Group 1 Heineken Tiểu luận tham khảo | Đại học Hoa Sen

BỘ GIÁO DỤC ĐÀO TẠO
TRƯỜNG ĐẠI HỌC HOA SEN FINAL PROJECT
SUBJECT: CUSTOMER BEHAVIOR MK202DE02-0300
Lecturer: Mr.Trương Quang Vinh Class: 1274 Group: Group 1
TP.Hồ Chí Minh, Tháng 6 năm 2023 ID FULL NAME CONTRIBUTION 22106816 Lê Tịnh Bình (Leader) 100% 22107039 Hồ Văn Cường 100% 22116818 Nguyễn Minh Hiếu 100% 22109066 Phạm Tuyết Linh 100% 22100277 Nguyễn Ngọc Thảo 100% PREFACE
We would like to express our heartfelt gratitude to all the individuals who have
contributed to the successful completion of this project. Firstly, we extend our sincere
thanks to Mr. Truong Quang Vinh, our esteemed lecturer of Customer Behavior, for his
unwavering dedication and guidance throughout the project.
We would also like to acknowledge the authors and the team for their valuable insights
and knowledge on the topic, which served as a foundation for our research and
allowed us to enhance our understanding. Their contributions were instrumental in
shaping the direction and scope of our work.
Despite the time constraints and our team members' limited experience, we
acknowledge that this report may contain errors or areas for improvement.
Nevertheless, we appreciate the collaborative efforts and commitment of all team
members in producing their best work and providing mutual support throughout the
project. It has been a pleasure working together and witnessing the synergy within our group.
We are genuinely grateful for the opportunity to collaborate on this project and extend
our heartfelt thanks to everyone involved. 3 TABLE OF FIGURE
Figure 1. Heineken's Color Palette.................................................................................5
Figure 2. Heineken's Logo Company.............................................................................5
Figure 4. Other branches of Heineken...........................................................................8
Figure 5. Community activities of Heineken.................................................................8
Figure 6. Heineken Non-alcoholic beer.........................................................................9
Figure 7. Beer consumption rank (Visualizing Which Countries Drink the Most Beer
(visualcapitalist.com) ).................................................................................................13
Figure 8. Banner for the new product..........................................................................21
Figure 9. The Steiger Ralder costs nearly 33.000đ/ per 500ml in can..........................22
Figure 10 rapper Andree Right Hand...........................................................................24 4 TABLE OF CHART
Chart 1 Gender Ratio...................................................................................................14
Chart 2 Age Demographics..........................................................................................14
Chart 3 Income............................................................................................................15
Chart 4 Alcohol Using Beverage.................................................................................15
Chart 5 Alcohol Beverage Preference Categories........................................................16
Chart 6 Popular Beer Occasions..................................................................................16
Chart 7 Beer Consumption Time.................................................................................17
Chart 8 Popular Beer Purchasing Locations................................................................17
Chart 9 Perceptions on Beer Pricing............................................................................18
Chart 10 Beer Selection Criteria..................................................................................19
Chart 11 Popular Beer Brands......................................................................................19
Chart 12 Preference for Non-Alcoholic Beer...............................................................20
Chart 13 Perception of Non-Alcoholic Beer Brands....................................................20 5 CONTENTS
PREFACE...................................................................................................................... 1
TABLE OF FIGURE.....................................................................................................2
TABLE OF CHART......................................................................................................3 1.
Company Introduction...........................................................................................5
1.1. Branding...........................................................................................................5
1.2. Logo................................................................................................................. 5
1.3. Contact.............................................................................................................6 2.
Discover The Knowledge of Customers Behavior.................................................6
2.1. The development of marketing strategies.........................................................6 2.1.1.
Marketing Communication.....................................................................6 2.1.2.
Segmentation..........................................................................................6 2.1.3.
Targeting.................................................................................................6 2.1.4.
Differentiation........................................................................................7
2.2. Identify needs, wants, demand of consumers, and product features.................7 3.
Understanding Consumer Behavior and Developing Effective Marketing
Solutions........................................................................................................................9
3.1. Understanding Consumer Behavior..................................................................9
3.2. Developing Effective Marketing Solutions.....................................................11 4.
Conducting Marketing Research..........................................................................12
4.1. Target of research...........................................................................................13
4.2. Research method............................................................................................13
4.3. Analyze result of research..............................................................................14 4.3.1.
About surveys.......................................................................................14 4.3.2.
About interviewing...............................................................................21 5.
Marketing Mix (4P).............................................................................................21
5.1. Product...........................................................................................................21
5.2. Price...............................................................................................................22
5.3. Place...............................................................................................................23
5.4. Promotion.......................................................................................................23
REFERENCES............................................................................................................25 6 7 1. Company Introduction 1.1. Branding
Figure 1. Heineken's Color Palette
Color Palette: Heineken's primary color is green, specifically a shade known as
"Heineken green." This color is used consistently across their branding materials,
including packaging, advertising, and signage. Red is also used as an accent color,
primarily for the star in the logo.
Figure 2. Heineken's Logo Company
Typography: Heineken employs a bold, sans-serif typeface for its logo and other
brand elements. The use of capital letters in the logo gives it a strong and distinctive appearance. 1.2. Logo
In the course of developing the brand for more than 150 years, Heineken has
changed the logo design many times to better suit the era and the image of the brand.
The Heineken logo consists of a red star with a white border and the word
"Heineken" in green letters. The star is often referred to as the "Heineken Red
Star" and is one of the most recognizable icons in the beer industry.
The red star itself has a deeper meaning, 5-pointed red star - Heineken's new logo
image has become a legendary symbol of the brand since its launch. With each
star symbolizing an ingredient that creates a premium quality beer: barley, hops,
purified water, unique A yeast and excellent brewing secret.
Heineken has also stated that the red star symbolizes "quality and excellence."
The 3 letters "E" in the phrase have been stylized to create an effect like a smiley
face, which can be seen as a mark of success. Overall, the Heineken logo has
become a symbol of the brand's heritage, quality, and success in the global beer market. 8 1.3. Contact - Address :
+ 360 Hamilton Ave Ste 1103 White Plains, NY, 10601-1882 United States
+ In Vietnam, Heineken headquarter on 18 & 19 Floors, Vietcombank Tower,
No.5, Me Linh Square, Ben Nghe ward, District 1 Ho Chi Minh City.
- Email : contactvn@heineken.com - Hotline : 19001845 - Website: www.heineken.com
2. Discover The Knowledge of Customers Behavior 2.1.
The development of marketing strategies
Understanding consumer behavior is crucial in developing marketing strategies for
Heineken beer, encompassing marketing communication, segmentation, targeting,
differentiation, and positioning. Here are the key aspects related to consumer behavior and marketing strategies: 2.1.1. Marketing Communication
To motivate and attract customer interest, effective marketing communication is
essential. Heineken can utilize channels such as television and radio advertising, social
media, and promotional events to build strong brand awareness and enhance customer engagement. 2.1.2. Segmentation
Understanding the target customer groups and tailoring marketing strategies is
vital. By segmenting the market, Heineken ensures that marketing efforts are focused
on customers with similar needs, preferences, and characteristics.
Example: “Open Your World” focuses on exploring and encouraging consumers to
embrace open-mindedness, discover new things, and connect with people from
different cultures and countries. Heineken believes that beer can be a bridge, providing
exciting experiences and helping people explore the world around them. This
campaign brings people with different perspectives closer together, allowing them to
comfortably share their stories over a bottle of Heineken. In this advertisement, all
beer drinkers are portrayed as mature individuals, regardless of their wealth or social
status. This clearly indicates the customer segment that Heineken is targeting. 2.1.3. Targeting
After segmentation, Heineken needs to define specific objectives for each segment.
This requires a deep understanding of customers' needs, desires, and values within
each group. Heineken can create marketing campaigns that aim to meet and exceed
customer expectations, providing exciting experiences and ensuring product quality
and reliability. In addition to their regular beer products, Heineken has also introduced
non-alcoholic beer options with the #NowYouCan campaign. Heineken® 0.0 brings
consumers a fresh and innovative choice for all moments throughout the day, including
those times when they traditionally couldn't enjoy beer. 9 2.1.4. Differentiation
To create distinctiveness and competitiveness in the beer market, Heineken needs
to establish unique elements and core values that customers cannot find in other
products. Like reminding consumers about safe beer consumption through the “Know the Signs” campaign.
It is a marketing campaign designed to raise awareness about safe and responsible
beer consumption. In the Heineken advertisement, they aim to convey to consumers
the warning signs when drinking beer, for example, with a line: “A few drinks, a few
laughs until someone has that one too many and unleashes a monster within.”
Consumers will see typical signs of excessive beer consumption, such as nodding off,
groping, showing off, fighting, or crying. Through this campaign, Heineken has
emphasized the difference compared to beer brands that only focus on creating beer
without instructing their customers on safe product usage. This campaign has helped
Heineken build trust and safety with consumers, and customers will prioritize purchasing Heineken products. 2.2.
Identify needs, wants, demand of consumers, and product features
Understanding the underlying motives and preferences that influence consumers'
purchase decisions is necessary to analyze the needs and wants of Heineken product
users. When examining consumer needs and wants, keep the following important factors in mind:
Refreshment and Taste: Many consumers seek a refreshing and enjoyable
drinking experience. Heineken's consumers may have a need for a crisp, well-
balanced, and distinct taste that satisfies their desire for a refreshing beer.
Social Enjoyment: Heineken’s customers could also desire a beer that improves
their social interactions. They might look for a brand that is connected to
enjoyment, sociability, and celebration so they can interact and share
experiences with friends and peers.
Quality and Craftsmanship: Customers frequently demand high-quality
products, thus they might value Heineken's reputation for quality and brewing
know-how. They could choose a high-end brew with a long history of dependable quality.
Brand Image and Status: Due to Heineken's positive brand image and status,
some customers may be enticed to the beer. They could desire to be linked to an
internationally renowned brand that stands for elegance, cosmopolitanism, and
a sense of being a part of an exclusive club.
Range and innovation: Consumer preferences can vary, and some people would
desire to try new things and experience a range of things. Customers of
Heineken may value a variety of options available inside the brand, such as
various designs, limited editions, or partnerships, to satisfy their changing tastes and preferences. 10