Heineken beer - What improvements RECENTLY

Changing the largest and most important for Heineken in the UK occurred on May 3 of 2003, when Whitbread and Heineken NV confirmed that the license production, marketing and distribution of Heineken in the UK will expire when a new contract ends in 2003. Heineken NV will take back the control of marketing and distribution of Heineken in the UK then. Therefore, since May 2 / 2003, Heineken Cold Filtered and Heineken Export will disappear follows: 34-year presence in the UK.

PROMOTION AND MARKETING

In the UK, Heineken is one of the brand long-standing and most famous. Heineken has a special position in the minds of consumers because of the ad campaigns can be sold under the trade in decades điển 80 and 90. ‘The Heineken refreshes parts Other beers can not reach “is one of the campaign the most prolonged and most famous in the advertising industry in the UK. In addition, Heineken also won several awards through advertising on the friendly affection of humor, typically “The Water print Majorca do not taste like what it oughta like.” Success of these ads have a background foundation for the rapid development of Heineken in the decade 80.

Decision to replace Heineken Cold Filtered and Export by Heineken Premium in the UK in 2003 had to ask for the assistance of the marketing team at Heineken again.

Messages for the first stage of introducing the product this time is very simple: “Heineken Beer old about to go out and the place Heineken Premium by 5%”. The major factors are communicated through the PR message “Heineken has changed”, shows a lively way through a campaign with the help of photographer leading Rankin. He has taken hình 7 star most famous in the UK and change each face with each other to describe the main message of the campaign. For example face of the super-model Jodie Kidd is gradually switching to a ganster stupid or Singer R & B bảnh son Craig David and a rocker Branch.
Newspapers such as The Sun and The Mirror for taking out those items and images after the photo of Rankin ads are published. Besides Channel 4 is broadcasting a movie documenting a long 30 minutes with any detailed information about this campaign from beginning to the end. A total of 1.5 million British Pounds Sterling has been investing in PR work within 2 weeks.

The next stage of the campaign is when launching the product on the market, is based on ideas for safe Heineken beer “parachuting” down the UK. The poster advertising outdoor additional support contributed by the presence of the trucks pulled by a car clearly has been the safe Heineken beer “land” down. The “Team Army” support this Parade streets around the center and go to the place of important events like the London Marathon.

Another campaign to strengthen the quality of the leading Heineken is based on the idea of “Heineken has been tested across the street everywhere in the world and make sure that Heineken is the right choice for you most “Is expressed through images for many people in the UK found that beer was Heineken love how the whole world.

These ads include “Dutch tolerance test” (test the stamina of the Dutch people) to see the land of tulips can easily accept things how unless witnessed others choose a type of beer is not a Heineken. Or a different ad about “Swiss neutrality test” (testing the ability to keep the people of neutral Switzerland) showed that people in this country is ready to debarkation on the surface harmony, even from your blood war when touching to their Heineken beer.

To create their own leading position, Heineken continue with the program funding and use this as a platform to help build brand prestige and makes others want to try drinking Heineken. One of the important events of 2003 is the Heineken Cup, rugby league’s prestigious European Cup rugby and the world, one of the most important events for Heineken in the table thanks to the performance of gold team in the UK How long will this now. In 2004, Heineken will focus on the important events after the announced link between the UK and Heineken Olympic Association of England, in the same direction Volleyball Athens 2004.

VALUE BRAND

Since its establishment in 1873 until now, Heineken brand has always been seen as synonymous with quality, not only in beer flavor but also in the relationship business, in jobs as well as the ideological progress Ministries.

One of the important values are expressed by the thirst to learn new experiences, confident openness, ability and sophisticated. This is the most important largely contributed to locate and distinguish Heineken brand in the market.

In addition, Heineken brand is also fostering the spirit of ardent enthusiasm. In addition, Heineken has always contacts closely with customers and with what is happening in the outside world.

Combined with the value also is the view of Heineken, was described as friendly, or explore learning, intelligent and humorous. Those without its identity has contributed to bringing success for Heineken in its social and business.