Heineken's Strategic Integrated Marketing Plan Answer

Situational Analysis

Company Products

The Dutch brewer Heineken owns 170 different beer brands, the vast majority of which are pale lagers. In addition to these brands, Heineken also produces a wide variety of other styles of beer. The best-selling brands in the world are Heineken and Tecate.

Situational Analysis

Company Products

The Dutch brewer Heineken owns 170 different beer brands, the vast majority of which are pale lagers. In addition to these brands, Heineken also produces a wide variety of other styles of beer. The best-selling brands in the world are Heineken and Tecate.

Figure 1: Products of Heineken

(Source: Heineken.com, 2023)

In addition to the flavor of Heineken Original, the most popular premium beer brand in the world, Heineken, has released a new variant known as Heineken Silver. This variant provides younger consumers with an additional option in addition to the flavor of Heineken Original. Because Heineken Silver has a flavor that is silky, energetic, and simple to enjoy, it is suitable for a wide variety of settings and is an excellent choice for social gatherings with close friends (Heineken.com, 2023).

Promotion

Consumers were given the opportunity to participate in a multi-sensory experience as part of the Heineken Silver Mission S marketing campaign so that they could get a feel for the novelty of Heineken's newest beer product, Heineken Silver. It can be also said that Heineken summer cup is already going on in Ireland (Handayani & Nirwan, 2019).

In all of their marketing efforts, Heineken has shown that they can be reliable while also remaining innovative. Heineken devotes a sizeable portion of their available resources to the promotion of their brand through traditional forms of the media. In order to create and sustain connections with their consumer base and audience, Heineken has a presence on a number of social media sites, including Facebook, Twitter, Instagram, and YouTube.

Customers

Male consumers between the ages of 20 and 35 make up Heineken's primary demographic of interest. The beer company continues to market its brews and other alcoholic beverages under the premise that they contribute to an increase in social cohesiveness, camaraderie, and conviviality. The strategy of internationalism that Heineken employs is distinguished by its inclusiveness due to the fact that it seeks to provide services to a wide variety of people without engaging in any kind of discrimination (Bob, Jumadil & Marlena, 2020).

Competitors

Heineken faces competition from various companies such as Pernod Ricard, Anheuser-Busch Companies, BrewDog, and Diageo. Heineken is positioned at the third rank out of 3438 active competitors.

Marketing Communication SWOT analysis

Strengths

The consumer will find the beer's packaging to be appealing to their sense of aesthetics. Heineken is a type of beer that is known for having a lower overall alcohol percentage and for having a body that is not as heavy. The beer has a flavor profile that is all its own and completely unique. The recipe that was used to make the beer is one of a kind and has never been used at any other establishment before. The number of stores that stock the product is really high. Customers are charged a premium for beers from the Heineken brand because the company markets them as a premium product and prices them accordingly. One of the most noteworthy benefits is that it is the high-end beer that is advertised the most widely across Europe and the rest of the world, with a large emphasis on advertising on television. A competitive advantage is bestowed onto the Heineken brand as a result of the bottle's and logo's distinctive visual design and construction (Handayani & Nirwan, 2019).

Weakness

There has not been any of the necessary work put in to revive the brand. There is a clear disconnect between the brand's appearance and its messaging. There is a deficiency of manufacturing facilities in some areas. Cultural issues have been a major limiting factor in the expansion of the Heineken brand in many countries. Heineken's significantly older demographic is reflected in its usual customer base. Making the brand popular with teenagers and younger people is difficult (Bob, Jumadil & Marlena, 2020).

Opportunities

The development of information technology has provided Heineken with an opportunity to beef up its safety precautions, which the company has taken advantage of. The expansion of business operations both internally and externally is on the rise. The current state of technological progress has made it possible for a large portion of the world's population to easily access previously inaccessible markets. Because of the aforementioned condition, the organization has been able to extend its influence to a greater variety of locations all over the world.

Threats

In the context of globalization, an increasing number of brewers are seeking out new markets. Simultaneously, governments are pursuing strategies to maximize profits and garner public support for ethical considerations by implementing substantial taxes on imported beer. The consumption of alcoholic beverages on public transportation is prohibited in Ireland, which may have a negative impact on the demand for Heineken products, as consumers may prefer to have the flexibility to consume their preferred beverages at any time and place. The fluctuations in a nation's revenues may potentially jeopardize the sales of Heineken. The volatility of currency exchange rates has the potential to pose a risk to the financial outcomes of the organization (Bob, Jumadil & Marlena, 2020).

Budgeting and Evaluation

The IMC budget is as follows:-

Table 1: Budget

(Source: As Created by Author)

The above table reflects that the total budget for the campaign is 200k dollars. An methodology that is channel-oriented was used to establish the budget allocation for the integrated marketing communications (IMC) campaign that is being presented for Heineken. During the month of June, the budget plan presents a complete overview of the financial resources that have been allocated to each platform in the form of a weekly summary. After performing extensive study to identify the appropriate amount of dollars to allot for each platform and activity, the budget was drafted so that it could be presented.

Evaluation

The success of the planned IMC campaign can only be evaluated by returning to the campaign's stated goals. Hootsuite and similar tools will be used to keep a close eye on how well social media posts perform.

Sales Number

The sales number is expected to be 2 million.

ROI

The ROI is expected to be 15 percent.

Focus Groups

In spite of the fact that the organization sells a number of different kinds of beer, it only has one international brand, and that brand is Heineken. The corporation always places a higher emphasis on promoting the Heineken brand in all of its marketing efforts, while portraying the other brands as subsidiary entities that are unique to each geographic location. As can be seen with Heineken, the application of this one strategy in particular has brought about the desired effect of significantly enhancing the brand's capacity to be remembered and recognized by its target audience (Palazzo et al. 2021).

References

Bob, F., Jumadil, S., & Marlena, G. (2020). Communication strategy planning in influencing the intention to visit: An implication to marketing management. Polish Journal of Management Studies, 22(1), 117-133.

Percy, L. (2023). Strategic integrated marketing communications. Taylor & Francis.

Ortiz-Rendón, P. A., Gaviria-Martinez, L. F., Sanguino-García, V., & Sánchez-Torres, J. A. (2020). Measuring methods and advertisement planning: Uses of IMC. Entramado, 16(2), 56-69.

Palazzo, M., Vollero, A., Siano, A., & Foroudi, P. (2021). From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast. Current Issues in Tourism, 24(4), 567-589.

Heineken.com (2023) Retrieved from https://www.heineken.com/

Handayani, S., & Nirwan, S. (2019, October). Analysis and Design of Integrated Marketing Communication (Imc) for Small and Medium Enterprise (Sme) Logistics Service Provider (Lsp) from Web Based Application Perspective. In The 1 International Conference on Innovation of Small Medium-sized Enterprise (ICIS) 2019 (Vol. 1, No. 1, pp. 45-46).

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