Heineken cas

...

in the 10 most populated town of Germany

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These tows start with more than 547 000 inhabitants to reach 3 560 000 inhabitants in Berlin. Reason : The trends always born in large cities, that is the reason why Heineken wants to communicate in these big cities in order to touch a maximum of people and let the repercussions invade the whole countries

Positionning :

The positioning is an essential element in the development of a communication strategy

We must adapt our positioning to let the target finds itself completely inside that one


A good positioning is a hard-hitting positioning which explains the added value by the product

« HEINA is the only beer made by Heineken for german’s women who gives special tast and refresh »

Expected Market Share : ± 8% by year

Expected Sales : 15 millions of bottle the 1st Year and more than 10 millions by year

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Product :

Name :

Feminine diminutive of HEINEKEN.

Values to consumers :

High customer values in this case:

Want to consume in a responsible way

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HEINA

Personal values: engaging / concerned by worldwide

cause

Cultural values: very strong

- Because of our target well educated

-> High level of customer feedback

Innovations :

TASTE / LOW DEGRES OF ALCOHOL

Packaging :

The packaging will be adapted to the fair sex,

attractives colors, dynamic, design

Pack of 6 bottles, sharing Pack

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Distribution :

Pricing :

FRUH 3,99 HEINA 4,95 VEDETT 5,25

Discount applicate :

We will keep the same distribution as the others

HEINEKEN products for the HEINA Beer

1 pack of 6 bottles for 4,95 euros

To situate the price it is a little bit more expensive than

the cheaper pack of FRUH BRAND and little bit less than

the expensive one

The discount Policy of Heineken is based on repeated

purchase product.

IDEA : Get the second six pack with 25% discount. Other

brands of flavored beer doesn’t practice discount on

their product, HEINEKEN will be the first to do

commercials discount for its consumers.

Major Message or Trust :

DRINK RESPONSIBLY DRINK HEINA ANOTHER WAY FOR BEER CONSUMERS

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Communication Objectives :

doing TV campaigns, Radio Spots, Display with

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NOTORIETY : INCREASE THE NOTORIETY OF HEINA

IMAGE :ASSOCIATE GOOD VALUES TO THE

BEHAVIOR : MAKE THE TARGET ACT

MAKE LOYAL CUSTOMERS

Advertising :

We will communicate in order to reach the target by

impacting visuals

Like HEINEKEN used to communicate, the same way as

before, Communicating with Engaging Content

Sponsorship:

Like its communication strategy and sponsorship, the

HEINA sponsorship Strategy will be based on :

SPORT EVENT SPONSORING

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SOURCES

https://www.heineken.com/Home.aspx

http://www.heineken.com/global/enjoyresponsibly.aspx#gbe60675507 http://www.oecd.org/germany/ https://www.destatis.de/EN/Homepage.html http://www.statista.com/topics/1903/germany/ http://www.indexmundi.com/germany/ http://www.cnbc.com/2008/09/22/Top-20-Beer-Drinking-Countries.html https://www.deutschland.de/fr https://www.heineken.com/es/home.aspx