Bingül Yalçın Eda Yeşim STRATEGIC BRAND MANAGEMENT 20.01.2014
Bingül Yalçın Eda Yeşim
STRATEGIC BRAND MANAGEMENT20.01.2014
History
• The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam.
• One of the world’s leading consumer and corporate brands for over 150 years
Portfolio• Brand portfolio contains more than 200 international
premium beers and ciders in more than 70 countries.
Brand Extension
Heineken Lager
Heineken Premium Light
Heineken Tarwebok/Special Dark
Heineken Oud Bruin
Target Audience
• 22 to 50 years old• Young male• Middle to upper class• Middle to high education• Party goers• Socializing and meet up with
friends• Open minded and likes western
products
• Enjoyment• Respect • Passion for quality• Taste• Heritage• Wining sprit• Friendship
Values
- World’s premier beer- Known for good taste
and tradition - Acknowledged as high-quality beer
- Brand availability in many countries around
the world- Attractive,
recognizable and distinctive packaging
-Lack of local advertising and
campaign-Loyalty needs to be
built
- Turkey’s young population
- Many entertainment places in every region (both for
winter and summer)
- Alcohol advertising and
sponsorship restrictions in
Turkey- Mergers of other
breweries
S
O
W
T
Positioning• International premium beer
• High quality and good taste
• Value for-money beer
• Value for friendship and togetherness with friends
• Sophisticated and enjoyable
WhoCool, young, good looking, social
How• Creative advertisements• Sponsorships• Social Media
WhatHeineken stands for;• Tradition • Quality• Innovaiton
Marketing• Sponsoring Events
UEFA Champions League Sponsorship
Heineken has sponsored UEFA Champions League since 2005 and has extended its sponsorship by 2015.
Marketing• Sponsoring Events
Heineken Open’er Festival
Open’er Music Festival, which takes place in Poland, took its name from its principal sponsor Heineken.
• Campaigns
Made to entertain For a fresher world Open your world
Marketing
Loyal following Repeated purchaseLarge online comm.
Resonance
Judgment
Performance
Feelings
Imagery
Salience
Likeable, inconsistant quality, distinct brand image, trustworthy brand
Enjoyment StylishHaving funPleasureRelaxationInnovative
Premium lager beer, good packaging, inconsistent taste, heritage, sustainable brewer
Male, young and trendy, bars and pubs, partying, self confidence, sociable
Green bottle + Red star, Friendship, Special Occasions, Sharing good moments, Huge and strong ad. campaigns
Brand Equity
• Most consumed beer in Turkey
• Affordable price• For everyday consumption• Core benefit – pleasure• Lager• Local• Easily accessible• Not comparable portfolio
with Heineken
• Well known but not preferred much
• High price• Not for everyday
consumption• Core benefit – enjoyment• Premium Lager• Global• Not easy to access• Large brand portfolio
Women
Other 5%Efes 45%
Heineken 10%
Men
Heineken 18%
Other 5% Efes 51%
Tuborg 24%
Miller 40%
Research Results
Research Results
Efes Bomonti Guinnes Heineken Miller0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
55%
13%5%
9%
18%
Brand Awareness
Suggestions• We aim to create a Heineken official page for Turkish fans.• With bloggers or famous DJ’s we aim to create some curiosity with
word of mouth.
Suggestions• One of Heineken’s strong strategy is to
create innovative, creative and technological based-campaigns, advertising, which we follow while we set up Heineken Turkey mobile app.
• In order to break the «cold» image of Heineken and start a close relationship with the consumers we put some QR codes to Heineken green bottles. When you take pictures of the QR code, you become friends with the ones who do the same.
Suggestions• Thanks to augmented reality on application we ask from
consumers to follow the green bottles. At the final step there will be a big welcome from Heineken to all its consumers.
THANK YOU