Transcript
AKSHATA PAI 01CHANDRAMALA
11HEMANGI BAGUL 13SHRUTI SHETTY
41SMITA BANGERA
42
A9
HISTORY
Launched in the year 1864 (de Hooiberg brewery), by young entrepreneur named Gerard Adriaan Heineken at the age of 22.
Brewing company and a brand of Dutch beer, headquartered in Amsterdam, Netherlands.
Another plant was quickly established in Rotterdam on January 4, 1873 and soon everyone had a hankering for a Heineken.
In 1975, brand-new brewery had been built at Zoeterwoude
HISTORY
The founder's son, Henry Pierre Heineken, managed the company from 1917 to 1940, and continued involvement with the company until 1951
Henry Pierre's son, Alfred Henry "Freddy" Heineken, started working at the company in 1940, and 1971
Current Chairman
Jean-François van Boxmeer
Top 3 global brewers
Belgium-based Anheuser-Busch InBev
London-listed SABMiller (SAB.L)
Netherland Based,Heineken
INDUSTRY ANALYSIS
INDUSTRY ANALYSIS
As of 2006, Heineken owns over 130 breweries in more than 65 countries
Brews and sells more than 170 international premium, regional, local and specialty beers Cruzcampo (Spanish brand),
and of course Heineken.
Tiger(Singaporian brand),Zywiec (Poland), Starobrno (Czech Republic),Murphy’s (Ireland),Star (Ghana)
INDUSTRY ANALYSIS (Global Expansion)
Heineken was the first brewer to export to the USA a mere three days after the end of Prohibition in 1933 Meanwhile, to inc stock price, Heineken purchased competing breweries and closing them down in Netherlands. 1968 Heineken merged with its biggest competitor, Amstel.
Amstel brewery was closed in 1980, and its production moved to Zoeterwoude
US Prohibition period between 1920-1933
Product Strategy
Top Fermenting to Bottom fermenting beer
4 ingredients of Heineken Beer:
Water, hops, barley, and a special
yeast
High Standard Quality of beer maintained across all
its markets
Heineken Technical Services – our specialist in-house specialists.
Heineken adapts its bottles to suit consumers in different markets
Heineken adapts its labels to these different
local requirements.
Product Strategy
The company's philosophy was to get a high quality product with low price
Won several prizes for the quality of the product
Most prestigious are the gold medals at the Paris Expo
in 1875 and 1889.
Heineken became the beer suppliers of Eiffel Tower
restaurant.
Product Strategy
Brand Strategy
Heineken Logo (Brand Identity): Authenticity logo communicates/reinforces brewing quality, heritage and Authenticity Star-Heineken logo communicates/reinforces ‘modernity’ and ‘vitality’: used in sponsorships, merchandise & packagingMain Brand Strategy is emphasizing on the company Name “Heineken”Heineken markets itself to be the “most international brewery group in the world.”
Heineken has “a two-track policy”:
Broad leadership –
Heineken branches of Breweries in Netherlands & Poland are perfect e.g. of broad leadership positions
Segment Leadership –
Amstel - Promoted as mainstream beer as well as a local beer
Brand Strategy
In specific market, where Broad Leadership is not feasible, the aim is towards Segment Leadership
COMMUNICATION STRATEGY
BTLs
Heineken Beer Tunnel
Heineken Brewer Room
Tourist centre in Amsterdam, Netherland
Heineken Billboard in Amsterdam
Giant Christmas Tree made of 1000 Heineken beer
bottles in front of Nanjing Mall in Shanghai
Beer Bar at Hongkong Airport
Sponsorships – Across three Cultural Platforms
ATLs
SPORTS Rugby Cup Sponsored
since 1996.
Heineken Open Tennis – ATP International Series
played in Auckland , New Zealand
UEFA Champion
s League
MUSIC FILMS
DIGITAL MARKETING
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