project comet & mosa

1. Heineken N. V.
Global Branding
★
Advertising
외식경영전략
1142375
차승윤

2. Contents
1. Major ISSUE
2. Company Background
3. International Presence
4. Project
1) Comet
2) Mosa
5. Critique
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3. 1. Major ISSUE
Standardize
Heineken’s brand image & ad worldwide
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4. 2. Company Background
 Founded in Amsterdam in 1863 by Gerard
Adriaan Heineken
 Yeast developed in 1886
하이네켄 양조공장[하이네켄 박물관]
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5. 2. Company Background
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6. 3. International Presence
Europe 3
American 0
Asia 0
Africa 0
Wholly
owned
subsidiaries Europe 5
American 4
Asia 2
Africa 4
Majority
Equity
Stakes
Europe 0
American 10
Asia 8
Africa 10
Minority
Equity
Stakes Europe 2
American 2
Asia 2
Africa 2
Licensees
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By 1993, Heineken’s worldwide brewing interests

7. 3. International Presence
Beer Market Evolution for Selected Countries and Regions
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8. 3. International Presence
Key Heineken Marketing Objectives in Eight Countries
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9. 4. Project - 1) Comet
Be established in 1991
- 더 지속적인 “세계를 이끄는 프리미엄 맥주”의 브랜드로써
하이네켄의 경쟁적인 이점을 향상시키는 방법
- 하이네켄이 원하는 궁극적 브랜드 이미지 -
“ Good taste”
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10. 4. Project - 1) Comet
Five core brand values
TASTE
PREMIUM
NESS
TRADITION
WINNING
SPRIT
FRIEND
SHIP
differentiated image
The price of entry
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11. 4. Project - 2) Mosa
In 1993, focus groups were commissioned in 8 countries.
To Understand
1. what male beer drinkers meant by taste and
friendship in relation to premium beer
drinking.
2. Which expressions of taste and friendship
could be used in advertising.
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12. 4. Project - 2) Mosa
Friendship
(Heart)
Trust
Sports
True friend
You can count on
Heineken as a friend
Respect
Taste
(Head)
Brand vision
Quality
Brewing skills
Tradition
Availability
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13. 4. Project - 2) Mosa(taste)
• Two years Amsterdam training
• 24 quality check
• Bottle returned to Amsterdam
Quality
• Original recipe
• Where beer was born
Tradition
<Overall taste expression>
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14. 4. Project - 2) Mosa(friendship)
Overall friendship expression
• True friends
• Always count on Heineken
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15. 4. Project - 2) Mosa
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16. 5. Critique
S
 마켓의 리더 위치
 매력적인 디자인과 광고
 풍부한 이야기(전통, 역사)
 인수전략
 도전정신
T
 양조 산업의 증가
 지역 양조업 발달
 다양해진 고객들의 맥주 취향
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17. Thank you
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