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Heineken Positioning
- 1. Communication El Salvador - February 2014 Heineken’s Positioning Strategy
- 2. Page 2 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
- 3. Page 3 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
- 5. Page 5 Analysis: Segmentation Voll-Damm 9% San Miguel 12% Mahou 5% Heineken 17% Estrella 6% Cruzcampo 5% Coronita 19% Carlsberg 9% Bud 12% Amstel 6% Segment 1: Beer preferences: Coronita, Heineken and San Miguel Main Attributes: International, well-known, easy to drink, refreshing and smooth. Description: Light beer lovers – Bars and Clubs 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Coronita Suma de Heineken Suma de San Miguel
- 6. Page 6 Segment 2: Beer preferences: Mahou, Coronita and Heineken Main Attributes: Well known, availability, easy to drink, home party drink, International, smooth Description: Light beer lovers - Home Analysis: Segmentation Voll- Damm 6% San Miguel 8% Mahou 19% Heineken 15% Estrella 5% Cruzcampo 7% Coronita 16% Carlsberg 9% Bud 9% Amstel 6% 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Coronita Suma de Heineken Suma de Mahou
- 7. Page 7 Voll-Damm 8% San Miguel 19% Mahou 15% Heineken 14% Estrella 8% Cruzcampo 5% Coronita 6% Carlsberg 8% Bud 7% Amstel 10% Segment 3: Beer preferences: San Miguel, Mahou and Heineken Main Attributes: Well-known, availability, easy to drink and national Description: National beer drinkers – price sensitive (Home) Analysis: Segmentation 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de San Miguel Suma de Mahou Suma de Heineken
- 8. Page 8 Voll-Damm 9% San Miguel 5% Mahou 9% Heineken 17% Estrella 7%Cruzcampo 9% Coronita 10% Carlsberg 13% Bud 13% Amstel 8% Segment 4: Beer preferences: Heineken, Bud, and Carlsberg Main Attributes: International, Premium, Night Club, well known Description: Premium International beer drinkers – Bars and Clubs Analysis: Segmentation 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Heineken Suma de Carlsberg Suma de Bud
- 9. Page 9 Voll-Damm 15% San Miguel 9% Mahou 6% Heineken 12% Estrella 19% Cruzcampo 6% Coronita 13% Carlsberg 6% Bud 9% Amstel 5% Segment 5: Beer preferences: Estrella, Voll-Damm Main Attributes: Availability, Premium, National, Well known Description: Premium National beer drinkers Analysis: Segmentation 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Estrella Suma de Voll-Damm
- 10. Page 10 Voll-Damm 4% San Miguel 13% Mahou 14% Heineken 14% Estrella 9% Cruzcampo 14% Coronita 6% Carlsberg 11% Bud 4% Amstel 11% Segment 6: Beer preferences: Mahou, Cruzcampo, Heineken and San Miguel Main Attributes: Well known, Availability, Easy to drink, Family, Home Party drink, National Description: National home beer drinkers – price insensitive (Home parties) Analysis: Segmentation 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Heineken Suma de Mahou Suma de Cruzcampo
- 11. Page 11 Segment 7: Beer preferences: Mahou, Voll-Damm, Estrella Main Attributes: Well known, Availability, National, Home party drink, easy to drink Description: Value seekers Analysis: Segmentation Voll-Damm 15% San Miguel 10% Mahou 16% Heineken 7% Estrella 13% Cruzcampo 10% Coronita 5% Carlsberg 7% Bud 7% Amstel 10% 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Mahou Suma de Voll-Damm Suma de Estrella
- 12. Page 12 Voll-Damm 17% San Miguel 9% Mahou 11% Heineken 13%Estrella 7% Cruzcampo 11% Coronita 8% Carlsberg 12% Bud 4% Amstel 8% Segment 8: Beer preferences: Voll-Damm, Heineken and Carlsberg Main Attributes: International, well known, premium, sophisticated Description: International stronger beer drinkers – Home Analysis: Segmentation 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Voll-Damm Suma de Heineken Suma de Carlsberg
- 13. Page 13 Voll- Damm 6% San Miguel 12% Mahou 10% Heineken 11% Estrella 7% Cruzcampo 20% Coronita 13% Carlsberg 7% Bud 7% Amstel 7% Segment 9: Beer preferences: Cruzcampo, Coronita and San Miguel Main Attributes: Availability, well known, Family, refreshing, easy to drink, value Description: Eventual beer consumers – Home Analysis: Segmentation 0 1 2 3 4 5 Availability (Out) Availability (Store) Bitter Easy to drink Everyday/Home Expensive Family Home party drink International National Night club PremiumPrice Refreshing Share at home Smooth Sophisticated To be seen Value Watery Well Known With food Youthful Suma de Cruzcampo Suma de Coronita Suma de San Miguel
- 15. Page 15 Analysis: Positioning by Customers Mahou Cruzcampo Heineken Estrella San Miguel Carlsberg Coronita Amstel Bud Voll-Damm Expensive Value Well Known Premium Watery Easy to drink Smooth Bitter Refreshing Everyday/Home Home party drink With food Night club InternationalTo be seen Family Sophisticated Youthful Availability (Out) Availability (Store) National Price Market share I (48.4%) II(28.6%) Market Share Drinking Beer Occasions Taste 1 4 28 6 3 7 9 5
- 16. Page 16 Mahou Cruzcampo Heineken Estrella San Miguel Carlsberg Coronita Amstel Bud Voll-Damm Expensive ValueWell Known Watery Easy to drink Smooth Bitter Refreshing Everyday/Home Home party drink With food Night club International Family Sophisticated Youthful Availability (Out) Availability (Store) National Price Market share I (44.8%) II(27.8%) Market Share Analysis: Positioning by Management National & Traditional Value 5 6 2 8 6 3 7 9 1
- 17. Page 17 Analysis: Positioning by Regions Mahou Cruzcampo Heineken Estrella San Miguel Carlsberg Coronita Amstel Bud Voll-Damm Expensive Value Well Known Premium Watery Easy to drink Smooth Bitter Refreshing Everyday/Home Home party drink With food Night club InternationalTo be seen Family Sophisticated Youthful Availability (Out)Availability (Store) National Price Market share I (48.4%) II(28.6%) Drinking Beer Occasions Taste 1 5 64 2 3
- 19. Page 19 Heineken Along the Y-axis: Smooth, Youthful, Refreshing, Easy to drink Along 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
- 20. Page 20 CruzCampo Along 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%
- 21. Page 21 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
- 22. Page 22 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%