하이네켄

1. Contents
1. Introduction
2. Situational Analysis(SWOT)
3. STP
4. 4P
1. Introduction
1. Introduction
Company
Brand Core Vale

- Client-Oriented Brand
- Social and Emotional
Environment
- Represent Personality
Products
Features

- SIZE 330~355ML
(KEG-5L)
- ALCOHOL 5%
- ORIGIN NETHERLANDS
2. Situational analysis
(1) Strength
(2) Weakness
(3) Opportunity
(4) Threat
2. Situational Analysis
SWOT
Strength
(1) Strength
High degree of brand awareness
87%
2. Situational Analysis
Strength
(1) Strength
Favorable brand image
2. Situational Analysis
Weakness
(2) Weakness
Plain taste

“Heineken has no distinctive taste “

“ I drink Asahi because of its good taste!!
But the Heineken is ……. “

It can be a great weakness to Heineken

2. Situational Analysis
Weakness
(2) Weakness
High price
64%
13%
About of people said

77%
“ Imported beer is EXPENSIVE!!”
....

[pptx/pdf]하이네켄