'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ...Kevin McLean
Heineken's 'refreshes the parts' ad campaign is routinely held up by adland as an example of a brilliant campaign nearly killed by research. The truth is different. It was a good campaign, which research endorsed, but which was not as good as everyone
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ...Kevin McLean
Heineken's 'refreshes the parts' ad campaign is routinely held up by adland as an example of a brilliant campaign nearly killed by research. The truth is different. It was a good campaign, which research endorsed, but which was not as good as everyone
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
About Company
Marketing Strategy
BCG Matrix
Porter Five (5) Forces Analysis
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitute Products or services
4P’s
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
This was a project that my team - which I am very proud of - did for a business school case competition. I took charge of conceptualizing, designing and producing the final deck of slides for presentation to our client from AB-InBev -- all within 24 hours! We delivered a great presentation and impressed the judges enough to achieve an outstanding team score. I hope you will enjoy viewing the slides as much as I did putting them together. And, if you ever find yourself in need of help to put together a professional slide presentation, remember to reach out to me -- I'd be more than happy to lend my expertise !
p.s. Thanks for the love, everyone. I'm excited to see my slides go viral within a day! Great if you could post your comments on this wall or email to francisfoo@wustl.edu.
Absolut vodka, developing high brand loyalty-marketing strategyFloyd Tavares
With several hundred different choices of flavoured/non-flavoured, domestic/imported, and super-/ultra-premium Vodkas out in the marketplace, the need to develop strong brand loyalty becomes vital to the survival of these brands. The focus of this paper is to evaluate the marketing strategies of Absolut vodka, a product of Pernod Ricard. Our analysis on Absolut vodka will concentrate on possible means to develop high brand commitment towards Absolut.
Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.
Beer industry is characterized by the market share leaders in the business such as AB InBev, SABMiller, Heineken, and Carlsberg. Over the last decade, HEINEKEN has created incredible changes to become one of the beer giants in the competitive beverage industry.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Designing Relevance, Nokia and Face Open Innovation project @ Esomar BerlinPulsar Platform
How can a brand secure relevance in a changing market place? This case study goes into detail about Face's work with Nokia as part of their Relevance Program.
The paper shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.
Francesco D’Orazio (FACE) and Tom Crawford (Nokia) presented "Designing relevance - How open and agile research methodologies can help complex organizations respond to change and stay relevant" at the Esomar Online Research conference in Berlin, October 2010.
Francesco also presented this at the Esomar On-Line Research:The Evolution Continues conference in Milan.
About Company
Marketing Strategy
BCG Matrix
Porter Five (5) Forces Analysis
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitute Products or services
4P’s
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
This was a project that my team - which I am very proud of - did for a business school case competition. I took charge of conceptualizing, designing and producing the final deck of slides for presentation to our client from AB-InBev -- all within 24 hours! We delivered a great presentation and impressed the judges enough to achieve an outstanding team score. I hope you will enjoy viewing the slides as much as I did putting them together. And, if you ever find yourself in need of help to put together a professional slide presentation, remember to reach out to me -- I'd be more than happy to lend my expertise !
p.s. Thanks for the love, everyone. I'm excited to see my slides go viral within a day! Great if you could post your comments on this wall or email to francisfoo@wustl.edu.
Absolut vodka, developing high brand loyalty-marketing strategyFloyd Tavares
With several hundred different choices of flavoured/non-flavoured, domestic/imported, and super-/ultra-premium Vodkas out in the marketplace, the need to develop strong brand loyalty becomes vital to the survival of these brands. The focus of this paper is to evaluate the marketing strategies of Absolut vodka, a product of Pernod Ricard. Our analysis on Absolut vodka will concentrate on possible means to develop high brand commitment towards Absolut.
Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday. Strategic consulting firm MediaLink and media auditor Mediapath have been enlisted to assist with the review process. The review will be led by the brewer's global marketing team, which is based in New York.
Beer industry is characterized by the market share leaders in the business such as AB InBev, SABMiller, Heineken, and Carlsberg. Over the last decade, HEINEKEN has created incredible changes to become one of the beer giants in the competitive beverage industry.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Designing Relevance, Nokia and Face Open Innovation project @ Esomar BerlinPulsar Platform
How can a brand secure relevance in a changing market place? This case study goes into detail about Face's work with Nokia as part of their Relevance Program.
The paper shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.
Francesco D’Orazio (FACE) and Tom Crawford (Nokia) presented "Designing relevance - How open and agile research methodologies can help complex organizations respond to change and stay relevant" at the Esomar Online Research conference in Berlin, October 2010.
Francesco also presented this at the Esomar On-Line Research:The Evolution Continues conference in Milan.
Social Media Marketing Case Study - Heineken International SocialMedia8
Social media marketing program created by SocialMedia8 for Heineken International, earning massive attention and engaging 5 million people in 12 markets.
Discover more cases at http://www.socialmedia8.com/#/cases/caseoverview1
Event bidding is not an exact science whereby success can be guaranteed by following a set formula. The event bidder must treat each new bid as being unique. However, there are a number of factors common to all successful event bids that the event bidder is encouraged to employ.
These include...
In this world full of clutter breakthrough the minds of your consumers and make yourself etched with effective Sponsorship & Event marketing Program. Discover how !
Overview slides for the Producers Guild of America New Media Council East event, 'Television Extended: Producing for the Second Screen,' at The New School, Monday, October 6, 2014
"The New Wave of Marketing Technologies" - an Adobe webinar on 05.06.09 by The1stMovement\'s CEO Ming Chan, and Creative Director David Schell
CRITICAL EVALUATION OF HEINEKEN's CURRENT CAMPAIGNAlodia Fedora
This project is to analyse and evaluate Heineken's current campaign strategy for James Bond's movie, SPECTRE. We will analyse both internal and external factor of this campaign strategy and then using those analysis, we will create a new recommendation/new campaign strategy for Heineken&Bond 'SPECTRE'.
This project will basically study around 'integrated strategic management' of Heineken's campaign.
Visiware leading the 2nd screen revolution - nex tv rio 1.0Frédéric Arquier
NexTV Rio 2013 presentation: Multiscreen is a revolution for TV distribution, but what about 2nd screen, this new behaviour of TV viewers who are now using multiple screens at the same time? The attention shift from TV to personal screens is a major disruption for advertisers and capturing the attention of dual screeners on their personal screen becomes a strategic challenge for the whole TV industry
A look at the monetization trends we saw in mobile gaming in 2015 and what we can expect in 2016.
(Originally presented at IGDA, Helsinki December 2015)
twitter.com/soganmageshwar
Userfarm - Video Production and Video CrowdsourcingBruno Pellegrini
Userfarm introduction to the Social Case History Forum 2014 in Milan (SCHF 2014) with relevant data about video production industry, video marketin strategy and video crowdsourcing solutions.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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2. Agenda
Overview of Beer Industry & Heineken International
Heineken Dual Screen Campaign 2011
Star Player Application
Digital Marketing Strategy- People, Objectives,
Strategy, Technology
Dual Screen Campaign- Return on Investment
The Future
3. Beer Industry & Heineken International-
Analysis
BEER INDUSTRY HEINEKEN COMPANY
* Consolidation in the Industry:- The World’s
top four breweries’ total global market share *Heineken is the third largest beer company. In
was 45.8% in 2011. 2010, it owns 141 breweries in 71 countries in
the world.
*Annual Growth rate of beer Industry was
3.5% in 2011. *Heineken markets itself as the “most
international brewery “group in the world.
*Emerging Markets showed a strong growth
rate of 6.8% in 2011. *Advertising and promotion:- Heineken
spends 12- 15% of total revenues on
* Low Switching Cost:- Marketing & Advertising and Promotion.
Advertising accounted for 20% of total costs of
top players in 2011. * In 2011.Heineken spent 4% of its
approximately €2 billion ($2.89 billion) annual
* Average Gross Profit Margin for top players advertising budget on online marketing.
is 38%.
Deloitte Report 2011
4. Campaign- Heineken Dual Screen(2011).
IDEA GENERATION CAMPAIGN
*Multitasking:- 90% of respondents do multi- * Heineken launched a “Dual screen” mobile
tasking on their Smart phones while watching marketing campaign around the 2011 UEFA
live TV & commercials Champions League tournament.
*70% of respondents multitask at least once a *Dual Screen Campaign is the world’s first
week; 49% do so daily. social media gaming platform to go along with
*94% of reported multi-taskers engage in the 2011 UEFA Champions League.
mobile communication- exchanging email, *Heineken’s Star player App is a real-time
texting, talking & social networking. mobile game- Engage fans with the brand and
*Mobile traffic spikes during halftime shows of their favorite football team at same time.
sporting events
*Yahoo Sports saw a 305% increase during the
last Super Bowl.
Yahoo Mobile and Razor fish Survey (2010)
6. Star Player Application- Features
Live Game Questions
• Earn points by predicting- Corner Kicks, Free Kicks and Penalties.
Goal Button
• Total 8 Press Goal Button- If a goal is scored with in 30 seconds; Win extra
points.
Bonus Questions
• Questions during the Live Match- The faster the answer, the more points
scored.
Its Social!!
• Scores can be shared on the Face book and players can form league of
their own friends and compete.
At then end of match, Heineken Star play can win Champions League tickets
7. Heineken Dual Screen- “Target People”
* Sports Enthusiasts.
* Perform Dual Screening.
* Enjoy Football Matches in a Community
with a beer.
* Socially Active.
150 million TV Viewers in 220 Different Countries for UEFA Champions League
8. Heineken Dual Screen- “Objectives”
*Increase Consumer’s engagement with
Brand Heineken- Put People in the game(
90 minutes of Brand Engagement).
*Bring excitement to fingertips of fans
through the cutting edge 'dual screen'
technology of Star Player Application.
*Create a consistent Digital Marketing
Communication via integration with
Social Media Channel- Face book.
Customer Engagement
9. Heineken Dual Screen- “Strategy”
*To associate Heineken brand with
excitement and competition of premium
matches.
* Create a more social experience around
watching and enjoying matches.
* To make ‘Heineken’, a mandatory
accessory to football matches ,which can
augment TV experience.
Growth--- Engage--- Monetize
10. Heineken Dual Screen- “Technology”
* Heineken Star Player application is
compatible with Computer, iPhone, iPad,
or iPod touch.
*Social Media Integration- Publish real
time scores with “Face book Connect”.
*Available on other mobile platforms(e.g.
Android) in 2012.
Informa reported that mobile advertising in 2010 was worth $4.4 billion.
11. Heineken Dual Screen- “Campaign ROI”
* 1 million downloads in one month
period( Apr 27th – May 28th).
*A great start:- Star Player has a shelf life
considerably beyond that of an advertising
campaign.
*Heineken App combines gamification &
social channel to expand a live event into
a digital social event.
Reputation and Awareness is the ROI
12. The Future
*Tablets, Smart phones and Smart TV-
Proliferate marketing initiatives in future
*Social TV - Can multiply more
opportunities for brands and mobile
agencies
*Live shows, sporting events and event
based programs can greatly leverage
Internet TV
During the Oscar telecast 2012, 87% of all social-media comments were about the Academy Awards.
Source:- Bluefin Labs- Social Media Analyst Company
Top four players in the Beer Industry- (ABInBev, SABMiller, Heineken & Carlsberg)Source:- Heineken Annual Report 2011- Investor Relations
*Heineken has beena major sponsor of the Champions League for last six years.
Live Game Questions: Users are given the chance to earn points throughout the match by correctly predicting the outcome of certain events, such as corner kicks, free kicks, and penalties. They have the choice of predicting a goal, a miss, a save, or a clear.GOAL button: One of the most difficult options for players is the GOAL button. Players can press this anytime in a match, as soon as they think a goal might be scored. If a goal is scored within 30 seconds, they win extra points.Bonus Questions: Throughout the match bonus questions test a player’s knowledge of the countries competing in the Champions League. The faster the answer, the more points scored.It’s Social: And of course, to make the game more enjoyable, scores can be shared over Face book. And Star Player also lets you form your a league of your own friends so that you can compete directly with them during every match.
One, they drink beer. Two, they surf the web and send messages on their mobile phone or laptop about the game, an activity called dual screening.
