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We looked inside some of the posts by heineken2017-blog and here's what we found interesting.
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Post 13 Promotion
In todays age we know how important a social media presence is. Social media is everywhere. You can reach a wide range of people through one channel. The best part of this is its all-free advertisement. Companies as big as Heineken use this down to the small everyday business owner. How you use this social media presence is very important to. Its important to create a good public relation with your customers. In this age it is very important for business to make efforts to provide interfaces for mobile commerce.
Heineken marketing communications include an emphasis on social media. The brand has a presence on Facebook, Twitter, Instagram and Tumblr. Heineken uses these platforms to communicate with their everyday consumers. Getting feedback, promoting new products, sale promotions and keeping their customers updated on what is happening within the company. This is how they make their company more tangible, and realistic creation a person relationship with their customers.
Heineken’s social media presence is very vital to their brand. That is our main way of communication in today’s age so if you don’t have a social media presence it is really hard for a company to stay relevant without it. Advertisement is also still important. Things such as commercial and Ads . This is the way to get around that , and also connect to their customers everyday.
Heineken International. (2015, July). We Are-The Heineken Company. Retrieved March 14, 2017, from : www.theheinekencompany.com/…/TheHEINEKENCompany/…/Introduction-to-HEI…
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Post 12 Place Distrubution
Heineken is a international company so they have many distribution plants all over the world. There are many components to the supply chain management, but Heineken is a part of FEMSA which is company Heineken bought out of Mexico that handles a major part of their distribution. Just like many companies Heineken has distribution centers that distribute their product in the city that they are servicing. Because Hieniken has a huge place on value they still promise quality no matter where they are in the world. Through its intensive distribution and efficient supply chain management, Heinekens distribution is better than a lot of other companies. They do it so effectively that they will forever be a national company.
Heineken International. (2015, July). We Are-The Heineken Company. Retrieved March 14, 2017, from : www.theheinekencompany.com/…/TheHEINEKENCompany/…/Introduction-to-HEI…
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Post 11 Trends/Pricing
What is really affecting beer industry at this time is the Craft Beer industry. The trendy thought of small breweries , brewing local beer is what the young kids and also the older beer drinkers are into. What they like about the craft beer industry is their practices and also they believe the quality of the beer is a lot better than the bigger companies. This is going to greatly effect Heineken because they are a major company, operating worldwide and they are really only considered local in the UK. The price of these local breweries beer is a lot higher but the beer drinkers are willing to pay the cost because they feel like they are getting the value instead. Heinekien’s pricing objectives are very tight because of the size of their company. In the new age of Beer quality is what is going to determine what brewiers thrive.
This doesn’t mean the Hieniken doesn’t brew good quality beer. They provide there best product to their customers. Yet, the value is perceived as better for these other brewers. The leading trend right now is people love IPA’s. IPA is a certain brew of beer, they are currently the beer that is doing best. These types of beers are barrel beers that remain hot which Heineken is a larger beer. This creates a demand curve so these other beers are able to price their beer a lot high and still sale well. Even though this is a threat for Heineken I think that they will still do well of they still create great quality beers and keep their current customers. This new wave is just pure competition, Heineken is a major player and I think they will do well.
Swartz, K. (2017, February 03). 10 Craft Beer Trends In 2017. May 1, 2017, http://beveragedynamics.com/2017/02/01/10-craft-beer-trends-in-2017/
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Post 10 Services.
Heineken offers a number of services that are set in place to help their vendors handle their businesses in the most effective and easy way and also for their everyday consumers to get their favorite products in the easiest way possible. Through itradenetwork they launched a new website for their UK customers, www.online.heineken.co.uk, that will provide a number of web-based services, including a tailored online ordering facility for each customer. So it makes it ways for them to order them the things that they want. Making it a lot easier to get their products. One of the services is allowing customers the ability to request a call back from Heineken’s customer service team. So no waiting on the phone for help. You put in your information, ypur question and they connect you to the right person on your time. This adds a personal touch and also allows the customers to not spend a good chunk of their day on hold. They can talk with the customer service team and then go to enjoy the rest of their day.
This service were launched and was a technology that was specially tailored to their customers. They built the technology through a platform provided by iTradeNetwork. When launching this new product Heineken’s On-trade Managing Director, said: “We are helping licensees to do business with Heineken more easily and conveniently, as well as providing greater control and transparency. They will be free to order when and where they choose, and will also benefit from better visibility of our portfolio of leading brands. Overall, this way of doing business makes the most of industry leading technology to provide the modern licensee of today with the level of service they deserve to run their businesses efficiently and professionally”.
ItradeNetwork. (2016, July 26). Heineken releases new website to help their customers to do business more effectively. May 1, 2017,
http://www.itradenetwork.com/blog/2009/10/05/heineken-releases-new-website-to-help-their-customers-to-do-business-more-effectively/
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Post 9 Brand.
Heineken is an brand they is very well established in the beer industry. When it comes to their product their main focus is quality and they have been putting out a quality product since the 1864. They have created a huge Differentiation between them and there competitors and because of that they have a set of loyal customers dominated the UK. They a very much known for their classic beer. Their bottled lager beer and this is because of the way that Heineken has positioned themselves through Brand Positioning. Heineken is mostly know for their beers but they also have Co-Branded with many companies making new flavors and new versions of their beer to market to a larger audience Foe example things like margarita flavor and lime flavored beers. The company is also very in touch with their audience and offers intangible and perishable offerings, come in many forms one of those being their customer service communication. Which they have created through iTradeNetwork.
Heineken International. (2015, July). We Are-The Heineken Company. Retrieved March 14, 2017, from : www.theheinekencompany.com/…/TheHEINEKENCompany/…/Introduction-to-HEI…
Sagardoy, Nicolas. “Heineken International Growth.” Prezi.com. Prezi, 09 Oct. 2015. Web. 16 Mar. 2017.
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Post 6 Competition
Beer producer Heineken has a lot of big competitors. Their main compeitiors internationally is Dutch companies like Grolsch, Hertog-Jan, Bavaria, but also competitors from other countries like Carlsberg from Denmark, the German Becks, Palm from Belgium and Badger from England. Here in the USA their main competitors are company’s like Bud Light , and Budwiser. Their competitors are companies that produce beer for the everyday consumer.
Their competitors also company that have the same target market and same demographic as them. They are not the price leader. The company that dominates that is the price leader is Budwiser. The reason for that is because demand of their products because of their vast majority of products that they sell. Theie current markets share is around 9.1%
Heineken International. (2016, July). 2016 Fact Sheet. Retrieved March 14, 2017, from :www.theheinekencompany.com/.../TheHEINEKENCompany/.../Introduction-to-HEI...
Heineken Consumer Insights and Demographics." Infoscout.co. InfoScout, May 2016. Web. 17 Mar. 2017.
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Post 3 Strategy
In comparison to a lot of other beer brands Heineken really stays true to the classic beer taste that they started with. They don’t venture far from the classic beer taste. There is also a trend for expansion when it comes to beer products. Trying to cater to many different demographics of beer lovers, and also people who aren’t completely into the beer taste a lot of beer companies add different flavors and variations of beer. Beer companies go from having a few beer flavors to dozens just to expand.
Yet, Heineken hasn’t seemed to catch on to that trend. The price for Heineken products in America is a little more pricey than their competitors. But in their target market which is Asia pacific they have been able to create absolute advantage because they can produce the product at lower cost. I also think that the communication between the brand and their consumers is great so it creates a nice competitive advantage for the company. They really do well to create a product that is good for the fun loving socializer. People who like to go out to events and parties.
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Post 7 Packaging
Styling and packaging is very important to Heineken. They put a lot of time in effort in their packaging because they know the effect it can have on their consumers. In a annual report they emphasis this by saying in 2007 , “Packaging is a key element in Heinekens marketing and innovation strategy. New pack types create consumption moments, build excitement around our brands, improved margins and higher volumes.” As a company they are attempting to move beyond just simply selling beer and creating a whole experience for the consumer using all 5 senses. Their beer is usually served in two main types of packaging Bottles and cans. In 2004 Heineken introduced a new bottle type called the Paco bottle. This bottle is made out of green aluminum. With this bottle they were trying to create a perception of premium quality and premium experience and they won many awards for this design. I think that their packaging doesn’t need changes. With their packaging they matter to create something pleasing that is a great representation of their brand
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Post 5 Target Market
Target market is: Demographic
Biggest Consumers Asia Pacific
Male and Females age ( 21 – 50 )
Sport fans
Middle to Upper Class people
Educated individuals
Psychographic:
Know what they want in life
Benefits Out going loving and fun
Values : Vibrant Social Life
Attitudes : Spend lots of time parting and socializing
Socializer /Extraverts/Partyers
"Heineken Consumer Insights and Demographics." Infoscout.co. InfoScout, May 2016. Web. 17 Mar. 2017.
Heineken International. (2015, July). We Are-The Heineken Company. Retrieved March 14, 2017, from :
www.theheinekencompany.com/.../TheHEINEKENCompany/.../Introduction-to-HEI...
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Post 4 SWOT
Strengths
· Brand portfolio
· Over 170 international premium, regional, local and specialty beers.
· Improved brand equity
· Great Marketing
· Stable retunes
· Over 125 breweries in more than 70 countries.
· Many Local companies, great quality beers
· Excellent Brand Image
· Great International development
Weakness
· Beer markets in Western Europe faced a challenging year due to the combined impact of the finances, weather and other external problems
· Lack of diversity and change in the brand( Lack of young consumers)
· Higher process in comparison to competition
· Lack of female consumers
Opportunities
· Expansion in products
· Changing with the industry
· Expand product line – for new areas and to accommodate changes in taste and preference with younger crowds
· Integration forwards and backward.
· Creating customer/brand switching
· trade and ownership regulations in foreign countries no inhabited
Threats
· Tax regulations on
· Competitors in the beer industry
· The changing market for the beer industry.
· Negative perception in society towards alcohol
· Decreasing industry growth rate.
· costs (including transportation and energy)
Expand product line – for new areas and to accommodate changes in taste and preference. When researching what I am getting a lot is that Heineken a brand isn’t being really progressive when it comes to the changes in the beer industry. As a brand they are trying really hard to stay true to the way that their founder envisioned made the company. Staying true to the original taste and keeping it nice and simple, they make it all about the beer no bells and whistles. With changing times it would be a great opportunity to make those changes and expand their product line and their brand. By doing taking this opportunity is would really allow the company to recruit new consumers, and prevent their current loyal customers from Brand switching. Also perusing something of this nature could really create an comparative advantage for Heineken because they can be the Beer company that has it all, tailoring their products to all markets. It would be a great move for the company as a whole.
Heineken International. (2015, July). We Are-The Heineken Company. Retrieved March 14, 2017, from :
www.theheinekencompany.com/.../TheHEINEKENCompany/.../Introduction-to-HEI...
Sagardoy, Nicolas. "Heineken International Growth." Prezi.com. Prezi, 09 Oct. 2015. Web. 16 Mar. 2017.
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Brand
Heineken is a company founded by a man named Gerald Adriann Heineken on January 11, 1873. Since then Heineken have gone from a single brewery in Amsterdam to the world's most international brewer . Supplying products and quality beers and ciders to people worldwide. Heineken is both a B to B and B to C company . The reason why they're both is because different units of the company market to different audiences. Certain parts of the company markets to consumers and the others market to businesses. Their main focus of the company is servicing their consumers with quality products because that is their main revenue. So more and emphasis is put on the communication of B to C .
Heineken's headquarters is located in the same city that it was founded Amsterdam, Netherlands. Since it is an international company that services many different countries they have headquarters in every major country that they distribute to. Their headquarters in the United states is in White Plains, New York. Heineken is a public company with 37.463% of their shares owned by shareholders. They currently employ over 10,000 employees worldwide. Their annual sales for 2015 was reported at €19.257 billion. As a company Heineken puts their customers first and try to stay on the same values their company was founded on. THeir mission statement is to “ delight consumers, day in day out, with perfect cider and beer brand experiences! .”
Heineken. (2015, July). Our History. Retrieved February 12, 2017, from http://www.heineken.com/
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