Heineken Essay

Limited global brand awareness due to a lack of exposure to a large market because of the use of grassroot marketing tactics

1. Marketing specialists at Napanee Beer Co. developed a new advertising campaign for summer sales. The ads were particularly aimed at sports events where Napanee Beer sold kegs of beer on tap. The marketing group worked for months with a top advertising firm on the campaign. Their effort was successful in terms of significantly higher demand for Napanee Beer's keg beer at sports stadiums. However, the production department had not been notified of the marketing campaign and was not prepared for the increased demand.

Distribution channels are organized in several ways: conventional, vertical, horizontal and multichannel (Kern R. 2013). Some of these organizational methods are more structured than others. When a distribution channel deals with more than one independent producer, such as wholesalers and retailers, the channel is known as a conventional distribution channel. (Kern R. 2013) These channels are not normally known to be strong and typically don’t give the customer the quality of product that they deserve. In a vertical marketing system, the retailers, wholesalers and producers, join forces to create a unified front, promoting an individual product (Kern R. 2013). Vertical distribution channels are stronger than the conventional distribution channels because all of the companies involved carry some of the load of power. (Kern R. 2013) In a horizontal distribution channel, companies join up and combine all of their finances and resources, in order to take on more than one company or product (Kern R. 2013). A multichannel distribution channel is where a large corporation uses two or more marketing channels to better target their desired customer segments (Kern R.

Guinness marketing is focused on the consumers by offering what they want, which are quality. The company want to deliver high quality standards and uses it as an advantage to stand out on the market by offering a stout beer, which is made from their own raw materials, on high-level of equipment and having employers with well-trained capability (Vanguard, 2013), because they believe that you cannot make money from people unless you are willing for people to make money from you (Sohn, 2013). They have also increased their focus on the marketing of Guinness brand name in 2013 by £34 million to boost its quality association on the beer market, so the drinkers get a feeling of quality when they taste a Guinness. This strategy is based on their market research, which confirm that consumers associate a quality pint with a quality pub and 80% of male drinkers believe getting the quality of serve right is more important in draught beer than in any other drink category (Charles, 2013). Therefore Guinness manages to implant a special place in the collective consumer conscience, which leads the consumer into thinking about the great heritage and consistency in quality they possess, wherever it is sold (Diego, 2013). This can be seen in their advertising and communication of slogan, which says that “Good things come to those who wait”, which is referring to the time it takes to pour a perfect Guinness.

The strategy that Heineken uses is that of differentiation. This strategy gains market share and competitive advantage by distinguishing their products from their competitors through excellent design. A U.S. wholesaler recently asked a group of marketing students to identify a group of beer bottles that had been stripped of their labels. The stubby green Heineken bottle was the only one among the group that showed an instant recognition. This strategy also focuses on high awareness, easy accessibility, and new products. Heineken spent a lot of money on the launch of Premium Light; the first time that brewer had created an extension of its flagship

The time period of this commercial was set in the mid 1800’s; when Adolphus Busch was a German immigrant who came to America in the mid 1800’s. Adolphus came to America to sell his kind of beer. The culture in the Budweiser Commercial was to show how Americans did not want to give their jobs to the new immigrants. The audience for this commercial was mainly targeted to blue collar workers or people who were working class in factories. The purpose of the commercial was to not give up on the American dream. Mr. Busch wants to sell beer in the Budweiser commercial demonstrates its mainly targeting men.

What could six of the most popular drinks have to do with the history of our world? According to Tom Standage, a creative non-fiction writer, they have shaped everything. As an editor for The Economist and author of several magnificent historical works, Standage obviously has the knowledge and creativity required to relate drinks to history. In A History of the World in Six Glasses, Standage clearly and descriptively singles out six popular drinks- beer, wine, spirits, coffee, tea, and cola- that forced the shape of the modern world. The book discusses how different drinks have come to prominence in different times, places, and cultures allowing the readers to be captivated by what they are reading. The complex yet simple nature of the book

Throughout society, advertisements have been known to be found everywhere. They encourage people to purchase products by showing symbols that represent a certain type of quality and so forth. There is such a variety of ads today, but print advertisements have been very potent, since the print, color, text, and photography found in them lure attention and intensify the visual presentation of that particular product. In this case, two advertisements created by Budweiser in 1962 have exhibited men with beer having a good time with themselves. However, there is more than just laughter in the two that make these two ads look and feel effective enough to buy because of the many differences, but also similarities, to put into greater depth of American

New Belgium can make its branding and messaging resonate with consumers in different parts of the country through education and advertisement. Initially, the company invested in “beerstreams,” which allowed them to take beer tasting on the road (Ferrell & Hartline, 2014, p. 362). Consumers were able to learn about the beer, the company, and engage in contest that make them “a part” of the company (2014).

BBC should re-enter the light beer market by first abolishing the Boston Lightship brand. Not only is it an economical burden (fewer than 3,000 cases in sales does not meet the 5,000 cases cut off point), but also its brand image is virtually non-existent, and its product design contrasts with the values of light beer drinkers. While the weak image can be bolstered with increased marketing efforts, a flaw in the product design would be too much to fix. Therefore, a new light brand is proposed.

| Weaknesses * Many consumers consider the taste to “watered down”. * Challenge of expanding internationally due to the stigma of an American beer.

Target audience: The commercial is targeted both male and female beer drinkers with decent income (because they can afford to travel to nice beach). They have the need to chuck away worries to live the moment. The commercial is also targeted the critical, peak beer-drinking summer season.

Budweiser - The Self Proclaimed, “King of Beers” has been produced by Anheuser-Busch Company Inc., since its introduction in 1876. Anheuser Busch is the largest brewer in the world and produces more than 100 million barrels of beer per year. Budweiser is synonymous with American culture and is known for its significant efforts in promotion. Anheuser -Busch has always put a major focus on marketing and according to Business Insider, “Budweiser was a triumph of marketing over quality, by the 1980’s had become synonymous with American Culture, and is a good part of American Tradition, like going to a baseball game or a college football game” (Business 1). Budweiser has attempted appealing to various audiences with their advertisements. From ratty, to refined, to sporty, to hipster Budweiser has adapted many of its advertisements to its target market of males between 21 and 34 years old, which is the largest population of beer drinkers. They regularly change their look and image through advertising and their commercials to adapt to the current culture. Differences in advertising can clearly be seen in the way Anheuser-Busch has used the changing roles of women from the 1950’s to present, cultural changes in society, and the redirection of their target audience to demonstrate their adaptability to the changing times, but fails to respect women. Anheuser-Busch’s recurring success and continual growth of the their brand is directly related to their ability to adapt to these

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer – a business built on the principles and foundations laid by the giants of the industry. Diageo picked Africa as a potential market using Global Branding strategies. I am going to explain their strategies and early mistakes and their success in this essay (Trefis Team, 2015)