Heineken N.V.: Global Branding and
Q1) What are Heineken’s strengths
and weaknesses? Is Heineken a global brand?
Heineken is a global brand due to the fact that it operates in more than 190
countries in total in Europe, America, Asia/Australia and Africa.
Q2) Evaluate the research. What
has been learned?
Two projects were performed to illustrate brand identity and executions for
advertisements. First project was called Project Comet and second was called
Project Mosa. For the Project Comet, five elements of Heineken’s brand identity
were identified. In addition, the ways to express these elements in brand
communications were outlined. Brand image of Heineken was “the world’s leading
premium beer” and “good taste”. The aim of advertisements was to be as
efficient as possible. In result, learnings from Project Comet: good taste is
built on 5 values; premium, tradition, friendship, good taste and winning
spirit. For the Project Mosa, focus groups were established. Aim of Project
Mosa was also to crate a global brand identity. In result, learnings from
Project Mosa: being premium has to do with friendship and taste, taste matters
a lot in almost all countries, packaging and ads are important as well.
Q3) How can the Heineken brand be
developed through marketing communications?
Heineken brand can be developed by setting a balance between adaptation
& standardization, applying the best possible strategy in each market (brand
awareness should be created in African market, market share should be increased
in growing markets and market share should be maintained in mature markets),
pursuing sponsorships for the events, using social media channels effectively
all in the sense of marketing communications. It is crucial that Heineken needs
a common marketing communications ‘message’ even though its overall strategies
might differ in different markets.
Q4) What should be the role of
Heineken’s headquarters in shaping the marketing of the brand worldwide?
People’s tastes and preferences change fast and Heineken should follow the
change. For example, new bottle designs might be introduced. Product image
should be consistent and as previously mentioned; sponsorships for the events
might be arranged. Weaknesses of the brand should be fixed through successful marketing
strategy. It should be recognized that each market has its own characteristics
so local advertising is needed along with global marketing strategy. Lastly, headquarters
should control the advertisements in each market since there is a weak control
of given messages in different markets by local advertisements.