Project
Heineken Beer
Submitted to: Andrew Lee
Contents
Executive Summary
Our purpose of the research is to help Heineken to reposition of their market to avoid sale decline through target right customer to understand their real attitude of beer. In order to provide the right market mix of Heineken to increase the market share.
In the overall research, our research question is what factors cause the sale decline of Heineken. Firstly, we understand the external environment from the Macro-environment and through Microenvironment to understand the competitors of Heineken.
There are two reasons pointed out Heineken need to reposition,
1. The Full Smoking Ban Ordinance allow entertainment beer sales decline,
2. Beer market‘s Product life cycle is in growth stage, but Heineken‘s brand share decline.
Research process
Through the pilot study, we basically understand customer’s behavior, attitudes to prepare the final questionnaires. Though questionnaires’ data analysis, we identify our segment include the below attributes,
The feel of smell, sweetness, awareness and package are important for the male at the age level of they is 18-24. Besides, they will rather drink in pub, which the education level is below Secondary, Associate Degree &Higher Diploma.
The level of education of this segment considerate on bubble and smell will be different.
Their attribute scores toward smell and density
The most correlation is Awareness /sweetness; their feeling towards Carlsberg and Heineken’s attributes correlation has the same correlation with Awareness / smell.
When choosing beer they are mainly base on personal preference
The means- end knowledge of segment is based on functional consequences that are smell, sweetness, and awareness and package which help to think about their psychosocial consequence, which is about their core value of carefree, freshness, happy and ice-cold.
Marketing Mix Strategy
Product: redesign
Submitted to: Andrew Lee
Contents
Executive Summary
Our purpose of the research is to help Heineken to reposition of their market to avoid sale decline through target right customer to understand their real attitude of beer. In order to provide the right market mix of Heineken to increase the market share.
In the overall research, our research question is what factors cause the sale decline of Heineken. Firstly, we understand the external environment from the Macro-environment and through Microenvironment to understand the competitors of Heineken.
There are two reasons pointed out Heineken need to reposition,
1. The Full Smoking Ban Ordinance allow entertainment beer sales decline,
2. Beer market‘s Product life cycle is in growth stage, but Heineken‘s brand share decline.
Research process
Through the pilot study, we basically understand customer’s behavior, attitudes to prepare the final questionnaires. Though questionnaires’ data analysis, we identify our segment include the below attributes,
The feel of smell, sweetness, awareness and package are important for the male at the age level of they is 18-24. Besides, they will rather drink in pub, which the education level is below Secondary, Associate Degree &Higher Diploma.
The level of education of this segment considerate on bubble and smell will be different.
Their attribute scores toward smell and density
The most correlation is Awareness /sweetness; their feeling towards Carlsberg and Heineken’s attributes correlation has the same correlation with Awareness / smell.
When choosing beer they are mainly base on personal preference
The means- end knowledge of segment is based on functional consequences that are smell, sweetness, and awareness and package which help to think about their psychosocial consequence, which is about their core value of carefree, freshness, happy and ice-cold.
Marketing Mix Strategy
Product: redesign