HEINEKEN N.V- Global Branding & Awareness Problem Statement: As the consumer needs & tastes vary across the globe, Heineken must decide how much to adept their marketing strategy to local needs using a variance of standardized marketing mix & adapted marketing mix, owing to the strong brand preferences & loyalties that exist among the beer drinkers. Recommendations: Heineken needs to evaluate its home replication, multi-domestic & national, global &…
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showed last 75 words of 481 total
…local level while the more elite Heineken can be targeted as the premium export lager. Similarly, its Amstel can be promoted specific to the US market. While project Comet & project Mosa strive to establish & gauge Heineken's global brand identity & communication, the real test lies for Heineken to sustain its market lead & reputation in its neighboring European Union which by far is the largest contributor to its sales