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

1. BRAND ANALYSIS OF
P R E S E N TAT I O N B Y M O U P I A B H O W M I K
Brand Management
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2. H E I N E K E N
INTRODUCTION
Heineken Lager Beer which is a 5%
abv pale lager was first made in
1868. Heineken beer is brewed in
t h e He in e ke n b rewe r y in
Zoeterwoude, Netherlands since
1975. It has a portfolio of more
than 170 beer brands, which is
mainly pale lager. This makes it the
second largest beer brewery in the
world. By 2006, Heineken
employed over 57,557 people
across more than 70 countries
with over 125 breweries .

3. W H A T ’ S I N S T O R E ?
HEINEKEN PRODUCTS
ASSORTMENT
The green bottle of Heineken symbolizes refreshment, the red star in its logo creates an instant
remembrance of the brand in the mind of the consumers and the three ‘e’ in the name, the font of which is
such that it looks a smiling ‘e’ symbolizes a welcoming feeling.

4. BRAND EQUITY
BRAND
AWARENESS
BRAND IMAGE

5. TASTE
PREMIUM
TRADITION
WINNING SPIRIT

6. Heineken LOGO and
SLOGAN
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beautifully designed.
Heineken is recognized by the typical green color and its oval
shape. The black horizontal bar and its five-point star with curled
up boundary influences the label. One of the most unique
features of the iconic Heineken logo is its famous red star
‘A better beer deserves a better can’
‘It's all about the beer.’
‘Lager Beer at its Best.’
‘How refreshing! How Heineken!’
‘It could only be Heineken.’

7. Heineken brand resonance pyramid CBBE model
Salience: Targeting people by sophistication and elegance is the
strategy followed by Heineken.
Performance: In 2004 and 2005 Heineken has been certified with
gold medal as the international brewing. With its distinctive taste
Heineken also became the leading brewing company in 2015.
Imagery: Heineken follows the picture of sophistication and class.
Heritage and authenticity are the trademarks that the brand
follows. It is also regarded as traditional French brewery.
Judgement: It is French premium large beer mostly judged on its
taste and quality which has left its impression since 1867.
Feelings: Heineken is mostly related to sophistication and elegance
which makes it a superior brand.
Resonance: There’s a devoted following during specific campaigns
and consumers have positive perception about Heineken. Thus,
there is a wide and strong online community that is exclusively
dedicated to the promotion of Heineken.

8. The analysis on branding of Heineken is done by
taking survey response from 56 consumers, mainly
of the age group 21-25.
This survey was circulated among college student.
Hence the maximum response is from age group 21-
25 years with 85.7%. Followed by the age group 25-
30 and 18-21 years with 7.1% each. The target
audience of Heineken is the youth full of energy and
fun. This justifies the above age group being the one
with maximum responses.
BRAND
TRACKING
Survey

9. H E I N E K E N
SALIENCE
BRAND AWARENESS
The responses depict that 91% of the people are aware of the brand. 51 responded out of 56 have heard of
Heineken, hence the brand has been successful in recalling the brand amongst its customer.

10. H E I N E K E N
IMAGERY
30 out of 56 people have responded that they recall good memories associated with the brand. Followed
by 20 out of 56 respondent who are unsure if the brand creates good memories for them. And a very small
percentage of 3.6% (2 people) have rated lowest. Still Heineken have been able to leave a good image
amongst its customers.

11. H E I N E K E N
PERFORMANCE
PRICE BASED IMAGE
Majority of the consumers (60.7%) think Heineken to be of similar price range as its competitors followed
by 35.7% respondents who think it is priced higher than other beer brands. Thus, an overall analysis would
convey that people think of Heineken to be a fairly priced beer with premium quality.

12. H E I N E K E N
RELIABILITY
Out of 56 respondents 13 have rated Heineken 5 in a scale of 5 and strongly agree that it is reliable.
Followed by 20 respondents who rated 4 out of 5 on reliability. A very small fraction that is 3 respondents
(5%) think its not reliable. Thus, Heineken have been successful in establishing the trustworthy factor
among maximum consumers.

13. H E I N E K E N
BRAND RECALL
In a scale of 5, with 1 being the least and 5 being the very often, 33% people have rated ‘neutral’ followed
by 26% who rated ‘very often’. Thus, Heineken have been able to maintain a good brand recall amongst its
consumers.

14. H E I N E K E N
JUDGEMENT
30 out of 56 respondents have agreed to the fact that Heineken is value for money and 20 out of 56 are
neutral towards the value. Thus, Heineken has fairly succeeded in delivering value for money to its
consumers.
QUALITY

15. H E I N E K E N
CREDIBILITY
21.4% of the respondent have preferred Corona, followed by Budweiser (19.6%), followed by Carlsberg
(12.5%) and finally a tie between Bira, Heineken and Kingfisher with 10.7%. Thus, Corona and Budweiser
are the competitors of Heineken.

16. H E I N E K E N
CONSIDERATION
23% respondent are likely to recommend Heineken to others followed by 21% respondent who are unsure
whether they would be recommending the brand to others. The positive observation is that there are no
consumers who wouldn’t be recommending the brand at all.

17. H E I N E K E N
FEELINGS
26 out of 56 respondents have rated 4 out of 5 talking about how much of a feeling of excitement the
brand gives which is the majority. 20 out of 56 have rated 3 out of 5, that they are neutral and unsure if the
brand gives a feeling of excitement. 6 out of 56 have rated highest. Thus, there is a mixed opinion when it
comes to giving a feeling of excitement by Heineken. Nevertheless, the highest percentage rated 4 out of 5,
so the brand has done fairly in term of experience.

18. H E I N E K E N
RESONANCE
Highest percentage of responded (41%) think that they will miss the brand ‘sometimes’ if it happens to
discontinue. Thus, consumers are emotionally attached with the brand. 33.9% of the respondents are
neutral as they will be indifferent if this brand will go away. A fraction of 10% feel that they will never miss
the brand if it is discontinued. However, the majority feels that it will affect them if this brand stops coming
in the market.
LOYALTY

19. H E I N E K E N
BRAND VALUE CHAIN

20. H E I N E K E N
Marketing program investment
Heineken has cultured from other successful consumer brands which have combined new media and traditional
exploited consumer and technological trends with their “mass customized products and integrated media
campaigns. Doing so has contributed towards driving image of the brand, commercial success and customer
loyalty
Customer mindset
Heineken’s advertisement controlled confident and lively styles through appealing technique of humor.
Throughout their advertising campaigns Heineken uses a Lifestyle executional framework. The lifestyle of the
brand is about becoming loved and desirable by the people around. Heineken’s lifestyle is about “progressing
beyond your own borders”, by reaching out to unique personalities and new cultures.
Market Performance
As Heineken is recognized as a superior and premium brand worldwide, it should be viewed as the best of this
segment and the pioneer on the premium segment. The high production value of the film, and high class raises
the superior position of the beer.

21. HEINEKEN
Experiential Marketing

22. This initiative was taken with an intention of
engaging the younger consumer with the brand.
It invested in experiential activities locally. In
this festival selected Australian consumers were
transported to a secret location which
comprised of a mix of food, music and
entertainment
HEINEKEN City
Shaper Festival
This campaign created a physical environment
for consumers to directly interact with the
brand. The main purpose of this campaign was
to increase market penetration and build brand
loyalty amongst customers.

23. DINNER SPECIAL
This was an advertisement launched in 2017 which challenged British citizens to break down social barriers and come in common
contentious with those with conflicting views. This campaign was a real-life social experiment where strangers met was the first time and
conveyed a message of unity. Heineken took the advantage of the concept of ‘Compassion effect’ which is one of the major aspects in
appealing Millennial consumers.
OPEN YOUR WORLD

24. M A R K E T I N G
MIX OF HEINEKEN
OF MARKETING
FOUR P’s
PRODUCT
PRICE
PLACE
PROMOTION
It has a portfolio of more than 170 beer brands,
which is mainly pale lager. This makes it the
‘second’ largest beer brewery in the world. The
company has nearly 165 breweries.
Economic pricing strategy
Price skimming strategy
Heineken is spread across more than 70
countries with over 125 breweries and has hired
over 57,557 people.
Heineken creates brand awareness through
television, print media, social media, billboards
etc. It also associates with various international
personalities, sports and events

25. MARKETING
T H R O U G H
S O C I A L M E D I A
FACEBOOK
The Facebook page of Heineken has 24 million followers,
which is more than its competitors. Budweiser has 14
million followers. Thus, lags with 10 million followers.
Kingfisher has 7 million followers, which is again quite a
less number compared to Heineken and Carlsberg with
as low as 3.2 million followers.

26. INSTAGRAM
Heineken has multiple accounts in Instagram based on regions. There is one main
account which has 421K followers. The Instagram account of Heineken is mainly
used as a platform to promote other social media accounts such as YouTube.
Its competitor Budweiser is little ahead in the number with 434K followers.
Kingfisher has 93K followers, thus lags with 341K followers and Carlsberg further
less with just 35K followers.

27. TWITTER
Like Instagram, Heineken has
multiple accounts in Twitter too
based on regions. There is one
main account which has 155K
followers. The twitter account of
Heineken is mainly used as a
platform to promote its products
and variants.
Its competitor Budweiser is little
ahead in the number with 181K
followers. Kingfisher has 85K
followers and Carlsberg further
less with just 29K followers.

28. Thank you