Forum Posts

Md. Naim Hasan Student
Jul 31, 2022
In Welcome to the Forum
the beer market, while Heineken has regularly held No. 2, a result based on their successful marketing strategies. Heineken's marketing strategy is divided into three parts: company core, brand development and marketing activities. The core of the company refers to the characteristics of the company's brand and core products; the brand development plays an intermediate role to ensure that the core of the brand can be successfully implemented; the marketing activities are a certain degree of localization, implementation and execution in each region. Through the above methods, the purpose is "to achieve a consistent image of the brand, while maintaining the marketing creativity of each country, Heineken's marketing strategy has both 'core' and 'local'." Heineken_Drink driving slogan Photo Credit: Heineken sms services To be novel and accepted by the locals? "Pivot" is the key From the perspective of Taiwanese consumers, Heineken's "core" corresponds to "singularity": unique flavors, European brands, and a youthful and energetic image; however, oddly still retains some "authentic" familiarity For example, they launched Heineken light beer (3.3% alcohol concentration) in the Asia-Pacific region and listed it first in Taiwan, because they saw that Taiwanese were familiar with Taiwan beer's low concentration of 3.5% alcohol, and speculated that the bitterness of this product was The degree and flavor are based on the original Taiwanese taste and are easily accepted. Heineken also adjusts the packaging according to the difference of the channel, for example, in the stir-fry shops, bars and supermarkets, bottles and cans of different sizes and materials are used to conform to the original usage habits and impressions of Taiwanese.
Taiwan Beer has maintained its No. 1 market share in  content media
0
0
2
 

Md. Naim Hasan Student

More actions