Heineken Brand Audit - Hult MBA program
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The document is a strategic brand audit of Heineken presented by the Brew Crew. Some key points: - Heineken is from the Netherlands and was established in 1864. It is now the #1 brewer in Europe and owns other beer brands. - Heineken targets sophisticated professionals as its main demographic and has a brand positioning of being premium, young, fun, and innovative. - The audit provides recommendations such as appealing to both sexes, looking to other segments like fun events, and partnerships/sponsorships to strengthen the Heineken brand. - In conclusion, the presentation determines that Heineken is a healthy brand that enhances social settings and makes its customers feel cool.
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Heineken Brand Audit - Hult MBA program
- 2. Ques?on 1. Where is Heineken from? A.? Belgium B. Germany C. Netherlands D. Denmark E. United States
- 4. Ques?on 2. Which of these beer brands does NOT belong to Heineken? A.? Amstel B. Rolling Rock C. Tecate D. Dos Equis E. Desperados
- 9. Enjoyment for life Enjoy Resonsibly Passion for Quality Respect for All Code of Conduct Core Values
- 11. Resonance ?? Customer Loyalty ?? Strong Community ?? PosiZve associaZon of happiness Judgments ?? Quality beer ?? Highly recognizable ?? Trustworthy, consistent ?? Premium beer Performance ?? Long standing heritage ?? Universal, neutral taste ?? Iconic green design Feelings ?? Fun ?? Relaxing ?? Partying, Socializing ?? Trendy Imagery ?? Young male ?? Highly social ?? Self-con?dent ?? Trendy Salience ?? Global branding, green bo^le, red star ?? Sharing happy memories ?? Friendship ?? Relevant Feelings Judgment Resonance Imagery Performance Salience
- 14. Heineken is a Social Media Superstar Product PosiZoning 0 10 20 30 40 Becks Beer Budweiser Canada Dos Equis Beer HeinekenUSA O?cial Budlight Corona music Fosters BudBrasil O?cial Budweiser Heineken Millions February 2013
- 16. Heineken Corona Budweiser Stella Carlsberg Segng ?? Nightclub ?? Party ?? Social ?? Beach ?? VacaZon ?? Sun ?? InZmate ?? College ?? House parZes ?? Outdoors ?? SophisZcated ?? Bars ?? Restaurants ?? w/ coworkers ?? Bar ?? Travel through Asia Feeling High energy Relaxing Get drunk Unwinding Rewarding Behavior Dancing with friends Watching the sunset Beer pong and tailgaZng Happy Hour aher a long day MeeZng new people in exoZc locaZons Brand Posi?oning
- 21. Compe?tor Performance in Revenues 2013 $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 $50,000 AB-InBev SabMiller Heineken Carlsberg (in millions) $28,537 Product PosiZoning
- 27. Product Placement Commercials NOW we can start the party! RecommendaZons Co-Branding | Ingredient Branding | Partnerships | Adver?sing
- 29. Value Proposi?on Canvas WANTS FEARS NEEDS Popular ?? Trendy ?? Party ?? Night club ?? Energe?c ?? Social ?? Fun Happiness A Good Time Judged Uncool EXPERIENCE BENEFITS FEATURES ?? Easy to drink ?? Un-o?ensive taste ?? Refreshing ?? Consistent ?? Lager ?? Social image ?? Loosen up ?? Accessibilityà Comfort Value Proposi-on: For youthful men and women who want to be hip and social, Heineken is a premium & refreshing beer that enhances fun, social se?ngs. Unlike the compe--on, Heineken makes you cool. Relieve Anxiety Friends