HEINEKEN N.V- Global Branding & Awareness

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 &…

…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