Have you ever see a special green color when you watch Melbourne cup? Have you ever see the green color when you watch AFL? Have you ever see that green color when you watch UEFA Champions League, FIFA world cup even in Olympics games. Yes! That green color is Heineken.
Freddy Heineken served as Chairman of the Board of directors and CEO from 1971 until 1989. During this period Heineken sold their beer to other countries in Europe, as well as North America, Australia, Asian, Africa and South America. As of 2012, Heineken owns over 190 breweries in more than 70 countries and employs approximately 85,000 people
Why Heineken become the most famous beer around the world? The efficiency of IMC is the key for Heineken getting those successful achievements in world beer market.
IMC(integrated marketing communications) weaves diverse aspects of business and marketing togetherWhen these diverse aspects of business and marketing are weaved together properly, an effective campaign can be achieved. Effective campaigns are demonstrated on the Integrated Brands showcase which recognizes brands that are innovative, strategic and successfully growing their sales. By effectively leveraging each communication channel, a greater impact can be achieved together than achieved individually
In integrated marketing communications, consumers is the core, the company has to meet customer needs for the purpose of customer demand, establishing a brand that has a high status in consumers minds, This can contribute in maintain long-term relationships and achieve a win-win situation for both consumers and businesses.
Integrated marketing communication refers to all information conveyed to consumers, including advertising, sales promotion, direct reflection of advertising, event marketing, packaging, advertisement in an advantageous way for the product. Each piece of information should make it whole and echo each other, if the process is successful, it will be conveyed to consumers by the same brand message and therefore builds brand equity.
Since 1999, Heineken in the global marketing of the investment costs up to 14% of the company’s annual revenue of about $ 815 million. Heineken beer skillfully advertised in entertainment shows and various international sporting events. In many major tennis tournament events, concerts and film festivals, people can see Heineken’s green logo. Also Heineken commercial is everywhere around our life. No matter you are strolling on the street or just open your television, you always see Heineken’s interesting ads which leaves strong impression to the pubic.
Heineken realized that the younger generation of beer consumption capacity improved, so the youth market has become the main battlefield. Now the main task at this stage is that the Heineken should not only focus on young customers, they cannot alienate middle- aged beer drinkers, because the latter is Heineken’s core customers.
In you opinion, do you wish to try Heineken’s beer after you watch their commercial advertisement? Do you think Heineken is successful in IMC strategy? If you are the CEO of Heineken, what would you like to do to improve IMC strategy? Thank you for sharing your thoughts.