Nowadays Heineken is known as a famous worldwide brand of beer. To become this famous brand Heineken had known how to take advantages of a clever and effective communication strategy. The communication strategy rests on massive and well placed sponsorship . First of all, Heineken is the first of the six officials’ sponsors of the UEFA Champions L

In a perfect world, the management of marketing program for a global brand would consist of one product formulation, one package design, one advertising program, one pricing schedule, one distribution plan, and so on …. In order to be the most effective and efficient as possible in every country the brand would be implemented in. But that is not

Heineken claims that it brings with it a lifestyle, and this is reflected in its newest campaign of “open your world”. Along with opening a bottle of beer, it’s the start of a new journey of excitement and rejuvenation.

The American brand Budweiser, created in 1876 is known nowadays as one of the most famous brand of beer. As an entire competitor of Heineken they want to be perceived as an international beverage that is sharing between friends in a convivial time. To insure this brand image they base their communication on three key points: fun, youth and share. W

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TANGIBLE VALUES TASTE AND SMELL. Being a good example of lager, Heineken is 100% Barley malt with appealing bouquet and appetizing amber color and clarity. The after taste is a bit bitter compared with other popular larger, which is not favored by everyone. There are no additives in Heineken, nor are GMO (Genetically Modified Organisms) used as raw