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
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.