MARK 301 Joffre Rendón Luis González Manuel Machado
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
MARK 301Joffre RendónLuis González
Manuel Machado
James Bond Marketing Year
• Established in 1864 by the Heineken family.
• With a presence in 178 countries worldwide.
• Leading brewer in Europe and number three in the world by volume.
• Participation in film production "Skyfall" in 2012, and "Spectre" 2015.
Background
Mission• Offering consumers the
pleasure of enjoying unique moments of conviviality and fun.
• Values:Efficiency.Integrity.Commitment.Courage.Passion for quality.Enjoy Life.
Vision
• Be the undisputed leader in the brewing industry.
• Being recognized as the best beer in the world.
Problem Statement
• Need to launch a new campaign of James Bond, but under other nuances that allow us to overcome the limited impact it has made in regard to the female audience.
Objetives
• Reposition our product in the consumer's mind, more specifically, within the mind of the female audience.
Market Needs
• Thirst and relaxation.
• Social Sharing and acceptance.
• Status.
Segmentation
• Geographical segmentation criteria are oriented to the five continents, 178 countries where we operate.
• In demographic terms: Young, male and female
audience, 18 to 35 years old, single, married, with or without children.
Adult audience up to 40 to 50 years old.
• Psychographic segmentation criteria, beer Heineken James Bond are aimed at an audience of middle-income and upper-middle.
• Sector of the population identified with activity and sport, social, relaxed, adventurous, and even who likes a touch of danger.
SWOT AnalysisStrengths
• Successful brand worldwide.• Over 200 beers worldwide.• Concern for a select
audience.• Sponsor social and sporting
events.• Concern for the environment.
Opportunities
• Acquisition of plants and factories in emerging markets such as India, Asia and Latin America.
• Introduction to the female market.
• A social experience with the opposite sex.
• The image of James Bond.• The need for the product.
Weaknesses
• The strong growth reflected by the brand.
• Perceived lack of attention to the female market.
• Tradition approach to a young audience.
Threats
• The stiff competition.• A high percentage of
consumers are occasional drinkers.
• Craft beer boom.• Anti-alcohol campaigns.• Incorporation into the
market, the brewer from Asia.
BCG Matrix
Description of the Offer
• New approach on the part of consumers.
• Pleasant and appetizing to the female audience product.
• Meet public expectations.• New product personality.
Positioning Strategies
• Product.• Price.• Place.• Promotion.
Evaluation
• Monthly reports both web visits and sales.
• Awards to visitors who are given the task of responding to feedback test.
• Satisfaction surveys to the customer.
• Visits to various points of interest.
Conclusions
• Relaunching the "James Bond" campaign but under a new approach.
• Improve communication between the brand and the female audience.
• Keep traditional public attention.• The impulse that offers to appear
in productions of James Bond.
Related Documents
