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Heineken

In: Business and Management

Submitted By Marcelle1987
Words 385
Pages 2
1. Cervecería Heineken, fundada en Amsterdam, visión cerveza más alta calidad.
2. Ganó medalla de oro en París 1889, una de las cervezas más vendidas en los Países Bajos.
3. En 1993, ventas netas 9.049 millones florines, utilidad 798 millones de florines.
4. 82% ventas a la cerveza, 18% bebidas gaseosas, alcohólicas y vino.
5. En 1993, ventas cerveza bajo supervisión Heineken 5.6 mil mm de litros (2do en el mundo) ,
Anheuser -Busch el primero con 10,000 mm de litros.
6. Ventas de marca, Heineken 1.52 mil mm de litros en 1993, otras marcas Amstel, Buckler y Murphy's de distribución internacional. 7. Heineken otorgaba licencia a fabricantes de cerveza extranjeros para que lo produjeran según la fórmula original.
8. No podía ejercer influencia sobre la forma en que un concesionario comercializada sus propias marcas, pero imponía un control riguroso sobre producción y comerciación.
9. El socio ideal para Heineken era aquel que no tuviera ambiciones internacionales para sus marcas locales.
10. Industria cervezera en 1990, cada vez más global, tendencia a mercados en desarrollo por creciente consumo per cápita que prometían crecer más rápido que en mercados maduros (países desarrollados).
11. Europa, excesiva oferta, presiones sobre margen, esfuerzos por segmentar mercado (tipos de cerveza).
12. 1993, Heinkeken 24% volumen total en Países Bajos, por encima del competidor Grolsch.
13. Se habían comercializado como marca de primera calidad, con mayor publicidad en Europa y el mundo.
90% comerciales de televisión.
14. Proyectos Actuales : (globalizar la marca). 14.1. Comet: Realzar ventaja competitiva proyectando la marca con mayor consistencia como "la cerveza de primera calidad líder en el mundo". Imagen: Sabor: color dorado, textura , refrescante, "degustarla" en vez de tomar grandes tragos. Calidad De Primera: Producción con excelencia. Tradición: Marca preferida, refleje valores personales. Espíritu Triunfador: Consumidores confiados y relajados, se enorgullecen. Amistad: "momento Heineken" , "verdaderos amigos". Publicidad De impacto, últimos adelantos, riesgos calculados. 14.2. Mosa: Grupos de enfoque, interpretar que significaba "sabor y amistad", expresiones sobre el sabor y amistad para la marca. Sabor (cabeza) Amistad (corazón) Visión sobre la marca Confianza Caldad Deportes Habilidades de elaboración Verdaderos amigos Tradición Puedes contar con Heineken como amigo Disponibilidad Respeto Experimentos para obtener reacciones mensajes visuales y frases en cada letrero relevancia de la afirmación en la compatibilidad general para promover Heineken.

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