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.

Literature
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

Host Communication Competence and Mass Media Use - Schoolanduniversity.Com

...HOST COMMUNICATION COMPETENCE AND MASS MEDIA USE AMONG A SAMPLE OF CHINESE ESL STUDENTS by JUN QIAN A thesis submitted to the Faculty of Education in conformity with the requirements for the degree of Doctor of Philosophy Queen’s University Kingston, Ontario, Canada August, 2009 Copyright © Jun Qian, 2009 ii ABSTRACT This qualitative study investigated Chinese ESL students’ use of host mass media and how such use enabled them to acquire host communication competence and acculturation from their perspective. It was grounded on Kim’s theory of communication and cross-cultural adaptation and the uses and gratifications theory, and employed a phenomenography approach. Nine participants at a university in Ontario were involved in this study. Data obtained from media use logs, think-aloud protocols, and follow-up interviews provided a fairly far-reaching and detailed description of the participants’ uses, reasoning, and effects of using host mass media. The analysis of data illustrated that these students used a variety of media as sources of information, language acquisition, culture learning, entertainment, and communication. Findings suggest that host mass media were the major influence on these students’ acquisition of host communication competence, perceptions of and acculturation to Canada. Their reliance on mass communication went into the later years of their acculturation process, and complemented their language and culture learning, which was somewhat...

Words: 289 - Pages: 2

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

The Rspca and the Use of Social Media for Public Relations Purposes

...The use of Social Media channels for public relations purposes has become increasingly popular in recent years; organisations use a variety of channels in order to effectively communicate with their publics. The NSW RSPCA demonstrates how a not-for-profit organisation can utilise several social media channels to successfully enhance and maintain their reputation as well as relating with their publics. The methods in which the NSW RSPCA uses social media to connect with their publics can be correlated with several public relations theories; Maslow’s Hierarchy of Needs, two of Grunig’s four Public Relations models – Public Information and Two-Way Symmetrical models, the Diffusion of Innovation Theory and the Social Learning Theory are just a few of the theories that can be applied to the use of social media for Public Relations purposes by the NSW RSPCA. The NSW Royal Society for the Prevention of Cruelty to Animals (RSPCA) was founded in Sydney in 1873. The organisation receives less than 2% funding from the government, therefore relying on donations and fundraisers to effectively maintain their 40 shelters (RSPCA NSW, nd). The RSPCA have embraced the new age technology of social media, and combine their integral website with several social media channels (digitalbusiness.gov.au, 2012 [3]), the most popular of which being Facebook, Twitter and YouTube, which as of July 2013 the organisation had over 54, 000 ‘likes’ on Facebook (RSPCA NSW Facebook, nd), over 6, 000......

Words: 1927 - Pages: 8

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

Use of Social Media in Job Searches

...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 searches.” I will evaluate the validity......

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

...Social media is the prospect of communication that enhances, increase and supports the sharing of information through numerous array of internet based tools and platforms (Social Media Defined). This innovative form of media enables the internet users to transfer text, photos, audio, video, personal and social information. Some famous platforms would be Facebook, Twitter and LinkedIn. There are billions of profiles found in these platforms and this show that numerous amount people out there are quite active on social media. Lately, there have been issues that came up regarding fake identities on social media. Fake identity is intentionally forging your own identity or others for certain reasons especially in terms of personal. In 2010, a documentary titled “Catfish” brought a true story based on fake profiles on Facebook (Peterson, 2013) . New Schulman fall in love with a beautiful young woman’s Facebook picture and her voice over the phone, which turned out to be a middle-aged wife and mother. When asked the reason of her act, she mentioned that she was diagnosed with schizophrenia and she felt lonely. Schulman decided to turn the documentary into a show and reveal all online relationship fraud to create awareness on fake identities used on social media. In my opinion, fake identities should not be used on social media because it is a crime offence, it is not an ethical act to perform and much worst it creates unnecessary troubles for teenagers as they are the ones who are......

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

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

Heineken's Use of Media

...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. Literature 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).......

Words: 257 - Pages: 2

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 has...

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

Request for Approval of Social Media Use

...The CEO recently placed a ban on the use of social media within the company with the assertion that it leads to loss of company time and resources. However, it is possible to use social media but limit the number of uses or actions performed. The CEO claimed that the use of social media within the organization leads to a waste of time in socializing which may lead to dismissal in the future. I would like to assure you that I will put social media into better use for the company. Did you know that 70% of the customers we serve are members of one social media site or another? It is possible to capture these customers and more new customers by communicating with them through the social media platforms. Additionally, the customers can learn about the new services from the social media site such as Facebook. For Intel, sales have increased by 45% as well as customer relations due to the use of social media. There are several benefits of using social media within the firm for public relations, advertising and communications. It can also be used as a platform for conducting online market survey. The firm is an Information technology firm therefore we need to be on the forefront of adapting information technology system. Should we continue providing IT services but not adopt IT use in communication and other business functions? The firm should adopt a new system which monitors the activities of employees while on social media sites during working hours. The monitoring of these......

Words: 295 - Pages: 2

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