heineken positioning
TRANSCRIPT
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Communication
El Salvador - February 2014
Heineken’s Positioning
Strategy
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Background• No strong beer culture in Spain• Preference of wine over beer• Flagship premium brand Heineken: 4.1%,
against the 18.2% market share of Mahou• Cruzcampo: 16.5% market share• Amstel: 8% market share• No significant growth
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Problem Statement Increase Market Share and Growth:
1. Maintain Heineken at its current premium position
2. Reposition Heineken – change prices?
3. Realign portfolio: Heineken, CruzCampo and Amstel
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Segmentation
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Analysis: Segmentation
Voll-Damm9%
San Miguel12%
Mahou5%
Heineken17%
Estrella6%
Cruzcampo5%
Coronita19%
Carlsberg9%
Bud12%
Amstel6%
Segment 1: Beer preferences: Coronita, Heineken and San MiguelMain Attributes: International, well-known, easy to drink, refreshing and smooth.Description: Light beer lovers – Bars and Clubs Availability (Out)Availability (Store)
Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
National
Night clubPremiumPrice
Refreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Coronita Suma de Heineken Suma de San Miguel
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Segment 2: Beer preferences: Mahou, Coronita and HeinekenMain Attributes: Well known, availability, easy to drink, home party drink, International, smoothDescription: Light beer lovers - Home
Analysis: Segmentation
Voll-Damm6%
San Miguel8%
Mahou19%
Heineken15%
Estrella5%
Cruzcampo7%
Coronita16%
Carlsberg9%
Bud9%
Amstel6%
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
National
Night clubPremiumPrice
Refreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Coronita Suma de Heineken Suma de Mahou
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Voll-Damm8%
San Miguel19%
Mahou15%
Heineken14%
Estrella8%
Cruzcampo5%
Coronita6%
Carlsberg8%
Bud7%
Amstel10%
Segment 3:Beer preferences: San Miguel, Mahou and HeinekenMain Attributes: Well-known, availability, easy to drink and nationalDescription: National beer drinkers – price sensitive (Home)
Analysis: Segmentation
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
National
Night clubPremiumPrice
Refreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de San Miguel Suma de Mahou Suma de Heineken
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Voll-Damm9%
San Miguel5%
Mahou9%
Heineken16%
Estrella7%
Cruzcampo9%
Coronita10%
Carlsberg13%
Bud13%
Amstel8%
Segment 4:
Beer preferences: Heineken, Bud, and CarlsbergMain Attributes: International, Premium, Night Club, well knownDescription: Premium International beer drinkers – Bars and Clubs
Analysis: Segmentation
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
National
Night clubPremiumPrice
Refreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Heineken Suma de Carlsberg Suma de Bud
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Voll-Damm15%
San Miguel9%
Mahou6%
Heineken12%
Estrella19%
Cruzcampo6%
Coronita13%
Carlsberg6%
Bud9%
Amstel5%
Segment 5: Beer preferences: Estrella, Voll-DammMain Attributes: Availability, Premium, National, Well knownDescription: Premium National beer drinkers
Analysis: Segmentation
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
NationalNight club
PremiumPriceRefreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Estrella Suma de Voll-Damm
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Voll-Damm4%
San Miguel13%
Mahou14%
Heineken14%
Estrella9%
Cruzcampo14%
Coronita6%
Carlsberg11%
Bud4%
Amstel11%
Segment 6: Beer preferences: Mahou, Cruzcampo, Heineken and San MiguelMain Attributes: Well known, Availability, Easy to drink, Family, Home Party drink, NationalDescription: National home beer drinkers – price insensitive (Home parties)
Analysis: Segmentation
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
NationalNight club
PremiumPriceRefreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Heineken Suma de Mahou Suma de Cruzcampo
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Segment 7: Beer preferences: Mahou, Voll-Damm, EstrellaMain Attributes: Well known, Availability, National, Home party drink, easy to drinkDescription: Value seekers
Analysis: Segmentation
Voll-Damm15%
San Miguel10%
Mahou16%
Heineken7%
Estrella13%
Cruzcampo10%
Coronita5%
Carlsberg7%
Bud7%
Amstel10%
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
NationalNight club
PremiumPriceRefreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Mahou Suma de Voll-Damm Suma de Estrella
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Voll-Damm17%
San Miguel9%
Mahou11%
Heineken13%Estrella
7%
Cruzcampo11%
Coronita8%
Carlsberg12%
Bud4%
Amstel8%
Segment 8: Beer preferences: Voll-Damm, Heineken and CarlsbergMain Attributes: International, well known, premium, sophisticatedDescription: International stronger beer drinkers – Home
Analysis: Segmentation
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
NationalNight club
PremiumPriceRefreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Voll-Damm Suma de Heineken Suma de Carlsberg
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Voll-Damm6%
San Miguel12%
Mahou10%
Heineken11%
Estrella7%
Cruzcampo20%
Coronita13%
Carlsberg7%
Bud7%
Amstel7%
Segment 9: Beer preferences: Cruzcampo, Coronita and San MiguelMain Attributes: Availability, well known, Family, refreshing, easy to drink, valueDescription: Eventual beer consumers – Home
Analysis: Segmentation
Availability (Out)Availability (Store)Bitter
Easy to drink
Everyday/Home
Expensive
Family
Home party drink
International
NationalNight club
PremiumPriceRefreshing
Share at home
Smooth
Sophisticated
To be seen
Value
Watery
Well Known
With foodYouthful
0
1
2
3
4
5
Suma de Cruzcampo Suma de Coronita Suma de San Miguel
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Positioning
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Analysis: Positioning by Customers
Market share
Price
National
Availability (Store)Availability (Out)
Youthful
SophisticatedFamily
To be seen InternationalNight club
With food
Home party drink
Series43
Everyday/Home
Refreshing
Bitter
Smooth
Easy to drink
Watery
Premium
Well Known
Value
Expensive
Voll-Damm
BudAmstel
Coronita
CarlsbergSan Miguel
Estrella
Heineken
Cruzcampo
Mahou
II (2
8.6%
)
I (48.4%)
Market Share
Drinking Beer Occasions
Taste
1
4
28
6
3
7
9
5
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Market share
Price
National
Availability (Store)
Availability (Out)
Youthful
Sophisticated
Family
Series53International
Night club
With foodHome party drink
Series43
Everyday/HomeRefreshing
Bitter
Smooth
Easy to drink
WaterySeries29
Well Known Value
Expensive
Voll-DammBud
Amstel
Coronita
Carlsberg
San Miguel
Estrella
HeinekenCruzcampo
Mahou
II (2
7.8%
)
I (44.8%)
Market Share
Analysis: Positioning by Management
National & Traditional
Value
5
6
28
6
3
7
9
1
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Analysis: Positioning by Regions
Market share
Price
National
Availability (Store)Availability (Out)
Youthful
SophisticatedFamily
To be seen InternationalNight club
With food
Home party drink
Series43
Everyday/Home
Refreshing
Bitter
Smooth
Easy to drink
Watery
Premium
Well Known
Value
Expensive
Voll-Damm
BudAmstel
Coronita
CarlsbergSan Miguel
Estrella
Heineken
Cruzcampo
Mahou
II (2
8.6%
)
I (48.4%)
Drinking Beer Occasions
Taste
1
5
642
3
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Recommendations
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Heineken
Along the Y-axis: Smooth, Youthful, Refreshing, Easy to drinkAlong the X-axis: Nightclub, To be seen, International
• Focused marketing efforts will appeal to segment 1, 2, 4, 8
• Preference for more exclusive beers yet easy to drink fits current strategy of targeting bars and restaurants.
• Regions 5 and 6 cluster around attributes such as not bitter, refreshing, and easy to drink.
• Maintain current positioning and strengthen main appealing attributes
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CruzCampoAlong the Y-axis: Everyday home, Home party drink, Availability
Along the X-axis: Family, Everyday home
• CruzCampo reposition to a younger crowd, social or family/home users, the everyday beer in the fridge.
• Target segment 6 and 9 • Regions 2, 3, and 4 grouped in one region
based on similar attributes such as: not watery, well-known, and available in stores
• Results in brand’s market share increase of 11.11%
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Amstel
• Amstel currently has relatively low market shares
• Will continue to represent Heineken’s portfolio in its current quadrant, where differentiation between brands is low
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Expected Results •By strengthening Heineken can push it further out of the center and increase market share by
11.11% to 22.22%
•By repositioning CruzCampo can increase market share from 0% to
11.11%