Research On Marketing Strategy Of Heineken In China

With rapid development of China's economy,the competition in beer industry has been increasingly intensified and the industry concentration has become higher and higher.A strategic pattern emerged in which Snow and Qingdao took the lead in the middle and low end and Budweiser took the absolute leading position in the high end.Meanwhile,with consumption upgrade brought by national income growth,beer consumers care more about brand and value.As a foreign premium brand,developing suitable marketing strategy has become one of the keys to success for Heineken.At present,there're some problems about Heineken China marketing strategy,including: lack of innovation in SKU,price system chaos,too long distribution channels,multifarious way of promotion etc.These factors affect its development speed in China.This thesis analyzes the challenges and opportunities from the environment,competitors,consumers and other perspectives by in field market and comparative research.Based on above,following strategies are proposed to strive for market share in high-end,according to the current market situation.Firstly,for product mix,supplements existing portfolio by importing more premiums to create a new perspective of "individual" and "interesting",and design products for the market void;Secondly,as value chain,it will gradually increase its share in dealers and thereby share in the high-end beer market by clearly defining channel strategy,optimizing route to market,and simplifying the pricing model of cost + profit;Thirdly,for dealer,it should reorder the profit chain,flatten the route and then scale up,and upgrade terminal services;Lastly,as promotion,it should abandon disorder and unfocused then achieve "Bigger-Fewer-Better" goal.By researching this,one side,problems in the marketing strategy can be found,and suggestions for internal improvement can be put forward to enhance the core competitiveness of Heineken.For another,sales growth can be achieved and market share of high-end beer increased via continuous improvement of marketing strategies.