Heineken premium light

Type :

Term papers

Pages :

10 pages

Format :

.doc

Published date :

01/15/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Introduction.
Heineken Premium Light in the US Market.
1. Marketing plan.
2. Results.
3. Success factors.
What about the launch of the Heineken Premium Light in France?
1. The development of the light product category in France.
2. Marketing plan for the Heineken Premium Light launch on the French market.
Conclusion.

Abstract

Dark, blond or red, there is beer for all tastes. Every year all over the world the beer market generates billions of Euros in turnover. There are six international players who are sharing this market. InBev is the result of the merger of the Belgian brewery "Interbrew" and the Brazilian brewery "AmBev". InBev is today the world's biggest brewer due to the volume of brewed beer. Four world-famous brands of the group are Stella Artois, Beck's, Brahma and Leffe. The group also has a portfolio of more than 200 local brands worldwide. SABMiller is the world's second beer producer resulting from the merger of "South African Breweries" and "Miller Brewing". Moreover, the merger of SABMiller and Molson Coors took place in October, 2007. They are present on the American continent and in the Eastern European countries and the key brands of the SABMiller group are Bavaria, Castle Lager and Carling. heineken is the first European brewer and the world's third brewer. Listed on the Amsterdam Stock Exchange since 1939, heineken employs more than 57 000 persons in 115 breweries (65 countries) and generates EUR 11.8 billion of turnover, which corresponded with almost 111 million hectoliters of beer in 2006.