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Merkanalyse Heineken

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J
Jean-Louis

Dit is de merkanalyse van Jean-Louis Vondenhoff IC1O

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Merkdoelgroep ,[object Object]
Leeftijdsgroep: vanaf 16 jaar
Redenen: Bij uitgaan, feestjes en andere activiteiten (bv. voetbal) wordt gedronken.,[object Object]
Merk uiterlijk
Merk gedrag,[object Object]
MerkMissie: In de toekomst moeten producten van Heineken in nog meer landen verkocht worden. De aandacht wordt gevestigd op Brazilië en Mexico. En verder moet Heineken bekend blijven staan als een innovatief merk.,[object Object]
Merkpersoonlijkheid: een avontuurlijke man die wel van een lolletje houdt.,[object Object]
Merk-kernconcept: “innovatief en lekker”,[object Object]
Merk Uiterlijk ,[object Object],Voornamelijk Nederlands, denk aan ‘Heerlijk helder Heineken’ Soms word ook Engels gebruikt, zoals bij ‘Serving the planet’.
Merk Uiterlijk ,[object Object],[object Object],[object Object]
Interne Communicatie
Externe Communicatie
Onderneming,[object Object]
Levert voornamelijk bier in verschillende verpakkingen,[object Object]
Holland Heineken House bij Olympische spelen
Heineken Music Hall
The Heineken Experience,[object Object],[object Object]
Heineken leeft van zijn imago, reclamespotjes, sponsoring, websites en evenementen zijn hier een belangrijk onderdeel van.,[object Object]
Merkgedrag
Merkgedrag
Merkgedrag ,[object Object]
De genialiteit van de reclamespotjes is het grootste wapen van Heineken om mensen aan te zetten tot het kopen van Heineken bier.,[object Object]

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