Heineken N.V.: Global Branding and Advertising

Final Exam Case Report

Executive Summary

The Heineken N.V. was founded in Amsterdam in 1863 and was one of the largest selling beers in the Netherlands. In 1993, the world beer production was 120 billion liters and Heineken reached 5.6 billion liters which accounted for 4.67% of total beer sold. It was perceived from a variety of market and also was second in the world only to Anheuser-Busch.

Through Project Comet and Mosa, Heineken clarified brand identity and the implications for advertising strategy and execution. The company should pursue a global branding strategy. Heineken should provide a flexible strategy to handle local markets especially building brand image and awareness in embryonic markets; and it has to consider the leverage of centralization and decentralization to promote successfully a global brand and support local markets.

Current Situation Analysis

Heineken was founded in 1863 and produced high quality premium beer over one hundred years. However, the global market became more competitive and Heineken had to come up with new marketing strategy to adapt into constantly changing market and also how to keep growing and maintain its market share around the world is an important issue.  

Strengths

* High quality beer

Heineken was established over one hundred years and its business stood still. In 1993, Heineken’s sales of beer was second in the world. Undoubtedly, Heineken had high quality product then lead the company success. According to the research, the quality of products is the most important reason for customers to purchase. Therefore, the Heineken should keep high quality strength in the long run.

* Special taste

The strain of yeast which Heineken developed in 1887 and continued through the 1990s generated its sales and awareness by its special taste. According to the project Mosa, taste experience was an important indicator of beers.

* Original formula...