AKSHATA PAI 01CHANDRAMALA

11HEMANGI BAGUL 13SHRUTI SHETTY

41SMITA BANGERA

42

A9

HISTORY

Launched in the year 1864 (de Hooiberg brewery), by young entrepreneur named Gerard Adriaan Heineken at the age of 22.

Brewing company and a brand of Dutch beer, headquartered in Amsterdam, Netherlands.

Another plant was quickly established in Rotterdam on January 4, 1873 and soon everyone had a hankering for a Heineken.

In 1975, brand-new brewery had been built at Zoeterwoude

HISTORY

The founder's son, Henry Pierre Heineken, managed the company from 1917 to 1940, and continued involvement with the company until 1951

Henry Pierre's son, Alfred Henry "Freddy" Heineken, started working at the company in 1940, and 1971

Current Chairman

Jean-François van Boxmeer

Top 3 global brewers

Belgium-based Anheuser-Busch InBev

London-listed SABMiller (SAB.L)

Netherland Based,Heineken

INDUSTRY ANALYSIS

INDUSTRY ANALYSIS

As of 2006, Heineken owns over 130 breweries in more than 65 countries

Brews and sells more than 170 international premium, regional, local and specialty beers Cruzcampo (Spanish brand),

and of course Heineken.

Tiger(Singaporian brand),Zywiec (Poland), Starobrno (Czech Republic),Murphy’s (Ireland),Star (Ghana)

INDUSTRY ANALYSIS (Global Expansion)

Heineken was the first brewer to export to the USA a mere three days after the end of Prohibition in 1933 Meanwhile, to inc stock price, Heineken purchased competing breweries and closing them down in Netherlands. 1968 Heineken merged with its biggest competitor, Amstel.

Amstel brewery was closed in 1980, and its production moved to Zoeterwoude

US Prohibition period between 1920-1933

Product Strategy

Top Fermenting to Bottom fermenting beer

4 ingredients of Heineken Beer:

Water, hops, barley, and a special

yeast

High Standard Quality of beer maintained across all

its markets

Heineken Technical Services – our specialist in-house specialists.

Heineken adapts its bottles to suit consumers in different markets

Heineken adapts its labels to these different

local requirements.

Product Strategy

The company's philosophy was to get a high quality product with low price

Won several prizes for the quality of the product

Most prestigious are the gold medals at the Paris Expo

in 1875 and 1889.

Heineken became the beer suppliers of Eiffel Tower

restaurant.

Product Strategy

Brand Strategy

Heineken Logo (Brand Identity): Authenticity logo communicates/reinforces brewing quality, heritage and Authenticity Star-Heineken logo communicates/reinforces ‘modernity’ and ‘vitality’: used in sponsorships, merchandise & packagingMain Brand Strategy is emphasizing on the company Name “Heineken”Heineken markets itself to be the “most international brewery group in the world.”

Heineken has “a two-track policy”:

Broad leadership –

Heineken branches of Breweries in Netherlands & Poland are perfect e.g. of broad leadership positions

Segment Leadership –

Amstel - Promoted as mainstream beer as well as a local beer

Brand Strategy

In specific market, where Broad Leadership is not feasible, the aim is towards Segment Leadership

COMMUNICATION STRATEGY

BTLs

Heineken Beer Tunnel

Heineken Brewer Room

Tourist centre in Amsterdam, Netherland

Heineken Billboard in Amsterdam

Giant Christmas Tree made of 1000 Heineken beer

bottles in front of Nanjing Mall in Shanghai

Beer Bar at Hongkong Airport

Sponsorships – Across three Cultural Platforms

ATLs

SPORTS Rugby Cup Sponsored

since 1996.

Heineken Open Tennis – ATP International Series 

played in Auckland , New Zealand

UEFA Champion

s League

MUSIC FILMS

DIGITAL MARKETING