Heineken marketing strategy and communication mix

Résumé du document

In the Irish market, the beer industry is very important. Beer consumption is a way of life for the Irish people. Few international companies share the market. The most famous is Guinness. In order to stay strong in this competitive market and to maintain or gain market shares and also to reach more customers, companies use strong communication thanks to advertisings and sponsorships and a vigorous promotion in the shops.

The consumption has been helped since the government has highly taxed hard alcohols and wines, beer became the least expensive and the most sold drink in Ireland. Then, the competition in the beer industry has become stronger than before and has opened more opportunities for the company.

However, alcohol consumption and especially for young people is a scourge in Ireland. More and more children drink it because they have easy access to beer even if they are not adults. Alcoholised beer is consumed at any time especially during dinner with the family.

In this context, some companies have tried to launch alcohol-free beer in order to reach other customers and to change their image of beer. That is the case of the Heineken Company with the beer BUCKLER. But Buckler beer's sales have not succeeded in Ireland. At first, it is obvious that alcohol-free beer is not a star product in Ireland due to high commitment of consumers to beer consumption, but because of other countries in Europe, there is a market for this kind of beer.

Ireland continues to rank among the highest consumers of alcohol in the EU. Despite their reputation as a nation in love with the drink, 20pc of Irish adults claim that they are teetotallers. Alcohol free beer represents 1% of the beer market in Ireland

Extraits

[...] Heineken Company Heineken is one of the world's leading brewers in terms of sales volume and profitability. The company has a wide international presence through a global network of distributors and breweries. Heineken is also the largest brewer and beverage distributor in Europe in terms of volume Brand's history The Heineken family entered the beer business in 1864 when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, three generations of the Heineken family have built and developed the brand and the company in Europe and around the world. [...]

[...] Thanks to registration on line, people will answer and win reductions in the shop. For the company, the advantage is double. They both collect customer data to send them later specific offers at home and assure that people will go to buy beer from the shops. Evaluation on Buckler website: To measure the effectiveness of the website, it is necessary to collect online data from the consumer's connection. In this way, we will know how many surfers have visited the website and how much time they spend on the site. [...]

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[...] It's not expensive and very essential in B2B. It builds better and longer relationships with the retailers. Nevertheless, it takes a long time to build relation and the message of the buckler company can change and can't be controlled due to intermediaries. Besides supermarkets that represent almost 10% of the beer industry, Buckler has to be found in the pubs and restaurants. In this way, the company has to deal with each pub in Dublin in order to implement the Buckler beer. [...]

[...] That is the case of the Heineken Company with the beer BUCKLER. But Buckler beer's sales have not succeeded in Ireland. At first, it is obvious that alcohol-free beer is not a star product in Ireland due to high commitment of consumers to beer consumption, but because of other countries in Europe, there is a market for this kind of beer. Ireland continues to rank among the highest consumers of alcohol in the EU. Despite their reputation as a nation in love with the drink, 20pc of Irish adults claim that they are teetotallers. [...]