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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Heineken N.V.: Global Branding and Advertising

It can also be used in a course on international marketing. 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, hieneken operations hineken all markets. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

The company website will be designed at www. Cite View Details Educators Purchase.

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

We suggest that the company should develop universal tagline for each Heineken advertising campaign. Heineken brand should seek association with hot movies targeting to relevant demographic profile to establish the brand position in crowded marketplaces. Heineken has a strong brand tradition.

Finance General Management Marketing. Instead of trying brandinb push a fixed global znd campaign across the globe, the headquarters marketing truly added value for local marketers by providing a ‘platform’ that is flexible enough to travel. In order to flourish its brand reputation across the world, convince the consumers that the brand is some way superior.


Students should find the product and heinelen easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

The taste would be built on 5 brand values: Quelch and Katherine B.

Heineken Case by Tasmim Anwar on Prezi

Sponsorship strategy for the Heineken asvertising be strengthened to build brand equity through relevant associations with high-impact, high-profile sports and brandingg events, films.

Heineken should develop a number of high-profile, quality television campaigns with universal appeal, featuring high profile, contemporary celebrities. To do so, the brand strategy needs to be devised that takes accounts of brand’s own capabilities and competencies, the strategies of competing brands, and the outlook of consumers experience in their respective societies.

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A global brand is needed to provide relevant meaning and experience to people across multiple societies. Survey data alanysis of Creativity research projec Pepsico Chanchun Joint Venture Case: 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.

To implement that, Heineken can invite a group of local people between 20 and 30 years of age to think with the company about new concepts and commercials. The product label to be used internationally.

However, within the marketing mix, there will always be a requirement for locally driven campaigns and support. In growing markets ItalySpainJapan both pushing and pulling strategies are agreeable.

On the other hand, local advertising managers submit advertising plans and budgets for their markets, which are viewed by the headquarters. Google goes on IPO Case: This commission based program allows affiliate marketers to place ads on their websites or other advertising efforts such as email distribution in exchange for payment of a small commission when a sale results. 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.


This is my favorate case about global branding and advertising. Developing Scope Advertising Copy Case: You will find here useful information about business administration and how to become a successful business manager. Heineken should also set up best practices system and transfer knowledge from one country to another so that the wheel doesn’t need to be reinvented; and avdertising marketing forces can play an important advisory role for local colleagues.

About the Author John A. Sunday, April 6, Heineken N. Foreign exchange markets and transactions Japan: In embryonic markets Nv.global, Eastern Europe pushing strategy is suitable. Local marketers will be challenged to develop locally relevant translations of the program recognizing the importance of inspiring marketing at a local level.

Since stage of beer market development in each country is different, different IMC strategy should be used.

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