An assignment for Business Model Innovation class (Professor IgnacIgnacio Larrú) at IE business school. An innovative business model plan for Heineken.

1. Jing Zeng
Email: may.zeng@student.ie.edu
imay1017@yahoo.co.jp
IE Business School
July 2016
Business Model Innovation for Heineken:
Make beer like homemade coffee

2.  Established in 1864
 Enjoyed in 178 countries around the world
 Operating in over 70 countries
 Owns over 250 brands in more than 70 countries
Company Profile

3. WHO
--Young
--Trendy
--Sociable
WHAT
--Premium beers
--Experience (premium, social)
WHY
--Good quality
--Brand
--Efficient logistics and operations
HOW
--Retailers
--Foodservices
--Festivals, events
Current Heineken

4. Beer machine: Make beer like homemade coffee
Assets/Strength
--Good quality, technology
--Brand image of “Premium”
--Main customers are young, trendy,
sociable people
--Efficient logistics and operations
New business model
--Sell smart beer machine (one button, user-
friendly）
--Use efficient logistics and operations to delivery
high quality beer tag (the ingredient). Subscription
model can be used. Order system based on App
--Offer different flavors to increase diversity.
--Develop beer-drink recipes and encourage
people to share their own recipes on social media.
--Encourage people to invite friends to come to
taste their homemade beers through social media.

5. Innovation for Heineken: homemade beer
WHO
--Young
--Trendy
--Sociable
--People who like home party
WHAT
--Premium beers
--Experience (premium, social)
--Experience (Social status, trend)
WHY
--Good quality
--Brand
--Efficient logistics and operations
--Increase sales channel
--Meet social needs
HOW
--Retailers
--Foodservices
--Festivals, events
--Home-made by beer machine
--Subscribe/delivery beer tag