MOTIVATING AND LEADING

Motivating and Leading

Motivating and Leading

Abstract

For Heineken, the main product is beer. Since Heineken has a large variety of brands, there are only four beers sold are marked as Heineken. Heineken wants to position itself as a premium brand, so it is very important for them to communicate a positive brand image and they put great emphasis on the packaging of their products. Heineken promotion can be described as "thinking globally, act local." This means that they have a global campaign, but they adapt them to local cultural differences.

Product The main product is the Heineken beer. Heineken serves four different beers: Heineken Pilsener: regular beer Heineken, which is the same as the original Heineken beer began. Its slightly bitter taste, fresh, fruity aroma, bright color and exceptional clarity are obtained using only pure water, hops and barley malt. He has 5% alcohol(Gellerman 2000). Heineken Premium Light: This light beer is brewed primarily for the U.S. market. It was introduced in 2005 and has fewer calories, fewer carbohydrates and less alcohol (3.3%) than Heineken Pilsner.

Physical: Styling and packaging Styling and packaging is very important for Heineken. In its annual 2007 report they state: "Packaging is a key element in the marketing of Heineken and innovation strategy. New types of package to create new points of consumption, to build excitement around our brand, increase profitability and large volumes." (Thomas 2002).Psychological Attributes when it comes to alcohol, the psychological aspect is very important, since alcohol can have both, good or bad for the person's lifestyle. Heineken is aware of this and states in its annual report: As a brewer, we are aware of the risks associated with alcohol, especially when consumed irresponsibly. Positioning Heineken is the position as a premium brand, except for its domestic market in the ...