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분야
hwp1. Why we choose Heineken?
2. Description of Heineken
○ Heineken?
○ Design of Heineken Bottle
○ Mission statement
○ Company objectives
○Core Values
3. Situational analysis of Heineken
○ 4P Analysis
○ STP Analysis
○ SWOT Analysis
○ Target markets
○ Current products of Heineken
○ Competitors in the Beer marketplace
○ Distributor networks
4. Heineken's Marketing issues
① EHR Campaign (Enjoy Heineken Responsibly!)
② 'Out of Home' Media of Heineken
③ Sports Marketing
④ Social Marketing (Key Point)
5. Conclusion
○ 4P Analysis
Product
Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the world. Heineken which presents in all over the world has the same as the original beer processed in the Netherlands with the purest ingredients.
In physical, the styling and packing is very important for Heineken. “Packaging is a key element in Heineken’s marketing and innovation strategy. New pack types create new consumption moments, build excitement around our brands, improve margins and higher volumes.” (Heineken N.V., 2008). The styling and packing of Heineken show the creativity and innovation of Heineken.
Price
Many people believe that the price of Heineken is so expensive, but there are ideas that such price is reasonable. On the regular price of Heineken in the Vietnamese market, experts have studied and offer prices depending on the target markets which wants to target, that are consumers with high income, so such price is in line with the target customers.
Place
The types of distribution of Heineken are quite diverse and convenient for consumers to buy. Consumers can buy Heineken anywhere, from wholesale dealers, retailers, from hotels and restaurants, shops, clubs, bars, etc. The company carries out activities so that products can reach the target customers with ease. In addition, the company must understand, select and link distribution channels,
