Local and International brand analysis of Heineken and Kilimajaro Premium Lager
Nottingham University Business School China
Academic Year 2013/14 Spring Semester
MODULE P14B46/L1/01: ESSENTIALS OF INTERNATIONAL MARKETING
Prof. Dirk Moosmayer
“Critically analyze and compare the marketing strategies of one local and one international brand in one product category and country of your choice and develop recommendations for the local brand. Consider a social perspective in your work”.
Aloyce Gervas Haule
ID: 6514396
Word Count: 4373
TABLE OF CONTENTS
LIST OF FIGURES iv
1.0 Introduction 2
1.1 Kilimanjaro Premium Lager 2
Figure 1: Kilimanjaro Premium Larger Packs 3
1.2. Heineken 3
Figure 2: Heineken in different 4
2.0 Market Segmentation and the Firm’s Targeting 4
2.1. Segmentation at Tanzania Breweries Limited- Producer of Kilimanjaro Premium Lager 6
2.2. Segmentation at Heineken the 3rd Leading Beer Company in the World 8
2.3. Comparison of the segmentation strategies between Heineken and KPL 9
3.0 Defining the Marketing Mix for the brands 9
3.1 The Products 10
Table 1: Brands similarities and differences 10
Figure 3: Kilimanjaro in different bottle packs 11
Figure 4: Heineken in different products and packs 12
3.2 Communication 12
Figure 6: Heineken, Power Your World slogan 15
Figure 7: some sales promotion activities for Kilimanjaro 16
Figure 9: Kilimanjaro sponsorship events 18
3.3. Pricing the product 19
3.4. Brand distribution 20
Figure 10: Kilimanjaro distribution channel 22
5.0 Recommendations to the local brand’s marketing manager 23
6.0 Conclusions 24
REFERENCES 25
LIST OF TABLES
LIST OF FIGURES iv
1.0 Introduction 2
1.1 Kilimanjaro Premium Lager 2
Figure 1: Kilimanjaro Premium Larger Packs 3
1.2. Heineken 3
Figure 2: Heineken in different 4
2.0 Market Segmentation and the Firm’s Targeting 4
2.1. Segmentation at Tanzania Breweries Limited- Producer of Kilimanjaro Premium Lager 6
2.2. Segmentation at
Academic Year 2013/14 Spring Semester
MODULE P14B46/L1/01: ESSENTIALS OF INTERNATIONAL MARKETING
Prof. Dirk Moosmayer
“Critically analyze and compare the marketing strategies of one local and one international brand in one product category and country of your choice and develop recommendations for the local brand. Consider a social perspective in your work”.
Aloyce Gervas Haule
ID: 6514396
Word Count: 4373
TABLE OF CONTENTS
LIST OF FIGURES iv
1.0 Introduction 2
1.1 Kilimanjaro Premium Lager 2
Figure 1: Kilimanjaro Premium Larger Packs 3
1.2. Heineken 3
Figure 2: Heineken in different 4
2.0 Market Segmentation and the Firm’s Targeting 4
2.1. Segmentation at Tanzania Breweries Limited- Producer of Kilimanjaro Premium Lager 6
2.2. Segmentation at Heineken the 3rd Leading Beer Company in the World 8
2.3. Comparison of the segmentation strategies between Heineken and KPL 9
3.0 Defining the Marketing Mix for the brands 9
3.1 The Products 10
Table 1: Brands similarities and differences 10
Figure 3: Kilimanjaro in different bottle packs 11
Figure 4: Heineken in different products and packs 12
3.2 Communication 12
Figure 6: Heineken, Power Your World slogan 15
Figure 7: some sales promotion activities for Kilimanjaro 16
Figure 9: Kilimanjaro sponsorship events 18
3.3. Pricing the product 19
3.4. Brand distribution 20
Figure 10: Kilimanjaro distribution channel 22
5.0 Recommendations to the local brand’s marketing manager 23
6.0 Conclusions 24
REFERENCES 25
LIST OF TABLES
LIST OF FIGURES iv
1.0 Introduction 2
1.1 Kilimanjaro Premium Lager 2
Figure 1: Kilimanjaro Premium Larger Packs 3
1.2. Heineken 3
Figure 2: Heineken in different 4
2.0 Market Segmentation and the Firm’s Targeting 4
2.1. Segmentation at Tanzania Breweries Limited- Producer of Kilimanjaro Premium Lager 6
2.2. Segmentation at
References: Dool, I. And Robin, L. (2008), International Marketing Strategy: An Analysis, Development and Implementation, 5th Ed, Seng Lee Press, New Delhi, India Joshi, M Kotler, P. And Keller K. L (2006), Marketing Management, 12th Ed, Pearson Prentice Hall, United States. Heineken Nv, Annual report, 2012 Heineken in beer world report, 2011 Roy. S (2000), “Strategic Segmentation of a Market”, International Journal of Industrial Organisation, Issue 18 of 2000, pp 1279 – 1290. Solomon, M. R, Marshal, G, W. And Stuart, E, W (2009), Marketing: Real people, real choices 6th Ed, Pearson Prentice Hall, Hong Kong, China. Tanzania Breweries Ltd, annual report, 2012 Tanzanian Breweries Ltd,, annual report, 2013