Heineken Success Story
Success Story
Heineken Extends Brand Equity with First “Experience Store”
Background
Heineken is one of the world’s most recognized brewers, with 170 beer brands that generated revenue of US$13 billion in 2008. The 146-yearold Dutch company is famous for its pioneering advertising and innovative marketing, which go beyond beer by associating the Heineken brand with socializing and having fun. In the face of changing beverage consumption, advertising restrictions, and a blurring of its positioning among self-owned and competing beverage labels, Heineken’s marketers decided to use the company’s strong brand equity to expand into adjacent markets and provide consumers with new ways to interact with the brand. Through a series of workshops, demonstrations, and relationship-building activities, the Cisco® Internet Business Solutions Group (IBSG) provided support and guidance on how technology could help Heineken achieve this vision. A major component of Cisco IBSG’s engagement was working with Heineken on a new “brand experience store” in Amsterdam called “Heineken the City.” The store is part of an overall marketing/branding strategy that combines traditional and new media to create connection points between Heineken and its customers. In doing so, Heineken is sharpening its “fun-loving lifestyle” image while increasing customers’ brand preference and loyalty.
Executive Summary
CUSTOMER NAME
Heineken
INDUSTRY
Consumer Packaged Goods
ChAllENgES
• Changing patterns of beverage consumption and self-owned brands were eroding Heineken 's brand preference and customer loyalty • Needed to connect to a new, tech-savvy generation of consumers • P otential ban on traditional beer advertising necessitated new, technology-based marketing
SOlUTIONS
• ntegrated marketing strategy I combining traditional and new media • tate-of-the-art promotional store S showcasing technology as well as products • -commerce websites with perE sonalized
Heineken Extends Brand Equity with First “Experience Store”
Background
Heineken is one of the world’s most recognized brewers, with 170 beer brands that generated revenue of US$13 billion in 2008. The 146-yearold Dutch company is famous for its pioneering advertising and innovative marketing, which go beyond beer by associating the Heineken brand with socializing and having fun. In the face of changing beverage consumption, advertising restrictions, and a blurring of its positioning among self-owned and competing beverage labels, Heineken’s marketers decided to use the company’s strong brand equity to expand into adjacent markets and provide consumers with new ways to interact with the brand. Through a series of workshops, demonstrations, and relationship-building activities, the Cisco® Internet Business Solutions Group (IBSG) provided support and guidance on how technology could help Heineken achieve this vision. A major component of Cisco IBSG’s engagement was working with Heineken on a new “brand experience store” in Amsterdam called “Heineken the City.” The store is part of an overall marketing/branding strategy that combines traditional and new media to create connection points between Heineken and its customers. In doing so, Heineken is sharpening its “fun-loving lifestyle” image while increasing customers’ brand preference and loyalty.
Executive Summary
CUSTOMER NAME
Heineken
INDUSTRY
Consumer Packaged Goods
ChAllENgES
• Changing patterns of beverage consumption and self-owned brands were eroding Heineken 's brand preference and customer loyalty • Needed to connect to a new, tech-savvy generation of consumers • P otential ban on traditional beer advertising necessitated new, technology-based marketing
SOlUTIONS
• ntegrated marketing strategy I combining traditional and new media • tate-of-the-art promotional store S showcasing technology as well as products • -commerce websites with perE sonalized
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