CPP Global Branding & Advertising The Heineken Brewery Senior Managers Case Study

We will devote three days to discussing the above-cited case. The subject company is an internationally recognized alcoholic beverage manufacturer. During these discussions, you must be present and PREPARED to participate in these discussions. I will grade your participation (or lack of it).

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• Come to class on time
• Bring your calculator
• Bring this assigned case (which begins o/a page 93) and your own study and classroom notes.

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For March 23rd, please complete and bring the following with you to class (after submitting through Blackboard:

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• Read the case thoroughly
• Make typewritten and stapled notes on Heineken and its position in various countries and the Product Life Cycle, with answers to the following questions:
  • Summarize the case in five sentences
  • List and explain Heineken’s strengths and weaknesses, citing case material?
  • List and explain Heineken’s brand values
  • What has been learned from research? How would results of test market help or hinder brand building?
  • How can the Heineken brand be developed through marketing communications?
  • What should be the role of Heineken’s headquarters in shaping the marketing of the brand worldwide?
  • Explain why Heineken is – or is not – a global brand?

Your writeup must be submitted on Blackboard before class on the first day on which we discuss this case.As always, this case could be the subject of our final exam.While I encourage students to discuss these cases, your write-ups must be solely your own.