Report Heineken In Thailand Final

Table of Contents

Content Page
1. Executive Summary 3
2. Company Background 4
3. Communication Analysis 5
3.1 Marketing Analysis 5
3.2 Opportunity Analysis 6
3.3 Target Market Analysis 7
3.4 Competitive Analysis 8
4. Corporate Strategies 9
4.1 Corporate Image Strategy 11
4.2 Brand Development and PositionStrategy 12
4.3 Distribution Strategy 13
4.4 Public Relation Strategy 14
5. IMC Management 14
5.1 IMC Objectives 15
5.2 IMC Budget 15
5.3 Agency Selection 16
5.4 Internet Website 17
6. IMC Objective One (Consumer) 18
6.1 Budget 19
6.2 IMC Methodologies 19
6.2.1 Advertising20
6.2.2 Creative Brief 20
6.2.3 Advertising Design 22
6.3 Media Plan 22
6.4 Evaluation 23


7. IMC Objective Two (Business-to-Business) 23
7.1 Budget 24
7.2 IMC Methodologies 25
7.2.1 Business to business Sales Promotion 25
7.2.2 Event program sponsorship and Public Relation 25
7.3 Media Plan26
7.4 Evaluation of business to business 26
8. References 27
9. Appendixes 30



























1. Executive Summery


This integrated marketing communications plan is designed for the Heineken NV in Thailand. This plan will examine the promotion opportunity analysis, corporatestrategies, and IMC objectives including consumer and business-to-business objectives.

In Thailand, the beer market has continually grown every year. Additionally, the value sales in this market tend to be arisen in the future. As a result, the Heineken NV Company confronted with highly competitive beer market with two potential competitors. However, the company has tried to develop itscommunication strategies to achieve its corporate goal.

The main target consumer for the Heineken is all age groups. The company can successfully apply a lifestyle marketing that other competitors have not used. The implementation of the new integrated marketing has attempted to concentrate on Heineken brand as the high quality product and premium beer brand. The company also can enhance its position byusing its strong logistic strategy to distribute its products throughout the country.

In the IMC Plan, the company will focus more on two points. Firstly, the company focuses on maintaining and increasing customers’ perception on its brand by using advertising, public relationship, sponsorship and sales promotion campaigns. The other one is to strengthen relationships with its partners likepub, restaurant as well as distribution stores via point of sale, event sponsorship and sales promotion.









2. Company Background

The Heineken NV Company is known as one of the world’s leading brands of beer and a leading brewer. In addition to producing and selling beer Heineken provides a range of nonalcoholic beverages including many soft drinks. It manufactures its ownproducts through a large and wide-ranging network of 115 breweries in over 65 countries across Western Europe, Central and Eastern Europe, the Americas, Africa and the Middle East, and the Asia Pacific region (Heineken Annual Report 2006). In addition, Heineken sells not only the principal brands, Heineken and Amstel, but also provides more than 170 international premium, regional, local and specialtybeers (Heineken Annual Report 2006).

According to Datamonitor (2006), these products are categorized into three groups: Premium Brand (high-priced segment), mid-priced segment and low-priced segment. Heineken beer is namely known as the premium brand which has the largest sales of any beer brand in Europe while Amstel has the largest selling beer brands in the area of mid-priced market...