"strange" things, and are open to new and exotic things. For Heineken, this was both an opportunity and a challenge, because those who were willing to give Heineken a chance at that time might also be willing to give other brands the opportunity to enter Taiwan at that time. Therefore, if you want to stand firm in the market, you must make people want to try it and make people willing to continue to buy. While most people accept "strangeness", they also hope to have a certain degree of familiarity, rather than being able to accept complete unfamiliarity. This, Heineken also grasped. Since Taiwan lifted its alcohol monopoly,
Taiwan Beer has maintained its No. 1 market share in the beer market, while Heineken has regularly held No. 2, a result based on their successful marketing strategies. Heineken's marketing strategy is divided into three parts: company core, brand development and marketing activities. The core of the company refers to the characteristics of the company's brand sms services and core products; the brand development plays an intermediate role to ensure that the core of the brand can be successfully implemented; the marketing activities are a certain degree of localization, implementation and execution in each region.
Through the above methods, the purpose is "to achieve a consistent image of the brand, while maintaining the marketing creativity of each country, Heineken's marketing strategy has both 'core' and 'local'." Heineken_Drink driving slogan Photo Credit: Heineken To be novel and accepted by the locals? "Pivot" is the key From the perspective of Taiwanese consumers, Heineken's "core" corresponds to "singularity": unique flavors, European brands, and a youthful and energetic image; however, oddly still retains some "authentic" familiarity For example, they