1. Berna Okcu
Fatma Ucurum Melike Coskun
Yavuz Selim Yasar

2. Founded in
Amsterdam in
1863 by Gerard
Adriaan Heineken
The Brief History of Heineken

3. Represents a new generation of leaders.
In1909
Henry Heineken, son of
Gerard , takesover the
management.
Pioneer of a new managementstyle: socially
awareand outward

4. Alfred 'Freddy' Heineken, grandson of
the founder, enters the business as a
In1939,

5. global marketing policy:
‘Beer can travel’
"I don't sell beer, I sell
warmth" was the motto
became 2.largest brewer in
the world
a brand new logo
introduced.
Heineken brand name gained
strength
built-consistent top
quality, engaging people
through their own culture
Vision of
‘Freddy’

6. One of the
world’s great
brewers
aims to be a
brewer with the
world’s best
portfolio.
£2,949 Million net
profit in 2012
Available in 178
countries around
the world with 125
brewing plants
76191 employees,
200 brands of
beer.

7. Wherever you are..

8. you are able to
enjoy one of our
brands.
Wherever
you are in
the world,

9. • Project Comet (1991) and Project Mosa (1993)
commissioned to clarify Heineken’s brand identity
and the implications for TV advertisings.
15.2
83.1
90.9
97.9
105.1
0
20
40
60
80
100
120
1993 1998 1999 2000 2001
Inmillionsofhectolitres
Years
Total Beer Sales
Project Comet & Project
Mosa

10. 73.8
85.7
96.7 100.5
111.9
119.8
125.8 125.2
145.9
164.6
171.7
0
20
40
60
80
100
120
140
160
180
200
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Inmillionsofhectolitres
Years
Consolidated Beer Volume
The Growth of Heineken.

11. Ifyou put the bottles
produced in one year next to
each other the line goes
around the world 4 times.
Heineken built its own
power plant to cut the cost
of power they use.

12. Reason
Heineken’s brand
image was not being
consistently projected
in the brand’s
communications
around the world.
Solution
Established in 1991, to
enhance Heineken’s
competitive advantage
by more consistently
projecting the brand as
‘the world’s leading
premium beer.’
Result
Concluded that
Heineken’s desired
brand image was
«good taste» that would
be built on five core
brand values
Project COMET

13. The product should be
shown in slow-pouring
shots where its golden
color, sparkling texture an
refreshing coolness would
celebrate its taste
Taste

14. Premiumness
The production quality of every
execution should be at the level of
excellence to be expected of a
premium brand

15. Traditi
on
Heineken should be
the preferred brand
of people who
believed in true
values and whose
brand choices
reflected their
personal value set

17. Tone of voice was
thought to be especially
important in conveying
this value because
winners are confident
and relaxed
Winning Spirit

18. Heineken should not be
portrayed as a solitary
beer or a mass-gathering
drink.
Friendship

19. Reason
focus groups in
eight countries to
understand what
male beer drinkers
meant by taste and
friendship in
relation to premium
beer drinking?
Project MOSA
Solution
Project Mosa
established in 1993 to
clarify which
expressions of taste
and friendship could
be used by the
Heineken brand
advertising?
Expressions of taste
which ‘appealed to the
head’
Expressions of
friendship which
‘appealed to the heart’
Result

20. a drink for friends,
coming together
and enjoying good
times.International brand
that connects
people, excludes
nobody and that it is
‘for everyone’.
“consumers can
count on
Heineken as a
friend”
Friendship

21. Premium BeerTrue Friends
meeting people fancy meals savoring
elegant parties
intimate
moments and
places
friendships and
important
relations
joyful, personal,
luxury social
conditions

22. Respect & Trust
for individuals, society and the planet
Heineken
Africa
Foundation
Requests for
for funding of
of projects can
can be made
by employees
employees of
of local
operating
companies of
of Heineken in
in Sub-Sahara
Sahara Africa
Evaluation
Methodology
y for Alcohol
Alcohol
Intervention
on Projects
Hereford’s
Alcohol Arrest
Arrest
Referral
Scheme
Being
developed to
to identify
health and
crime savings
savings as well
well as other
other social and
social and
economic
benefits.

23. Brand Vision
Staying agressively
in front of the
market.
Stimulating
worldwide
conversation
about the brand.
Five million
Facebook
fans
Different brand
perception across the
countries.

24. Heineken’s
Good Taste
Brand Vision
Brand Image
Advertising
Desirability,
Exclusiveness &
Believability

25. Highest standard
Highest quality
Strict control

26. Brewing beer is a 100% natural
process. HEINEKEN got its
start when its founder
fundamentally improved the
process by which beer was
made in a brewery that had
existed for 251 years.
Brewing Skills
The basic recipe is
still closely guarded
quality ingredients
perfectly controlled
brewing process.

27. No sell or supply any
product or service from
website.
Strong local distributors
Availability
Heineken
International does
not themselves
supply any products
or services to
customers.

28. Even non-heineken
drinkers are getting
closer to the brand
Sports
sponsorship:

29. CL Trophy Tour

30. never drink and drive
get a limo ride to home!
Enjoy Responsibly
Dubai Rugby Seven:
water instead of
beer..

31. Consumer-inspired,
customer-oriented and
brand-led
Capture the
opportunities in
emerging markets
Leverage the benefits
of HEINEKEN’s global
scale
Drive personal
leadership
Grow the
Heineken®brand
Heineken latest..

32. Consumer-inspired,
customer-oriented
and brand-led:
Halloween
sponsorship

33. Drive Personal Leadership
graduate recruitment schemes
long term international career.
International Graduate Programme (IGP)