Heineken cas

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Analysis through different criteria

- GNI

Gross national income (GNI) is GDP less net taxes on production and imports, less compensation of employees and property income payable to the rest of the world plus the corresponding items receivable from the rest of the world (in other words, GDP less primary incomes payable to non- resident units plus primary incomes receivable from non- resident units).

- ALCOHOL CONSUMPTION

It would be interesting to compare the alcohol consumption in order to focus on country where the alcohol consumption is high and where people used to consume alcohol.

- NUMBER OF WOMEN IN AGE (target)

An interesting characteristic would be to concentrate on the number of women to target on the new market, the number of potential prospective customer which(who) will be able to consume the new beer(launched) by Heineken

- CONSUMPTION OF BEER

We must know if the alcohol consumption is important in Germany, and especially to situate the German consumption to compared with the other countries, this

argument of authority will indicate us the potential

eventuality of presence

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- CONSUMPTION OF BEER

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- NUMBER OF WOMEN IN AGE

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- GNI

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- CONSUMPTION OF BEER

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Alexis LERER ECS3

After having compared the set of shifts and graphs with specific characteristics, we realize that the country most in sync with the Brand Heineken is Germany

Indeed Germany is coherent with the criteria of launch of a beer flavored for the women

We analyze through these 4 characteristics that Germany is the leader in all the domains, there is a coherence between the chosen selection criteria and the republic federal of Germany

At the moment the objective will be to seduce a new clientele by an adapted communication plan in coherence with the values of Heineken, a good positioning, key message and actions in order to involve our target

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COMPETITIVE ANALYSIS

GLOBAL BEER MARKET IN GERMANY

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Types of German beers

With more than 1300 national breweries, 5000 sorts of beers and 150 exported marks, Germany proposes a vast range of beers. Only Bavaria contains half of 1 300 breweries of the country and 4 000 of 5 000 marks brands of produced beers

-There is in Germany a large number of types-chaps of beers but the pils dominates 70 % of the market. The export and the weissbier occupy each approximately 10 % of the market.

-The degree of alcohol of German beers is between 4,7 % and 5,4 %, but some people bock or doppelbock can go(take) up

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SPECIFIC MARKET : FLAVORED BEER

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Flavored beer is a new market in Germany and it doesn't generated a lot of sells because the market is hide by the huge ‘normal’ beer Market.

Today in Germany compared has the very wide offer of beer, the flavored beer market is represented by 5 products on all the German territory, there is thus an interesting business to develop in this sector

The sale of flavored beers represents 2% of the global market in Germany.

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OBJECTIVES :

Heineken is a very ambitious brand that's why the objectives have to be as big as the expectations of the international brand.

Let’s see the growth in different countries with the global brand to have a clear ideas of what would be possible in Germany according to our sector of sales

Heineken with its new product in GERMANY want to touch all the girls in the target and sell a lots of bottle.

The brand wants each year during 5 years : 8% Rise by year

In ordre to reach 80% of the sells in the flavored beer market in 2019.

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V. MARKETING PLAN AND COMMUNICATION

Vision statement :

Stably implant in the flavored beer market

Conquer the market of the flavored beer in Germany to detain the monopoly of the market and make buy HEINEKEN for all the women in Germany which wishes to drink some soft beer.

Target Market :

The market aimed first of all will be the market of the beer in its entirety and more precisely the market of the flavored beer, it is a very specific market because it includes beers with various flavors with a rate of alcohol lower than the normal it means less than 5 degrees (>5)

Geographic Regions :

Our Communication will take place

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