Heineken needed to revitalize its brand image and global advertising efforts in the 1990s. It initiated Project Comet to enhance its image as the world's leading premium beer brand through advertising. Project Mosa then conducted focus groups in 8 countries to understand how customers viewed taste and friendship in relation to premium beers. The beer market was in different stages of development globally. Heineken produced 5.6 billion liters annually and generated €7.42 billion in sales from key regions in 1993. It recommended standardizing marketing communications under a global branding strategy to increase market share and lower costs across markets.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
Your Brand On the Social Web: A Key to Corporate Reputation Social Media Today
You’ve spent a lot of time building your brand, but what do people say about you when you’re not in the room? That's what defines your reputation - so it's wise to pay attention to those conversations. How do you stay actively involved in conversations about your company or products when it's impossible to be everywhere at once?
When comments and commenters do damage to your brand, you need to have a plan to regroup and recover, while showcasing the best positive conversation in the right places. Do you know how to go beyond focus groups and surveys to create real connections with your customers and make sure your reputation is true to your brand promise?
If you’re building a strong brand that’s worth defending, you shouldn't miss this webinar. Join us and our panelists as we discuss:
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-How does big data play into reputation management on the social web?
Karolina Grodecka: Adaptowanie i publikowanie Otwartych Zasobów Edukacyjnych....centrumcyfrowe
W zależności od licencji wybranej dla OZE przez autora każdy może używać, kopiować, zmieniać i dystrybuować te zasoby. Pozwala to nauczycielom, autorom kursów i zajęć uniknąć trudnego i czasochłonnego przygotowywania zasobów. Celem webinaru jest zdobycie umiejętności dostosowywania otwartych zasobów edukacyjnych do własnego kontekstu i potrzeb wynikających ze specyfiki nauczanego przedmiotu.
W rezultacie webinaru uczestnicy będą:
-rozumieli różnicę między wykorzystaniem OZE i zasobów objętych tradycyjnym prawem autorskim,
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L&A, founded in 2001, has more than 8000 staff currently working in all cities and provinces of Vietnam and is a provider for total HR turnkey solution aligning with business strategy. Its services include Human Capital and Organisational Development Consulting, Personal and Corporate Assessment, Coaching and Training, Recruitment, Staffing and Outsourcing.
(Mr Marian Kopp Presentation Dwi Export Forum June 2012 Print VersionMarian Kopp
Presentation / Speech about International Wine Marketing at German Wine Institute DWI (Deutsches Weininstitut) June 2012, Oppenheim Germany, by Marian Kopp, Managing Director DEUTSCHES WEINTOR eG
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!
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.
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.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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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.
Business Valuation Principles for EntrepreneursBen Wann
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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.
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1. Introduction and Key Concepts of Sustainability
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To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
1. Situation Analysis :
• At the end of 1993, Heineken had a 24% volume share in the Netherlands, far ahead of its main competitor
“Grolsch”, but the sales volume was declining and brand image needed revitalization.
• In foreign markets, such as the United States and Hong Kong, Heineken had always been marketed as a premium
brand, and had managed to create a distinct image for itself
• The image was sometimes, however, narrowly drawn, leading to a general perception that Heineken was
appropriate only for special occasions
• Across European countries, Heineken had very strong brand awareness
• In Latin America, Heineken was viewed as just one amongst the many European Beer imports
• However, across all markets Heineken was perceived as a lighter beer of superior quality, in attractive packaging
• Heineken was the most heavily advertised premium brand in Europe and worldwide, with more than 90% of the
advertising taking place in the form of TV Commercials
Problem Identification:
• Heineken needed to work out its global brand image and advertising efforts too, needed to be integrated on a
global scale
• Regional managers often developed their own commercials citing unique competitive conditions. Standardization
was thus non-existent, and required.
Table A – Strengths and Weakness of Heineken
Strengths Weakness
World‟s leading premier Beer. Lack of global presence in bottling business. In the major
beer-consuming market, Germany and US it‟s imported
and not bottled.
Known for its good taste, rich tradition and History. Lack of presence in Latin America. Viewed as just one of
many imported European beers in Latin America.
Acknowledge as lighter beer of superior quality. Perceived premium brand image in some markets, which
resulted in decline of sales volume across all the market.
Packaging is attractive and one of the best in business.
Leader in Netherland market. Heinekens brand image is not being consistently
projected in Brands communication.
Number One imported beer in US Market. Brand loyalty needs to be build on, in Eastern Europe
people keep on switching brands.
Successful premium brand image globally (US, Hong
Kong etc).
Have majority stakes in its existing and prospective
partners to ensure tighter control in production and
marketing.
Significant advertising expenditure at its disposal. It also
has the ability to come up with advertisements that are
state of the art.
1
2. Project Comet
• Was initiated in 1991 to enhance Heineken‟s competitive advantage through advertisement projections as the
world‟s leading premium beer
• The project team had identified “good taste” as the desired brand image of Heineken
• The project identified the following five factors as core brand values:
o Taste
o Premiumness
o Tradition
o Winning Spirit
o Friendship
• The first two were recognized merely as points of parity, and hence were necessary, but didn‟t provide any
significant advantage
• Differentiation was to be achieved through the communication of the remaining three values
• Impactful advertisements, incorporating leading edge technology and calculated risks, were recommended
Project Mosa
• Focus groups were commissioned in eight countries to
o Understand what male beer drinkers meant by taste and friendship in relation to premium beer drinking
o Which expressions of taste and friendship could be used in advertising
• The qualities of beer that appealed to the mind and ones that appealed to emotion were identified by running
focus groups among 21-27 year olds and 28-35 year olds. The cues employed for the focus groups were based
upon „taste‟ and „friendship‟
• Customer reactions to Heineken advertisement claims along both these cues were elicited and suitability ratings
were calculated
Regions Stage of development Market evolution
Africa Embryonic High local consumer loyalty
Fragmented local brewers
Eastern Europe Take-off Development of standard beer
Shifts in consumer taste
SE Asia,S. America, Greece Started growing Quality improvements
Introducing premium beer
Italy,Spain,Japan Growing High volume focus
Price Competition
N & C Europe,Australia Full growth Consumer Sophistication
Market segmentation
USA Fully matured Brand/segment proliferation
Product Differentiation
Beer Market had different development stages and Heineken at that time was in different phases of development at
same time. In USA the market was fully matured where as in Africa it was in Embryonic Stage.
2
3. Quantitative Analysis
Quantitative Analysis of Heineken‟s Growth is Shown in Appendix-A
Recommendations
• As Heineken follows a global strategy of expansion, standardization of marketing communications is a necessary
step
• The Beer industry was in a globalizing phase through the 1990‟s. Emerging markets carried a lot of promise due
to population expansion and increasing per-capita beer consumption
• Each country was in a separate stage of market evolution: Embryonic, Take Off, Growing, Mature or Declining
• Heineken‟s strategy was to build market share in the emerging (embryonic) markets, to enrich and increase
market share in the Take-off and growing markets. At the same time, Heineken sought to maintain or restore
market share in markets that were in the Mature or Declining phase
• Despite differing strategies across markets, a unifying marketing communications theme is necessary
•A global branding strategy will lower marketing costs, realize economies of scale in production and clarify the
brand‟s positioning in the minds of customers
Appendix- A
Reference Year - 1993
World Beer Production 120 bn Ltr
Heineken Beer Production 5.6 bn Ltr
Total Sales 7420.18 mn guilder
1 bn Ltr of Heineken 1325.03 mn guilder
Regions Sales(bn ltr) Sales revenue(mn guilder)
Netherlands 1.34 1780.84
Rest of Europe 2.63 33487.47
America 0.73 964.62
Asia/Australasia 0.45 593.61
Africa 0.34 445.21
Inference:
Growth in regions like Netherlands and Europe is reduced and in Asia/Australasia has increased.
3