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Marketing Communication-Lindt

Extracts from this document...

Introduction

Table of content 1. Introduction...........................................................................1 1.1 Background of Heineken.........................................................1 1.1.1 Heineken brief........................................................................1 1.1.2 Heineken in Taiwan market........................................................2 1.1.3 Heineken's marketing strategy....................................................2 2. Heineken's marketing campaign- Walk in Fridge.............3 3. Attitude form and change....................................................4 3.1 Integrate marketing campaign.................................................4 3.2 The humorous appeal in Heineken's advertisements.................4 3.3 Attitude form and change........................................................5 3.4 Elaboration likelihood model (ELM) of persuasion...................5 4. Reference groups..................................................................7 4.1 Integrate marketing campaign.................................................7 4.1.1 The goal of this web activity........................................................8 4.2 Reference groups...........................................................................................8 4.2.1 Virtual communities..................................................................8 4.2.2 Brand communities and tribes.....................................................8 4.3 Viral marketing......................................................................9 4.4 The application of reference groups on Heineken.....................9 5. Consumer self identity.......................................................11 5.1 Integrate marketing campaign................................................11 5.1.1 The goal of this web activity.........................................................12 5.2 Personality of young generation.............................................12 5.3 Consumer Identity for Heineken and applications...................13 5.4 Heineken's another purpose in this event................................13 6. Recommendation................................................................14 7. Conclusion...........................................................................15 8. Reference.............................................................................16 1. Introduction The objective of this report is to critically discuss the influences of three consumer behavior aspects on Heineken's marketing activities. Although there are more than three aspects can effect Heineken's marketing activities, this report mainly focuses on three comparably important and relative parts- Attitude, Reference Groups and Consumer Identity to make analysis. 1.1 Background of Heineken 1.1.1 Heineken brief The story of Heineken started in 1864 when Gerard Adriaan Heineken purchased the brewery in Amsterdam. Over 145 years, four generations of Heineken family strengthen its brand to all over the world. Nowadays, Heineken is one of the leading brands of beer market in the globe. Heineken aims to be a leading beer brewer every single market and strives to maintain its best brand portfolio. Its' headquarter is in Amsterdam, the Netherlands, and its markets are all around the world in Europe, the America, Asia Pacific, Middle East and Africa. According to the annual report issued in 2008 by Heineken Company, it employed about 56,208 people worldwide to work for it. Also, its' revenue reach (EUR Mn) 14,319 in the end of December, 2008. ...read more.

Middle

In addition, according to Solomon (2006), there are three ways that reference groups influence consumers. Heineken belongs to 'value-expressive influence' form (See Table 1). It builds identical brand personality to influence consumers by expressing the sense of value. Consumers will expect to be one of the members in the Heineken's social group. The individual feels that the purchase or use of Heineken will enhance the image others have of him or her. The individual feels that those who purchase or use Heineken brand possess the characteristics that he or she would like to have. The individual feels that the people who purchase Heineken are admired or respected by others. Table 1: Value-expressive influence form of reference group (Park, 1997) 4.2.1 Virtual communities With the progressing of Internet, consumers have many chances to get information though different channels. A virtual community is a group of people who share their enthusiasm and knowledge in specific consumption activities (Solomon, et al, 2006). Heineken's consumers, no matter the current ones or potential ones, have accessed to the Heineken websites to share opinions and ideas even they don't know each others at all. These groups can grow up and embrace their interests on Heineken together. 4.2.2 Brand communities and tribes Brand communities and tribes are a collection of consumers they share social relationships based on usage or interest in one product (Solomon, et al 2006). They have certain loyalty and familiarity for this specific brand. Researchers find that consumers who join these relative brand events have positive feeling about the products and as a result enhance the loyalty of brand (McAlexander, 2002). Hence, to aggregate these consumers and make them emotional involved in company's activities, Heineken does many efforts on brand interaction management through events. 4.3 Viral marketing Viral marketing is a strategy of getting consumers to promote a product on behalf of the company that creates it (Solomon, et al 2006). It is a sort of communicating method which is like virus, can express rapidly without any awareness. ...read more.

Conclusion

states, Heineken is a brand that marketers intend consumers to be branded for life. Thus, as long as Heineken keeps working hard on consumers' reflections and maintains the innovation factors of brand image, it can be predicted that Heineken will have a good prospects in the nearly future. 8. Reference ANTONIDES, G., and W. F. van RAAIJ. 1998. Consumer Behavior- A European Perspective. West Sussex: John Wiley & Sons Ltd. BULIK, B. 2009. What your taste in brew says about you. Advertising Age, 2 November, Vol. 80 Issue 37, p12-12 CORNELISSEN, J. 2008. Corporate Communication: A guide to theory and practice. London: Saga Publications. FOXALL, G.R., R.E. GOLDSMITH, and S. BROWN. 1998. Consumer Psychology for Marketing 2nd edition. London: International Thomson Business Press HARTE, J. 1996. Management crisis & business revolution. New Brunswick, N.J.: Transaction Publishers. Heineken International. 2005. Company& strategy [Online]. [Accessed 13th December 2009]. Available from <http://www.heinekeninternational.com/companystrategy.aspx> Heineken Taiwan website. 2009. [Online]. [Accessed 13th December 2009]. Available from <http://www.heineken.com.tw/> Heineken UK website. 2009. Responsibilities [Online]. [Accessed 13th December 2009]. Available from <http://www.heineken.co.uk/responsibilities.php> Heineken website: Eslite. 2009. [Online] [Accessed 14th December 2009]. Available from <http://eslite.heineken.com.tw/> Heineken website: Walk-In-Fridge. 2009. [Online] [Accessed 14th December 2009]. Available from <http://walkinfridge.heineken.com.tw/> HUANG, J. 2005. Bottoms up. Taiwan Review [online]. [Accessed 14th December 2009]. Available from: <http://taiwanreview.nat.gov.tw/ct.asp?xitem=1052&ctnode=1348&mp=1> Insightxploroer Limited. 2006. [Online]. [Accessed 14th December 2009]. Available from: <http://www.insightxplorer.com/news/news_04_25_06.html> Isurvey. 2001. [Online]. [Accessed 14th December 2009]. Available from: <http://www.isurvey.com.tw/cgi-bin/big5/file/pu50?&q1=v2&q22=4807&q7=20&q8=20091212-129.11.12.1598:48&q9=100&q2=1&q33=%ABC%A4%D6%A6~&q34=&q35=&q36=&q37=&q99=> MCALEXANDER, J.H., J.W. SCHOUTEN, and H.F. KOENIG. 2002. Building brand community. Journal of Marketing 66 (January 2002): 38-54. MITCHELL, A.A. 1986. The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. Journal of Consumer Research 13 (June 1986): 21. Reprinted by permission of The University of Chicago Press. MOWEN, J.C. 1987. Consumer Behavior 2nd edition. USA: Macmillan Publishing Company PARK, C.W., and V.P. Lessig. 1977. Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research 4 (September 1977): 102-10. SOLOMON, M., G. BAMOSSY, S. ASKEGAARD, and M.K. HOGG. 2006. Consumer Behaviour - A European Perspective 3rd edition. Essex England: FT Prentice Hall ?? ?? ?? ?? 4 ...read more.

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