This is a marketing plan oriented supposed launch of a new image of Heineken beer.

1. MARK 301
Joffre Rendón
Luis González
Manuel Machado

2. James Bond Marketing Year
• Established in 1864 by the Heineken family.
• With a presencein 178 countriesworldwide.
• Leading brewer in Europeand numberthreein the
world by volume.
• Participation in film production "Skyfall" in 2012,
and "Spectre"2015.
Background

3. Mission
• Offering consumersthe pleasure of enjoying unique
moments of conviviality and fun.
• Values:
 Efficiency.
 Integrity.
 Commitment.
 Courage.
 Passionfor quality.
 EnjoyLife.

4. Vision
• Be theundisputed leader in thebrewing industry.
• Being recognizedas the best beer in the world.

5. Problem Statement
• Need to launcha new campaign of James Bond, but
underothernuancesthat allow usto overcome the
limited impact it hasmade in regardto the female
audience.

6. Objetives
• Reposition ourproduct in theconsumer'smind,
more specifically, within the mind of the female
audience.

7. Market Needs
• Thirstand relaxation.
• Social Sharingand acceptance.
• Status.

8. Segmentation
• Geographical segmentation criteria are oriented to
the five continents, 178 countrieswhere we
operate.
• Indemographic terms:
 Young,male and female audience, 18 to35
yearsold, single, married, with or without
children.
 Adult audience up to 40 to 50 yearsold.

9. • Psychographicsegmentation criteria, beer
Heineken James Bondare aimed at an audience of
middle-income and upper-middle.
• Sector ofthe population identified with activity and
sport, social, relaxed, adventurous,and evenwho
likes a touchofdanger.

10. SWOT Analysis
Strengths
• Successfulbrandworldwide.
• Over200 beers worldwide.
• Concernfor a select audience.
• Sponsor social and sporting events.
• Concernfor the environment.

11. Opportunities
• Acquisition ofplants and factories in emerging
markets suchas India, Asia and Latin America.
• Introduction tothefemale market.
• A social experience with the opposite sex.
• Theimage ofJames Bond.
• Theneed for the product.

12. Weaknesses
• Thestronggrowth reflectedby the brand.
• Perceivedlack ofattention to the female market.
• Tradition approach to a youngaudience.

13. Threats
• Thestiffcompetition.
• A high percentage of consumersare occasional
drinkers.
• Craftbeer boom.
• Anti-alcohol campaigns.
• Incorporationinto the market, the brewer from
Asia.

14. BCG Matrix

15. Description of the
Offer
• New approach on thepart ofconsumers.
• Pleasant and appetizing to the female audience
product.
• Meetpublic expectations.
• New product personality.

16. Positioning Strategies
• Product.
• Price.
• Place.
• Promotion.

17. Evaluation
• Monthlyreportsboth web visits and sales.
• Awards to visitors who aregiven the task of
respondingto feedback test.
• Satisfaction surveystothe customer.
• Visits to variouspoints ofinterest.

18. Conclusions
• Relaunchingthe "James Bond"campaign but under
a new approach.
• Improve communication between the brand and the
female audience.
• Keep traditional public attention.
• Theimpulse that offersto appear in productions of
James Bond.