Heineken's Use of Media

In: Business and Management

Submitted By sannevantslot
Words 257
Pages 2
Heineken – Desperados
Concerning media use and marketing strategy, Heineken is a leader in the market. Heineken attempts to market its beer as ‘gentleman’s beer’ with premium quality (Incitrio, 2014). Videos of this ‘Man of the World’ can not only be seen during television commercials, but also on the social media platforms (e.g. the ‘Open Your World’ platform). Moreover, Heineken uses striking actions in order to promote a global message through local channels, also known as viral trending. An example is the ‘Voyage’ campaign with the ‘Departure Roulette’ at the JFK airport in New York: a flight paid by Heineken to an unknown destination (Epstein, 2014). To conclude it can be stated that Heineken has very adaptive marketing strategies easily go along with trends in marketing, channels and platforms.
With de Speer Desperados, tequila flavoured beer, Heineken targets a specific audience. The ‘lager with an edge’ is targeted at drinkers from 18 to 24 years old attending festivals (Gray, n.d.). To market Desperados, Heineken aims at spreading the brand by provoking word of mouth and using sensory marketing.

Epstein, E. (2014, May). Behind the brew: How Heineken drafts its viral branding. Retrieved on 08-05-2015 from http://mashable.com/2014/05/27/heineken-marketing-strategy/.

Gray, R. (n.d.). Case study Heineken Desperados: A sensational experience. Retrieved on 08-05-2015 from http://www.themarketer.co.uk/how-to/case-studies/heineken-desperados/.

Incitrio (2014, July). Heineken’s adaptive marketing strategies. Retrieved on 08-05-2015 from…...

Similar Documents

Business Uses and Ethical Ramifications of Social Media Use by Physicians

...Business Uses and Ethical Ramifications of Social Media Use by Physicians Traci L Buxton Salem International University Abstract Social media is a rapidly growing and evolving driver of patient engagement and social change on a local, national and global scale. The impact of patient education and engagement through social media interaction is felt throughout the health care system and health care institutions and providers are adapting rapidly to accommodate the needs of an informed, involved patient population. The shifting patient-physician dynamic involved in electronic communications poses ethical and moral questions about the ongoing transformation role of physicians in the online community. The purpose of discussion highlights the various types of communications used in healthcare social media exchange, their roles in the corporate healthcare setting and recommended guidelines for ethical physician electronic social media use and health care institution social media policy. Social media refers to a wide variety of Internet-based electronic communication platforms uniting users globally. These tools vary from encyclopedia-like wikis and written blogs to visual media platforms such as You Tube and Pinterest to familiar social-sharing programs such as Facebook, Twitter, and MySpace. Using these platforms “Allows anyone to create and share information, ideas and experiences through the web in the form of a conversation.” (Loh, Bourque, Lee, Morrison, & Walker...

Words: 3060 - Pages: 13

Teachers, Privacy, and the Ethical Use of Digital Media

...Teachers, Privacy and the Ethical use of Digital Media OUTLINE Digital Media and Teachers - Ethical implications for teachers and their personal use of social media - Is it ethical for teachers and students to be friends on social media sites? Expected Privacy While Using Digital Media - Privacy Breaches - Ethical use of personal identifiable information Conclusion References Digital media has greatly enhance the way that we share things in both our personal and business lives. It has enabled us to share things with our communities so fast and so easily that we to forget about the ramifications that could come of this technology if we don’t fully understand its power. As more and more people and organizations turn to digital media the implications of our actions begin to present themselves. There are various ethical concerns that need to be addressed as we consume digital media in our everyday lives. These challenges are widespread and can be applied to virtually every corner and medium of the internet. In this research paper we will address just a few areas of concern listed below: • Should teachers be allowed to communicate with students via social media? • Should a teachers personal posts affect their professional life? • What amount of privacy should we expect and who is responsible to maintain that privacy? • Just because you can say it does it mean you should? These questions touch on the huge subject of...

Words: 2849 - Pages: 12

The Human Resource Department Use of Social Media

...The Human Resources Department Usage of Social Media Sites as a Recruitment/Selection Tool. In 1997 only about 11 percent of U.S employers were using the web for outside recruiting, figure that has reach 80 percent today and is expected to reach 100 percent in the next few years. Social media, sometimes called social networking, is nothing more than a technology that facilitates human interaction. Different than a website or a resume, which are strictly one-way forms of communication, social media sites allow users to comment, share, or chat with each other, often in real time. Social media has also become an important tool for job seekers due in part to the new ways people are finding out about and getting fired from jobs. As you may already know, most jobs come about through networking, not applying on job boards or aimlessly sending out resumes. Social media tools make networking much easier and much more powerful due to their interactive nature. Thus when a job seeker really learns to use social networking well, his chances for finding opportunities multiply exponentially. Nowadays, social media also plays a part in how hiring managers are conducting their research on candidates. More than 80 percent of recruiters use LinkedIn. Additionally, 50 percent of hiring managers can determine whether a particular candidate’s personality is a good fit for their company just by seeing that person’s social media presence. Recruiters can and will Google you... Regardless of...

Words: 1754 - Pages: 8

Use of Social Media in Job Searches

...For the completion of this assignment I chose the following two topics: COM106 The need to use social media in a job search, and PSY180 Benefits of sports in the lives of children. For the COM106 topic, the need to use social media in a job search, I will need to locate three sources that will aid in a response to a fellow student who is arguing for the need of social media in job searches. Since the purpose of the investigation is locating information to respond to a post that is already made I would research from three different angles. The first search will be meant to locate information in support of the fellow student, the second will be to identify information on how the student’s idea would work, and my third search will be to identify information that could possibly be used to rebut the student’s viewpoint. I will use Google for all of my searches, it is my preferred search engine because I feel secure in the algorithm the system uses to identify web sites, and it will aid my search for credible sources. Because I am choosing to research three different points for the response I will alter the search terms appropriately. For the information in support of the other student’s opinion I plan to use the search phrase “benefits of social media in job searches,” for the neutral, informative response I plan to use the phrase “use of social media in job searches,” and for the rebuttal response I am choosing to use the search phrase “dangers in the use of social media in job...

Words: 1300 - Pages: 6

A Balanced Use of Educational Media - Apa

...Electronic curriculum is vastly on the rise. Nationwide, online enrollment rates are expanding at much faster rates than traditional classroom enrollment; specifically in higher education, online enrollments have grown 21%, whereas growth for traditional classroom instruction registers only 2% since 2002 (Allen & Seaman, 2007). Students are looking for more convenient ways to gain an education, and a way they can adapt well is to do it with technology since our generation is quickly becoming technology dependent. The Presentation, “A Balanced Use of Educational Media,” explains that content is more important than attention via entertainment. Pros of online learning is that it is more of a convenience, more flexibility, and student tend to interact with the teacher more than a traditional face-to-face classroom setting (Hackbarth, 1996) Some scholars suggest that interaction in an online environment promotes student-centered learning, encourages wider student participation, and produces more in-depth and reasoned discussions than traditional classroom setting does (eg., Karayan & Crowe, 1997). When one is in a classroom, how much time would they normally take to get to know all of their classmates? With online education, relationships are built faster based on the time pressure that face to face interactions set on students. In a discussion in classroom setting, most of the time the teacher is searching for students to call on in class to begin a discussion. Online...

Words: 382 - Pages: 2

Should We Use Fake Identities in Social Media

... that someone used his name to create a phony account. Cable died due to asphyxiation when Dube kept her at his father’s garage. Dube was charged for murdering and kidnapping. Nicole’s mother was determined to have a “Safety Internet Use Awareness” campaign in the memorial of her daughter death. I felt sad that a fake Facebook profile and an illogical kidnapping motive had made a mother to lose her daughter. We should always think practically and analyze every decision that we take and it must not be only for us but for others as well. In conclusion, I strongly believe that fake identities should not be used in social media. The consequences and shock are too big and challenging as well as unnecessary to handle just for the sake of our pleasure and fun feeling. These “seems like a small problem” trouble affects numerous people in all way possible. Some of us might still think that a fake identity would not cause huge problems but it is vice versa. It is our great responsibility to act ethically and a civilized person. A fake account or identity can be created in a matter of 10 minutes and we can have so much of “fun” using it for our personal likings. However, would it bring back the daughter that a mother lost? Would it show our true self? Would it keep life happy without getting humiliated once our act is exposed? Would it help to gain respect and make our family proud of us when it is a crime offence? As a 21st century globalized citizen, we must know what is right and...

Words: 1597 - Pages: 7

Use of Social Media in the Workplace

...Use of Social Media in the Workplace Executive Summary With the growing number of social media-related lawsuits happened in Canada, many employers have to find how to create efficient and effective social media policies for their companies. I am a student in a course called Advanced Written Communication, which is one of my third year courses in Bachelor of Business Administration program. As a business student, I am also interested in this problem. From the research, I find some social media-related cases and some privacy legislations in Canada. They warn both employers and employees that it is necessary to have enough legal and security knowledge. Employers should create media policies based on Canada’s laws, and employees also should carefully use social media in the workplace according to company’s policies. In addition, I find a fact that numerous companies in Canada and United States ban social media at work. However, this will alienate new employees who like social media, and make old employees feel unhappy. Thus, to create efficient and effective social media policies, a list of useful points are provided at the end. 1.0 Introduction 1.1 Purpose We will analyze cases of using social media in the workplace, consider the effect of Canada’s related laws, and finally find out how to create efficient and effective social media policies for the company. 1.2 Problems When Creating Social Media Policies In recent years, social media has become an...

Words: 2331 - Pages: 10

How Do the Most Successful Companies Use Social Media?

...How do the most successful companies use social media? By Nora Ganim Barnes 8 Spring 2010 Tweeting and blogging to the top The Center for Marketing Research at the University of Massachusetts Dartmouth, under the direction of researchers Barnes and Mattson, recently conducted a new in-depth and statistically significant study on the usage of social media in fast-growing corporations. This new study revisits the Center’s study of Inc. 500 social media usage for the third consecutive year, making it a valuable and rare longitudinal study of corporate use of these new technologies. (For a complete list and executive summaries see www.umassd.edu/cmr.) The new study compares adoption of social media over the last three years (2007, 2008 and 2009) by the Inc. 500, a list of the fastestgrowing private U.S. companies compiled annually by Inc. magazine. The 2009 Inc. 500 list was released in the September issue of Inc. magazine. In this third iteration, 30 percent (148) of the Inc. 500 participated. The companies include five of the top 10, 12 of the top 25 and 38 of the top 100 companies from the Inc. 500 list. All interviews were conducted with the chief marketing officer or other marketing professional at each company. Questions probed respondents about their familiarity with six prominent social media tools (blogging, podcasting, online video, social networking, message boards and wikis). This included the popular micro blogging service Twitter and other popular social...

Words: 3502 - Pages: 15

Why People Should Limit the Use of Social Media Sites

...Why People Should Limit the Use of Social Media Sites Social media sites may be something individuals find enjoyable and entertaining, but there are negative effects that affect people both socially and psychologically. First of all, social media sites affect the fellowship between family members. Members in the family nowadays spend more time in front of their technologies and gadgets on social media sites. This results to lack of quality time together in the home. Secondly, it affects intimacy and relationships with friends and others around. People tend to communicate and connect online more, rather than communicating face to face. Indeed, by doing this, it’s less time consuming and less effort is needed, however, it is a hindrance for individuals to meet new people and explore the real world. Being socially fit is also very important to people. Actually having dependable real friends is more trusted, rather than depending on people online who sometimes even wear masks. Another negative effect of social media sites is that they expose people’s personal information. These social networking sites encourage users to be more public with their personal lives, causing anyone, from a next door neighbor to a stranger from anywhere around the world, to view such things. Lastly, social media sites make people feel bad and persuade them that they are missing out. For example, when people are hooked to Facebook and Instagram, they start to compare themselves to people who seem to......

Words: 326 - Pages: 2

Use of Social Media to Improve Company Marketing

...Use of Social Media to Improve Company Marketing Business Research Report September 2, 2014 Presented by Partner Research Findings - Facebook • Facebook is the largest consumer social media site in the world with in excess of 1.317 billion active monthly users (2014, Smith) • Over 1 million websites have integrated with Facebook. 80% of users prefer to connect with brands on Facebook (2013, Cooper) • The percentage of marketing professionals who are advertising on Facebook is 92% (Tactics, 2014) Recommendations - Facebook • It is recommended that the company creates and maintains a corporate Facebook site to engage, nurture and monitor B2C relationships • Site creation and post-live launch content to be executed by the marketing department, with the help of outside specialist if needed • At 50% site completion and prior to live site launch the Facebook site will need management review and approval • Also recommended is a designated employee solely responsible to manage all social media channels recommended herein Justification - Facebook • Facebook is the largest social media platform where content is disseminated directly to the public on a very targeted basis • The public is interconnecting with each other at an increasing rate via social networks. Facebook is the opportunity to engage mas consumers • Consumers like to do business with people they trust. By engaging consumers the company can build a loyal fan base (Stelzner, 2014) • Facebook is the second...

Words: 669 - Pages: 3

Media Use

...Life in The Media Lane Now a days the majority of the world is using media in one way or another. My media use is something like a never ending marathon. Based off my recordings, the results show a significantly huge amount is phone usage, and a decent amount of TV/iPad use. In a lot of situations my media use is more instrumental rather than habitual. For instance I could be in the middle of cooking and feeding my nephew but yet I still have the nerve to reach for my phone without it going off. In the process of arriving at the airport and waiting to board, I noticed there are things everyone else does along with myself that has to do with media use. The repetitive action of checking my phone is more frequently becoming something like a hobby. That says a lot about my media use, it's something I do without even thinking about it sometimes. and get deep into whatever I'm doing. On my chart, I observed while doing my homework I would look over to my phone or constantly grasp it for no reason. The average person checks their phone one-hundred and ten times a day. I can say the longest period of time without touching or using my phone is three and a half hours, and that was because I was on a plane. But on a normal routine day I'd say no longer than forty-five minutes, this has become the norm for me within the last three years. During the days I spent recording my media use, I also asked e few people I encountered what's the first thing they do after waking up. And the...

Words: 709 - Pages: 3

Traditional Media Marketing: Use of Print Media

...| | | | Traditional Media Project: Print Advertising Print media has been an effective form of advertising for many years. In 1836, a French newspaper, La Presse, first charged for advertisements to lower the print price. From most historical accounts, this is considered the first occurrence of print advertising. Print advertising is generally defined as any form of media advertising that uses materially printed media, such as newspapers and magazines, to reach its target market. Today, print advertising is still valuable due to the captive nature and segmentation of age and income demographics among readers. To make advertising successful, the message has to be understood and remembered. Print advertising accomplishes this by incorporating advertisements into the flow of the section and capitalizing on the individual’s focus on the printed material. For example, today’s fashion magazines, like Vogue, are loaded with advertisements that tend to outnumber the content pages. Due to the incorporation of the full page advertisements, the reader tends to enjoy the paid content and it’s even a contributing factor for purchasing and reading the material. The other benefit of print advertising is the focus that a reader has when viewing the content. With the increasing level of distractions with personal electronic devices, printed material has a unique advantage with fixed content that the reader can focus on. This is true because once the user...

Words: 1270 - Pages: 6

Use of Social Media in Recruiting

...Use of Social Media in Recruiting Think about the things you do when applying for a new job – anything from perfecting your cover letter and resume prior to applying to dressing nicely for the interview. You do everything you can to present the best version of yourself to the potential employer that you’ll be meeting with. But have you thought to prepare your social media accounts, too? With the rising usage of social media, “…it’s no surprise some recruiters and hiring managers are tuning in” (Smith) – but should it be used in the recruiting process? In Favor There are many pro’s to using social media when recruiting new talent – here I will discuss four points that you may not have considered before. First, social media allows the employer to see a more genuine version of the candidate, and that doesn’t always mean bringing light to negative attributes. A CareerBuilder survey found that 29% of surveyed hiring managers found something positive on a profile that drove them to offer the candidate a job (Smith). Websites like LinkedIn allow professionals to present their resume, showcase their interests and volunteer work, present more casual recommendations and endorsements that may not have a place in a resume, and show what professional organizations someone belongs to – all things that are important to understanding who a person is, but not things that will always come up in an interview. Second, social media gives employers the opportunity to target specific...

Words: 2367 - Pages: 10

Are Franchises That Use “Best Practices” in Social Media More Successful Compared to Those Franchises That Do Not Use Such Practices in Social Media?

...Are Franchises that use “Best Practices” in social media more successful compared to those franchises that do not use such practices in social media?   Are Franchises that use “Best Practices” in social media more successful compared to those franchises that do not use such practices in social media? Introduction: I am a newbie to this thing called Social Media. I do not have a facebook page, don’t go on YouTube, and I have never tweeted. I was forced to utilize texting on my phone in order to communicate with my two sons during their teenage years. Now they are in college and I text them all the time. If I didn’t then I would have never interacted with them during their late high school and college years. The research paper that follows is my introduction to everything Social Media has to offer. I have tapped into many online resources, se the complete list on Appendix A. The topic of my research paper is, “Are Franchises that use “Best Practices” in social media more successful compared to those franchises that do not use such practices in social media?” What is Social Media? Webster dictionary defines “Social Media as forms of electronic communication (as Web sites for social networking and micro blogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos).” Everyone in the world has gone crazy over revealing everything about themselves on the internet and want other people to...

Words: 3060 - Pages: 13

The Use of Propaganda and the Media by Political Groups

...CGW4U0-01 January 20, 2012 The Use of Propaganda and the Media by Political Groups Propaganda is a tool that is used all over the world to influence how people think. Propaganda has fittingly been referred to as “the weapon of mass persuasion” by the Canadian Broadcasting Channel. Propaganda can be defined as communications with the goal of influencing the opinion or attitude of a population in favor of the ideology of oneself or one’s group. The messages behind propaganda are almost always political. Governments and militaries around the globe have used propaganda again and again to control their followers. Famous examples of aggressive propaganda campaigns are those of the United State Military, Adolf Hitler, Benito Mussolini, Emperor Hirohito of Japan and Joseph Stalin. In the past, printed media was the main form of spreading war propaganda. As society and technology evolved over the decades, so did propaganda. The messages hidden in modern media are far more difficult to identify than ever before. The use of propaganda has always had specific motives, but are the reasons behind war propaganda harmful towards society? What are specific ways that propaganda has affected the populations of the world? There are many negative examples of ways that the global population has been influenced by propaganda during war times throughout history. Propaganda produced by the government is almost always under-handed and one sided. There seems to be a formula for the perfect war...

Words: 2179 - Pages: 9