Heineken Rebranding Analysis (Coursework Sample)

Heineken rebranding
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Heineken Rebranding
Heineken is a world-renowned beer producer. The brand’s current problem is that they have lost touch with the consumers, especially the young generation market. The company heavily invests in advertisements through the UEFA champions’ league football. This way, they do not get to popularize their brand to the new market. The young generation market is more hooked to the music industry as compared to football.
Furthermore, the new market prefers beer being sold in quantities of 500ml a bottle. On the contrary, Heineken packs their beer in small quantities of 330ml (Veldhuis, 2020). As such, the company is rebranding and looking to attract the youthful market where they have a potential opportunity to make more profits. They are looking to introduce new beer packaging of 500ml in to quench the thirst of the new drinking generation. For rebranding, they deserve amplification especially if they are to reach the young generation market (Marque et al., 2020).
Another weakness that plagues Heineken is its supply chain. It is evident that they only supply to high-end outlets where the beer retails at high prices (Veldhuis, 2020). This way, they lock out new drinkers who may want to purchase the beer but are limited by price. As such, they ought to consider reaching the low-end market and sell at competitive prices for them to rival other beer brands in the market. Heineken seeks to rebrand