Brand Comparisons on Carlsberg and Heineken Essay

Carlsberg is the mankind s stern largest brewing group , founded in 1847 , is headquartered in Copenh come alongn, Denmark. Carlsberg is as well as the actroupe s major beer scrapes . Carlsberg is popular in much than 150 countries around the area , to the best smell of every last(predicate)-cause all Carlsberg beer brewing . In time more than 160 years , Carlsberg parties friends to lead one . Whether they come from a sports measure the street Kodate , or clothing coming fashion restaurant , forget share the passion of sports , a toast to share together. Carlsberg is deeply kip down the world of integral(prenominal)-grade beer, the quality was excellent and relaxed, the palate is rich smooth. t place ensemble because in the brewing process, Carlsberg adopted the whole malt reapingion, cooperate with the rural area of origin has the richly quality water, combined with brewing under the virginal European assay. Sports sponsorship in Carlsberg post strategy of ind ispensable status. Carlsberg and football attendant relationship is Carlsberg proud tradition. To make this tradition to carry forward, Carlsberg, more leave continue to sponsor European football championship, begin from 1992 sponsored by England and the worlds most fans like the team Liverpool football club.Dutch atomic number 1 Pierre Heineken beer company was founded by Gerard in 1864. In 1971,Freddy Heineken as Heineken company President. Under his leadership, Heineken company consists of a family enterprise development into one by the family holding joint-stock company group. Heineken beer into other European countries, and go all the focal point across the ocean in North America, Asia, Africa and Latin America. In 2002, odoriferous Aaron DE carvalho throughout the country will succeed to the company President, Heineken company in the global conducted a number of acquisitions. At present, Heineken beer in more than 50 countries and contri hardlyions with more than 110 b eer enterprise pool, the products in more than 170 countries and regional sales. This has 100 years of history of beer breweries has become the most international written report of beer is one of the group.Heineken companys fourth generation successor Heineken Appeared in 2004 Forbes global rankings, $4.6 billion 94th column. Effective integrated securities industrying communicatings is a magic weapon in thefastest-growing segment of the global giant. In 1999, Heineken in global commercializeing on the input costs as senior extravagantly school as the company year 14% of income, about 815 million dollars. The aptly Heineken beer and entertainment, sports organic combine, frequently in various international sports and music festival in appearance. In many large tennis open, concerts and film festival, mass can see Heineken green identification. Heineken and it pure crystal, and vibrant green bed is accompanied by music festival sponsored by time, sports competition in the worl d the pursuit of constitution, the pursuit of fashion life sharing.Without doubt, Carlsberg and Heineken are all typical brands which is worth doing some study. This paper just discussed and analyzed the two brands and gave some proposals for other brands.The Analysis of Carlsberg and HeinekenInformation gathered from research carried out tells us that Carlsberg and Heineken have done an extremely skinny job in the promotion of its product below is a list of the facts learnt.The topical website of CarlsbergMarket segmentationWith the development of economy, high-grade consumer place function, tend to be diversified, many people put the business talks, Private party, emotional communication was moved to western restaurant or bar, this to high-grade beer puts forward more requirements. People need some cultural connotation of different beer. And Heineken beer no matter in cultural connotation, but also is alcohol content, taste, quality, and unconstipated packing are just cater to these need. Heineken this international top brands has seemed as if the bar culture.Target marketEnter chinawares Heineken beer emplacement in high-grade beer market, charge custom group is medium and high income levels and white-collar, it must be a very clear, very targeted. Although Heineken beer target market clear, will sights high income people, but also is not invariable, especially in teenage consumption group training. Heineken beer consciousness to the adolescent generation of beer consumption ability in raising, in order to prevent brand aging, young people market naturally become Heineken main battlefield should tightlipped to younger guests, also cannot distance love to drink beer middle-aged, because the latter is Heineken companys core customer, and the former is the core of future customers.Market localiseWhile entered the Chinese market, Heineken beer is targeting high-end consumption market, so in the short bound to build a wide range of distribution s ystem is intimately impossible, this requires the accurate market positioning. Because a lot of business activities and this kind of target customers a chance to learn about Heineken brand, prompting them to choose Heineken brand products. They not only have the demand of high-grade beer, can also for high quality, high-grade beer pay higher price. So from the south China area in, relatively easy to open the situation, and the south China region has good transport system, which is not easy to transport of beer products is very important.The Current Situation of HeinekenIn China, also avoid the public carlsberg beer market vehement positive competition, will be 18 to 30 years of age crowd again segmentation, with personalized marketing means to meet the young group is more exquisite and needs. Carlsberg will fashionable breath, friends sharing spirit, go Frances new fashion and so on to the different needs of the Chinese consumers. No matter whether the young group market segments of digging, or the super high-end market strategy layout, carlsberg through a successful exclusive products, the realization of the qualitative change of every little makes a mickle.Proposals for the deuce BrandsThe summary of my research analysis is that current promotional methods are good for Carlsberg and Heineken and have been very effective over the past years but I believe that there are some changes which can be made that will improve the profit of the company and increase customer loyalty. Below aremy proposals (1)to ensure that the quality of product, set up the high quality brand image Quality is the life of the brand, consumer demand for the quality of the products is the most basic demand on brand demand, strengthen product quality management, and constantly improve the quality of the products of consumer satisfaction is the premise and buttocks of successful brand. Beer enterprise must further research target market target consumption group on brand quality and tast e to unrael the, and accordingly improve and perfect the quality of beer, set up the high quality of beer brand image. (2) pay attention to product packaging externaliseDue to the characteristics of beer consumption, the product homogeneity is higher, consumer spending more take a fancy to beer character and value, thus packing become beer brand personality and value propaganda means and tools. (3) to do advertisingAs the AD displayed to the full product performance, properties, appearance, packaging, etc., increase the consumer brand cognition, through advertising, can quicken brand communication, promote brand awareness and establish brand image.