The example promotion strategies of Heineken

The “Head”Sponsor of the 2010 Football World Cup

Heineken is the “Head”Sponsor of the 2010 Football World Cup for 10 years. Although, the sponsorship of World Cup will invest a lot of money, but Heineken is made and received responses from many countries and people who see football. It’s on TV.

Heineken music promotion in Holland

Last June Heineken Holland and Fitzroy Amsterdam made the Heineken Cassette Stick promotion. With each 6 cans pack a special USB stick 2 GB and came with free download music tracks. There is pop, rock and disco. You can choose from 5 music categories.

Heineken starts its fifth season as a UEFA sponsor

The fifth season of Heineken as a sponsor of UEFA Champions League started with a new TV advertising campaign and highlights’ programs around the world for every person. We can see every match and watch football on TV that we want to see.

Promotion strategies

Promotion is an important tool for increases demand and creates an interesting point of Heineken for increases the consumer more than in the past. Promotions of Heineken are advertisement in several media, events, parties, sponsor or music marketing event. In some years, Heineken has the advertising on TV up to 8 pieces focusing on the unique and different to attract the attention of consumers. Particularly, the activities of Heineken marketing enter to the people intensely and rarely called on colleagues to support Heineken least 500,000 persons more than any event.

Key successful factors

Highest safety
Products of Heineken are produced to the highest standards of safety. If product is defective, Heineken will solve properly such as the process and material are safe for consumers.

Faithful to every consumer
Heineken will take the important honesty to consumers. Heineken believes that corruptions must eliminate from society. Heineken decrease and avoid the fraud and conflict between business benefits.

Nature process
Heineken is brewed in a natural brewing process with no additives. Brewing of Heineken beer is a 100% natural process.

Highest standard
Heineken insists on the highest standard because is the beer brand in the world that have well recognition and response from drinker. When Heineken will do or change something, it always has the highest standards.

Highest quality
Heineken has the higher quality beer brands that have a premium cachet from other organization in part of process, material, brand, people, media and taste.

Strict control
Heineken is very strict control of the recipe and highly efficient quality control. Such as workers, other processes, equipments or everything for make Heineken beer for successful brand.

Good management system
Heineken has a good management system and new ideas for bring customers to join in big activities or sponsor. The investment may be more, but the consequences are more than too and including a leader that have the knowledge and ability to perform to the progress and success of the product.

Old and premium brand
Heineken was found since in 1864 in Netherlands. The age was about 146 years and sold in 140 countries around the world. Until, Heineken has guaranteed the pure, premium taste of Heineken beer from the drinker and is popular and famous beer.

Positioning

This is the positioning of Heineken

The positioning of Heineken beer brand is the old and premium brand that other people or the drinker know about this. When Heineken has the old and premium brand, Heineken will develop in part of original quality taste of Heineken by company will choose a good material in nature production process for safety of the consumer and never use other flavorings in the beer. Heineken will use the green products for difference in identity alcohol brand marketing in the world, such as bottle and can. Although, Heineken have many rivals but Heineken never worry in this problem. Then, these unique selling points of Heineken are one of the world’s leading brewers in term of sales volume and profitability, the most valuable brand portfolio and guaranted the pure, premium taste. Until, Heineken is the first good selling beer brand of the world.

Target group

The group of new consumer
These group of new consumer who never taste alcohol before. Heineken beer is the first alcohol of them but they will have enough of money for buy it or they will have purchasing power. Before they taste, they will feel that Heineken is interesting and is the high class and premium brand or they may be see various advertising in other media. Then, they see it and they want to drink or taste immediately. These groups of new consumer walks toward by using Heineken marketing activities relate to their lifestyle informally. For example, Heineken festivals.

The group of only people than 25 years

This is the first jobber or young manager that they will have own idea and does not block their frame. They will have enough of money for buy products or they will have purchasing power. Wherever, there are many problems about doing teen marketing with alcohol but Heineken never have a problem in work because Heineken never have teen marketing in all the media for promoting. Heineken will make only older people than 25 years. Although, most other brands will take the teen about 18-21 years for promoting but Heineken will use anyone that younger than 25 years and don’t use the teen marketing.

Product line

Heineken Premium Light is a light beer brewed by Heineken for the United States market. It was introduced in 2005. Heineken Premium Light has fewer calories, fewer carbohydrates and less alcohol than lager beer. The beer has 3.2% alcohol.

Heineken Lager Beer was made by Heineken's Brouwerijen in Netherlands. The beer has 5% alcohol. Many calories in Heineken Lager are calories, protein and carbohydrate. No additives are added to any Heineken products. The kinds of products are can and bottle.

Heineken Pilsener was produced in 1873 by Heineken International in Netherlands. The beer made of purified water, malted barley, hops and yeast. It is popular in United States, Europe and Middle Eastern Countries. The beer has 5% alcohol. The beer style is Pale Lager.

Heineken Premium Light Lager is brewed in the same high quality tradition as the original Heineken in Netherlands. The beer is lighter in taste and has fewer calories and carbohydrates. It is a new beer in US markets in 2005.

Heineken Extra Cold is a new way to serving and the intense coldness of Heineken Extra Cold drives the refreshment. Especially, you are enjoyable when temperature rise. It is the same Heineken but served Extra Cold. The beer can serve in glass with a frosted layer, a long bottle and can.

Slogan

The most slogan of Heineken is short, easy to read and understand. This is the example slogan of Heineken.

A better beer deserves a better can.
It's all about the beer.
Lager Beer at its Best.
How refreshing! How Heineken!
Heineken refreshes the parts other beers cannot reach.

Logo

This is a logo for Heineken International. The Heineken Red Star is origin icon of the brand used since the beginning. The star was the symbol of brewers and Heineken believe that; this logo had mystical power to protect the quality of the brew. Heineken green background is prefer above on a white background, it reflects the character of the brand better. Heineken logo has developed to communicate and make the modernity and vitality of the brand. It may be applied in communication, sponsorships, merchandise and packaging of Heineken brand.

Product strategy >>> Branding

Heineken has been the one of the world’s leading consumer and corporate brands more than 130 years. Heineken is the national premium beer brand and have the world’s most valuable brand portfolio. Heineken will confront with the challenges in many markets to take organic profit growth but also focuses on building the future plan of brands and business. The key focus is forcing the growth of brands and improving financial performance. Especially, selling partnerships and distribution strategies create value. This focus is also on making employees in company to use potential and building the true performance base culture between working. Heineken will create a good achievement that combines the power of local brands and international brands at Heineken centre. Heineken spread to invest the product appropriately and attempt to create and maintain strong positions in local market.

Brand value of Heineken

Background of company

The world’s most international brewer.

Former Heineken brewery in Amsterdam and Heineken was Netherland’s beer. The Heineken Company was founded in 1864. The Heineken family entered the beer business when the 22-year-old Gerard Adriaan Heineken bought a small brewery in the heart of Amsterdam. Heineken family have built and expanded the brand and the company in Europe and around the world but product diversification began relatively late in Heineken's history, because the company's emphasis had been on expanding its markets but has been developed in many aspects to quality of beer. So far, the unique Heineken has guaranteed the pure, premium taste of Heineken beer and the evacuation of a growing global business with the most international premium beer brands. Around the world are acceptable in quality and taste of Heineken beer. Now, there were imports and sells product more than 70 countries.

Heineken in Thailand, Heineken became to Thailand about 10 years ago. Nowadays, the sales of Heineken in Thailand was the most successful .Total market value of premium beer about 8 million peoples.

Heineken is one of the world’s leading brewing groups.

Rationale "Why this brand?"

Nowadays, there are a lot of beverage brands. Each brand is famous and popular in part of quality, taste and refreshment. People who like to drinking, they can choose to drink but there is one brand that received an acknowledgment from many drinkers. That is “Heineken” beer. Heineken is one of the world’s great brewers and is committed to growth and remaining independent until received a guarantee from several countries. Heineken beer brand is one of the world’s leading brewers in term of sales volume and profitability and selling management way is leading success. They begin from small family name in Amsterdam but they get a development to continue. So far their product is very famous and popular around the world and these products get to the market in several countries. In the past, I couldn’t see Heineken beer in many ways such as on TV, internet or newspaper but I didn’t touch and drink it. So far, I am an adult but never drink it because I don’t drink alcohols. Although, I don’t drink heineken but it’s a small group only. However, Heineken has been able to remain one of the world’s leading consumer and corporate brand more than 130 years. Have you ever touch the taste of Heineken beer?

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