•Special Distinctive Taste
•Heritage & Tradition
•Most heavily advertised Premium beer in Europe and Worldwide and use TV commercials heavily•No production base in some areas •Inconsistent brand image with brand communication
•TV commercials are only aired in larger markets
•No integrated marketing campaign
•No global advertising campaign
In an effort to increase demand for and sales of its products, Heineken has begun to analyze the need for a different marketing strategy. One of the chief problems Heineken currently faces is that it is perceived differently from market to market. Although Heineken has consistently been marketed as a premium brand it is seen in the United States and Asia as a beer for only special occasions instead of daily consumption. In Latin America the brand is seen as just one of a many of undifferentiated European imports.
Turning Heineken into a global brand is needed to provide a unique and similar to experience to people across different countries and in different societies. To create and foster global brand development we must take into account the current stage of development in each region and country. In developing markets such as Africa and Eastern Europe a pushing strategy is desired. In established markets such as North and Central Europe, North America and Australia a pulling strategy is recommended. For growing markets such as Japan, Italy and Spain, a combination of pushing and pulling is suggested.