Global Branding and Advertising

Re: Heineken N.V.: Global Branding and Advertising

Recommendations:

1.

Aside from making high quality beer, Heineken should be creative and think of other ways that it can set itself apart from its competitors.

2.

Heineken needs to create different marketing communication strategies for each country it markets its products to.

3.

Heineken should think of merging with a company or acquiring other companies who are a part of the same industry.

4.

Heineken needs to create and maintain a strong brand image and brand equity (worldwide).

Rationale:

1.

Heineken should expand its product line by creating various types of beer such as flavored beer, no alcohol, lower percentage of alcohol, or low cost beer. This may result in selling to a completely different segment market and an increased number of consumers who are aware of the brand. Heineken created a very narrow path for itself by limiting who they sold to and limiting how often and where Heineken beer was consumed. gaining and retaining expanding customer base

2.

Aside from using traditional forms of communication (i.e. television ads), Heineken needs to come up with other ways (i.e. billboards, radio, internet, magazines etc.) to spread the words about their product(s).

3.

The brewing industry, in the early 1990’s, was becoming global. Heineken should think of acquiring and/or signing joint ventures with other local or national