold
maybe offering a discount at the restaurant or free trip around the brewery.
Budweiser has seen a move away from merely being a national American beer, being one of the world's most popular beers Budweiser has been forced
to target a more international mass market with a more innovative, creative advertisement approach. Finally in recent years there has been a huge surge
in social networking sites holding advertisement campaigns throughout their pages. All of these brands would benefit from tapping into these growing
consumer bases.
Branding Abrand is defined as "a collection of symbols, such as name, logo, slogan and design that are intended to create an image in the customer's
mind that differentiates a product from competitors' products" (Elliot, Rundle–Thiele & Waller, 2010, p.219). This makes the process of branding
integral to the success of any given product in a market place

Beer and Heineken
Budweiser Vs. Heineken – Presentation Transcript 1. Budweiser Marketing Mix 2. Heineken 3. Many of life&apos;s failures are men who did
not realize how close they were to success when they gave up. – Thomas Edison 4. Introduction * Anheuser–Busch * Anheuser–Busch Inc. is a strong
and dominating company that is a leader in the beer market. They are a company that is rooted in values, ethics and sheer determination. *
Anheuser–Busch targets consumers who are interested in alcoholic beverages that provide the best taste and quality. Their targets are anyone from
the lower class of society, all the way up to the upper class. They have a wide range of brands and beverages to offer that are... Show more content on
Helpwriting.net ...
* It is the first beer under the Budweiser name that is brewed as an ale rather than a lager. The beer has a darker color which is a departure from
other Budweiser brands 15. Product: Bud Dry * was introduced in the U.S. in 1990 with the slogan of "Why ask why? Drink Bud Dry." * It was
originally successful in the test markets and was expected to be a popular beer with the rise in lager popularity. * However, with the introduction
of Bud Ice in 1994, Bud Dry began to decline in the mainstream popularity and no longer receives attention. 16. Product: Bud Ice * Introduced in
1994 as "Ice by Budweiser". * Contains more alcohol (5.5%ABV) more than Budweiser. * Bud Ice Light was introduced in 2007. * Contains 4.1%
ABV and 110 calories. 17. Product: Clamato Chelada. * A blend of Budweiser or Bud light and Clamato. This beverage became available nationally
in late 2007 due to overwhelming popularity during test marketing. * In its most basic form, the chelada is a fairly innocuous mixing of beer with
lime and salt. Miller&apos;s new product, Miller Chill, incorporates these flavors in their new product, which they have slotted as a super
premium light beer 18. Marketing Mix: Product Keegan and Schlegelmilch define a product as a collection of physical, psychological and symbolic
attributes that collectively yield

The External Environment Of Heineken
External environment
According to research (In home drinking, UK, June 2009), there is a decline in demand for beer. As people are stimulated to have a healthier lifestyle,
demand for beer has slightly dropped. As supply remains constant and demand drops, chances are Heineken gets stuck with superfluous inventory.
Furthermore, in the UK in 2008 alone, tax on beer has been increased by 18%, discouraging people to consume beer. This rapid change inenvironment
did not get any response from Heineken. As tax increased by 18%, Heineken raised its prices by 18% (or more) as well, as did their competitors. After
all, profit margins still have to be kept by every profit organisation.
Over the past couple of years, part of Heineken's external environment ... Show more content on Helpwriting.net ...
In organisational structure, the culture part refers to a system of shared meaning within an organisation, as is explained by Robbins and Barnwell.
Heineken claims that its culture is based on four fundamental principles: respect, passion, code of business conduct and enjoy responsibly. These
principles confer high values to the firm, as it acts in a sustainable way and tries to create the maximum value for the customers. However, these
principles are given by the company itself, thus cannot be entirely reliable as it tries to promote itself. It is not possible to identify the full truth about
Heineken's culture, because the company has never been involved in any major scandal.
Another interesting feature of Heinekens internal environment can be found in the annual report of Heineken, which makes clear that the majority of
permanent contracts is held by men; the number of men with a permanent contract is 53,679, whereas only 12,649 women have a permanent contract at
Heineken. This fact shows that the company is predominately masculine (, but it may be important to note that almost half of the directors on the board
of directors are female). However the company should try to overcome this discrepancy, in order to prevent any accuses of Heineken hiring and
promoting men rather

The Analysis of Financial Position of Heineken, Carlsberg...
2012 2012 The analysis of financial position of Heineken, Carlsberg and Saigon Beer Company The analysis of financial position of Heineken,
Carlsberg and Saigon Beer Company Le Dinh Quang | Do Thi Tra Mi| SAXION UNIVERSITY OF APPLIED SCIENCE Academy of International
Finance and Accounting Education: Accountancy The analysis of financial position of Heineken, Carlsberg and Saigon Beer Company Le Dinh Quang
(Leo)| St.No. 153452| Do Thi Tra Mi (Kathy)| St.No. 154723| Students: Mr Harm.Postma| Mr J.J Bodewes| Supervisors: Deventer, the Netherlands
May 2012 * Prefatory Note Our dissertation is about the financial ratios analysis based on information from financial statements of three beer
companies:... Show more content on Helpwriting.net ...
In addition to, the main content of chapters are shortly mentioned in order to make the report more readable. Research background In a competitive
economy, it is challenge for companies to maintain their goals: increasing profits and reducing risks. If any wrong decision is made, it may cause a
big effect and the company is easily taken over by competitors. To overcome this, financial analysis is necessary for enterprises to obtain a clear view
on their current financial situations. Then, they are able to develop a strategic plan in order to consolidate and strengthen in the future terms.
Furthermore, financial analysis supports basic information about financial health of the companies; not only the strengths and weaknesses but also the
potential situation of the companies. Thus, they help shareholders, creditors and investors to make wise decisions in their investment activities. After
officially being a member of World Trade Organization on 11st of July 2007, Vietnam is becoming more attractive to many foreign investors. This
brings challenges to domestic companies because they have to compete with many foreign companies. In other words, their products compete with
other imported ones which are offered the same or lower price. The beer industry is not the exception, and the market is considerably competitive.
According to the amount of sale and the market share in Vietnam, Saigon Beer Company is the leading beer producer. However, it is

Heineken N.V.: Global Branding and Advertising
OVERVIEW The Heineken brewery, founded in Amsterdam in 1863 by Gerard Adriaan Heineken, is one the largest brewers in the world. With sales
throughout Europe, America, Asia, Australia and Africa, Heineken was second in volume of beer brewed behind only Anheuser
–Busch in 1993. While
Europe, particularly the Netherlands, provided the majority of its sales revenue, international expansion provided the majority of sales growth from
1992 to 1993. As the trend toward international expansion and the globalization of the brewing industry increased, the importance of effective
advertising strategies and projecting an appropriate brand image became increasingly important. Expansion into emerging markets forced Heineken to
deal with many new... Show more content on Helpwriting.net ...
PROJECT COMET & PROJECT MOSA In the early 90's, Heineken executives commissioned two projects to explore the possibility of creating a
unified worldwide marketing program. The first project was called Project Comet. Established by Heineken's international marketing manager, Project
Comet's goal was to enhance the company's competitive advantage by consistently projecting Heineken's brand image as "the world's leading
premium beer." Through its research and analysis, the Project Comet team concluded that regardless of the country or market the desirable brand
image for Heineken was "good taste." The team then identified five core brand values to support this single brand image. These five core brand values
were: taste, premiumness, tradition, winning spirit and friendship. Although incorporating each of these values into each advertisement could prove
challenging, the project team believed it could be done in an impactful and state of the art manner. The second project, Project Mosa, was started a
couple years later by Heineken's international advertising manager. The project consisted of commissioning focus groups in eight countries to
understand (1) what male beer drinkers meant by taste and friendship in relation to premium beer drinking and (2) which expressions of taste and
friendship could be used by the Heineken brand in advertising. Focus groups in eight countries were shown boards with visual and message stimuli
depicting expressions of

green logistics
Assignment: Green logisticsSjoerd de Kreij & Bas Scheepers ID:2013319400 & 2013319495
General logistics
It is widely known that logistics plays a major role in the product and service production. Logistics is described as: ''the part of Supply Chain
Management that plans, implements, and controls the efficient, effective forward and reverse flow and storage of goods, services and related
information between the point of origin and the point of consumption in order to meet customers ' requirements''.i It is important in all the business
processes and concentrates on moving goods and services from suppliers to producers to the end consumers. One important part of logistics is the
transportation industryii. The ... Show more content on Helpwriting.net ...
Packaging is an example of operational performance. Environmental aware companies developed new ways of packaging their products such that
production process became more environmental friendly and the delivery of products could be more efficient.
Applications green logistics
One company that made a strategic mission of being more environmental friendly and continuously focuses on reducing the environmental impact of
their product is the Dutch beer company Heineken. The company applied the green logistics management in their supply chain by identifying were
potential improvements could be made. According to Heinekens' sustainability report, they focused on many elements to become greenxiii. It focused
on inbound and outbound logistics, packaging and the logistics of the their human resources.
Packaging
As stated before, packaging is an example of operational performance in logistics. Heineken of course, also developed new ways of packaging their
products so that production process became more environmental friendly and the delivery of products would become more efficient. Although
packaging is a way to express their brand and presents where they stand for, it is also a big part of their carbon footprint and part of polluting factors.
Therefore Heineken renewed their packaging policy at the second half of 2012. This policy tries to achieve to maintain quality and the expression of the

Marketing and Heineken
What are Heineken 's strengths and weaknesses?
The major strengths and weaknesses of Heineken are as follows:
Strengths: The taste of Heineken beer is unique. The yeast that is used to make Heineken beer till today was developed in 1886. So the taste and
uniqueness of it has been there for a hundred years. Heineken is the world's second largest beer manufacturer. They produce 5.6 billion ltrs of beer
each year. Second only to Anheuser–Busch who produce 10 billion ltrs. They have substantial market share in Europe and America with 38% where
as they are growing very fast (rate of growth 23% over 1992 sales) in Asia and Australia. In some markets like USA and Hong Kong the Heinekenbrand
is ... Show more content on Helpwriting.net ...
(Pg. 581) Project Mosa The project team collects the information to find answers the following two questions: a) which expressions of taste Heineken
should use in their advertising, and b) which expressions of friendship Heineken should us. The team researches and gathers data from 8 focus groups
in each country which Heineken is interested in as their target market. Four of the groups consist of 21–27–year– old people and the others consist of
28–35–year–old people (it seems to be relatively small range, though). a) Which expressions of Taste should Heineken use in their advertising? In
Exhibit 4, here is an example of expressions of Taste, in which Heineken tries to show their brand vision, pride for the brand 's quality, and brewing
skills Exhibit 6 demonstrates that almost all of the focus groups regard taste experience, balanced taste, and foam as important. Another finding is that
Netherlands, Germany, and average 8 countries have similar preferences in Product category. Next finding is German is most interested in Taste when
drinking beer. Final one is the USA seems to pay most attentions toMarketing promotion of all researched countries. According to exhibit 8, all of the
countries think of all items in Quality category as important, also all except Italy consider Tradition has positive meaning. On the other hand, although
domestic brands dominate national market in Germany, the data means they positively evaluate Heineken,

Murphys Brewery
MURPHY BREWERY IRELAND
SYNOPSIS
This case examines the marketing of Murphy's Irish Stout at the time of the merger between Guinness and Grand Metropolitan. Murphy Brewery is
owned by Heineken International and has expanded its scope beyond Ireland in recent years. However, the brand is a distant second internationally to
Guinness in the stout category. Furthermore, the company has launched a new brand–Murphy's Irish Amber.
This case discusses the Murphy's situation in Ireland, the UK, and Europe, as well as the United States. One of the issues to be examined is whether
the company should have similar positioning worldwide.
Key Issues
Marketing Strategy Questions–This case is intended to address the marketing strategy ... Show more content on Helpwriting.net ...
The date that Murphy's was established–1856–is included on the front panel as well as the Murphy's family crest below the date. The back panel
contains the historical perspective on the MIS product and the product quality emphasis. The U.S. government mandated warning is shown on both
labels from the U.S. Furthermore, the warning to not drink directly from the bottle is an example of the company taking an ethical posture.
Exhibit 4 shows that Heineken is a major worldwide player in the beer market. Its percentage of 89% export is the highest of all brewers. Its size is
only 60% of AB.
Exhibit 5 depicts the GMG brands. The size of Guinness compared to Murphy's is much larger. The fact that with the merger GMG has Bailey's Irish
Creme in its stable of brands is significant.
Exhibit 6 shows the most popular imported brands in the U.S. The Murphy's size of the market can be calculated from the two sets of numbers by
multiplying the gallons from Ireland in 94, 95 and 96 by 2.25 and subtracting the Guinness numbers from them.

Exhibit 7 – The Wall Street Journal article captures the current strategy of Guinness and its recent success in the U.S. Students can be encouraged to
search out similar business press articles from their country.
Exhibit 8 shows the size of the world beer market. It should be noted that the specialty category is growing faster than the others, which is good news
for

Global Beer Industry Case Study Essay
Case Study Assignment 3
|What are the dominant business and economic characteristics of the global beer industry? |
|The global beer industry is dominated by large corporations who have merged with rivals to increase their global and domestic market share. |
|For example in 2004 Interbrew and AmBev merged to form the worlds largest brewing company in terms of volume ( ).Since then Miller |
|Brewing has merged with Coors Brewing company and SAB to form one of the worlds largest breweries. |
|What do you see as the key success factors for firms in the global beer industry? | ... Show more content on Helpwriting.net ...
Sales of Coco–Cola have created a strong customer based that FEMSA can market their beer too. |
| |
|What is your assessment of Grupo Modelo 's financial performance and financial condition from exhibit 6 in the case? Is the company in good |
|financial shape? Why or why not? Please use the financial ratios in "A Guide to Case Analysis" and in table 4.1 of the text to develop |
|calculations in support of your assessment of the company 's financial performance. |
|After seeing a reduction in gross profit in 2008 Grupo Modelo recovered and increased their gross profit 10.6% in 2009. However, Grupo |
|Modelo 's volume of beer sales has remained mostly stagnant for the past three years. It 's domestic market has seen a slight increase, but |
|their exports dropped 4.8% in 2009. Heineken 's merger with FEMSA has further reduced Modelo 's exports to the U.S. Market. From 2008 to |
|2009 liabilities went down and assets increased, this has strengthened Modelo 's financial condition though investors were disappointed by |
|the 3.7% reduction in return on equity. While no dividends were payed in

Corona Vs Heineken Comparison
Corona vs. Heineken Which is the more superior beer, Corona or Heineken? I believe Corona is the better beer due to the fact that Corona has the
better taste and I would personally drink corona over Heineken. I once suffered a killer headache that hurt from the head down one night after a long
day of drinking Heineken out on the lake. Corona is the better beer than Heineken, for example, I once purchased a six pack of each brand to meet
my hydration needs to prepare myself for a long, yet fun lake day. After finishing both servings of beverages, I realized that Corona is the more
superior beer because Corona did not leave that "bitter after taste" and left me refreshed, resulting in me wishing I had more. I prefer a cold,
refreshing beer, so I understand that any beer with good quality will satisfy a regular drinker more than the usual watery beer such as Keystone,
Coors, or Bud Light. I give praise to both brewing companies, however Corona edges out Heineken in my book. Corona is the more superior beer due to
... Show more content on Helpwriting.net ...
Many brewers follow similar recipes, but the ingredients of Corona and Heineken is the second reason to compare these two beers. Corona and
Heineken both have a great high quality taste but the ingredients differ. Although the basic recipe for Heineken is closely guarded, the ingredients are
no secret. Heineken ingredients include barley malt (grain), hops (flavour–maker), water, yeast, and gluten with no additional additives. The amount of
gluten usually depends on whether the beer is a lighter or darker colored product, with the lighter beer containing less gluten than the darker beer such
as Heineken. The ingredients for Corona look similar to Heineken's. The ingredients include barley malt, rice, hops, yeast, ascorbic acid, propylene
glycol, and/or corn. The ingredients give Corona the edge over Heineken due to the fact that Corona has the higher quality

Weaknesses Of Lagunitas Case
Michael Bloom
Professor Putnam Rankin
Lagunitas Case Study
BUS 401
Executive Summary:
In the following report, I have analyzed and suggested courses of action to resolve major issues and concerns of the Lagunitas Brewing Company. I
have identified Lagunitas' key strengths including their brand loyalty, uniqueness, and management leaders. I have also analyzed critical weaknesses of
the company including market strategy, demand forecasting and public image. Furthermore, I have outlined areas of potential opportunity such as
international growth and threats such as other craft breweries. To conclude, I have analyzed the strengths, weaknesses, threats, and opportunities of
Lagunitas to come up with a few strategies for the future of the company as it expands to the international market under the new ownership of
Heineken. Strengths:
In my opinion, Lagunitas Brewing Company's strengths include brand loyalty, unique products, and strong management. One of the major strengths for
Lagunitas is brand loyalty. By creating whimsical and quirky labels that are easy to read and eye–catching they can appeal to beer drinkers looking for
a more flavorful beer with character. Lagunitas also finds success in brand loyalty because they focus on crafting the product without any of the
unnecessary thrills and frills of the industry like cold–activated or wide mouthed cans. They don't even install any fancy copper pipes or other
unnecessary items/systems to make factory tours more

Heineken: Three Challenges For Global Success
Three generations, three challenges for global success.
Today, the first international beer brand, Heineken was born under a lucky star. The brand owes its creator, Gerard Heineken, the creation of the
industrial process which gives it, from its origins, consistent quality.
His son, Henry, throws export bases, proving that according to his wish, "Beer can travel". Finally, Alfred, son, infant, died January 3, 2002 at the age
of 78, is an image of Heineken products in over 170 countries, stating that "Brand can travel".
Three figures show fame: 13,000 Heineken beer bottles are consumed every minute worldwide. Placed vertically, bottles, produced in the year, can do
32 times around the earth.
Heineken, a response to consumer expectations
Gerard ... Show more content on Helpwriting.net ...
Joined the company in 1942, the year when the family loses its control, Alfred Henry Heineken, son of Henry Peter, was introduced to the marketing, in
the United States from 1946 to 1949. With him, the small Dutch company becomes an international group. Intangible principles: a product packaging
and taste the same regardless of the country. His credo: "I do not sell beer, but the warmth and cheerfulness."
Sold during the interwar period, mainly in pubs where the notion of brand matters while less than in stores, Heineken shall, at the end of the second
world war, face a double challenge: that of competition from new drinks like Coca–Cola and the birth of self–service stores.
Now Heineken beer must be managed as a brand with an offensive communication and a uniform and consistent image to the consumer. Previously,
brewers Heineken which marketed affixed their name and drawing their brewery on the label. Signs of change: the bottle changes shape in 1945, a
sales department was established in 1951 and marketing acquires its pedigree. On the visual identity plan, capital letters are abandoned in favor of an
"e" laughing. "Experts have been working for days under a microscope to determine the inclination of the" e

The Value Of The Guinness Anchor Berhad Essay
We have chosen the Guinness Anchor Berhad (GAB) as our object of this assignment in order to find out the possible product cost which may be
incurred by the company.
GAB was incorporated on 24th January 1964 with the name of 'Guinness Malaysia Limited'. In 1965, GAB has listed on the Main Board of Bursa
Malaysia. Besides that, Sungai Way Brewery which operates by GAB was began operations on the same year. The company changed the name from
"Guinness Malaysia Limited" to "Guinness Malaysia Berhad" on 15th April 1966. While in 15th November 1989, Guinness Malaysia Berhad has
merged with Malayan Breweries (Malaya) Sdn Bhd, and thus, formed Guinness Anchor Berhad. (G.A.B, 2015)
The core business of GAB is produce beer and stout, it also directly involves in the production, packaging, marketing and distribution of its products.
In Malaysia, GAB is a major producer of beer and stout under Beverage category. There are four biggest brands which leading the product portfolio of
GAB, which are Tiger, Heineken, Guinness and Anchor. GAB has produced beer, stout, malt, shandy and cider. Tiger, Heineken, Anchor Strong,
Anchor Smooth, Kilkenny are beer, whereas Guinness is stout. Furthermore, Anglia shandy is a mixed of beer and non–alcoholic drink, and there is
also a non–alcoholic drink which is Malta. GAB's portfolio imported brands includes Strongbow, Paulaner, Affligem, Kirin Ichiban and Smirnoff Ice.
Besides, GAB also exports its products to overseas, such as Cambodia, China, Hong

Strengths And Weaknesses Of Heineken
1.What are Heineken's strengths and weaknesses? Is Heineken a global brand?
Strength : There is o lot of reasons beyond the success of Heineken , the uniqueness of taste , rich and tradition since 1886 . Moreover World's second
largest beer manufactured in around the world if we compare it to other brand .Also Heineken has a very good and well known brand image since
1886 Heineken established premium brand image ,lighter beer , superior quality ,attractive packaging across all markets . We can talk also about the
strong and diverse brand and portfolio that makes the company very strong in the market .furthermore Heineken company master the 4 Ps very well in
term of price , place, promotion , product . So the company has a very strong ... Show more content on Helpwriting.net ...
Also the company should Sponsor numerous sports and youth events at local , regional and national,because by sponsoring that kind of events the
company will communicate with a people , this method of advertisement is very efficient to keep a good brand loyalty and good brand image we
can give the example of Red Bul who has a very good communication strategy by sponsoring the sport event the reason why the brand is very well
known this is why Heineken can follow the same strategy it can be very useful . Furthermore the company can Collaborate with consumers for
advertisement that mean's the company advertise the Heineken as drink for family gathering for special occasions , friendship so I propose why
not turn the advertisement with those people share the moment happiness with them it will be like TV reality it will be good and very interesting .
Moreover launching a beer with different flavors it can very interesting and low alcohol beer for people who do not drink a lot it will be like a new
target for the company . finally the company should focus on the emergent market like Africa and Eastern Europe , also countries who have warm
weather because the beer its considered as refreshing beer not like the wine .
4.What should be the role of Heineken's headquarters in shaping the marketing of the brand worldwide?

Speech On Blitzes
Hello, this is an E–book made by the group Destined for Greatness (D4G), we are a group of Madden players that spend our time to bring you the
best possible content to help you win more and do better in the game of Madden. In this intro we will be going over some of the important things to
keep in mind when blitzing your opponent and playing defense in general. First, we must understand that the whole goal of blitzing is to produce
pressure on the QB so that you either get a sack, force a bad throw, or take receiving options out by forcing the offense to add blockers. It is important
to recognize that when you are blitzing you could potential risk coverage, but blitzing effectively, can fluster your opponent's offense, making them
make bad... Show more content on Helpwriting.net ...
When you are usering a linebacker (I prefer usering a linebacker over usering the safety), you will need a fast and agile linebacker. Some good ones
are Anthony Barr and Ryan Shazier. The first thing you are going to have to do is to read your defense as if you were the QB. I like to play under
routes over the middle, as they are what most people like to look for when passing the ball. I look for ins, slants, posts, seam routes, drags, etc.
You'll get a feel for how the routes break and how you should break on them. By playing more and more you are going to start picking up and
learning formations and plays that people like to run. For example, if a guy comes out in Gun Trips (Four Verticals) (3WR, 1TE, 1 RB) and you
see 3 WR running streaks and the running back going on a route that crosses across the field, you can most likely expect your opponent to look deep
slant route across the middle of the field. This play is a great example of why it is so important to user when playing Defense due to the play being so
very commonly used and being very effective when ran against the CPU

Heineken global branding and advertisin Essay example
Heineken N.V.: Global Branding and Advertising
Instruction:
1. Each student will read the case(s) ahead of time before attending to the class.
2. Your group will be assigned to one or several questions in class.
3. After a thorough group discussion, your group will outline/summarize your answers into a PPT file and drop it onto the Blackboard's drop–box.
4. Your group will present and lead the discussion of the question(s) assigned to you. Although the group in charge will be the major discussants for the
assigned question(s), it is highly recommended to have the rest of the class involved and participated in the discussion.
Questions:
1. What are Heineken's strengths and weaknesses? Is Heineken a global brand? Why or why not?
Every ... Show more content on Helpwriting.net ...
That is undoubtedly case for Heineken. Analyzing its strengths and weaknesses it is clear that Heineken wasn't a truly a global brand at the time
the case was written, but was working on it. The confirmation of this is that the company's presence in more than 170 countries all over the world.
The brand is nationwide recognized, as a brand that was established in 19th century and from a local beer became a global icon. Heineken by
working so hard on standardizing the brand image achieved its results. The goal for Heineken at the time was to build a demand for the product. In
countries where the beer market is already mature like Japan, Australia or Spain Heineken never stopped growing. The obstacle for Heineken to
become a global company was connected to the fact that Heineken's marketing communication in many different countries was not consistent.
Another obstacle that Heineken overcame over the years was the fact that it was difficult for the company to overcome the image of its beer as only
for special occasions. To be global, Heineken must create the image and perception that Heineken is a daily beer. Also as of 1993, Heineken was
associated in countries like Latin America as just only regular imported beer. To become global, the company needs to createadvertising campaign in
those countries emphasizing values of imported beer to build brand value and attract different customers. To be global Heineken needs to standardize
its image and make it consistent

Marketing Paper Heineken
The company Heineken is a Dutch beer brewery company, which was founded in 1863, when Gerard Adriaan Heineken bought a small brewery in
Amsterdam called "The Haystack". In 1900 the company came up with it nowadays famous five–point star. In 1914 the company began expanding,
starting with the production of their own bottled beers. By 1914 the company was one of the most loved import beers in the United States. From
around 1948 Heineken began promoting their beer on a large scale. With slogans as "Heerlijk helder Heineken" (meaning: Delicious clear Heineken)
and "Good people bring home Heineken". In 1968 Heineken comes up with an innovation that will be used for over 30 years, the barrel with an
attached draft pipe. This way an... Show more content on Helpwriting.net ...
|Segment |Volume |Percentage | |Western Europe |7,600 |29,3% | |Central and Eastern Europe |2,800 |10,8% | |Africa and the Middle East |2,100 |8,2%
| |North and South America |9,000 |34,7% | |Asia Pacific |4,400 |17,0% | |Total |25,900 |100% | Market positions Western Europe In Western Europe
Heineken is market leader in countries including The U.K., The Netherlands, France and Italy. Heineken is the number two as beer brewer in countries
such as Belgium, Finland, Ireland,

Rhetorical Analysis Of Heineken 's Worlds Apart Ad
Rhetorical Analysis: Heineken 's Worlds Apart Ad https://www.youtube.com/watch?v=etIqln7vT4w Throughout the video the author is trying to get
one message across, which is that no matter how different peoples views are and what the political climate is, people can sit down over a beer and
discuss their differences without having an argument. The author is mostly using pathos in the ad. He wants the audience to fully understand and feel
why it is important to have discussions instead of fights or arguments. He uses the political climate, race, gender and the publics opinions of race and
gender to introduce the fact that there is a major divide in the United States right now and the author wants to let the audience know there is a way to ...
Show more content on Helpwriting.net ...
Through these comments, you can already tell that this ad is going to be about difference and how those people face their differences. I feel like
their appearance and beliefs play a huge roll in their discussion. I believe the author picked these two people because of how their views differ and
how their genders play a role in this discussion. The main problem these two people face is there opposite views regarding feminism. In America right
now the political climate is very tense; we have two sides that believe they are right, and that they should get what they want. So you have a man saying
that feminism is man–hating and a women saying that she describes herself as a feminist. I think the reason they used a man and women for this
topic is to really apply the thought that men don 't understand what women are trying to get from the feminist movement. They really want the
audience to see how different these two people are. Following the conversation on feminism, two new people are paired together. The two new
people are two white men, one is probably in his 20 's to 30 's and the other is in his 30 's to 40 's. The older man says that he "doesn 't believe that
climate change exists" (0:29) and the younger man says "we are not taking

Case Study Of Heineken Company
Heineken:
1–Inside stakeholders have a great role in the running and production of the company, thus a major affection on the CSR of Heineken :
Employees for Heineken bring brewing a better future to life, this is why they believe that they should be given time and energy on ensuring that
they're sharing knowledge and capturing a learning environment. In 2012 for example the company expanded the employee learning platform whereby
they gave 3,000 courses to employees on how to add learning modules on Green distribution; courses about sustainable buildings (warehouses and
offices) and rules on responsible commercial communication and moreover about the employees and human rights. Employees in April 2012, competed
in a photography event called ... Show more content on Helpwriting.net ...
–Environment: The company uses tools such as Carbon Footprint paragraph in order to decrease the emission of CO2 in the atmosphere and calculates
the percentage and footprint of the discharge trough the value chain. On the other hand Heineken tries to decrease water consumption and waste. By
2020, the companies aim to reduce water consumption in their breweries by 30%. In order to complete this goal they are practicing trough groups and
investing in water–efficient technologies and working on benchmark.
–Fair operating practices: Fair practices come from different types: Ecological like decreasing Co2 and water consumption, human practices like giving
rights and respecting employee's actions and their code. Than we have the international practices where the company respects universal norms.
–Consumer issues: Heineken respects its customers and consumers, by trying to show how ecological and at what level they are implementing
corporate social responsibility. They restrict the exposure for minors and they are always ready to hear consumer feedbacks and to find solutions for
any problem they're

The Uefa Champions League: Heineken Sponsorhip
Introduction: The UEFA Champions League is a European football tournament that is held every year across Europe. With over 300 million
television viewers, the league's final is the most watched annual sporting event worldwide. For an event of this magnitude, the stakes for everyone
involved are very high (appendix 1). This essay includes a short description of the tournament along with an overview of the stakeholders, followed by
an analysis of one of the sponsors, Heineken. Description: UEFA has been organizing the Champions league since 1955, although it changed format in
1992. Since 1992, the competition is divided into several parts; it begins in mid–July with three knockout–qualifying rounds and a play–off... Show
more content on Helpwriting.net ...
The advertising also suffered from an indirect problem, the controversy about the height of the boards. Since they were put up around the pitch, their
larger size makes the use of the front row seats in various stadiums impossible. Therefore season tickets holders are not assigned their regular seats
and the flat area next to the pitch, which is commonly used for seating wheelchairs and disabled people, is rendered useless. Even though the
advertising boards sparked up some criticisms, they still remain similar, forcing the stadium officials to find other accommodations for disabled
people and season tickets holders. [pic] Since the UEFA Champions League sell the broadcasting rights themselves, the sponsors also have deals that
allow them to have the priority on television advertisement. Their relationship with the media is therefore enhanced by their partnership with the
UEFA. Heineken have been putting a lot of efforts into producing quality television advertising. For example this year, in anticipation of the next
Champions League, they broadcasted a series of commercials in which the Champions League Trophy is placed in various rooms booked by football
fans, along with hidden cameras to film their reactions. They are all astonished; they hold the trophy up over their heads, scream and take pictures.
Then suddenly, the men's joy is interrupted by a knock

Heineken Malaysia Berhad Ratio Statement
Question (a) Heineken Malaysia Berhad was incorporated on 24 January 1964. Previously, the Heineken Malaysia Berhad was actually using
Guinness Anchor Berhad as their company name however, while on 15 March 2016 they have change its name from Guinness Anchor Berhad to
Heineken Malaysia Berhad in order to "reflect the corporate identity and branding of the Company and its relationship with the Heineken Group of
companies. The listing of the company shares on the Malaysia Stock Exchange is in 1965 and in 1989, Malayan Breweries (Malaya) Sdn Bhd has
been merged to widen the product base of the business. There are one brewery which also called Sungei Way Brewery is located in Selangor. This
brewery was operated by Heineken Malaysia since 1965.... Show more content on Helpwriting.net ...
As Heineken Malaysia Berhad current ratio is 1.88:1, it actually have been exceed the ideal ratio for a company which is 1.5:1. This has shown that
Heineken Malaysia Berhad have the ability to meet its short term liabilities. Other than that, as in 2014, the current ratio for Heineken Malaysia
Berhad is 1.42:1, this has shown that they are operating their business well in general as in 2015, the current ratio has an improved from 1.42:1 to
1.88:1. Actually, the receivables, deposits and prepayment from current assets in 2014 is higher than the receivables, deposits and prepayment in 2015.
This is because the amount due from a subsidiary in the receivable, deposits and prepayment section have a significant different between 2014 and
2015 for both trade and non–trade. The trade amount due from a subsidiary for 2014 is RM24,945,000 but in 2015, there is a zero trade amount due
from a subsidiary for the year. Moreover, the non–trade amount due from a subsidiary also have a significant different of RM41,313,000 which
because of amount in 2014 is 76,865,000 and the amount in 2015 is 35,552,000. Although, this can actually become a problem which can drag

Heineken Case Analysis
International Case Analysis – Heineken Ronald J. McIntosh MG 495 Strategic Management – Winter 2014 City University of Seattle
Abstract
Heineken begins it story as a company in 1864 when its founder, Gerard Adrian
Heineken purchased a small brewery in Amsterdam, Netherlands. Since that time, multiple
generations have expanded the Heineken brand to be the third largest brewer in
Europe and expanded its branding reach globally. The company's portfolio includes 170
international premium, regional, local and specialty beers to ... Show more content on Helpwriting.net ...
These factors affect consumer's behaviors when making purchasing decisions of their preferred alcoholic beverage. Further, these sociocultural factors
can developed over years and most companies have been able to adapt to them effectively. "Light beers" or better known as "low–carb beers" are an
example of companies being able to adapt to these factors (Gale Group, 2012).
Business Level Strategy
The business level strategy of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The
four priorities for action include: вћў To expand sustainable top–line growth; вћў To improve operational efficiency and cost reduction; вћў To
maximize implementation: Committing to faster decision making and execution; вћў To approach markets where the company believes it can achieve
a "must win" battle.
Driving this mission focus is the Heineken Group Board of Directors. The management of
Heineken is run by the Executive Board, which has two members and one Chairman. The company has five operating regions: Western Europe, Central
and Eastern Europe, The

Americas, Africa and the Middle East as well as Asia–Pacific. Each region is headed by a
Regional

Heineken Commercial
Heinek–ohol Neil Patrick Harris was in the middle of filming a Heineken commercial, when BOOM. A light from the ceiling fell right next to him,
but this didn't scare him because it was part of film. "Drinking Heineken Light Beer prevents you from getting hit in the head by a light while filming
a Heineken Light Beer commercial. It also prevents you from getting hit by that light, and that light." He says this as two more lights hit the ground.
Little did Neil know that his worst enemy was lurking behind the stage. "Cut, cut cut!" the director exclaims. "What is wrong with you Mr. Harris?
This is our 34th cut and we've been doing this for more than an hour now!" "I don't know, I'm just feeling off today. It feels like someone's watching me,
... Show more content on Helpwriting.net ...
в‹†в‹†в‹† The next morning Neil did exactly what was asked of him, even though he regretted every moment of working for the people who took
his sister away, who was never seen after. He got in the van that said tacos on it and the van drove away. Neil was pushed in the back and a gate
closed in front of him. A large metal tank fell on his head and he was knocked out. в‹†в‹†в‹† Neil was tortured day in and day out for over a week.
He was close to death then this happened. A dark figure emerged from the shadows. "Mr. Heineken?" Neil questioned. "You were behind all of
this?" "You really thought I would let you put our company under?" "Well, it wasn't that hard," Neil said when he interrupted by the loud bang and
the debris flying everywhere. "You're right, it wasn't that hard," the man with the suit and mask said. "Take him to jail, boys." The S.W.A.T team
moved in and arrested Mr. Heineken. Neil was given an award for bravery and was recognized world–wide as a hero. Neil also became an actor and
starred in many shows and movies like The Smurfs 1 and 2, Cloudy with a Chance of Meatballs 1 and 2, as well as How I Met Your Mother. Neil
became very successful man. Though not every knows the story of...

Case Study : Heineken 's Beer Market
MGMT720
Project Team 4
Paper Topic: Heineken in Myanmar
Assignment C: Personal trust building
Matthew Luk Introduction:
The Myanmar's beer market that has long been dominated by Myanmar Brewery, a state–owned firm which is closely connected with the Myanmar
military, with ~80 percent market share. Although Myanmar'sbeer consumption is some of the lowest in Asia at just 3.2 liters per person, it is
estimated to undergo rapid growth as the market is opening after the election of Aung San Suu Kyi in 2015.
In 2015, Heineken established a local JV partnership with Alliance Brewery Company to brew and sell Heineken beers in Myanmar. They have
opened a $US60 million brewery near the commercial capital Yangon to brew Heineken for the... Show more content on Helpwriting.net ...
Here are some of the highlights of the major barriers for each of the strategic option that would negatively impact trust building with stakeholders.
Option 1: Alliance with Carlsberg
Contextual:
1.Unfamiliar cultures/language: Although both Heineken and Carlsberg are considered foreign multinational companies, there are still differences in
corporate governance and culture between the two firms, which might create barriers for a successful partnership. Moreover, the difference in culture
between the two local JV company (Alliance Brewery Company and Golden Star Group) will make the alliance more complicated. The difference in
language used for these 4 parties (English or Dutch for Heineken, Danish/English for Carlsberg, and Burmese for Alliance Brewery Company and
Golden Star Group) will create additional trust barrier during the negotiation process.
Organizational:
1.Personnel turnover: As Carlsberg already has a Bago plant located in the targeted expansion regions , having a partnership with Carlsberg means the
employment of the Carlsberg employees in the Bago plant might be affected, as Heineken might want to put their own management/workers in the
plant based on the new ownership structure. It is not sure whether the Bago plant management and workers will trust the new owner.
Option 2: Organic growth
Contextual:

1.Suspicion of outsiders (esp. companies) and social conflict: It is not sure that

Essay on Heineken Marketing Report 2009
[pic]
Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein
I – Intro on company History of the company
II – Environmental Analysis 1 – Economic forces 2 – Political & Legal forces 3 – Demand a)Total size of market b)Market share c)Characteristics of
demand 1–When 2–where 3–how often costumers buy 4 – Competitive forces 5 – Technological forces 6– Social/Cultural forces
III – SWOT Analysis A. Strengths and Weaknesses B. Opportunities and Threats
IV – Marketing objectives
V – Marketing strategies A. Target markets... Show more content on Helpwriting.net ...
Large–scale industry consolidation, a global slowdown in category growth, significant increase in input costs and cost pressures and above all, an
unprecedented economic crisis unfolding in the second half of the year. Against this backdrop, Heineken delivered strong organic growth in net profit
of 11 per cent, revenue growth of more than 27 per cent (7 per cent organic) and 16 per cent increase in Group volume (4 per cent organic). However,
the exceptional economic circumstances required the company to reduce the value of goodwill in Russia, its investment in India and in its pub
portfolios in the UK . These non–cash exceptional charges, together with low profit contributions of new businesses and the related financing costs
resulted in a substantially lower reported net profit. Looking back over the last three years, Heineken has become more resilient, performance driven
and competitive. They have achieved an average top–line growth of 16.5 per cent per year and grown the HeinekenВ® volume in the premium
segment by 3.4 million hectolitres, an average of 7.3 per cent per year. They are more efficient thanks to the successful delivery of more than в‚¬450
million of cost savings between 2006 and 2008 linked to their Fit2Fight programme. And they have a much stronger global footprint.[1]
II.2. Political–legal forces

Unit 1 P5
UNIT 1 The business Environment P5 Know the impact of the economic environment on business. Draft/version: 2 Tutor: M. Popescu Student: Luca
Polak Class: IBS 1B Date: 18 January 2013 INDEX * Introductionpage(s): 3 * Economic:page(s): 4 t/m 11 –Importance of stability; –Impact on
business of changes in theeconomic environment; –Levels of inflation; –Availability and cost of credit; –Labour; –Changes in government policy. *
Demand:page(s): 12 t/m 16 –Influenced by affordability; –Competition availability of substitutes; –Level of Gross Domestic Products; – Needs and
aspirations of consumers. * Supply:page(s): 17 t/m 19 –Influenced by availability of... Show more content on Helpwriting.net ...
GDP Annual Growth Rate in Netherlands is reported by the Dutch Statistics Office. Historically, from 1989 until 2012, Netherlands GDP Annual
Growth Rate averaged 2.3 Percent reaching an all time high of 5.8 Percent in December of 1999 and a record low of –4.8 Percent in June of 2009. In
Netherlands, the annual growth rate in GDP measures the change in the value of the goods and services produced by the country economy during
the period of a year. This page includes a chart with historical data for Netherlands GDP Annual Growth Rate. The statistics show that there is no
growth. The growth is actually being minimized within the year. This can harm Heineken with recession and the ripple effect. Sony: The Gross
Domestic Product (GDP) in Japan expanded 0.10 percent in the third quarter of 2012 over the same quarter of the previous year. GDP Annual
Growth Rate in Japan is reported by the the Cabinet Office. Historically, from 1981 until 2012, Japan GDP Annual Growth Rate averaged 2.1 Percent
reaching an all time high of 9.4 Percent in March of 1988 and a record low of –9.4 Percent in March of 2009. In Japan, the annual growth rate in GDP
measures the change in the value of the goods and services produced by the country economy during the period of a year. This page includes a chart
with historical data for Japan GDP Annual Growth Rate. The statistics show that the growth of the economy in Japan comes out very good, but it is a

How Does Heineken Define High Quality?
Heineken Project
Beer, it's the best damn drink in the world. Jack Nicholson (BrainyQuote, 2016).
Quality
Quality is critical not only to Heineken's products and processes, but to all areas of the business. If Heineken strives to hold its employees, its products,
and its performance to the highest standards, then how should "quality" be defined at Heineken?
How does Heineken define high quality? When is good, good enough?
How does Heineken ensure high quality in everything they do?
How does Heineken balance the demands of quality with the need to act faster and take risks?
How can Heineken reinforce quality and drive business results?
"At the 2013 Canadean International Beer Awards in Prague, HEINEKEN's two new innovative cooling... Show more content on Helpwriting.net ...
(Keller, ApeМЃria and Georgson, 2008, p. 135). Heineken is renowned for being the first truly international beer brand. The implication for Heineken
is that it is a worldly brand, actively exploring, sophisticated, open–minded and at ease wherever it goes (Keller, ApeМЃria and Georgson, 2008, p.
135).
References
Adland, (1999). Heineken – The Weasel (1999) Superbowl Commerical. [video] Available at: http://adland.tv/commercials
/heineken–weasel–1999–030–usa [Accessed 3 May 2016].
BrainyQuote. (2016). Search Results at BrainyQuote. [online] Available at: http://www.brainyquote.com/search_results.html?q=beer&pg=3 [Accessed
4 May 2016].
Keller, K., ApeМЃria, T. and Georgson, M. (2008). Strategicbrand management. Harlow, England: Prentice Hall Financial Times.
McLoughlin, D. and Aaker, D. (2010). Strategic market management. Hoboken, N.J.: Wiley.
Outsidein Communications – Brand + Communication. (2013). Brand Lessons from Heineken Beer –. [online] Available at: http://www.outsidein.ca
/brand–lessons–from–heineken–beer/ [Accessed 3 May 2016].
Theheinekencompany.com. (2016). The HEINEKEN Company– Age Gate. [online] Available at: http://www.theheinekencompany.com
/cooling–story–for–website [Accessed 4 May

Marketing and Heineken
a
Heineken Case Study Questions
Put yourself in the role of the Global VP of Marketing at Heineken. You have different marketing teams evaluating the Heineken's global brand
positioning. Your objective is to recommend to the CEO how you should proceed with your global brand efforts.
1. What are Heineken's strengths and weaknesses? Is Heineken a global brand? Why or why not? What are the characteristics of a global brand? What
competitive and cultural barriers does the Heineken brand face?
A global brand is one which customizes product features and selling techniques to local tastes so that consumers in different locations and under
different socio–cultural constructs (or, in this case, also under different development ... Show more content on Helpwriting.net ...
5. What should be the role of Heineken headquarters regarding the marketing of the brand worldwide? What's the balance of central or local control that
makes the most sense?
There should be some standardization of imagery, consistency of look & feel of media, and of brand feeling/personality in the overall message.
However, there should be local autonomy in customizing slogans, catchy phrases/print materials, promos etc. based on what makes sense to the local
culture and at that phase of their "evolution."
6. What do you recommend to your CEO about standardizing the brand's global image? Do you have enough information? If not, what are you missing
to provide a concrete recommendation?
Contradictory enough, standardization of the brand's global image needs to be accomplished via the localization / customization of the bigger &
broader principal concept/image/feeling/personality. Once established that Heineken stands for ABC (#4 above,) the way to get the message across in
the different markets will differ. Consumers in the Netherlands respond differently to those in Germany, let alone to those in Africa.
However, we're missing key info about each region's "valuation" of beer consumption as compared to other things/activities/likes–dislikes. Other

The History of Heineken
The history of Heineken
The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past
140 years, three generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks
to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world's leading brewing groups. Today Charlene de
CarvalhoHeineken is delegate member of the Board of directors of Heineken Holding N.V. 1864 22–year–old businessman Gerard Adriaan Heineken
purchases the "The Haystack" brewery, the largest in the region. He demands and receives full control of shares, realising that sweeping and rapid
changes are ... Show more content on Helpwriting.net ...
1894 The end of an epoch: despite master brewer Feltmann's hopes for his own son to take the position, J.D.A. Petersen becomes the new director. He
later marries Gerard's widow Mary Tindal, becoming stepfather of the eight–year–old Henry Pierre Heineken. 1899 The barrel–makers submit a request
for a wage increase, marking the beginning of a long process of workers' rights negotiations. As the business consolidates its hold on markets,
employers come under increasing pressure from workers demanding explicit agreements and better treatment. Petersen resists pressure from old–style
managers and strives for dialogue, which ultimately results in the first collective labour agreements.
2 / 11
1900 Heineken beer is honoured with a special Jury Prize in Paris. Sales of beer brewed under Heineken's auspices increase to 200,000 hectolitres.
1901 The year sees the first major strike and call for a boycott by workers. Negotiations result in a rise in the minimum wage and pay for overtime.
1904 A day of rest on Sunday is introduced. 1909 The first collective bargaining agreements are established. In Rotterdam, this means a 54hour
week and four days off a year. As a compromise, workers no longer receive four free litres of beer a week. Henry Heineken comes of age and takes over
the helm. He and his team represent a new generation of leaders. With both academic credentials and practical experience, they pioneer a new
management style: socially aware and outward looking. 1912

The Gender Balanced Beer Commercials By Neil Patrick...
In the vast majority of advertisements, beer is positioned as an alcoholic beverage for men, and more specifically, heterosexual men. Oftentimes, beer
commercials seem as though they are selling "testosterone juice." The commercials look like a hop–fueled fraternity parties replete with sexually
objectified women. Pitchmen include the "most interesting man in the world," male sports celebrities and every day "bros." The most
gender–balanced beer commercials are parties on beaches where women are guests, but not portrayed as the primary consumers of beer. Recently,
Amy Schumer, alongside Seth Rogen, broke the glass ceiling by serving as the spokesperson for Bud Light Beer. But what about other marginalized
groups? Earlier this year, Heineken released a commercial for Heineken Light featuring openly gay actor Neal Patrick Harris. Heineken Light's "Neil
Patrick Harris & the Grill Master" both reflects and resists hegemonic norms of sexuality through the juxtaposition of the two actors' characterizations.
Neil Patrick Harris represents homosexual men in a way that does not reflect or reinforce gay stereotypes. His sexuality is not made obvious through
his behavior, as his lines are served in a deadpan manner. Instead, his gayness is revealed through the sexual innuendo in his dialogue. On the other
hand, the "grill master" is the picture of heterosexual masculinity, both in his grilling and his subtle fear of homosexuality. Overall, the commercial is
representative of the divide

Heineken Financial Statement Analysis
ntroduction and key facts Heineken is one of the world's leading brewers. Its flagship brands are the eponymous Heineken and Amstel, with the
former accounting for around 20% of volume sales. Europe is Heineken's main market, accounting for an estimated 40% of profits. The company is
the regional leader in beer, with Germany, France, Spain and Italy key markets. The US is another major sales area as is Nigeria. Overall, the
company is active in over 170 countries worldwide. Heineken NV: Key Facts Company name & status:Heineken NV Headquarters:Netherlands Sector
involvement (2004):Dark beer, Lager by origin, Lager by price platform, Non–/low–alcohol, Stout Region involvement (2004):Western Europe, Eastern
Europe, North America, Latin... Show more content on Helpwriting.net ...
Despite that trend, the global beer market remained fairly fragmented in 2004, with the top 10 producers accounting for 48% of total volume sales.
However, the marketplace did witness a major change in its hierarchy in 2004, with InBev ousting Anheuser–Busch from top spot. Global beer market
development over the last 18–24 months has led to the leading players becoming increasingly isolated at the top of the rankings, with little chance of
smaller players challenging their hegemony. Even with its sizeable investment, Heineken is struggling to keep in touch with the big three. As such, it
is entirely feasible that second tier companies, behind the major three, may group together to amass scale and distribution. One such possible
triumvirate is Heineken, Molson Coors and FEMSA. The following charts show the global company shares of beer from 2001 to 2004: Global
Company Shares of Beer by Volume 2001–2003 % total volume 20012001 bn20022002 bn20032003 bn litreslitreslitres InBev–––––– Anheuser–Busch
Cos Inc8.912.58.912.78.7

Social Media Marketing: Facebook and Twitter Case Study
Marketing communications
Part 1
In the world of rapidly evolving societies and communities, the business agents come faced with the need to further expand their marketing efforts and
operations. In such a setting, they more and more come to use the modern tools to marketing their products and services. At this level, the more
relevant examples in this sense is represented by the usage of social media in the promotion of products and services. Marketing through the social
media then integrates a series of efforts through which the economic agents seek to raise the attention of the audiences on the respective websites
(Search Engine Land).
"Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch–all term for sites
that may provide radically different social actions" (Search Engine Land, 2012).
The usage of the social media by the economic agents has two important benefits. On the one hand, it helps promote the company's offer in terms of its
products and services. On the other hand, it helps the company to collect more feedback from the audience. At this level, relevant examples could
include the ability of the company to use the social media and assess the messages exchanged by the individuals within the media, such as their
complaints, questions or satisfactions with the company, but also the ability to use the social media statistics to see the top searches conducted by the
customers

Global Branding : Volkswagen And Heineken
MKT8030
Global Branding: Volkswagen & Heineken
February 3, 2015
Chidozie okeke7088610
CONTENTS
Brands Overview3 Volkswagen4 Volkswagen Brand Strtegy5
–6 Heineken7–8 Heineken Brand Strategy9–10 References11 Appendix12
BRAND OVERVIEW
The top spot has been solid from 2013–2014 with apple in the top position. From 2013–2014 I noticed that there has been a trend, regardless of their
growth the alcohol beverage industry seem to be dominating the bottom part of the list ranging from the 80th position to 100 which I believe to be due
to the part that they are not considered necessity although they have a huge market in the world economy they would remain comfortable and
successfully at the bottom positions compared to those at the top (Appendix 1).
While the bottom spot has familiar faces the top spot also has familiar faces, with 15 out of the e first 20 major brands coming from the USA, out of
the first 20 brands the first 6 had an unchangeable status maintaining their position from 2013–2014 (Appendix 1). From my observation at the top 20
amazon stood out of the bunch rising 5 spot from their previous position in 2013–2014. Based on their everything store mission they have expanded
their reach into different variety of market ranging from Fire TV, Amazon Prime, Fire phone etc. (Bestglobalbrands.com, 2014).
The auto mobile industry take the lead in top risers with 3 brand in the top risers categories, this could be credited to the great amount of commitment

Strategic Management and Heineken
Executive Summary This report will consist of strategic management strategies and concepts used by Heineken in developing a successful global
brand. It will include a complete analysis of the company and its vision mission and goals in which it is trying to achieve and the steps taken to achieve
them. An analysis of the external environment will be conducted with the use of 2 models to observe the external threats and opportunities which
Heineken is faced with and the strategic strategies which are used to overcome or take advantage of these situations. An internal analysis of their
company resources, organisational structure and culture will also be assessed to determine their competitive advantage over competitors along with a...
Show more content on Helpwriting.net ...
External Analysis One of the reasons for Heinekens success is due to their commitment in consistently scanning the environment and the market. Their
continuous analysis of the external environment allows them to see where opportunities and threats lie, and where strategic strategies may be
implemented to gain them a competitive advantage over competitors. The PESTLE model allows Heineken to analyse all areas of the external
environment and determine which factors may influence their strategy. Political –Governments tend to exercise significant control over beer as it
contains alcohol which has caused many problems in society and has addicted people. This attention from the government will affect Heineken in sale
volume in the market. Many governments have imposed heavy taxes on liquor and beer imports, and with globalisation many brewers are looking for
new markets where they can gain maximal profits. This proves to be a threat for Heineken. Heineken must conduct thorough research on countries
policies on alcohol such as drinking in public, alcohol contents in drinks, legal drinking ages and must strategically plan their integration into these
markets based on the research. Economic –Heineken has many operations in many different countries, mainly in Western Europe, reported in Euros.
Therefore company results could be threatened by currency fluctuations. Heineken however try to

Marketing Beer
MKTG203
Consumer Behaviour
Perceptual Maps and Beer Executive summary
This report illustrates the relationship of beer brands within the perceptual map in regards to alcohol content and price as well as implications for
consumer behaviour. The perceptual map indicates that there are market segments in premium beers with high alcohol content. There is also a market
segment for low cost beers with high alcohol content. The perceptual map also shows that there are potential business opportunities for premium beers
with low alcohol content.
The report also provides a high level summary of how beer companies can incorporate perceptual maps when devising their marketing strategy and
implications that a perceptual map has for ... Show more content on Helpwriting.net ...
This campaign is followed up by the tag 'some drink it to be responsible others just love the taste' giving a satirical indication to its quality, further
distinguishing it from its other competitors. The campaign was creative, risk–taking and appealing to its target audience–male light–beer drinkers who
had felt less masculine and dull for drinking light beer. The ads empowered them to drink light beer with a masculine confidence and a sense of cultural
belonging having the brand be associated with Australian stereotypes.
Heineken
Another brand of beer that has successfully penetrated the market is Heineken. Heineken is available in almost every country on the planet and is the
world's most valuable international premium beer brand. They currently stand as a premium and full strength beer on the perceptual map above which
suggests that social status and the occasion for beer determines the choice of Heineken. Perceptual maps can be incorporated in developing or altering
marketing strategies by plotting the points gained by surveys onto this map which allows the vast majority of consumer's views seen in comparison to
competitors, also sighting possible market segments as opportunities its direct competitors are Asahi Dry, Budweiser, Guiness, Carlsberg and Corona.
In order to move away from increased competition and sluggish sales,

International And International Case Study: Heineken...
Heineken International is a Dutch brewing company, founded in 1864 by Gerard Adriaan Heineken in Amsterdam. As of 2015, Heineken owns over
165 breweries in more than 70 countries and employs approximately 76,000 people. After World War I, the company focused more and more on
export. Three days after Prohibition ended in the United States, the first Heineken shipment landed in New York. From that day on, Heineken has
remained one of the most successful imported beer brands in the United States. This time was crucial in the success of the brand, as entering a different
country with a foreign product is never an easy task. Heineken tried to increase its stock price by purchasing competing breweries and closing them
down. With the part acquisition of Scottish and Newcastle in 2007/2008 Heineken is now the third largest brewer based on revenues, Heineken
International successfully bought the brewery division of Mexican giant FEMSA, and also merged with the company, expanding its reach throughout
Latin America.... Show more content on Helpwriting.net ...
When dealing with organizational change on such a large scale, there are a lot of factors which also come into play. Changing the global strategy of
the organization affects all the other sections of the company, directly or indirectly. Regrouping the business according to geographic regions means
that there will also be restructuring of management and also technological advances will need to be changed. This will include changing people; there
was a need to speed up the process of the organizational change which was aimed at making changes to its operating model and ways of working. The
changes will allow the business to better focus on growth opportunities, to be more agile in responding to consumer needs in the marketplace and be
more cost effective in doing

Heineken Draws Fire For Terribly Racist Ad
Americans live in a country where they take pride in how much money they have and value the green pieces of paper more than the lives of others.
David Allan Coe once said, "All men are created equal, it is only men themselves who place themselves above equality."(Brainyquote) People who
want to make more money will try to achieve wealth by all means, even if it involves hurting others of different skin color. Racism still exists in
today's world, but how come? Racism occurs because businesses and humans strive to be rich. There will be an increase in this inequality for a variety
of reasons. People have treated people of color poorly throughout the history of the United States, and some people haven't changed with the world and
still support ... Show more content on Helpwriting.net ...
The article "Heineken Draws Fire for 'Terribly Racist' Ad" is about the Heineken company and their release of a new commercial. In the
commercial, a bottle is passed down to people of different color until it reaches a white woman. The advertisement then says, "Lighter is better."
Famous figures like Chance the Rapper have called out the company, saying that they are making racist ads to get more views and attention. The
Heineken company told BBC news that they didn't mean for it to be a racist comment, but many others consider the ad is subliminally racist. "I
think some companies are purposely putting out noticeably racist ads so they can get more views."(Snider) Companies are using racism as a way to
make money. By putting out a racist advertisement, the company will become more popular due to people talking about it all over the news. This
spreads racism in the world because it is not found pleasing to people of different skin color and shows that companies are willing to do anything to
make more money. "In the 30–second advertisement, a bartender slides a bottle of Heineken Light towards a woman. The beer passes several men
and women of color before reaching her, and then the statement "Sometimes Lighter is Better" appears."(Snider) By saying lighter is better, the
company making racist comments toward people of a different skin color. The fact that the bottle ends up with a white person further proves that the
company planned for the advertisement to be racist. Spreading racism through advertising is a problem in our world and does not help the issue we
have with racism in our world today. Heineken uses racism as joke to grab the attention of the

Essay on Heineken Case Study
HEINEKEN CASE STUDY 1. What strategy does Heineken follow in the global beer market?
The strategy that Heineken uses is that of differentiation. This strategy gains market share and competitive advantage by distinguishing their products
from their competitors through excellent design. A U.S. wholesaler recently asked a group of marketing students to identify a group ofbeer bottles that
had been stripped of their labels. The stubby green Heineken bottle was the only one among the group that showed an instant recognition. This strategy
also focuses on high awareness, easy accessibility, and new products. Heineken spent a lot of money on the launch of Premium Light; the first time that
brewer had created an extension of its flagship ... Show more content on Helpwriting.net ...
Such cross border deals have provided significant benefits to the brewing giants. This has given them ownership of local brands propelling them into
dominant market positions around the world as global brands sell at significantly higher prices and the margins are much better as compared to the
local beers.
3. What changes has Heineken made that will help it deal with its challenges?
Some of the changes that Heineken has implemented during the past few years include the following: For the first time in the history of the
company, the CEO is not a family member. Van Boxmeer was appointed CEO although the family still maintains the controlling share of the
company's stock. They developed a plan called Fit 2 Fight which made several changes. Most of them aimed at streamlining management. They cut
the executive board from 5 members down to three. The new board is made up of the CEO, COO, and CFO. The change is expected to assist the
company in thinking about the steps that it needs to take to win over younger customers across different markets whose tastes are still developing.
Heineken also created management positions that would be responsible for 5 different operating regions and nine different functional areas. These
positions were created to more clearly define different spheres of responsibility. The management group was cut from 36 to 13 members in order to
speed up the decision making process. Also, the

HEINEKEN IN THE BEER MARKET

Recommended

Recommended

More Related Content

More from Darlene Tourigny

More from Darlene Tourigny (20)

Recently uploaded

Recently uploaded (20)

HEINEKEN IN THE BEER MARKET