Beer and Heineken

budweiser Vs. Heineken Presentation Transcript 1. developweiser Marketing miscellanea 2. Heineken 3. Many of life&aposs failures be men who did non en surely how close they were to success when they gave up. Thomas Edison 4. Introduction * Anheuser-Busch * Anheuser-Busch Inc. is a strong and uplifted-and-mighty companionship that is a attractor in the beer market. They ar a familiarity that is rooted in values, ethics and sheer determination. * Anheuser-Busch targets consumers who are interested in alcoholic beverages that provide the best taste and quality.Their targets are anyone from the lower elucidate of society, all the way up to the upper class. They adjudge a round-eyed range of cross outs and beverages to offer that are appealing to each social class. 5. instruct History * Anheuser-Busch Companies, Inc. traces its roots to 1852 and the Bavarian Brewery in St. Louis. * Adolphus Busch, a successful German businessman, joined his father-in-law in the business in the 1860s and took on increasing responsibility. * developweiser was the starting line national beer defect, recruitd in 1876. * In 2008, Anheuser-Busch and InBev combined to become Anheuser-Busch InBev.The new company is the initiations largest brewer and one of the top 5 consumer goods companies in the creation. 6. Introduction The Heineken family ente loss the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. everywhere the past 140 years, four generations of the Heineken family have built and g words the tick off and the company in Europe and around the world. It is thanks to the leadership of Gerard, enthalpy and Alfred Heineken that Heineken is one of the worlds lede brewing groups. Today Charlene de Carvalho-Heineken is fate member of the Board of directors of Heineken Holding N.V. 7. Introduction At the end of 2007, Heineken has expanded to a number of 119 brewers in to a greater extent(prenominal) than than 65 co untries all oer the world with a number of 50,004 employee in the year of 2007. (Heineken N. V. , 2008). 8. intersection point 9. harvest * intersection point Definition * General Good, idea, method, information, object, service, etc. , that is the end result of a dish out and serves as a need or want satisfier. It is unremarkably a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a purchaser for purchase. 10. crossroad developweiser Anheuser-Busch is an Ameri fuel- fashion lager and is one of the around popular beers in the United States. * Budweiser is made up of large proportion (up to 40%) of strain in addition to hops and barleycorncorn malted milk. * Budweiser is produced in various breweries rigid aound the United States and the rest of the world. * It is a filtered beer ready(prenominal) in draught and packaged forms. 11. * Introduced in 1982 * It was one of the root light beers in the world * Bud rest is the best-selling beer in the U. S. and the 1 beer in the world * Its brewed at all 12 Anheuser-Busch U. S. based breweries. Bud deject is brewed with all-natural ingredients water, barley malt, rice, pension hops and yeast. * A blend of two and six row malt and ce strong grains give bud light its clean, crisp, smooth taste. * on that point is 110 calories, 6. 6 grams of carbohydrates and is 4. 2 % alcohol by volume in each 12 OZ. serving Product Bud Light 12. Product Bud Select * Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor-despite weighing in at solo 99 calories. Dark princely in affectation and pleasingly aromatic, Budweiser select is impressive from any angle. The Exception to the Rule. 13. Product Bud Light Lime * Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of deoxycytidine monophosphate% natural basswood flavor. * A light beer with 4. 2% ABV and 116 calories per 12 snow leopard serving 14. Product American Ale * Debuted in September 2008. * The beer offer complex taste without much bitterness. * It is the first beer under the Budweiser call down that is brewed as an ale sooner than a lager. The beer has a darker color which is a departure from different Budweiser crisscrosss 15. Product Bud Dry was introduced in the U. S. in 1990 with the slogan of Why guide why? Drink Bud Dry. * It was pilot lightly successful in the runnel markets and was expected to be a popular beer with the rise in lager popularity. * However, with the introduction of Bud Ice in 1994, Bud Dry began to regrets in the mainstream popularity and no longer receives attention. 16. Product Bud Ice * Introduced in 1994 as Ice by Budweiser. * Contains more alcohol (5. 5%ABV) more than Budweiser. * Bud Ice Light was introduced in 2007. * Contains 4. 1% ABV and 110 calories. 17. Product Clamato Chelada. A blend of Budweiser or Bud light and Cla mato. This beverage became operational nationally in late 2007 due to overwhelming popularity during test marketing. * In its most basic form, the chelada is a fairly innocuous mixing of beer with lime and salt. Miller&aposs new crossroad, Miller Chill, incorporates these flavors in their new product, which they have slotted as a super premium light beer 18. Marketing concoction Product Keegan and Schlegelmilch define a product as a aggregation of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user.When we interpolate the above definition into Heineken, we see that all deuce-ace parts mentioned above, i. e. sensual, Psychological and Symbolic apply to Heineken products. 19. Brief Summary * When sounding at the marketing mix of Heineken, we see that they have besides a limited amount of products as they have a large renewal of suckers. Their main product is of course, the beer. Currently, they have unless fo ur kinds of beer * Heineken Pilsener * Heineken Premium Light * Heineken Tarwebok * Heineken Oud Bruin * The last two are specialty beers available only in USA and Netherlands.Of course they have a large novelty of other stigmas to compensate 20. Products Heineken Pilsener This is Heinekens regular beer which is the same as the original Heineken started with. Its mildly bitter taste, fresh, fruity aroma, bright color and exceptional limpidity are obtained using only the purest water, hops and barley malt. alcohol 5% vol. 21. Products Heineken Premium light Heinekens Premium Light is a beer brewed by Heineken mostly for the US market. It was introduced in 2005 and took them 10 years of market research, and was elect from twenty options.The introduction of this beer was a big step for Heineken. intoxicant 3. 3% vol. 22. Products Heineken Tarwebok/Special Dark (USA) Traditionally brewed and drunk in autumn, this aromatic, strong beer has a full-bodied, spicy taste derived from uniqu e malts made with roasted spring barley and wheat. It is available only in Netherlands and in US under the name Special Dark 23. Products Heineken Oud Bruin One of the most traditional Dutch beer types, Old Brown derives its rich, dark color and taste from its dark malt and hops.Natural sugar gives it a mildly sweet, caramel taste. It is available only in the Netherlands. 24. Products Draught BeerTender A joint venture between Heineken and the electronic company Krupps resulted in the BeerTender which is a beer tapping placement for use at home. It uses minor(ip) light 4-5 Lt. kegs. It is a closed system meaning that only available beer is from Heineken itself. It was first introduced in Netherlands in 2004 and found its was to eight other countries by 2008. In 2007 there were already 300,000 BeerTenders sold. 25. Products Draught 6. Products Draught DraughtKeg Another sympathetic product that is developed and engineered is the DraughtKeg. It is a 5 Lt keg that has the entire ta pping system built into it. The keg is portable, disposable, 100% recyclable and is manufactured in lightweight steel. It was first introduced in France in 2005. In 2007, it was available in 90 countries and sold more than 10 million units. 27. Products Draught 28. physical Styling and forwarding * Budweiser has introduced many another(prenominal) can designs with co-branding and sports marketing promotional box.Today, most of these promotional programs are represented only on the 16 ounce aluminium feeding store container. However, many major league baseball and NFL teams also promote 24 ounce cans marked with team logos. * NFL team-specific packaging for 28 home(a) football game League teams from Budweiser and Bud Light. * Anheuser-Busch domestic breweries will be involved in the team specific packaging campaign, which will produce more than 78 different packaging combinations on 12 million cases of Budweiser and Bud Light aluminum cans. 29. somatogenetic Styling and p ackage Packages are sometimes tailored to topical anaesthetic customs and traditions * In St. Mary&aposs County, Maryland, ten ounce cans are the electred package. * Chicagoans widely prefer the 16 ounce can. * Michigan prefer the eight ounce can. 30. Styling and publicity * Presently, Budweiser is distributed in four large container volumes half-barrel 15. 5 gal), quarter-barrel, 1/6 barrel and beer balls (5. 2 gallons). In smaller use of goods and services volumes, Budweiser is distributed in eight, ten, 12, 16, 22, 24, 32 and 40 ounce containers. Smaller containers may be made of furnish, aluminum or plastic. 1. Physical Styling and Packaging * The Budweiser bottle has remained comparatively unchanged since its introduction in 1876. * The top label is red and soon reads "Budweiser". The top of the main label is red with a white measure with a pledge on it, which has changed three times. Below the banner is a coat of arms of sorts, which features an Anheuser-Busch s tylization. Below that is a large white box. 32. Physical Styling and Packaging * Through early 1950s Budweiser was primarily distributed in sound 3 packages * Kegs * 12 ounce bottles * Quart bottles 3. Physical Styling and Packaging * surface Container Corp. supplies more than 60 percent of Anheuser-Buschs domestic lids. * Anheuser-Busch Recycling Corp. recycles utilise beverage cans, which are remelted into new sheet aluminum. This business unit provides a affirmative alternative to mandatory deposits and helps reduce container costs. A-BRC annually recycles more aluminum cans than Anheuser-Busch sells domestically. 34. Physical Styling and Packaging * Eagle Packaging Inc. supplies 100 percent of Anheuser-Buschs domestic crown and closure liner materials * Longhorn Glass Corp. roduces longneck furnish bottles and ships all its output to the Anheuser-Busch Houston brewery. LGC supplies the Houston brewery with more than 60 percent of Anheuser-Busch total glass bottle needs. 35 . Analysis * Budweiser packaging concentrates more on co-branding and sports promotional packaging. * The can packaging size differs from one community to the other. * Larger container volumes ranges from 5. 2 gallons to 15. 5 gallons * A distinctive coat of arms of some sort which features Anheuser-Busch stylization. 36.Physical Styling & Packaging Styling and packaging is critical and very important for Heineken. They also accentuate this by saying the following in their annual report of 2007 Packaging is a key element in Heinekens marketing and universe dodge. New pack types create new aspiration moments, build extravagance around our brands, improved margins and full(prenominal)er volumes. In this way, Heineken moves beyond from selling on the button beer to selling experiences by augmenting their product. We will see some examples of the creativity and designing of Heineken when it comes to packaging. 7. Physical Styling & Packaging Beer is typically served in two main types of packaging, bottles and cans. 38. Physical Styling & Packaging Paco Bottle In 2004 Heineken introduced the Paco bottle which is made out of hitting green aluminum to reinforce the brands premium positioning. With the Paco bottle, Heineken was the first beer brand to win Frontiers Star Product of the division award in 2005. Heineken has succeeded in creating a brand new high value subcategory without cannibalizing from existing sales.The product, placement and price are all rise up adjusted to the travel retail environment. Paco creates a premium perception in a category that has never been perceived as premium. Pittilla, 2005 39. Physical Styling & Packaging DraughtKeg The DraughtKeg mentioned earlier caused a calveion in the beer market. Its unique functionality, offering real draft beer from a keg that is scaled down for convenience, improves the node experience. What makes this so special is that it is done by a revolutionary packaging or else of a new flavor or a new style of brewing. 0. Physical Styling & Packaging DraughtKeg It took 15 years to develop and an investment of $15million in a new production line. It results in 12-14 beers and costs only subduely more than a regular 12-pack. Because Heineken is a premium brand, this light ontogeny in price will not bother the consumers since they get a better and fresher taste from the DraughtKeg. Since the margins on low-end beer are too slim to support this type of delivery system, Heineken has managed to use its creative packaging abilities to disrupt the commodity beer market. 41.Physical Styling & Packaging Heineken WOBO In 1963, the then chairman , Alfred Heineken visited the Caribbean and detect beaches littered with beer bottles and a shortage of building materials. This gave him the idea to use the beer bottle for another purpose then just hold beer and came up with the Heineken WOBO (World Bottle). The particularly designed bottle was meant function like normal brick and mortar construction. However, only 100,000 bottles were produced and now they have become a treasured collectors item. 42. Psychological frolic Sponsorship of the worlds premier sporting events * Maintains a high-profile presence with adult audiences through innovative marketing and sponsorship programs in sports, medicine and entertainment. 43. Busch Entertainment Corp. * It generates solid financial returns, supports Anheuser-Buschs beer brands and enhances the Companys image. * Busch Entertainment Adventure parks * New shows and attractions (Believe) * Wildlife conservation and commitment to lymph node service Seaworld &Busch Gardens 44. Psychological Environment The company recognizes the importance of being a good environmental steward in the communities where it operates. * Bio-Energy * Wastewater into a renewable fuel source * Recycles more than 97 percent of the waste it generates * Projects with the National Fish and Wildlife Foundation 45. Psychological A unequivocal lifestyle know Heineken responsibly In 2004, Heineken became the first alcohol company in the world to link a responsibility message on bottles, cans and secondary packaging with a dedicated alcohol education website. This website, www. enjoyheinekenresponsibly. om , holds information on Heinekens alcohol constitution and provides information on the effects of alcohol and guidelines for obligated drinking. It also can redirect visitors to organizations dedicated to the subject. 46. Psychological A positive lifestyle Heineken Alcohol insurance policy report Heineken formed an alcohol policy statement, Heineken Alcohol Policy Statement (HAPS), that contains eight ruling principles shown below (Heineken Alcohol Policy, 2008). 1. Responsible consumption of beer is consistent with the maintenance of a balanced and positive lifestyle for most adults who choose to drink 2.The informed individual is responsible for his/her own behaviour 3. Heineken is committed to raising awareness regardin g responsible consumption 4. We demand responsible behaviour of all employees in our family of companies around the world 47. Psychological A positive lifestyle Heineken Alcohol Policy Statement 5. Heineken companies are charged with ensuring that their commercial activities meet legal requirements and do not encourage irresponsible consumption 6. We want to help prevent ridicule and misuse through dialogue and action 7. Implementation of the Heineken Alcohol Policy is mandatory in all Heineken companies 8.We will report on our actions relate to our Heineken Alcohol Policy 48. Psychological A positive lifestyle Heineken Alcohol Policy Statement 49. differentiate pic * We are all aware that it is very difficult to taste the difference between the varieties of available beer brands when minded(p) it unlabelled, it is almost impossible for a common man to say for sure what brand is it, and there are several cases on this issue. Therefore the styling and, packaging and brand imag e is very important. In the world of brew, consumer loyalty is molded by brand culture (Barnet, 2001). 0. Positioning * Globally brewed and considered as leader on the market. * Holding a 49% market share of US beer sales * Quality product, best tasting, satisfying beer on market * rear end market is 21 years and older * Fun loving * interest free individuals * Drink occasionally and or on daily stem 51. Positioning 52. Positioning 53. smear Strategy * Breweries * 14 breweries in the US * 14 in China (to be 15 soon) * 1 in the UK * Brewing in partnership with Grupo Modelo in Mexico and Labatt Brewing Company in Canada * Not sell direct to customers Good sold to middlemans, then retailers and at long last to customers * edge strategy * Brand extension 54. Brand Strategy * Brand positioning * Attributes * Benefits * Benefits and values * Brand name selection * Selection * protective cover 55. Brand strategy cont * Brand sponsorship * Manufacturers brand * Co-branding * Brand development * Line extension * Brand extension 56. Budweiser Brand Health * Measuring brand health gives a view of forward momentum keeping the brand position relevant by staying ahead of constantly shifting customer needs and competitive pressure.Brands can be eternal if nurtured well. * Budweiser feels that, the white and red blood cells of healthy brands are resilience and leveragability thus their brand custodians must(prenominal) always realize that maintaining long-term brand health is usually more important than the short-term $ gains, thus they try to promote the health of their product through sponsorship. 57. otherwise brands * Bud light Budweiser/Bud Select Bud Ice Light Bud Ice 58. Other brands Budweiser American Ale Bud Silver Bud Light Lime Bud Dry 59. * Budweiser & Clamato CheladaOther brands Bud Light & Clamato Chelada 60. Brand Image Heineken is a group which owns a worldwide portfolio of over 170 beer brands, mainly pale lager, though some other beer styles are produced. As of 2006, Heineken owns over 130 breweries in more than 65 countries and employs or so 57,557 people. The global beer market is expanding steadily, despite a fall off in the traditional markets of West Europe and join America to approximately 1. 5 billion hectoliters in 2005 from 1. 4 billion hectoliters in 2002. 61. Brand Image Heineken.Meet you There Heineken USA as leading importer of beer into the US, including the flagship Heineken beer. Alaska distributors is a wholesaler of malt beverages in Washington and Alaska. Heineken did not approve a proposed transfer of distribution rights to another wholesaler, and later terminated the existing wholesaler and appointed a new wholesaler, Alaska Distributors. The market area for the distributor was North of Seattle, Washington. 62. Brand Image Heineken total beer volume was made up- Heineken brand 18. 7%, Amstel 9. 1% and other beer brands 72. 2%. 63.Filip Wouters VP Marketing Heineken Heineken USA Brand Image Heineken is an iconic brand that represents heritage, premiumness, innovation and quality around the world and is the gold standard for imports in U. S 64. Positioning Heineken is the worlds most valuable International premium beer brand. Heineken hopes to consolidate its position within the high evolution Romanian beer and mineral water market by getting Transylvania-based brewer Bere Mures for an as yet undisclosed fee. As of 2007, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people. 5. Positioning 66. Brand Strategy make a winning brand portfolio centered around Heineken. Their brand strategy is to build a strong portfolio that combines the power of local and foreign brands and which has Heineken at its center. The consistent growth of Heineken requires solid creative brand management, which they always unionise centrally. For the Heineken & Amstel brands, they develop and maintain central guidelines and standards for brand style, brand value and brand development. 67.Brand Strategy Heineken applies the following global brand strategy Our brand strategy is to build a strong portfolio that combines the power of local and international brands and which has Heineken at its center. (Heineken N. V 2005) 68. Brand Strategy 69. Heineken Brand Dashboard Heineken introduce a standard for measuring brand executing. Heineken brand Dashboard is a new system for measuring and reporting all essential keys performance indicators on sales, marketing and finance relating to the Heineken brand.This tools will make it easier to diagnose brand health issues and to have a consistent vies of the most successful growth drivers for the Heineken brand across the business. 70. Other Brand The Companys other brands with some international distribution are Amstel which sold 630 million liters, Buckler, a nonalcoholic beer, which sold 90 million liter and Murphys Stout, recently acquired. As a result of acquisitions, Heineken also oversaw th e brewing of many local and regional beer brands marked by its subsidiaries, such as Bir Bintang, the leading Indonesian brand. 71. Thank you