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Heineken N.V: Global Branding and Advertising

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Heineken N.V: Global Branding and Advertising
Heineken N.V: Global Branding and Advertising

INDEX
1
Executive Summary.....................................................................................................................3 2 Situation Analysis ........................................................................................................................3 3 SWOT analysis...............................................................................................................................5 4 Main issue........................................................................................................................................5 5 Role of the headquarters ...........................................................................................................6 6 Recommendations .......................................................................................................................7 6.1 Brand Development .................................................................................................................7 6.1.1 Sponsorship Strategy..........................................................................................................7 6.1.2 Advertising Strategy ............................................................................................................9 7 Reference List ................................................................................................................................9

1 EXECUTIVE SUMMARY
Heineken N.V, one of the most famous beer brewery in the world, with superior quality and taste, lately is experiencing a decreasing of the sales volume and a differentiation of its brand perception across the globe. To address these issues, Heineken has commissioned two marketing studies, Comet and Mosa projects, in order to analyse reasons and causes of such matters. Analysing the reports and the market
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