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Problem Statement As the consumer needs tastes vary across the globe Heineken must decide how much to adept their marketing strategy to local needs using a variance of standardized marketing mix adapted marketing mix owing to the strong brand preferences loyalties that exist among the beer drinkers Analysis Heinekens position in the beer market is consolidated by its strong history making it the number two beer brewer in the world thus accounting for nearly 5 of the worlds production With a major global presence Heinekens main market is Europe accounting for 47 of its sales Some of the other brands include Amstel Buckler Murphys Stout Bir Bintang each of these being targeted at different levels across the world Heinekens premium quality taste was attributed towards five core brand values taste premiumness tradition winning sprit friendship Heinekens good taste brand image advertising can be evaluated on the basis of desirability exclusiveness believability These attributes can be measured on the basis of the evolving market structure beginning at the embryonic stage eg Africa and continuing to the declining stage eg USA thereby creating a platform for laying down the market objectives Also the relationship between the product-trial rate and the customer awareness level will remain to be the deciding factor on reach frequency impact of the advertising campaign refer chart 2 A communication- effect research would elaborate the depth of penetration in the high volume-price sensitive fragmented segmented markets eg Italy Spain Japan NorthCentral Europe Australia USA With the acquisition of domestic brands Heineken NV can explore the adaptation mix along with the promotion of its mainstream product - Heineken For example in Ireland the UK which boast a high per capita beer consumption 123 litres 103 litres respectively refer chart 3 its Murphys Strout brand can be promoted on a local level while the more elite Heineken can be targeted as the premium export
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