heineken presentation bingül&eda

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Bingül Yalçın Eda Yeşim STRATEGIC BRAND MANAGEMENT 20.01.2014

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Page 1: Heineken   presentation bingül&eda

Bingül Yalçın Eda Yeşim

STRATEGIC BRAND MANAGEMENT20.01.2014

Page 2: Heineken   presentation bingül&eda

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

Page 3: Heineken   presentation bingül&eda

Portfolio• Brand portfolio contains more than 200 international

premium beers and ciders in more than 70 countries.

Page 4: Heineken   presentation bingül&eda

Brand Extension

Heineken Lager

Heineken Premium Light

Heineken Tarwebok/Special Dark

Heineken Oud Bruin

Page 5: Heineken   presentation bingül&eda

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

Page 6: Heineken   presentation bingül&eda

• Enjoyment• Respect • Passion for quality• Taste• Heritage• Wining sprit• Friendship

Values

Page 7: Heineken   presentation bingül&eda

- 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

Page 8: Heineken   presentation bingül&eda

Positioning• International premium beer

• High quality and good taste

• Value for-money beer

• Value for friendship and togetherness with friends

• Sophisticated and enjoyable

Page 9: Heineken   presentation bingül&eda

WhoCool, young, good looking, social

How• Creative advertisements• Sponsorships• Social Media

WhatHeineken stands for;• Tradition • Quality• Innovaiton

Page 10: Heineken   presentation bingül&eda

Marketing• Sponsoring Events

UEFA Champions League Sponsorship

Heineken has sponsored UEFA Champions League since 2005 and has extended its sponsorship by 2015.

Page 11: Heineken   presentation bingül&eda

Marketing• Sponsoring Events

Heineken Open’er Festival

Open’er Music Festival, which takes place in Poland, took its name from its principal sponsor Heineken.

Page 12: Heineken   presentation bingül&eda

• Campaigns

Made to entertain For a fresher world Open your world

Marketing

Page 13: Heineken   presentation bingül&eda
Page 14: Heineken   presentation bingül&eda
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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

Page 16: Heineken   presentation bingül&eda

• 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

Page 17: Heineken   presentation bingül&eda

Women

Other 5%Efes 45%

Heineken 10%

Men

Heineken 18%

Other 5% Efes 51%

Tuborg 24%

Miller 40%

Research Results

Page 18: Heineken   presentation bingül&eda

Research Results

Efes Bomonti Guinnes Heineken Miller0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

55%

13%5%

9%

18%

Page 19: Heineken   presentation bingül&eda

Brand Awareness

Page 20: Heineken   presentation bingül&eda

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.

Page 21: Heineken   presentation bingül&eda

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.

Page 22: Heineken   presentation bingül&eda

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.

Page 23: Heineken   presentation bingül&eda

THANK YOU