Heineken’s success is its business strategy of global market expansion. Heineken N.V. began its business in Amsterdam, the Netherlands, and started to export products to markets in America and other countries during 1920s. By expanding the market, Heineken N.V. not only established a more well-known and reliable global brand to consumers, but also opened the door for international acquisitions. Besides Heineken, Heineken N.V. owns more than 200 beer brands over the world, which given the company a strong differentiation advantage. Lastly, the designs of logo and bottle are other strengths that make Heineken a successful global brand. The green bottle design and the mini keg products strongly catch consumers’ attention; and most of the people may not notice that the “e” in Heineken’s logo looks like a smile.
An European research institution has done an interesting experiment, they put ordinary beer into a Carlsberg beer bottle,and put Carlsberg beer into the bottle of regular beer,
then they let the customer taste, it was ironic that everyone thought the beer in the Carlsberg bottle was better, but really Carlsberg beer which packed in an ordinary beer bottle tasted not good, even vomiting. This shows Carlsberg has a stronger brand identity, which leads customers to recognize easily the brand among others. Thus the consistence of the brand allows itself to express its values: customers clearly understand the message Carlsberg conveys, which is: sharing a Carlsberg beer with your friends is cool and trendy.
1664 as the leader brand of traditional French beer which is more focus on French market, the company build up brand image full of elegance and romantic, with variety of taste to satisfy consumers' different emotion, exquisite and tender. Lack of international marketing strategy, it is difficult for 1664 to into international market.
Written by MA Shuohan
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