Tiêu đề Heineken puts design at centre of strategy.pdf ✅

Heineken Brews Comeback Plans For U.S. Market By Dan Bilefsky ProQuest document link ABSTRACT (ABSTRACT) Corona, with about 29% of the U.S. imported beer market compared with Heineken's 19%, appeals to Hispanic- Americans -- one of the country's fastest-growing segments of beer drinkers. And Grupo Modelo counts U.S. beer giant Anheuser-Busch Cos. as one of its owners, holding a little more than a 50% stake. Anheuser-Busch isn't Corona's U.S. importer, but it has encouraged its wholesalers to increase distribution for the brew. Despite a drop in beer consumption since Sept. 11, 2001, premium brands such as Heineken are still a growth business in the U.S. Mr. van der Minne says Heineken had no immediate plans to raise the U.S. price of Heineken, and he is watching closely to see what U.S. industry leader Anheuser-Busch decides to do next. August Busch IV, the brewer's president, recently hinted that it might raise prices in the fall. Frank Walters, director of research at M. Shanken Communications' Impact Databank Research, notes Corona sold 50% more beer in the U.S. last year than Heineken. In 1990, Heineken sold twice as much beer as Corona, he says. "American beer drinkers in general find Corona more drinkable than Heineken," Mr. Walters says. Even in the number two spot, Heineken remains very profitable. Corona may sell more, but Heineken still squeezes higher profit margins out of its beer because it is typically priced higher. FULL TEXT CAN HEINEKEN, the first foreign beer Americans drank after Prohibition ended, regain its cachet as America's favorite international brew? The No. 1-selling imported beer in the U.S. for most of the past century, Heineken slipped to second place in recent years, overtaken by Grupo Modelo's Corona, the Mexican beer often served garnished with a lime. Heineken NV has been trying for at least three years to catch up, spending on average about $51 million a year on marketing Heineken in the U.S. Its tactics range from Austin Powers movie promotions to a recent ad featuring hip- hop artist Jay-Z, who turns down bottles of expensive champagne in favor of a refrigerator full of Heineken. In contrast, Group Modelo has over the period spent less -- an average of only $35 million annually -- yet still sells more of its Corona. Heineken won't have an easy time unseating Corona, industry analysts say. Beer consumption in the U.S., the world's biggest market, has been stagnant over the past few years, and many brewers have struggled to woo new drinkers. The Heineken brand is well-known on the East Coast of the U.S., but it lags behind other foreign brews in the West. Corona, with about 29% of the U.S. imported beer market compared with Heineken's 19%, appeals to Hispanic- Americans -- one of the country's fastest-growing segments of beer drinkers. And Grupo Modelo counts U.S. beer giant Anheuser-Busch Cos. as one of its owners, holding a little more than a 50% stake. Anheuser-Busch isn't Corona's U.S. importer, but it has encouraged its wholesalers to increase distribution for the brew. PDF GENERATED BY PROQUEST.COM Page 1 of 4
"Heineken has one of the best marketing machines in the industry, but it has been around a long time so it has to work hard to stay relevant with young, hip consumers," said Nicole van Putten, beer analyst at Fortis Bank in Amsterdam. Sales in the U.S. contributed about a quarter of the company's 2002 net income of 795 million euros (about $930.5 million at current rates). Heineken, which brews and bottles its premium beer in the Netherlands, also has been hard hit by the weakness of the U.S. dollar against the euro. The brewer predicts unfavorable currency rates will slash its 2004 net income by up to about 50 million euros. Frans van der Minne, president of Heineken U.S.A., ticks off the ways that Heineken tries to keep the brand relevant. Over the past few years, the company has launched the "keg can," in the shape of a beer keg, to appeal to urban bar-goers in their 20s, a group global brewers prize. And it has expanded its sponsorship of youth-oriented entertainment events, such as Latin-American concerts. Currently, Heineken has a marketing tie-in with "The Matrix Reloaded." It also has a TV commercial written by the Wachowski brothers, who wrote and directed the movie. In the beer spot, when an obnoxious customer smacks a waitress's behind, she throws a tray of Heineken beer in the air, where it remains, suspended; she uses a Matrix- style kick to knock him against the wall. The commercial has been showing in the U.S. and in more than a dozen countries in Europe. In addition, Heineken has produced a Web site devoted to the film, and Matrix posters promoting the brew are plastered at East Coast outlets. The aim, says Mr. van der Minne, is to chop a decade off the average age of the typical Heineken drinker. "Our core consumer used to be in their early 40s. Now we are trying to make the brand attractive to people in their 30s," he says. While Heineken would like to unseat Corona, the company has no intention of mimicking its Mexican rival. Corona is an "easy, fun-in-the sun" kind of brand, while Heineken is a more upscale, sophisticated European brew, he says. Heineken says it is confident the company will achieve its target of 7% U.S. volume growth this year. That may not help it make up ground against Corona, though, which grew at a 7% clip in the U.S. last year, compared with 6% for Heineken, according to M. Shanken Communications, a New York research and publishing company specializing in beer and spirits. Despite a drop in beer consumption since Sept. 11, 2001, premium brands such as Heineken are still a growth business in the U.S. Mr. van der Minne says Heineken had no immediate plans to raise the U.S. price of Heineken, and he is watching closely to see what U.S. industry leader Anheuser-Busch decides to do next. August Busch IV, the brewer's president, recently hinted that it might raise prices in the fall. "We have to be very careful. If the beer industry keeps raising prices, consumers will start drinking cocktails instead of beer," Mr. van der Minne says. Frank Walters, director of research at M. Shanken Communications' Impact Databank Research, notes Corona sold 50% more beer in the U.S. last year than Heineken. In 1990, Heineken sold twice as much beer as Corona, he says. "American beer drinkers in general find Corona more drinkable than Heineken," Mr. Walters says. Even in the number two spot, Heineken remains very profitable. Corona may sell more, but Heineken still squeezes higher profit margins out of its beer because it is typically priced higher. PDF GENERATED BY PROQUEST.COM Page 2 of 4
DETAILS Subject: Competition; Beer; Marketing; Consumers; American dollar; Consumption; Sales; Target markets; Advertising expenditures; Market shares; Market strategy; Breweries Business indexing term: Subject: Marketing Consumers American dollar Consumption Sales Target markets Advertising expenditure s Market shares Market strategy Breweries; Corporation: Anheuser-Busch Cos Inc Heineken NV; Industry: 31212 : Breweries Company / organization: Name: Heineken NV; NAICS: 312120; DUNS: 40-201-0383; Name: Grupo Modelo SA de CV; NAICS: 312120 Classification: 8610: Food processing industry; 7300: Sales &selling; 7200: Advertising; 31212: Breweries Publication title: Wall Street Journal, Eastern edition; New York, N.Y. Pages: B.1 Number of pages: 0 Publication year: 2003 Publication date: May 27, 2003 Publisher: Dow Jones &Company Inc. Place of publication: New York, N.Y. Country of publication: United States, New York, N.Y. Publication subject: Business And Economics--Banking And Finance ISSN: 00999660 Source type: Newspaper Language of publication: English Document type: News ProQuest document ID: 398826451 Document URL: https://www.proquest.com/newspapers/heineken-brews-comeback-plans-u-s- market/docview/398826451/se-2?accountid=13552 Copyright: Copyright Dow Jones &Company Inc May 27, 2003 Full text availability: This publication may be subject to restrictions within certain markets, including corporations, non-profits, government institutions, and public libraries. In those cases records will be visible to users, but not full text. PDF GENERATED BY PROQUEST.COM Page 3 of 4
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