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
launched Heineken light beer (3.3% alcohol concentration) in the Asia-Pacific region and listed it first in Taiwan, because they saw that Taiwanese were familiar with Taiwan beer's low concentration of 3.5% alcohol, and speculated that the bitterness sms services of this product was The degree and flavor are based on the original Taiwanese taste and are easily accepted. Heineken also adjusts the packaging according to the difference of the channel, for example, in the stir-fry shops, bars and supermarkets, bottles and cans of different sizes and materials are used to conform to the original usage habits and impressions of Taiwanese.
It can be imagined that the core of the company and the local marketing are two ends of the spectrum, and the exotic and the authentic are also the two ends of the spectrum. How to find a fulcrum on the spectrum is the task of the Heineken marketing team, and it is also the pursuit of almost all multinational commercial brewers. . It's an ongoing process, as the sweet spot shifts at any time as consumer tastes, social class structures, beer's cultural significance, etc. shift. The only way to find a fulcrum is by understanding consumers, interacting with consumers, and constantly testing and improving.