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Marketing Mix of Heineken - Report Example

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This report "Marketing Mix of Heineken" focuses on Heineken, a Netherland based company that is mainly involved in producing beer. The company has expanded the business in the global market in an aggressive way and also applying innovative marketing strategies. …
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Marketing Mix of Heineken
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Download file to see previous pages The company has faced double-digit growth especially in the fast-developing markets.
Heineken is now the world’s number one premium beer brand that offers high-quality beer to its customers. Currently, they are offering four kinds of beer which are Heineken Pilsener, Heineken Oud Bruin, Heineken Premium Light and Heineken Tarwebok. Oud Bruin and Heineken Tarwebok are two types especially available only in the countries of the USA and Holland. The company has a limited number of products as it has a large variety of other brands in the market (Aswathappa, 2008). Heineken Pilsener is a regular beer product of this company and this was launched first by Heineken. 5 % volume of alcohol is included in this product and it has bright color, exceptional clarity, mildly bitter taste. Heineken Tarwebok has a spicy taste and it is the strongest beer produced by this company (Hutt and Speh, 2012). Heineken Oud Bruin provides caramel and mildly sweet taste and it has a dark rich color. Apart from beer, the company is also offering a beer tapping system which is called beer tender to its customers. DraughtKeg is another type of beer tapping system which was also launched by Heineken.
Heineken has expanded its business operation in more than one countries and it has occupied a stable position in the global market. Currently, the company is running its business in Africa and Middle East countries, Asia, Europe and America (Hoffmann, 2008). In Europe, the company has expanded its marketing and selling activities in Belgium, Austria, England, Ireland, Portugal, Romania, Spain, Scotland, Switzerland and many other countries. In Asia, New Zealand, Japan, India, China, Vietnam, Sri Lanka, and Thailand, etc and in America, Brazil, Argentina, Jamaica, Chile, etc are their market place for conducting their marketing activities (Feinberg, Kinnear and Taylor, 2012).  ...Download file to see next pages Read More
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