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CASE: HEINKEN N.V. : GLOBAL BRANDING AND ADVERTISINGSubmitted by- Atul Sing

!T"#"$%&

Ob'e(ti)e*:1) What are Heinekens strengths and weakness?2) Is Heineken a global brand?3) Evaluate research. What has been learnt?4) How can Heineken be develoed through !arketing co!!unication?") #ole o$ Heinekens head%uarter in shaing the !arketing o$ the brand

worldwide

S+luti+n:

1) Heinekens has alwa&s been a s&!bol o$ re!iu!ness' taste and tradition .

Heinekens beer had a suerior taste than an& o$ its rivals' best ackage and

rich tradition o$ beer brewing. Even though Heinekens beer considered bestbut Heineken also !an& shortco!ings like is their inconsistent brand i!age

across di(erent across it subsidiaries and !arkets where it is sold. In so!e

geograh&' it was solel& related with secial occasions while in !arkets like

atin *!erica Heineken was treated as +ust another i!orted Euroean beer.2) ,lobal -rand is one which has consistent i!age and uni%ue i!age a!ong it

consu!er and rovides single co!!unication globall&. In case o$ Heineken' it

was !arketed across Euroe' *!erica' *sia*ustralia and *$rica. *lso'

Heineken brand was throughout acknowledged as a lighter beer o$ suerior

%ualit& resented in attractive ackaging. /o' it can be said that Heineken is

a global brand.

3) 0he /urve& was carried out over all the businesses and was si!l& not

li!ited to a secic area. /urve& gave eeriences on custo!er ersonalities

.It assu!ed two !ain consideration rior to undertaking the research taste

that aealed to the head and eressions o$ $riendshi that aealed to the

heart. 0he $ocus o$ the eloration was to know a) what the !ale drinkers

consu!ers i!lied b& taste and $ellowshi in connection to re!iu! brew

drinking and b) which eression o$ taste and co!anionshi could be

utilied b& the Heineken to be as a art o$ ro!oting.0he result was that taste eerience' new balanced taste' $roth and

drinkabilit& were on the to $or roduct changes while ubliciing and

ackaging were i!ortant indiactors i$ there !arketing rogra! and toenhance the visibilit&. 0his was authenticated with an alternate review where

it was discovered that the ite! ought to be indicated in !oderate ouring

shots where brilliant &ellow shade' shining co!osition and reviving coolness

would be un!istakabl& un!istakable. 0here ought to be re!iu!ness

included at each level o$ eecution. It ought not be deicted as either a single

brew or a !ass brewskie however as a lager to be delighted in a

ickedetraordinar& gathering. 0he connections ought to be true' sel$

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assured' war!' and ad+usted' showing shared ad!iration and $ree $ro!

a!use!ent la&ing.

4) Heineken brand can be develoed b& success$ull& i!arting an uni$or!

!essage o$ what Heineken stands $or. 0here are distinctive i!ression o$

Heineken in diverse !arkets. -& distinguishing the ke&s co!onents that isuni$or! over all the businesses vi. taste' $roth and drinkabilit& while

$ocussing on the decision o$ event to drink 5with unco!!on close ones)' the&

can bring consistenc& and lainl& ass on crosswise over diverse !arkets

about what Heineken re!ains $or.") 0he& have to alwa&s oversee the advance!ents o$ the business and their

advertising all over distinctive arts o$ the world and should guarantee that

0aste' 6re!iu!ness' 0radition' Winning /irit and 7riendshi are e!bedded

and assed on and not run over the edge with their ro!otion taking a

chance with the brand itsel$.