Heineken International

Table of Contents

Introduction

Market Analysis

Market Segmentation

Product Positioning

Impact on the Consumer

Consumer Decision Process

Marketing Mix

Market Plan Assesment

Introduction

It’s a competitive world out there! Having a business and understanding the ways to market and advertise to your consumers. What ideas should companies come up with to help or guide consumers into buying their product? Heineken International is one of the world’s most recognized brewers; their brand is therefore associated with socialization and having fun. In the face of changing beverage consumption, advertising restrictions, and a blurring of its positioning among self-owned and competing beverage labels, Heineken’s marketers decided to use the company’s strong brand equity to expand into adjacent markets and provide consumers with new ways to interact with the brand. The research paper will look at ways Heineken International has grasped the sales and marketing concept, with production, competitive pricing, target marketing and market segmentation.

Heineken

Market Analysis:

Company- Beers and Lagers, that’s what Heineken specializes in. Founded in 1864 by Gerald Adrian Heineken, it’s a Dutch based company that now owns over 125 brewers in more than 70 countries. It brews and sells more than 170 international premium, regional local and specialty beers, including Tiger Beer, Zagorka, Star, Starbrno and Heineken Pilsner. It was after World War 1 , that the company focused more and more on export. three days after Prohibition ended in the United States, the first Heineken shipment landed as the first legal shipment of beer. Since then Heineken has remained one of the most successful imported beers brands in the U.S.
In 1869 Heineken started to use bottom- fermenting yeast, this is what makes Heineken different.