Beer and Heineken

developweiser Vs. Heineken manifestation Transcript 1. developweiser trade Mix 2. Heineken 3. Many of life&aposs failures atomic number 18 men who did not fetch how close they were to success when they gave up. Thomas Edison 4. Introduction * Anhe substance abuser-Busch * Anheuser-Busch Inc. is a strong and dominating company that is a loss leader in the beer market. They are a company that is rooted in values, ethics and sheer determination. * Anheuser-Busch targets consumers who are evoke in inebriantic beverages that provide the best taste and quality.Their targets are any maven from the lower class of society, all the itinerary up to the upper class. They fetch a wide range of injurys and beverages to offer that are appealing to all(prenominal) social class. 5. Brief History * Anheuser-Busch Companies, Inc. traces its roots to 1852 and the Bavarian Brewery in St. Louis. * Adolphus Busch, a successful German businessman, linked his father-in-law in the business in the 1860s and took on increasing responsibility. * developweiser was the beginning(a) national beer label, introduced in 1876. * In 2008, Anheuser-Busch and InBev feature to become Anheuser-Busch InBev.The tender company is the human beings largest brewer and one of the top 5 consumer goods companies in the population. 6. Introduction The Heineken family ente ruby the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, 4 generations of the Heineken family have built and expanded the daub and the company in Europe and most the man. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the worlds leading brewing groups. Today Charlene de Carvalho-Heineken is delegate member of the room of directors of Heineken Holding N.V. 7. Introduction At the end of 2007, Heineken has expanded to a number of 119 brewers in more than 65 countries all oer the world with a number of 50,004 employee in the year of 2007. (Heineken N. V. , 2008). 8. yield 9. Product * Product Definition * General Good, idea, method, information, object, service, etc. , that is the end result of a process and serves as a involve or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase. 10. Product budweiser Anheuser-Busch is an Ameri crowd out- modality lager and is one of the most popular beers in the United States. * budweiser is made up of large proportion (up to 40%) of rice in addition to hops and barleycorn malt. * Budweiser is produced in diverse breweries located aound the United States and the rest of the world. * It is a filtered beer available in draught and packaged forms. 11. * Introduced in 1982 * It was one of the first hoy beers in the world * Bud alight is the best- interchange beer in the U. S. and the 1 beer in the world * Its brewed at all 12 Anheuser-B usch U. S. based breweries. Bud sportsmanlike is brewed with all- indispensable ingredients peeing, barley malt, rice, bounty hops and yeast. * A blend of two and six row malt and cereal grains give bud light its clean, crisp, smooth taste. * There is 110 calories, 6. 6 grams of carbohydrates and is 4. 2 % intoxicant by volume in each 12 OZ. serving Product Bud light(a) 12. Product Bud Select * Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor-despite advisement in at hardly 99 calories. Dark gold in color and pleasingly aromatic, Budweiser charter is impressive from any angle. The Exception to the Rule. 13. Product Bud Light caustic lime * Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of 100% natural lime flavor. * A light beer with 4. 2% ABV and 116 calories per 12 ounce serving 14. Product American Ale * Debuted in September 2008. * The beer offer c omplex taste without much bitterness. * It is the first beer under the Budweiser name that is brewed as an ale kinda than a lager. The beer has a raunchyer color which is a departure from other(a) Budweiser bell ringers 15. Product Bud juiceless was introduced in the U. S. in 1990 with the slogan of Why ask why? Drink Bud Dry. * It was originally successful in the test markets and was expected to be a popular beer with the rise in lager popularity. * However, with the introduction of Bud Ice in 1994, Bud Dry began to decline in the mainstream popularity and no longer receives attention. 16. Product Bud Ice * Introduced in 1994 as Ice by Budweiser. * Contains more alcohol (5. 5%ABV) more than Budweiser. * Bud Ice Light was introduced in 2007. * Contains 4. 1% ABV and 110 calories. 17. Product Clamato Chelada. A blend of Budweiser or Bud light and Clamato. This beverage became available nationally in late 2007 due to overwhelming popularity during test marketing. * In its most b asic form, the chelada is a fairly innocuous mixing of beer with lime and salt. Miller&aposs invigorated crossing, Miller Chill, incorporates these flavors in their new product, which they have slotted as a super premium light beer 18. Marketing Mix Product Keegan and Schlegelmilch define a product as a collection of physical, psychological and emblematic attributes that collectively yield satisfaction, or benefits, to a buyer or user.When we interpolate the above definition into Heineken, we perceive that all three parts mentioned above, i. e. corporeal, Psychological and Symbolic apply to Heineken products. 19. Brief Summary * When looking at the marketing mix of Heineken, we see that they have completely a limited amount of products as they have a large diversity of brands. Their main product is of stock, the beer. Currently, they have only four kinds of beer * Heineken Pilsener * Heineken Premium Light * Heineken Tarwebok * Heineken Oud brown bear * The last two are speci alty beers available only in USA and Netherlands.Of course they have a large variety of other brands to compensate 20. Products Heineken Pilsener This is Heinekens regular beer which is the same as the original Heineken started with. Its mildly bitter taste, fresh, fruity aroma, bright color and exceptional clarity are obtained utilize only the purest water, hops and barley malt. alcoholic drink 5% vol. 21. Products Heineken Premium light Heinekens Premium Light is a beer brewed by Heineken mostly for the US market. It was introduced in 2005 and took them 10 years of market research, and was chosen from cardinal options.The introduction of this beer was a big step for Heineken. Alcohol 3. 3% vol. 22. Products Heineken Tarwebok/Special Dark (USA) Traditionally brewed and rum in autumn, this aromatic, strong beer has a full-bodied, spicy taste derived from unique malts made with roasted spring barley and wheat. It is available only in Netherlands and in US under the name Special D ark 23. Products Heineken Oud Bruin One of the most traditional Dutch beer types, Old Brown derives its rich, dark color and taste from its dark malt and hops.Natural sugar gives it a mildly sweet, caramel taste. It is available only in the Netherlands. 24. Products plan BeerTender A joint venture between Heineken and the electronic company Krupps resulted in the BeerTender which is a beer tapping arrangement for use at home. It uses small lightweight 4-5 Lt. kegs. It is a closed system meaning that only available beer is from Heineken itself. It was first introduced in Netherlands in 2004 and found its was to eight other countries by 2008. In 2007 there were already 300,000 BeerTenders change. 25. Products gulp 6. Products Draught DraughtKeg Another similar product that is developed and engineered is the DraughtKeg. It is a 5 Lt keg that has the entire tapping system built into it. The keg is portable, disposable, 100% recyclable and is manufactured in lightweight steel. It was first introduced in France in 2005. In 2007, it was available in 90 countries and sold more than 10 million units. 27. Products Draught 28. Physical Styling and forwarding * Budweiser has introduced many can designs with co-branding and sports marketing promotional promotional material.Today, most of these promotional programs are represented only on the 16 ounce aluminum bottle container. However, many major league baseball and NFL teams likewise promote 24 ounce cans marked with team logos. * NFL team-specific packaging for 28 National Football unify teams from Budweiser and Bud Light. * Anheuser-Busch domestic help breweries pass on be involved in the team specific packaging campaign, which will produce more than 78 different packaging combinations on 12 million cases of Budweiser and Bud Light aluminum cans. 29. Physical Styling and Packaging Packages are sometimes tailored to local customs and traditions * In St. ocellusy shame&aposs County, Maryland, ten ounce cans are the preferred package. * Chicagoans widely prefer the 16 ounce can. * lucre prefer the eight ounce can. 30. Styling and Packaging * Presently, Budweiser is distributed in four large container volumes half-barrel 15. 5 gal), quarter-barrel, 1/6 barrel and beer balls (5. 2 gallons). In smaller enjoyment volumes, Budweiser is distributed in eight, ten, 12, 16, 22, 24, 32 and 40 ounce containers. little containers may be made of glass, aluminum or plastic. 1. Physical Styling and Packaging * The Budweiser bottle has remained relatively unvarying since its introduction in 1876. * The top label is red and currently reads "Budweiser". The top of the main label is red with a white banner with a pledge on it, which has changed three times. Below the banner is a covering of arms of sorts, which features an Anheuser-Busch stylization. Below that is a large white box. 32. Physical Styling and Packaging * Through primal 1950s Budweiser was primarily distributed in in force(p) 3 p ackages * Kegs * 12 ounce bottles * Quart bottles 3. Physical Styling and Packaging * Metal Container Corp. supplies more than 60 percent of Anheuser-Buschs domestic lids. * Anheuser-Busch Recycling Corp. recycles used beverage cans, which are remelted into new sheet aluminum. This business unit provides a substantiating alternative to mandatory deposits and helps reduce container costs. A-BRC annually recycles more aluminum cans than Anheuser-Busch sells domestically. 34. Physical Styling and Packaging * Eagle Packaging Inc. supplies 100 percent of Anheuser-Buschs domestic crown and closure liner materials * Longhorn Glass Corp. roduces longneck glass bottles and ships all its output to the Anheuser-Busch Houston brewery. LGC supplies the Houston brewery with more than 60 percent of Anheuser-Busch total glass bottle needs. 35. Analysis * Budweiser packaging concentrates more on co-branding and sports promotional packaging. * The can packaging size differs from one community to th e other. * Larger container volumes ranges from 5. 2 gallons to 15. 5 gallons * A distinctive coat of arms of some sort which features Anheuser-Busch stylization. 36.Physical Styling & Packaging Styling and packaging is critical and genuinely important for Heineken. They as well as emphasize this by saying the following in their annual report of 2007 Packaging is a primordial element in Heinekens marketing and innovation strategy. New pack types create new consumption moments, build excitement around our brands, improved margins and higher volumes. In this way, Heineken moves beyond from selling just beer to selling experiences by augmenting their product. We will see some examples of the creativity and innovation of Heineken when it comes to packaging. 7. Physical Styling & Packaging Beer is typically served in two main types of packaging, bottles and cans. 38. Physical Styling & Packaging Paco Bottle In 2004 Heineken introduced the Paco bottle which is made out of spectacula r green aluminum to reinforce the brands premium positioning. With the Paco bottle, Heineken was the first beer brand to win marchess Star Product of the Year award in 2005. Heineken has succeeded in creating a brand new high value subcategory without cannibalizing from existing sales.The product, placement and price are all well adjusted to the pass retail environment. Paco creates a premium perception in a category that has never been perceived as premium. Pittilla, 2005 39. Physical Styling & Packaging DraughtKeg The DraughtKeg mentioned earlier caused a disruption in the beer market. Its unique functionality, offering real selective service beer from a keg that is scaled down for convenience, improves the customer experience. What makes this so special is that it is done by a revolutionary packaging instead of a new flavor or a new style of brewing. 0. Physical Styling & Packaging DraughtKeg It took 15 years to develop and an investment of $15million in a new end product l ine. It results in 12-14 beers and costs only slightly more than a regular 12-pack. Because Heineken is a premium brand, this light increase in price will not bother the consumers since they get a better and undecomposed taste from the DraughtKeg. Since the margins on low-end beer are too slim to support this type of delivery system, Heineken has managed to use its germinal packaging abilities to disrupt the commodity beer market. 41.Physical Styling & Packaging Heineken WOBO In 1963, the then chairman , Alfred Heineken visited the Caribbean and noticed beaches be with beer bottles and a shortage of building materials. This gave him the idea to use the beer bottle for other purpose then just hold beer and came up with the Heineken WOBO (World Bottle). The specially designed bottle was meant function like normal brick and mortar construction. However, only 100,000 bottles were produced and now they have become a treasured collectors item. 42. Psychological Entertainment Sponsorshi p of the worlds premier sporting events * Maintains a high-profile presence with adult audiences through innovative marketing and sponsorship programs in sports, music and entertainment. 43. Busch Entertainment Corp. * It generates solid financial returns, supports Anheuser-Buschs beer brands and enhances the Companys image. * Busch Entertainment Adventure put * New shows and attractions (Believe) * Wildlife conservation and commitment to guest service Seaworld &Busch Gardens 44. Psychological Environment The company recognizes the importance of being a good environmental steward in the communities where it operates. * Bio-Energy * Wastewater into a renewable open fire source * Recycles more than 97 percent of the waste it generates * Projects with the National Fish and Wildlife Foundation 45. Psychological A positive life style Enjoy Heineken responsibly In 2004, Heineken became the first alcohol company in the world to link a responsibility message on bottles, cans and second ary packaging with a dedicated alcohol education website. This website, www. enjoyheinekenresponsibly. om , holds information on Heinekens alcohol policy and provides information on the effects of alcohol and guidelines for responsible drinking. It overly can redirect visitors to organizations dedicated to the subject. 46. Psychological A positive lifestyle Heineken Alcohol Policy Statement Heineken formed an alcohol policy statement, Heineken Alcohol Policy Statement (HAPS), that contains eight reigning principles shown below (Heineken Alcohol Policy, 2008). 1. Responsible consumption of beer is consistent with the maintenance of a balanced and positive lifestyle for most adults who choose to drink 2.The informed individual is responsible for his/her own behaviour 3. Heineken is committed to pinnacle awareness regarding responsible consumption 4. We demand responsible behaviour of all employees in our family of companies around the world 47. Psychological A positive lifestyle Heineken Alcohol Policy Statement 5. Heineken companies are charged with ensuring that their technical activities meet legal requirements and do not encourage irresponsible consumption 6. We want to help sustain abuse and misuse through dialogue and action 7. Implementation of the Heineken Alcohol Policy is mandatory in all Heineken companies 8.We will report on our actions related to our Heineken Alcohol Policy 48. Psychological A positive lifestyle Heineken Alcohol Policy Statement 49. strike off Image * We are all aware that it is very difficult to taste the difference between the varieties of available beer brands when given it unlabelled, it is almost impossible for a cat valium man to say for sure what brand is it, and there are several cases on this issue. Therefore the styling and, packaging and brand image is very important. In the world of brew, consumer loyalty is shaped by brand refinement (Barnet, 2001). 0. Positioning * Globally brewed and considered as leader on the market. * Holding a 49% market contend of US beer sales * Quality product, best tasting, satisfying beer on market * Target market is 21 years and older * Fun loving * Care free individuals * Drink occasionally and or on daily basis 51. Positioning 52. Positioning 53. Brand Strategy * Breweries * 14 breweries in the US * 14 in China (to be 15 soon) * 1 in the UK * Brewing in partnership with Grupo Modelo in Mexico and Labatt Brewing Company in Canada * Not sell direct to customers Good sold to wholesalers, then retailers and lastly to customers * Line strategy * Brand extension 54. Brand Strategy * Brand positioning * Attributes * Benefits * Benefits and values * Brand name selection * Selection * Protection 55. Brand strategy cont * Brand sponsorship * Manufacturers brand * Co-branding * Brand training * Line extension * Brand extension 56. Budweiser Brand Health * Measuring brand health gives a view of forward momentum keeping the brand position relevant by staying ahea d of eer shifting customer needs and competitive pressure.Brands can be eternal if nurtured well. * Budweiser feels that, the white and red blood cells of healthy brands are resilience and leveragability thus their brand custodians must always realize that have goting long-term brand health is usually more important than the short-term $ gains, thus they try to promote the health of their product through sponsorship. 57. Other brands * Bud light Budweiser/Bud Select Bud Ice Light Bud Ice 58. Other brands Budweiser American Ale Bud Silver Bud Light Lime Bud Dry 59. * Budweiser & Clamato CheladaOther brands Bud Light & Clamato Chelada 60. Brand Image Heineken is a group which owns a worldwide portfolio of over 170 beer brands, mainly pale lager, though some other beer styles are produced. As of 2006, Heineken owns over cxxx breweries in more than 65 countries and employs approximately 57,557 people. The global beer market is expanding steadily, despite a decline in the traditional m arkets of West Europe and North America to approximately 1. 5 billion hectoliters in 2005 from 1. 4 billion hectoliters in 2002. 61. Brand Image Heineken.Meet you There Heineken USA as leading importer of beer into the US, including the flagship Heineken beer. Alaska distributors is a wholesaler of malt beverages in Washington and Alaska. Heineken did not approve a proposed transfer of distribution rights to another wholesaler, and later terminated the existing wholesaler and appointed a new wholesaler, Alaska Distributors. The market area for the distributor was North of Seattle, Washington. 62. Brand Image Heineken total beer volume was made up- Heineken brand 18. 7%, Amstel 9. 1% and other beer brands 72. 2%. 63.Filip Wouters VP Marketing Heineken Heineken USA Brand Image Heineken is an iconic brand that represents heritage, premiumness, innovation and quality around the world and is the gold standard for imports in U. S 64. Positioning Heineken is the worlds most priceless In ternational premium beer brand. Heineken hopes to consolidate its position within the high growth Romanian beer and mineral water market by acquiring Transylvania-based brewer Bere Mures for an as yet undisclosed fee. As of 2007, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people. 5. Positioning 66. Brand Strategy Building a winning brand portfolio centered around Heineken. Their brand strategy is to build a strong portfolio that combines the power of local and international brands and which has Heineken at its center. The consistent growth of Heineken requires solid creative brand management, which they always coordinate centrally. For the Heineken & Amstel brands, they develop and maintain central guidelines and standards for brand style, brand value and brand development. 67.Brand Strategy Heineken applies the following global brand strategy Our brand strategy is to build a strong portfolio that combines the power of local and inte rnational brands and which has Heineken at its center. (Heineken N. V 2005) 68. Brand Strategy 69. Heineken Brand Dashboard Heineken introduce a standard for measuring brand carrying out. Heineken brand Dashboard is a new system for measuring and reporting all essential keys performance indicators on sales, marketing and finance relating to the Heineken brand.This tools will make it easier to diagnose brand health issues and to have a consistent vies of the most successful growth drivers for the Heineken brand across the business. 70. Other Brand The Companys other brands with some international distribution are Amstel which sold 630 million liters, Buckler, a nonalcoholic beer, which sold 90 million liter and Murphys Stout, recently acquired. As a result of acquisitions, Heineken also oversaw the brewing of many local and regional beer brands marked by its subsidiaries, such as Bir Bintang, the leading Indonesian brand. 71. Thank you