1. STRATEGIC BRAND MANAGEMENT
20.01.2014
Bingül Yalçın
Eda Yeşim

2. History
•
The Heineken family entered
the beer business in
1864, when Gerard Adriaan
Heineken bought a brewery in
the heart of Amsterdam.
•
One of the world’s leading
consumer and corporate
brands for over 150 years

3. Portfolio
• Brand portfolio contains more than 200 international
premium beers and ciders in more than 70 countries.

4. Brand Extension
Heineken Lager
Heineken
Tarwebok/Special Dark
Heineken Premium Light
Heineken Oud Bruin

5. Target Audience
•
•
•
•
22 to 50 years old
Young male
Middle to upper class
Middle to high education
• Party goers
• Socializing and meet up with
friends
• Open minded and likes western
products

6. Values
•
•
•
•
•
•
•
Enjoyment
Respect
Passion for quality
Taste
Heritage
Wining sprit
Friendship

7. - World’s premier beer
- Known for good taste
and tradition
- Acknowledged as highquality beer
- Brand availability in
many countries around
the world
-Lack of local
advertising and
campaign
-Loyalty needs to be
built
- Attractive, recognizable
and distinctive packaging
- Turkey’s young
population
- Many
entertainment places
in every region (both
for winter and
summer)
- Alcohol advertising
and sponsorship
restrictions in
Turkey
- Mergers of other
breweries

8. Positioning
•
International premium beer
• High quality and good taste
• Value for-money beer
• Value for friendship and togetherness with friends
• Sophisticated and enjoyable

9. Who
Cool, young, good looking, social
How
• Creative advertisements
• Sponsorships
• Social Media
What
Heineken stands for;
• Tradition
• Quality
• Innovaiton

10. Marketing
• Sponsoring Events
UEFA Champions League Sponsorship
Heineken has sponsored
UEFA Champions League
since 2005 and has extended
its sponsorship by 2015.

11. Marketing
• Sponsoring Events
Heineken Open’er Festival
Open’er Music Festival, which
takes place in Poland, took
its name from its principal
sponsor Heineken.

12. Marketing
• Campaigns
Made to entertain
For a fresher world
Open your world

15. Brand
Equity
Resonance
Loyal following
Repeated purchase
Large online comm.
Judgment
Performance
Likeable, incons
istant
quality, distinct
brand
image, trustwor
thy brand
Premium lager
beer, good
packaging, inconsistent
taste, heritage, sustaina
ble brewer
Enjoyment
Stylish
Having fun
Pleasure
Relaxation
Innovative
Feelings
Male, young and
trendy, bars and
pubs, partying, self
confidence, sociable
Green bottle + Red star, Friendship, Special
Occasions, Sharing good moments, Huge and strong ad.
campaigns
Salience
Imagery

16. •
•
•
•
•
•
•
•
Well known but not preferred
much
High price
Not for everyday consumption
Core benefit – enjoyment
Premium Lager
Global
Not easy to access
Large brand portfolio
•
•
•
•
•
•
•
•
Most consumed beer in
Turkey
Affordable price
For everyday consumption
Core benefit – pleasure
Lager
Local
Easily accessible
Not comparable portfolio
with Heineken

17. Research Results
Women
Heineken
10%
Miller
40%
Other 5%
Men
Efes 45%
Heineken
18%
Tuborg
24%
Other 5%
Efes 51%

18. Research Results
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
55%
18%
13%
5%
Efes
Bomonti
Guinnes
9%
Heineken
Miller

19. Brand Awareness

20. Suggestions
• We aim to create a Heineken official page for Turkish fans.
• With bloggers or famous DJ’s we aim to create some curiosity
with word of mouth.

21. Suggestions
•
•
One of Heineken’s strong strategy is to
create innovative, creative and
technological basedcampaigns, advertising, which we follow
while we set up Heineken Turkey mobile
app.
In order to break the «cold» image of
Heineken and start a close relationship
with the consumers we put some QR
codes to Heineken green bottles. When
you take pictures of the QR code, you
become friends with the ones who do
the same.

22. Suggestions
• Thanks to augmented reality on application we ask from
consumers to follow the green bottles. At the final step there will
be a big welcome from Heineken to all its consumers.

23. THANK YOU