Dark, blond or red, there is beer for all tastes. Every year all over the world the beer market generates billions of Euros in turnover. There are six international players who are sharing this market. InBev is the result of the merger of the Belgian brewery "Interbrew" and the Brazilian brewery "AmBev". InBev is today the world's biggest brewer due to the volume of brewed beer. Four world-famous brands of the group are Stella Artois, Beck's, Brahma and Leffe. The group also has a portfolio of more than 200 local brands worldwide. SABMiller is the world's second beer producer resulting from the merger of "South African Breweries" and "Miller Brewing". Moreover, the merger of SABMiller and Molson Coors took place in October, 2007. They are present on the American continent and in the Eastern European countries and the key brands of the SABMiller group are Bavaria, Castle Lager and Carling. Heineken is the first European brewer and the world's third brewer. Listed on the Amsterdam Stock Exchange since 1939, Heineken employs more than 57 000 persons in 115 breweries (65 countries) and generates EUR 11.8 billion of turnover, which corresponded with almost 111 million hectoliters of beer in 2006.
[...] (For example, Heineken and Carlsberg wish to buy back S&N). The small national groups (Kirin Brewery and Tsingtao). Because of the strong growth of the consumption in their respective countries, these national breweries are subject to partnerships or acquisitions by the big groups. Even if the threat of new entrants on the beer market is weak (market stabilized with the consolidation of big groups), the competition between the big international groups already present on this market is strong. At the same time, the beer market also undergoes a strong saturation. [...]
[...] In order to respond to the prevailing market conditions, Heineken created a light beer: Heineken Premium Light. Hence, the first part of this paper will deal with the launch of Heineken Premium Light in the United States and will thus highlight the marketing plan used by Heineken and its results. In the second part, the opportunity of launching Heineken Premium Light on the French market will be exemplified. A suitable marketing plan and recommendations will also be suggested. The conclusion will deal with the limitations for the introduction of Heineken Premium Light on the French market Heineken Premium Light in the US Market 2.1 Marketing Plan 2.1 .1Segmentation For the launch of Heineken Premium Light, the company has created a new segment in the beverage industry: the “luxury light” segment (or high- premium segment). [...]
[...] Moreover, the favourable business environment with government agencies promoting healthy food choices contributes to the facility of marketing light products to consumers Marketing Plan for the Heineken Premium Light launch on the French market Despite the successful development of light products categories and large market opportunities, a light beer still does not exist in the French market. Through the proposition of Heineken Premium Light, Heineken could become the leader in this market by benefiting from the first-mover advantage. In this part, a marketing plan will be suggested which can be deployed by Heineken to sell Heineken Premium Light within the French market .1Segmentation Heineken Premium Light should be sold to young people who are between 25 and 35. [...]
[...] The concern is that the introduction of Heineken Premium Light could dilute the brand image as Heineken is a long established lager brand that is stuck in the heads of French consumers. However, the premium positioning of the light beer will come up to the Heineken brand and has good chances of being accepted by French consumers as a light and high quality alternative. Limitation: Product Cannibalism Even though, Amstel Light and Heineken Premium Light appeal to different target segments there are slight chances of product cannibalism. [...]
[...] Heineken has also an affiliation with major Hollywood releases (Casino Royale) Hispanic marketing campaign: Heineken Premium Light has proven to meet the taste preference of Hispanic light beer drinkers. The national TV spot was developed by Heineken's Hispanic advertising agency of record. The following ads are examples of Heineken print marketing campaigns Price Heineken Premium Light is at the same price point as the classic Heineken Lager. The following table illustrates a price comparison of both, the classic Heineken Lager, and the Heineken Premium Light Results Heineken had estimated that it would sell around 5 million cases (app hectolitres) of Heineken Premium Light in the first year. [...]
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