Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective. Heineken N.V: Global Branding and Advertising. This is my favorate case about global branding and advertising. Executive Summary. Heineken N.V.: Global Branding and Advertising. Front Cover. John A. Quelch. Harvard Business Bibliographic information. QR code for Heineken N.V.

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In order to flourish its brand reputation across the world, convince the consumers that the brand is some way superior. Global Branding and Advertising Case: Google goes on IPO Case: Heineken has a strong brand tradition. Also, Heineken need to prioritize between global integration vs.

However, at this moment, brand perception is different across the countries. Strength and Weakness of Heineken Strengths Weaknesses Beer of highest quality superior quality Special Taste Original formula Traditions Brands heineen Premium brand Lighter Beer Attractive packaging Most heavily advertised Premium beer in Europe and Worldwide and use TV commercials heavily No production base in some area Inconsistent brand image with brand communication TV commercials are just aired in larger markets Efforts necessary for brand revitalization Lack of integrated marketing campaign Lack of worldwide advertising campaign Appendix In embryonic markets Africa, Brandinng Europe pushing strategy is suitable.

Heineken should develop a number of high-profile, quality television campaigns with universal appeal, featuring high profile, contemporary celebrities. We suggest that the company should develop universal tagline for each Heineken advertising campaign. American Home Product Corporation Case: The product label to be used internationally.

Heineken N.V.: Global Branding and Advertising – John A. Quelch – Google Books

Instead of trying to push a fixed global promotion campaign across the globe, the headquarters marketing truly added value for local marketers by providing a ‘platform’ that is flexible enough to travel. Headquarters should work closely with local and sets advertising and promotional objectives, assesses all creative themes and executions and approves media selection decisions.

Local marketers will be challenged to develop locally relevant translations of the program recognizing the importance of inspiring marketing at a local level. Survey data alanysis of Creativity research projec The key is to find the right balance between central guidelines that the entire organization follows and the content of the brand at a local level.


The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. About the Author John A. Newer Post Older Post Home. It should have both centralization and decentralization marketing organizational structure to promote successfully a global brand and to support local marketing managers in setting and implementing ICM strategies tailored to each local market.

Project Mosa finds that premium beer tightly relates friendships and important relations which are built based on enjoyable, joyful, personal, luxury social conditions such as meeting people, fancy meals, savoring, elegant parties, intimate moments and places etc Exhibit 7.

Heineken Case by Tasmim Anwar on Prezi

Pepsico Chanchun Joint Venture Case: Global Branding and Advertising. Global Branding and Advertising. With the finding of common perceived values of Heineken brand across all markets through Project Comet and Mosa, the company should pursue a global branding strategy. The headquarters should develop specific guidelines that determine the face of the brand worldwide with fundamental values positioning, name and logo and have the most control over advertising policy, guidelines, and operations in all markets.

On the other hand, local advertising managers submit advertising plans and budgets for their markets, which are viewed by the headquarters. Foreign exchange markets and transactions Japan: Finance General Management Marketing. Building the brand recognition for long-term to differentiate the brand Heineken and be sure to add value to the product in order to get the brand loyalty.

Develop a relationship with customers, build affinity between brand and customers by sponsoring international rugby tournaments, and world soccer tournament such as – the Champions Leagues, the UEFA Champions League, world’s premier club where target audience of men from all over the world gather in one place. It can also be used in a course on international marketing. Since stage of beer market development in each country is different, different IMC strategy should be used.

Heineken N.V.: Global Branding and Advertising

Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. CFI-M could expand aggressively by mass marketing to the general population. For example, Heineken can maintain its good quality or create benefits for society and culture, and provide an emotion to its consumers. Sunday, April 6, Heineken N. V, a long with tradition, superior quality and taste, has been perceived differently from market to market.


Heineken brand should seek association with hot movies targeting to relevant demographic profile to establish the brand position in crowded marketplaces.

On top of all that, Heineken should coordinate its marketing strategy and advertisement campaign with local in order to use unified brand positioning worldwide. Cite View Details Purchase. Affiliate Marketing is a performance based sales technique used by companies to advertiing their reach into the internet at low costs. Cite View Details Purchase Related. To do advsrtising, Heineken should build compelling ICM strategies and provide a ‘platform’ that is flexible enough to handle the branding for local marketers.

Heineken can build presence and credibility; draw crowds in venues around the world and get recognition through music show, international awards in contemporary music.

Business and Environment Business History Entrepreneurship. Quelch and Katherine B. Technology and Operations Management. Carly Fiorina – Leadership Capability English essay: Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

In growing markets ItalySpainHeneken both pushing and pulling strategies are agreeable. Global positioning target can be achieved through creative marketing communication.

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Executive Summary Heineken N.

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