Heineken Non-Alcoholic beer Aušrinė Nenortaitė Arnaud Delacroix Dima Janukovič Charles Ian Alexander Caffery.

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Presentation transcript:

Heineken Non-Alcoholic beer Aušrinė Nenortaitė Arnaud Delacroix Dima Janukovič Charles Ian Alexander Caffery

Brief Non-Alcoholic beer Above average price Supermarkets and pubs/clubs Buy 3 and get 1 for free

Brief Launching of the new product During the summer time Positioning objective – persuative

Advertising Strategy Segmentation: Geographic – city and countryside Demographic – males; 25-40; working Education – high school + Psychographic – responsible; thinkers; cares about health Usage – heavy users; regular and first time users Awareness and intention – aware; informed and interested

Targeting, Objectives and Messaging Targeting type 2 Drivers People who care about health Increasing sales and introduce new product Heineken has new non-alcoholic beer now

Positioning map

Brand 1) Positioning statement A premium non-alcoholic beer brewed with care for beer lovers around the world with a truly authentic, unique taste 2) Mental map 3) Brand Mantras Happy healthy alternative beverage

Thank you for your attention!