Heineken global branding and advertisin Essay example

Every participant should be clear about expectations and intentions of the group and about what is expected from her/him.

A description of the group purpose and setting, providing enough information to let the instructor understand the group set-up.

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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

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

Red Bull is an energy drink brand that originated in Austria in 1987, and has since sold over 5.6 billion cans. When the product premiered it was the first of its type, and despite many competing companies starting and selling products to oppose Red Bull, the brand has remained a leader in it’s market sector. This essay will explore how Red Bull applies the marketing concept to their brand, and how this results in the company sustaining its success.

Looking back over the last three years, Heineken has become more resilient, performance driven and competitive. They have achieved an average top-line growth of 16.5 per cent per year and grown the Heineken® volume in the premium segment by 3.4 million hectolitres, an average of 7.3 per cent per year. They are more efficient thanks to the successful delivery of more than €450 million of cost savings between 2006 and 2008 linked to their Fit2Fight programme. And they have a much stronger global footprint.[1]

This report will consist of strategic management strategies and concepts used by Heineken in developing a successful global brand. It will include a complete analysis of the company and its vision mission and goals in which it is trying to achieve and the steps taken to achieve them. An analysis of the external environment will be conducted with the use of 2 models to observe the external threats and opportunities which Heineken is faced with and the strategic strategies which are used to overcome or take advantage of these situations. An internal analysis of their company resources, organisational structure and culture will also be assessed to determine their competitive advantage over competitors along with a

2). How has Red Bull been able to create and sustain a competitive advantage? Suggest a strategy or idea that Red Bull can use to remain competitive in the industry. What could Red Bull do to expand from being a “luxury and sports drink”?

These two-company’s economic characteristic include their market size and growth rate from the early 2000’s to 2010. Coke and Pepsi have struggled for years in the carbonated and non-alcoholic sector. According to Barbara Murray (2006c) "But as the pop fight has topped out, the industry 's giants have begun relying on new product flavors and looking to noncarbonated beverages for growth.” (Murry, 2006). For instance, Coke boasts in the advertisement as the king of the soft drink; as a consumer of both products, I agree. About 15 years ago, I was selected to participate in a critiquing of Coke and Pepsi products. Additionally, my travel to Africa in 2007 and 2010 provided the same raving review for the Coke Cola products. Apparently, Coke and Pepsi have been rivals for ages locally, regionally, nationally, multinational, and globally, therefore, one expects them to have an on-going rivalry when marketing the high-energy beverages.

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

Heineken is a Dutch beer brewery company, which was founded in 1863, when Gerard Adriaan Heineken bought a small brewery in Amsterdam called “The Haystack”. In 1900 the company came up with it nowadays famous five-point star. In 1914 the company began expanding, starting with the production of their own bottled beers. By 1914 the company was one of the most loved import beers in the United States. From around 1948 Heineken began promoting their beer on a large scale. With slogans as “Heerlijk helder Heineken” (meaning: Delicious clear Heineken) and “Good people bring home Heineken”.

What could possibly be more American than apple pie, baseball or the anonymous World War II kiss? Coca- Cola, of course! Coke’s strong pathos resonates as a symbol of America’s golden years. The Coke bottle montage adorned in pictures of unforgettable American events, artists and past times embodies what it truly means to be American. To be American means to take pride in your country and represent as a unit, not as an individual. All the components that have compose this montage grasp the concept of American patriotism.

Sold during the interwar period, mainly in pubs where the notion of brand matters while less than in stores, Heineken shall, at the end of the second world war, face a double challenge: that of competition from new drinks like Coca-Cola and the birth of self-service stores.

Halal is now not just a religious issue in fact it is considered as symbol of quality assurance. Market share of Halal industry is increasing by a large number every year and because of this more and more brands are going for Halal certification (lada, Tanakinjal and Amin, 2009).