Heineken Commercial

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
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⋆ ⋆ ⋆ 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. ⋆ ⋆ ⋆ 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...
... Get more on HelpWriting.net ...

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

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

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 create advertising 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,

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 Heineken® 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 €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

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, Apéria 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, Apéria 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., Apéria, T. and Georgson, M. (2008). Strategic brand 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

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

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

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
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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

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 in environment 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
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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

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
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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: ➢ To
expand sustainable top–line growth; ➢ To improve operational efficiency and cost reduction; ➢ To
maximize implementation: Committing to faster decision making and execution; ➢ 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

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's beer 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

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

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 Heineken
brand 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 to Marketing 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,

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 A brand 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

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

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

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

Global Branding : Volkswagen And Heineken
MKT8030
Global Branding: Volkswagen & Heineken
February 3, 2015
Chidozie okeke 7088610
CONTENTS
Brands Overview 3 Volkswagen 4 Volkswagen Brand Strtegy 5–6 Heineken 7–8 Heineken Brand
Strategy 9–10 References 11 Appendix 12
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

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

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?

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

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
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

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 * Introduction page(s): 3 * Economic: page(s): 4 t/m 11 – Importance of stability; – Impact
on business of changes in the economic 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

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
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 2001 2001 bn 2002 2002 bn
2003 2003 bn litres litres litres InBev – – – – – – Anheuser–Busch Cos Inc 8.9 12.5 8.9 12.7 8.7

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

green logistics
Assignment: Green logistics Sjoerd 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

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

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

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

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 of beer
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 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
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

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,

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

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

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
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

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
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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

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