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Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Article

This event report looks at the trends Heineken tracks for its product development and how one innovation helped it to restructure and streamline its processes for bringing new products to market.

News

AMSTERDAM: Heineken, the brewer, has further emphasised its position as a major sports sponsor as Amstel, one of its brands, is returning to football to sponsor the UEFA Europa League for the next three seasons.  The new deal positions ...

Article

This event report sets out four mobile 'truths' identified by Heineken, the beer brewing group, in the US - and gives examples of how the company has leveraged these truths with its brand.

Article

This article outlines the results of several trends surveys that have detected a growing backlash against communications technology, and a desire to 'get off the grid'.

Article

This article explains how brands can help consumers who are conflicted about the intrusion of new technologies to find a balance between being too immersed and too disconnected.

Case Study

This case study describes how Look Mum No Hands! (LMNH), a cycling themed coffee shop and workshop in London, created a new brand identity to establish this new business.

Research Paper

Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.

Case Study

In the run-up to the World Cup 2010 in South Africa, the Dutch advertising community capitalised on the national colour (orange) and created a range of orange-themed offerings.

Article

This paper provides an overview of the global alcoholic beverages industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this presentation is to challenge current thinking about segmentation and to offer alternatives.

News

AMSTERDAM: Heineken, the brewing giant, plans to increase its marketing expenditure this year, as it seeks to offset the impact of slowing consumption and "downtrading" in many countries.

Case Study

Grolsch required a new and innovative approach to increase sponsor awareness and brand involvement among a younger target group.

Case Study

Heineken developed Beertender in 2004 as the first home-tap system that could provide a fresh cold beer.

Article

This case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights holder, then it can maximise the value of its sponsorship investment for the benefit of both parties.

Case Study

In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking.

Article

In the face of much criticism of the ethics of advertising, Broadbent combats the myth of advertising’s irresistibility and explains how advertising works and what it can achieve referencing historical precedents supporting his argument that advertising exists to protect brands.

News

Beer behemoth Heineken is boosting its marketing budget this year by €100 million ($132m; £69m). The Netherlands-headquartered brewer, world number four by volume, is responding to sluggish sales in key European and US markets, which together with ...

Article

This article is based on Research International's 2002 R10 study of global brands which was carried out in 41 countries and 52 cities.

Article

Discusses the present state of globalisation: where are we now between Theodore Levitt's prediction and the backlash against global brands forecast by Naomi Klein's article is based on a new study (the 2002 Research International Observer (RIO) study on global brands) among over 1500 consumers in 41 countries.

Article

This paper describes the global marketing objectives of Heineken. The author emphasises the importance of consistency and excellence, not only in terms of the product but also in terms of communication.

Case Study

The advertising objective was to generate a 20% increase in October and November in order to protect the sell through and stocking levels for the critical four week impulse period.

Article

Increasingly, companies with brands that compete in multiple markets are drawing the conclusion that the right strategic direction is to adopt global themes in their marketing, but to adapt these to national markets.

Article

As the involvement of media professionals in the overall communications process becomes greater, new tools and approaches toward target identification and media selection are being developed.