Commercials

To attract a consumer you have to be famous and known by the consumer. So promoting your product is one of the most important things for an company. Also is it important to create an image in the head of the consumer. So Heineken has a lot of different kinds of promoting.

The most important one is the tv commercials. Also the Heineken slogan: ''Biertje?'' is very known by the Dutch people. Everyone knows about Heineken and their product.

Also the slogan: ''Heerlijk, helder, Heineken'' is famous. The tv commercial ''Heineken walk in fridge'' (introduced in 2008) was one of the best commercials of the last decenium.

Competitors (2)

In this second blog about competitors I will write about competitors from outside The Netherlands, like Carlsberg from Denmark, the German Becks and Palm from Belgium

Carlsberg

The Carlsberg Group is a Danish brewing company founded in 1847 by J.C. Jacobsen after the name of his son Carl. The headquarters are in Copenhagen in Denmark. The company's main brand is Carlsberg Beer, but it also brews Tuborg as well as local beers. After merging with the brewery assets of Norwegian conglomerato Orkla ASA in January 2001, Carlsberg became the 5th largest brewery group in the world. In 2009 Carlsberg is the 4th largest brewery group in the world employing around 45,000 people.

Becks

The German beer brewery Becks was founded in 1873. The brewery from Becks is in Bremen, In North Germany. Becks has 11 different beer types at the moment, with also the ''Oktoberfest beer''. This beer is special made for the Oktoberfest in Germany. The Oktoberfest is a big festival in Germany where lot of people drink Beer, so this is very smart from Becks to adapt to this.

Palm

The Belgium beer Palm was founded in 1597 and is one of the biggest Belgium beer brands. In the first world war the Palm brewery were completely destroyed. Arthur van Roy completely rebuild the brewery and Palm became bigger. Now in the 21th century you can buy the Belgium beer in every Dutch supermarket.

Competitors (1)

Beer producer Heineken has a lot of big competitors. There Dutch competitors like Grolsch, Hertog-Jan, Bavaria, but also competitors from other countries like Carlsberg from Denmark, the German Becks, Palm from Belgium and Badger from England.

In this first blog about competitors I will write about Dutch Competitors from Heineken, and in the second blog about competitors I will wirte about competitors from other countries.

Grolsch

Grolsch is a Dutch beer brewery, founded in 1615 by Willem Neerfeldt in Groenlo. In the 20th century the brand became bigger and bigger and gets more consumers.

Now, in the 21th century Grolsch has a lot of consumers from all over the world. Grolsch is also famous because of their new bottles (Introduced in 2007). Other brands doesn't have this kind of bottles, so this makes Grolsch unique.

Hertog Jan

Also Hertog-Jan is a big competitor from Heineken. Hertog Jan was founded in 1995, when it became part of the international Interbrew group and so it were renamed in 1998 in to The Hertog Jan Brewery. Also Hertog Jan has a lot of different beer types. Like the Herst Bock beer. This is a special autumn beer in the Netherlands

Bavaria

Bavaria is also a Dutch beer brewery founded in 1719 by Laurentius Moorees in lieshout, in North Brabant , and currently owned by the Swinkels family. The brewery produces a range of standard and low alcohol pale lagers under a variety of brand names including Bavaria and Hollandia. In fact, a number of European supermarket own-brand Dutch lagers are contract brewed by Bavaria. In Australia the Liqouir Land chain of bottle shops distribute both Bavaria and Hollandia brands as 'premium' imported Dutch beer lines. This builds on the fairly recent introduction into Australia of other popular Northern European lager beers such as Heineken and Stella Artois. It's Bavaria Crown product is 4.3% and popular in Ireland

Heineken and The Uefa Champions League

The Uefa Champions League is the biggest European football competition. The best clubs from countries al over Europe join The Uefa Champions League. The Uefa Champions League (Called the Europe cup before) was founded in 1955, when Real Madrid won the cup for the first time. Clubs as: Manchester United, Liverpool FC, Arsenal FC, Chelsea FC, FC Barcelona, Real Madrid, Olympique Lyon, Inter Milan, AC Milan and Bayern Munich play almost every year in the Champions League. Also Dutch clubs joined The Uefa Champions League like : Ajax Amsterdam, Feyenoord, PSV Eindhoven and Dutch Champion of last season AZ Alkmaar.

Heineken is one of the biggest sponsors of The Uefa Champions League. A lot of people watch the matches and commercial breaks during a football game, so if you promote your brand in commercials and on billboards, your brand became more famous.
Heineken invest millions the became famous at the consumer, so the consumers buy Heineken.

The consumers and clients

Heineken has a lot of clients al over the world. A lot of people buy Heineken because of the great taste of the beer, but other people buy the beer because of the brand. The consumers expect Heineken beer of a good quality. The sales of the Heineken beer is dependent from the consumers. Also the supermarkets, like Albert Heijn, Jumbo , Hoogvliet, Dirk van den Broek and Plus could have influence on the price of the Heineken beer.

If they think the price is to high they would not buy the beer , and so also the client will not buy the beer. So the relation between Heineken and the supermarkets has to be good.

65% of Heineken sales is the sales on the supermarkets. The other 35 % is the sales to the restaurants, bars and other catering industry.

Also the government is from big influence on the sales of the Heineken beer. The government wants to regulate the alcohol use so they made rules of a minimum age to buy alcohol. With tv commercials of the government the clients can also been influed on their behavior with alcohol.

The taste of the consumers changes so Heineken has to change also. For example, consumers always liked the premium beer, but this changes and they like the special beers. So Heineken has to prepare for this kind of happenings.

Heineken in the 21th century

Also in the 21th century Heineken become bigger and opens new breweries. I will write about some highlights happened in the 21th century.


2000
Heineken receives the King William I Prize for Dutch Entrepreneurship. This prestigious prize is awarded once every two years to a large Dutch company that has attracted attention due to impressive entrepreneurial activities and important contributions to the economy, employment, prosperity and the entrepreneurial reputation of the Netherlands.
Heineken expands its operations in China, Nigeria, Sweden, Belgium, Slovakia and Spain.

2001
The festive opening of the Heineken Experience in the former brewery on the Stadhouderskade in Amsterdam takes place. To honour this event, Heineken N.V. publishes the book, The Magic of Heineken.


2005
Heineken acquires a number of breweries in Germany and Russia.
Also in 2005, Heineken introduces a new light Heineken beer to the US market. This new beer, Heineken Premium Light Lager, is brewed in the same high quality tradition as the original Heineken, but is lighter in taste and has fewer calories and carbohydrates. The US light market represents half of the total US beer market and is still growing.

2007
Heineken also introduces its portable draught beer system, the Heineken DraughtKeg. DraughtKeg allows consumers to experience a premium quality draught beer at virtually any drinking occasion. Heineken launched this innovation in France and in the USA in May 2005, followed by the introduction in the Netherlands.

The portable DraughtKeg has been developed for consumers who like to share and enjoy a quality draught beer in or outdoors and is relevant to the various beer cultures worldwide.
In 2005 the Executive Committee is introduced. The two members of the Executive Board, the five Regional Presidents and five Group Directors together form the Executive Committee, which supports the development of policies and ensures the alignment and implementation of key priorities and strategies across the organisation.

History (After world war I and II)

After the world war I and II Heineken rises up and the cliens begin to buy more beer.

Here I will tell about some highlights after the World war.


1948
Prince Bernhard of the Netherlands grants the rights to his Coat of Arms to HBM.


1949
The Netherlands transfers sovereignty to the new Indonesian government. The Surabaya brewery becomes 'Heineken's Indonesian Brewery Company'.


1961
The Kumasi Brewery in Ghana opens. Heineken owns or has an interest in 4 breweries in the Netherlands and 24 abroad, including properties in Egypt, Italy, Venezuela, Angola and the Belgian Congo (today Zaire).


1964
A new international logo is introduced, for labels, coasters and other visual designs. Among these are the famous 'Heineken lips', the two red semi-circles enclosing the black stripe and name on the coaster. The style has remained the international icon by which the brand is still known.


1968
Heineken takes over Amstel Brouwerij N.V. as well as soft drinks producer Vrumona N.V. in Bunnik (the Netherlands), thus securing its share in the Netherlands internal market, which is heavily under threat from foreign competitors. The first Heineken advertisements appear on TV.


1983
The company enters into brewing cooperation in Brazil with Coca-Cola bottlers, producing Kaiser beer. Today Cervejaria Kaiser is the third brewing group of Brazil. Kirin Brewery Company Ltd. starts to brew Heineken under license in Japan.


1998
The Heineken University is opened. This is a training infrastructure designed for the optimal use and expansion of know-how and experience within the company.


1999
In the Netherlands, the Heineken brand is voted 'Brand of the Century' and Alfred Henry Heineken is proclaimed 'Advertiser of the century'.