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Brand audit "Heineken" Essay Example

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Brand audit "Heineken"

Through a number of demonstrations, workshops and other activities, Cisco offered guidance and support on how Heineken could use technology to achieve this vision. The beer produced by Heineken is categorized into three groups; that is Heineken, Buckler and Subsidiary brands (Bergh J.Heineken lager beer is the primary product of the Heineken Group. It is over five percent pale lager, which was first manufactured in 1868. Forty brewers in thirty-nine countries around the globe make it. In 2006, over two billion liters of the beer was produced. Most Heineken beer is brewed in Zoeterwoude Brewery in Netherlands since 1975. Other beers produced with the name of Heineken are; Heineken Dark, Heineken Oud Bruin, Heineken Premium Light and Heineken Tarwebok (Gammelgaard, 2010).This product is a low alcohol percentage pale lager. It was started in 1988 and distributed worldwide. It was recalled in 2004 after faultiness was found with the pasteurizing process. Buckler does no longer exist in Netherlands after its brand image declined after Cabaret performer mocking the brand in 1989 shows (Haig, 2011).Heineken Italy was started in 1974 with the acquisition of the brewery of Dreher. In 1996, brewery of Moretti was established. Heineken Italian has six brewing plants, which produces over five hundred million liters of beer and employed over a thousand workers. Others included; Bralima Brewery, Brand Brewery, Caledonian Brewery, Central de Cervejas brewery, Cruzcampo, Brewery, De Ridder Brewery, Furstenberg Brewery, Karlovacko Brewery, Krusovice Brewery, Murphys Brewery, Pelforth Brewery, Skopje Brewery, Starobrno Brewery, Zagorka Brewery, Zlaty Bazant Brewery and Zywiec Brewery (Heineken, 2013).Different brands of Heineken have been undersigned different prices. The pricing is normally done after considerations of cost of production of each brand. Prices of different brand types are determined from the main deport. The prices may change once the product has been exported to others countries, this happens because of VAT charges existing in different nations governing rates. The prices are applicable to collection and delivery points of the Heineken brands. The type of the packaging material also influences the price of the a certain quantity of the same brand. Various capacities are rated differently with the lowest volume being the cheapest. Various types of the Heineken brands are priced

References

Aaker, D. (2011). Brand Relevance. San Francisco: Callif:Jossey-Bass.

Bergh. (2010). Brand Relevance. San Francisco: CA:.Jossey.

Bergh, J. (2010). How Cool Brands Stay Hot. Hague: BJB Publishers.

Gammelgaard, J. (2010). The Global Brewery Industry. Amsterdam: Debryn Press.

Haig, M. (2011). Brand Success. London: Kogan Page.

Heineken, H. (2013). Groups Described by Elements Numbers. Amsterdam: Forum Mathematicum.

Mouncey, P. (2007). Market Research Best Practice. Chichester: Wiley.

Sluyterman, K. B. (2014). Brewery, Brand and Family. Amsterdam: Boom.

Smit, B. (2011). The Heineken Story. Amsterdam: Boom.

Wang, J. (2008). Brand New China. Cambridge: Harvard University Press.

Wimmer, F. A. (2013). Market Research Best Practice. Hoboken: N.J.: Willey.

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preview essay on Brand audit "Heineken"
  • Pages: 7 (1750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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