Embed Size (px)
Citation preview
1
Tove Perlhede, 14206199Lara Zaccaria, 14200346
July 2015eCRM 40920
2
National
Easy to find (Store)Easy to find (out)
Youthful
Sophisticated
Closeness and family
I like to be seen with this beer
InternationalIn a night club
With food
Home party drinkTo share at home
Everyday beer at home
Refreshing
Bitter
SmoothEasy to drinkWatery taste
Premium quality
Well Known
Value for money
Expensive
Positioning Map (Dim I-II)
Dimension I (48.1%)
Dim
ensio
n II
(29.
2%)
Premium - International Dimension
Availability
POSITIONING MAP 1
3
POSITIONING MAP 2
NationalEasy to find (Store)
Easy to find (out)
Youthful
Sophisticated
Closeness and family
I like to be seen with this beer
International
In a night club
With food
Home party drink
To share at home
Everyday beer at home
Refreshing
Bitter
Smooth
Easy to drink
Watery taste
Premium quality
Well KnownValue for money
Expensive
Positioning Map (Dim I-III)
Dimension I (48.1%)
Dim
ensio
n III
(14.
9%)
Occasion Dimension
4
POSITIONING MAP 3
NationalEasy to find (Store)
Easy to find (out)
Youthful
Sophisticated
Closeness and family
I like to be seen with this beer
International
In a night club
With food
Home party drink
To share at home
Everyday beer at home
Refreshing
Bitter
Smooth
Easy to drink
Watery taste
Premium quality
Well Known Value for moneyExpensive
Positioning Map (Dim II-III)
Dimension II (29.2%)
Dim
ensio
n III
(14.
9%)
Taste Dimension
Age Dimension
Premium Beer
Not so easy to find (out)
Suitable to be shared at home
Youthful Brand
Not so good with food
Watery taste5
HOW IS EINEKEN PERCEIVED?
6
Q2: HEINEKEN MARKET SHARE
Considering the positioning map the higher price plays a role in the low performance regarding market share. Also, the beer is perceived not good with food probably because of its taste that seems more watery then bitter.Furthermore, even though it is considered as a youthful brand the most common place for consumption is at home, probably because of the low availability and brand awareness expressed by the respondents.
Availability
Premium - International Dimension
Occasion Dimension
Taste Dimension
Age Dimension
Heineken
Mahou
Cruzcampo
Amstel
7
Q3: HEINEKEN RE-POSITIONING
Heineken should be re-positioned to a younger target audience who likes to celebrate and have fun in every occasion with their fiends and loved ones.
The company should challenge itself trying to create a new conception of young-premium beer as a valid substitute of stronger alcoholic beverages because of the freshness and playfulness of its beer.
The new value proposition should be focused on giving that happiness feeling without the burden of strong and old flavour to promote the responsible consumption during time of celebration.
Heineken should focus on creating ad hoc application with a youthful connotation such as “Share you selfie with friends during a celebration” to win a Heineken Keg for him and his friends.
The brand should also try to focus on pairing the beer with all kind of Spanish party food.
