ü  Dutch.

ü 150 years in the beer industry.

ü Positioned as a premium & international brand.

ü 250 products and 70 countries.      

Just  to  give  you  an  idea..  

Strengths

Weaknesses

Opportunities

Threats

ü Availability  ü Awareness      

ü Health  concerns  

 

ü Brand  name  variety    

ü Bi:er  taste  

ü Gap  in  marketplace  

 

Advertising Objectives

ü Attracting new target audience.

ü Bitterness of Heineken Beer? A problem.

ü Gap between beer and cider.

         

ü Overcoming the Heineken Light big drop last

year.

ü Product range extension.

WHATCOULD

BE A

GREATNEW

PRODUCT FROM

                                                                                               ?  

WHAT? WHO?

WHEN? WHERE?

ü Heineken!

ü  Sweet!

ü Different bottle shape

ü  For every occasion    

ü  Sweet? So Christmas!

ü  18th December 2014

ü  26th January 2015    

ü Women, mostly!

ü  18-35 years old

ü  Party, gatherings,

sports and of course

shopping!    

ü United Kingdom

ü Newspapers,

magazines, TV, and

underground stations.    

HOW TO PROMOTE OUR NEW PRODUCT?

ü Print ads ü TV video commercialü Digital web banners        

ü Christmas period 18th 25th December 2014.

 

ü  Print ad #1  

ü New year period 26th – 15th January.

 

ü  Print ad #2  

ü  Video commercial idea #1  

ü  Video commercial idea #2  

ü Web banner ad  

ü Christmas period 18th 25th December 2014.

 

WHERE TO PROMOTE OUR NEW PRODUCT?

ü  At the 15 busiest underground stations around the UK.

ü  TV channels:

ü Magazines:  

The budget,How much?

 

WHAT DO PEOPLE THINK OF THE

IDEA OF A HEINEKEN SWEET

BEER?  

Pre-TestingWould you try a sweet beer from

Heineken?

Yes  

No  

Who do you think would purchase a sweet beer?

Women  

Men  

Both  

If you saw this advertisement would you purchase Heineken Sweet for yourself?

Yes  

No  

THANK YOU