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STRATEGIC BRAND MANAGEMENT
20.01.2014

Bingül Yalçın

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

Heineken Lager

Heineken
Tarwebok/Special Dark

Heineken Premium Light

Heineken Oud Bruin
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
Values
•
•
•
•
•
•
•

Enjoyment
Respect
Passion for quality
Taste
Heritage
Wining sprit
Friendship
- 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
Positioning
•

International premium beer

• High quality and good taste
• Value for-money beer
• Value for friendship and togetherness with friends

• Sophisticated and enjoyable
Who
Cool, young, good looking, social

How
• Creative advertisements
• Sponsorships
• Social Media

What
Heineken stands for;
• Tradition
• Quality
• Innovaiton
Marketing
• Sponsoring Events
UEFA Champions League Sponsorship

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

Heineken Open’er Festival
Open’er Music Festival, which
takes place in Poland, took
its name from its principal
sponsor Heineken.
Marketing
• Campaigns
Made to entertain

For a fresher world

Open your world
Heineken   presentation bingül&eda
Heineken   presentation bingül&eda
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
•
•
•
•
•
•
•
•

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
Research Results
Women
Heineken
10%

Miller
40%

Other 5%

Men
Efes 45%

Heineken
18%

Tuborg
24%

Other 5%

Efes 51%
Research Results
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

55%

18%

13%
5%
Efes

Bomonti

Guinnes

9%

Heineken

Miller
Brand Awareness
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.
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.
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.
THANK YOU

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Heineken presentation bingül&eda