Presentation Heineken
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Heineken presentation during my exchange to Bielefeld (Germany).
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![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],17-12-2007](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Heineken
Heineken is one of the world's largest brewers and has been operating for over 145 years. It has over 200 beer and cider brands and 125 breweries worldwide. In 2010, Heineken saw sales volume increase 21% and revenue increase 9.7% despite declines in some major markets. Heineken has built a holistic marketing strategy around interaction, exposure, engagement, and relationships to strengthen its premium brand equity. This includes sponsorships, social media integration, and an experiential retail store. The Heineken brand remains the strongest in its portfolio and it continues expanding in emerging markets.
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This document provides an overview and history of Heineken's marketing strategy in the US beer market. It discusses Heineken's early advertising campaigns after 1933 prohibition lift, targeting of women in 1948. In the 1980s, Heineken became associated with luxury, but lost market share in the 1990s requiring a new campaign. Today, Heineken faces a shrinking US beer market with strong competitors like Bud Light and Corona. The document proposes positioning Heineken as a premium beer for daily moments and targeting younger educated consumers.
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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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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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Heineken
Heineken is one of the world's largest brewers and has been operating for over 145 years. It has over 200 beer and cider brands and 125 breweries worldwide. In 2010, Heineken saw sales volume increase 21% and revenue increase 9.7% despite declines in some major markets. Heineken has built a holistic marketing strategy around interaction, exposure, engagement, and relationships to strengthen its premium brand equity. This includes sponsorships, social media integration, and an experiential retail store. The Heineken brand remains the strongest in its portfolio and it continues expanding in emerging markets.
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This document provides an overview and history of Heineken's marketing strategy in the US beer market. It discusses Heineken's early advertising campaigns after 1933 prohibition lift, targeting of women in 1948. In the 1980s, Heineken became associated with luxury, but lost market share in the 1990s requiring a new campaign. Today, Heineken faces a shrinking US beer market with strong competitors like Bud Light and Corona. The document proposes positioning Heineken as a premium beer for daily moments and targeting younger educated consumers.
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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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The document provides a strategic plan for expanding the global operations of Grolsch, a subsidiary of SAB Miller. It analyzes Grolsch's current situation, issues, and options. It recommends entering new markets in South Africa, Brazil, and China using different entry strategies tailored for each market. For South Africa, it proposes utilizing SAB Miller's existing facilities and distribution channels. For Brazil, it recommends licensing production to a local company and providing promotional support. For China, it suggests leveraging SAB Miller's joint venture with a local brewer for distribution and promoting in high-quality locations. Financial projections through 2017 show increasing sales volumes and profits in each market, with the overall plan achieving a positive cumulative cash flow and
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Presentation Heineken
- 4. 17-12-2007 Heineken: meest gewaardeerde internationale biermerk! Meer dan 170 internationale, regionale, lokale en speciale bieren over de hele wereld: Amstel®, Cruzcampo®, Tiger®, Zywiec®, Birra Moretti®, Ochota®, Murphy’s® and Star®.
- 9. 17-12-2007
- 13. 17-12-2007 Volume verkocht buiten de huismarkt
- 15. 17-12-2007
- 16. Bedankt voor jullie aandacht! Voor meer informatie: www. heineken. com 17-12-2007