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Essay / Research Paper Abstract
This 10 page paper considers the Harvard Business School case of Heineken N.V. looking at aspects of international marketing as they apply to this company. The writer considers the way in which the product is limited by the requirements of the company in maintaining brand image and value and the way in with it is differentiated. The paper considers how markets may be broadened, including a suggesting for a new marketing campaign at the end of the paper. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEheinkn.rtf
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Unformatted sample text from the term paper:
has created a very high level of brand awareness. The lowest level of recognition was 66% in Spain, in other countries had much higher brand recognition levels, such as the
France with 89%, the UK with 90%, 91% in Ireland, 92% in the Netherlands and 99% in Greece. Overall we can see that there is a wide recognition of the
brand in many countries, not only in Europe, but also in the Americas and Asia, Australasia and Africa, therefore, this brands may also be seen as a global brand, which
also gives the brand a greater strength in transferable values. However, despite the need for a single image, the local marketing is undertaken in a customisable manner. Therefore we may
argue that the development of the brand has been more successful by the use of localised images to communicate the message associated with Heineken. The brand is also associated with
a premium quality, this is in both the price and quality. The way it is used reflects this, with the drink being one that is consumed on special occasions rather
than as an everyday drink. It is associated with relationships, special occasions such as meals out, and the brand is associated with occasional use rather than everyday use. This association
may be seen as a strength as it is well established. However, it may also be seen as a weakness. In having this premium image there is also a limitation
on the way that it is perceived and subsequently purchased. The potential market is constrained as a result of the image that is being portrayed. This means that the company
may be losing sales as a result of promoting the "premiumness" of the brand. Occupying this position may be difficult to maintain if a wider usage is sought as the
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