Heineken Case Study: Perceptual Mapping of Consumers Analysis
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Analysis of the perceptual map of Heineken consumers within the Spanish market to develop a new marketing strategy in order to increase ROI. This is a presentation related to the module eCRM by Prof. Dr. Philippe Baecke during the 3rd semester at UCD Graduate Business School, Dublin, Ireland. Students: • Tove Perlhede • Lara Zaccaria
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Heineken Case Study: Perceptual Mapping of Consumers Analysis
- 1. Tove Perlhede, 14206199 Lara Zaccaria, 14200346 July 2015 eCRM 40920 1
- 2. 2 Mahou Cruzcampo Heineken Estrella San Miguel Carlsberg Coronita Amstel Bud Voll-Dam Expensive Value for money Well Known Premium quality Watery taste Easy to drink Smooth Bitter Refreshing Everyday beer at home To share at home Home party drink With food In a night club InternationalI like to be seen with this beer Closeness and family Sophisticated Youthful Easy to find (out) Easy to find (Store) National DimensionII(29.2%) Dimension I (48.1%) Positioning Map (Dim I-II) Premium - International Dimension Availability POSITIONING MAP 1
- 3. 3 POSITIONING MAP 2 Mahou Cruzcampo Heineken Estrella San Miguel Carlsberg CoronitaAmstel Bud Voll-Dam Expensive Value for money Well Known Premium quality Watery taste Easy to drink Smooth Bitter Refreshing Everyday beer at home To share at home Home party drink With food In a night club International I like to be seen with this beer Closeness and family Sophisticated Youthful Easy to find (out) Easy to find (Store)National DimensionIII(14.9%) Dimension I (48.1%) Positioning Map (Dim I-III) Occasion Dimension
- 4. 4 POSITIONING MAP 3 Mahou Cruzcampo Heineken Estrella San Miguel Carlsberg Coronita Amstel Bud Voll-Dam Expensive Value for money Well Known Premium quality Watery taste Easy to drink Smooth Bitter Refreshing Everyday beer at home To share at home Home party drink With food In a night club International I like to be seen with this beer Closeness and family Sophisticated Youthful Easy to find (out) Easy to find (Store) National DimensionIII(14.9%) Dimension II (29.2%) Positioning Map (Dim II-III) Taste Dimension Age Dimension
- 5. Premium Beer Not so easy to find (out) Suitable to be shared at home Youthful Brand Not so good with food Watery taste 5 HOW IS EINEKEN PERCEIVED?
- 6. 6 Q2: HEINEKEN MARKET SHARE Considering the positioning map the higher price plays a role in the low performance regarding market share. Also, the beer is perceived not good with food probably because of its taste that seems more watery then bitter. Furthermore, even though it is considered as a youthful brand the most common place for consumption is at home, probably because of the low availability and brand awareness expressed by the respondents. Availability Premium - International Dimension Occasion Dimension Taste Dimension Age Dimension Heineken Mahou Cruzcampo Amstel
- 7. 7 Q3: HEINEKEN RE-POSITIONING Heineken should be re-positioned to a younger target audience who likes to celebrate and have fun in every occasion with their fiends and loved ones. The company should challenge itself trying to create a new conception of young- premium beer as a valid substitute of stronger alcoholic beverages because of the freshness and playfulness of its beer. The new value proposition should be focused on giving that happiness feeling without the burden of strong and old flavour to promote the responsible consumption during time of celebration. Heineken should focus on creating ad hoc application with a youthful connotation such as “Share you selfie with friends during a celebration” to win a Heineken Keg for him and his friends. The brand should also try to focus on pairing the beer with all kind of Spanish party food.