Advertising strategies

                                                   

                                                   Heineken TV &internet ads

Heineken strategy:Heineken has always proven that they have an extraordinary marketing department by creating ingenious and catchy advertisements.<<open your world>>,Heineken in its advertisement strategy plays with emotions through the humorous tone to catch attention, with one main idea per ad to avoid confusing the consumer: open your world, drink Heineken and live an unique premium and damn cool experience.

The print ads:use two main colors: green, the brand identify color and yellow, the beer color. It’s a repetition strategy which makes Heineken ads recognizable at first sight, and repetition is memorization, as well as humorous tone.

 

<<The switch>>through this ad, the brand reveals its new identify: Sophisticated, enjoyable and mind-shifted. Heineken communicates on its target and positioning through their aim easy to understand and to feel touched.

                                                                          

                                                                         from YouTube

                                         1664 TV &internet ads

1664 strategy:<<Le gout à la française >>， 1664 puts into relief in its advertising campaign the effigy of French cultural and historical heritage, they play on emotions using universal knowledge and attractiveness for French CULTURE to illustrate their positioning as the French beer. Their ads are an invitation to share and taste targets foreign countries.

The print ads: use two main colors, blue and red the brand identity colors. As well as Heineken, they use repetition as their strategy which make their ads recognizable at first sight, and memorable.

<<A taste of French magic>>, through this ad, the brand reveals their new positioning as the French beer, but also their collaboration with Christian Lacroix a French fashion stylist, which emphasizes the French cultured positioning.

                                                                          from YouTube

                     Carlsberg TV &internet ads

Carlsberg strategy:the tagline was "Probably the best beer in the world", and  In 2011 "That calls for a Carlsberg" was introduced as the new Carlsberg tagline. The consistence of the brand allows itself to express its values and customers clearly understand the message Carlsberg conveys, which is:sharing a Carlsberg beer with your friends is cool and trendy. 

The print ads:use two main colors, green and blue the brand identity colors. As well as the other two brands, they make their ads recognizable at first sight by using repetition as their strategy, which convey us the feeling of  modern and fashion.

<<Best Friends>> Cue Carlsberg's latest stunt, which rouses unsuspecting people from their beds  between 1 and 5 a.m. with panicked calls from their friends, who claim they just lost $400 playing poker and must come up with the cash immediately—or else.would you help your best friend stuck in a poker game without any money and some nice guys around? Ultimately, Carlsbergs are raised in praise of "standing up for a friend."In stark contrast to the front and rear,we're extremely impressed.

                                                                        From YouTube

More ad videos in YouTube:    http://www.youtube.com/

written by ZENG Lu

Heineken & 1664 & Carlsberg SWOT

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  

Kapferer's brand identity prism

Kapferer's brand identity prism

Brand identity is different than brand image, which is what consumers actually think. It is constructed by the business itself. The conception of "brand identity" was mentioned for the first time in Europe by J. Kapferer in 1986. According to him, brand identity allows the brand to express its particular vision and aim. Through brand identity, the brand can, more than everything, convey to possible and current customers what need it fullfils. J. Kapferer has based his brand identity on six dimensions, which are organized into a prism: physique, relationship, reflection, personality, culture and self-image.

Carlsberg  identity prism

1664 identity prism

Heineken identity prism

All these tree brands have a high quality, which want to be perceived as a premium larger beer in French market. Heineken and Carlsberg both forces on  music and sort events, build brand image more sport and activity. I664 is a little different, which want to be perceived as more classic and traditional beer.


written by Shuohan

The overview of the three big beer brands

                                 

  

 Heineken is a Dutch brewing company, founded in 1864 by Gerard Adriaan Heineken in Amsterdam. As of 2012, Heineken owns over 190 breweries in more than 70 countries and employs approximately 66,000 people. It brews and sells more than 170 international premium, regional, local and specialty beers, including Cruzcampo, Tiger Beer, Żywiec, Starobrno, Zagorka, Birra Moretti, Ochota, Murphy’s, Star and of course Heineken Pilsener.

With an annual beer production of 139.2 million hectoliters, Heineken ranks as the third largest brewer in the world after Anheuser-Busch InBev and SABMiller, based on volume. Heineken's Dutch breweries are located in Zoeterwoude, 's-Hertogenbosch and Wijlre. The original brewery in Amsterdam, closed in 1988, is preserved as a museum called Heineken Experience.

                        

  Carlsberg is a Danish brewing company founded in 1847 by J. C. Jacobsen with headquarters located in Copenhagen, Denmark. The company's flagship brand is Carlsberg Beer (named after Jacobson's son Carl) but it also brews Tuborg, Kronenbourg, Somersby cider, Russia's best selling beer Baltika, Grimbergen abbey beers as well more than 500 local beers.

After merging with the brewery assets of Norwegian conglomerate Orkla ASA in January 2001, Carlsberg became the 5th largest brewery group in the world. It is the leading beer seller in Russia with about 40 percent market share. in 2009 Carlsberg ranked 4th and employed around 45,000 people.

Kronenbourg is a brewery founded in 1664 by Geronimus Hatt in Strasbourg (at the time a Free Imperial City of the Holy Roman Empire; now France) as the Hatt Brewery. The name comes from the area (Cronenbourg) where the brewery relocated in 1850. The company is owned by the Carlsberg Group. The main brand is Kronenbourg 1664, a 5.5% abv pale lager which is the best selling premium lager brand in France.Kronenbourg 1664 is a lager with a noble history, characterized by its fine taste.

written by ZENG Lu

Who are drinking beer?! (Final part)

(continued)

Generally speaking, beer's personality is easy-going. Not elegant, not expensive and acceptable. The advertisements of beer looked active, passion, sport and humorous. Why the beer producers choose the same style? Is it a coincidence? Absolutely not.

The people

From the figure in the first part, middle-aged men are the main customers of beer. This characteristic partly determines the strategy of beer market. The concise package,humorous advertisement, etc. All of them are in the way of men's thought. However, it is the conventional market. Nowadays, women are not far away from the men. It causes that more and more beer producers product special taste, package, advertisement for women customers.

                                     The time

Most people choose to drink beer when they are having entertainment, such as a party, watching TV and having dinner. This is the reason why the beer advertising always makes us feel relax and happy, instead of underlining the great quality. What do people do when they having the party or watching the TV? A great number of them watch some sport games, especially football game. This explains why the top beer producers are all sponsoring the football games. Thanks to so many successful strategies, until now people easily link beer with football, even some of them can't watch the game without beer.

The new tendency

Beer is a traditional drink of western. However, if you look into the market share of beer in the world, it is obviously that Asia and Latin America are growing rapidly recently. It is due to the globalization, the dominance of western culture and the development of the market in Asia and Latin America. It is seems like that the newly-developing market is the focus.

written by ZHANG Daodao

Who are drinking beer?! (First part)

different gender?

different atmosphere?

different culture?

different age?

different social stratum?

Why the different people drink the same beverage?

Who love beer more than the other people?

What characters of beer market are influencing beer brand strategy?

Do you know which beverages own the first three consumption in the world? The answer is water, tea and beer. There are hundreds kinds of alcoholic beverages on our planet. But beer is absolutely the most popular one throughout the world.Just considering the feeling of drinking beer. How do you feel it? Fresh, cool, exciting and mellow? And let me guess, because of its low alcoholicity, beer is your first step to drink alcoholic beverages.

According to a survey on the internet, people give their answer- why they like beer? Inexpensive, cool, appetizing, self-relaxed, international, containing variety of trace elements which is healthy and can help to prevent cancer, diuresis which can promote the metabolism...

Well, maybe there are thousands of reasons to fall in love with beer. Let me just summary them by two points: good for your feeling, good for your health. 


Although with so many benefits for drinking beer, it is impossible for all the people like it. Hence, the marketers focus on finding who are much likely to drink beer to define the beer consumer groups.

Let's consider it from several dimensions.

the annual data of 2011

This bar chart on the right shows us the ratio of drinking beer from different gender-male and female. It looks like that man like beer more than woman, but not too much. And you maybe have already noticed that many beer brands have started to occupy the woman market.

This is a pie chart of the ratio which describes the beer consumer group with different ages. We can find that the older people prefer beer much more than the young ones. Thanks to the exciting feeling coming from the alcohol stimulation, beer replaces the soft drink and becomes the daily drink while people are aging. 

Then how about different cultures? Beer is the traditional and popular beverage in Europe. However,recent years, the Europe market share is declining while Asia is developing rapidly to the biggest one. Thanks to the large population, fast economic development, and more and more wide communication with the other countries, Asia is becoming the most potential market.


(to be continued)
written by ZHANG Daodao