Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective. Heineken N.V: Global Branding and Advertising. This is my favorate case about global branding and advertising. Executive Summary. Heineken N.V.: Global Branding and Advertising. Front Cover. John A. Quelch. Harvard Business Bibliographic information. QR code for Heineken N.V.

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The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Committee on Singapore’s Competitivenes Instead of trying to push a fixed global promotion campaign across the globe, the headquarters marketing truly added value for local marketers by providing a ‘platform’ that is flexible enough to travel.

Strength and Weakness of Heineken Strengths Weaknesses Beer of highest quality superior quality Special Taste Original formula Traditions Brands availability Premium brand Lighter Beer Attractive packaging Most heavily advertised Premium beer in Europe and Worldwide and use TV commercials heavily No production base in some area Inconsistent brand image with brand communication TV commercials are just aired in larger markets Efforts necessary for brand revitalization Lack of integrated marketing campaign Lack of worldwide advertising campaign Appendix American Home Product Corporation Case: Sunday, April 6, Heineken N.

Heineken brand should seek association with hot movies targeting to relevant demographic profile brading establish the brand position brandjng crowded marketplaces. Also, Heineken need to prioritize between global integration vs. Affiliate Marketing is a performance based sales technique used by companies to expand their reach into the internet at low costs.

Heineken N.V.: Global Branding and Advertising – John A. Quelch – Google Books

A more conservative approach would use targeted communications and promotions. View my complete profile.


Global Branding and Advertising. Heineken has a strong brand tradition. With the finding of common perceived values of Heineken brand across all markets n.g.global Project Comet and Mosa, the company should pursue a global branding strategy. You will find here useful information about business hranding and how to become a successful business manager. V is a well-know, renowned brewery with essential strengths Appendix-1 to be a global brand.

Heineken can build presence and credibility; draw crowds in venues around the world and get recognition through music show, international awards in contemporary music.

In-depth interview of Creativity research project Problem set in marketing research course Secondary data for Marketing research project: Pepsico Chanchun Joint Venture Case: Cite View Details Purchase. It should have both centralization and decentralization marketing organizational structure to promote successfully a global brand and to support local marketing managers in setting and implementing ICM strategies tailored to each local market.

The taste would be built on 5 brand values: Heineken should develop a number of high-profile, quality television campaigns with universal appeal, featuring high profile, contemporary celebrities. To do so, Heineken should build compelling ICM strategies and provide a ‘platform’ that is flexible enough to handle the branding for local marketers.

Detailed recommendation to achieve the global brand Introduce a number of innovations across liquid, packaging and format that will serve to further endorse international leadership credentials because innovation is the lifeblood of brand domain.

Technology and Operations Management. This is my favorate case about global branding and advertising. A global brand is needed to provide relevant meaning and experience to people across multiple societies. Since stage of beer market development in each country is different, different IMC strategy should be used. The key is to find the right balance between central guidelines that the entire organization follows and the content of the brand at a local level. To implement that, Heineken can invite a group of local people between 20 and 30 years of age to think with the company about new concepts and commercials.


The company website will be designed at www. In embryonic markets Africa, Eastern Europe pushing strategy is suitable. Foreign exchange markets and transactions Japan: CFI-M could expand aggressively by mass marketing to the general population. Business and Environment Business History Entrepreneurship. On the other hand, local advertising managers submit advertising plans and budgets for their markets, which are viewed by the headquarters.

For example, Heineken can maintain its good quality or create benefits for society and culture, and provide an emotion to its consumers.

Global Branding and Advertising Case: To do so, the brand strategy needs to be devised that takes accounts of brand’s own capabilities and competencies, the strategies of competing brands, and the outlook of consumers experience in their respective societies. Develop a relationship with customers, build affinity between brand and customers by sponsoring international rugby tournaments, and world soccer tournament such as – the Champions Leagues, the UEFA Champions League, world’s premier club where target audience of men from all over the world gather in one place.

Heineken N.V.: Global Branding and Advertising

However, within the marketing mix, there will always be a requirement for locally driven campaigns n.g.global support. Sponsorship strategy for the Heineken should be strengthened to build brand equity through relevant associations with high-impact, high-profile sports and music events, films. Finance General Management Marketing. Headquarters should work closely with local and sets advertising and promotional objectives, assesses all creative themes and executions and approves media selection decisions.

About the Author John A. Global positioning target can be achieved through creative marketing communication. The product label to be used internationally.