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Heineken Marketing Strategy

1492 Words6 Pages

We have observed how challenging is for businesses to perfectly fit the demand of their target customers, in an era where constant innovation dictates and changes the paths of our lives, and where individuals develop and modify their attitudes towards many different elements in the environment, due to the high exposure to the media, advertisements and many other stimulus influencing their perceptions.
Despite that, even the increasing number of organizations emerging day after day in the marketplace offering similar products in terms of price, quality, physical features and availability, there are some businesses that were able to beat their competitors and to differentiate themselves with a unique and distinctive brand that is known, not …show more content…

Their analysis showed that Heineken occupies the third place in the ranking, owning the 9% of the world’s beer production (Annex 4).
It is surprising how a beer that is not considered to be the best in terms of quality nor the cheapest one (being price and product two relevant factors in the marketing mix influencing consumer’s purchases) was able to succeed in the global brewing competitive industry where, according to The Beer Advocate (2013) specialized magazine, more than 32.000 brand of beers currently offer their products in the marketplace.
The following lines aim on analyzing the branding and marketing strategies that made Heineken one of the most successful brands in the world. By using secondary data provided by Heineken and other organizations participating in the field, we will analyze how the company managed to built a unique and distinctive image around its brand, allowing the business to own a 9% of the total beer market share. No empirical research or further field work will be …show more content…

Marketing Mix
Heieken’s Marketing Mix follows the same structure in all the countries where the premium brands are supplied, leveraging the concept of globalism and internationalization of its products, and being able to reach its target audience worldwide with strategies that better fit their interests and preferences.
The company also has some secondary local brands on its brand portfolio, which are supplied in very specific countries. Each of the trademarks has a different marketing mix in order to adapt to the culture and lifestyles of the individuals in the region. (These brands are not going to be taken into account for further analysis).
- Product: portfolio of the more than 250 international premium, regional, local and specialty beers and ciders supplied by the company: o Premium global brands distributed all over the globe: Heineken, Amstel, Desperados, Sol, Affligem and Strongbow Apple Ciders. o Local brands distributed in specific regional areas: Cruzcampo (Spain), Zywiec (Poland), Zlaty Bazant (Slovakia), Oxota (Russia), Star (Nigeria), Primus (Central Africa), Dos Equis and Tecate (Mexico), Tiger (Singapore), Kingfisher (India), Bintang

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