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.