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Power point heineken
La imagen muestra una sesión fotográfica en un plató verde donde la botella de cerveza Heineken, que es el objeto a fotografiar, no está presente. En su lugar hay una X iluminada y la tapa de la botella, indicando que es el lugar donde debería estar. Un texto explica que la botella es tan popular que es difícil conseguir una antes que el fotógrafo. El análisis concluye que a pesar de no verse la botella directamente, la imagen transmite efectivamente que es un producto muy deseado.
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Lo que pretendo compartir es presentación de la marca Heineken desde la perspectiva del envase, analizando características que la hacen única de otras marcas.
Heineken - Global Marketing
Heineken was founded in 1863 in Amsterdam and has since grown to become the second largest brewer in the world. It owns over 200 beer brands and has a presence in over 178 countries. Throughout its history, Heineken has focused on consistently high quality, engaging consumers through culture, and building its brand image. Major projects in the 1990s helped strengthen the brand's identity and values of taste, tradition, winning spirit, premiumness, and friendship. Today, Heineken continues to focus on responsible drinking campaigns and leveraging its global scale and brand leadership.
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Esercitazione riguardante l'ideazione di una strategia marketing per Haribo.
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Hans Riegel founded the Haribo company in 1920 in his garage. He began producing candy using a unique recipe combining sugar and tree resin. After World War 2, Haribo expanded rapidly, hiring many unemployed workers and growing to over 1000 employees by 1950. Haribo developed popular products like its dancing bears in 1922 and first created the slogan "Haribo makes children happy" in the 1930s. It has since become the most popular candy company in the world with 38 locations across Europe.
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Heineken is analyzing its positioning strategy in Spain to increase market share and growth. It segments the beer market and analyzes customer and management perceptions. It identifies 9 segments based on beer preferences and attributes. Recommendations include maintaining Heineken's premium positioning while strengthening appealing attributes. Cruzcampo should reposition to a younger audience as an everyday home and family beer to target new segments. Amstel will remain in its current position with low differentiation from other brands. The expected results are an 11.11% market share increase for both Heineken and Cruzcampo.
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Samsung Electronic Company underwent a corporate turnaround after 1999 led by Kim who became head of global marketing. Key strategies included heavy investment in R&D, innovation, customization, and reallocating marketing budgets. Between 1998-2003, $36 billion was invested in new chip factories and LCD panels. Samsung became the top investor in semiconductors, surpassing Intel in 2005. Marketing efforts increased through sponsorship activities and emphasizing their broad product portfolio. Under Kim's leadership, Samsung shifted from being seen as a cheap OEM to a high-value brand known for innovation.
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Editor's Notes
- http://www.youtube.com/watch?v=gjAZ5esOBZw