S/M/111. Heineken USA Marketing Plan

Since its introduction in 1933, Heineken USA has had a constant growth with its Heineken brand in the United States and represents the No.1 importer of light beer with its Amstel brand. Although the company has experienced several sluggish growth rates during the recent years, its premium brands, Heineken and Amstel, have achieved a push in sales up to five per cent and two per cent respectively in 2004. Consumer trends show that desires have moved to light beer on the market in general. Moreover, consumers tend to appreciate premium prices for their favourite beer brands as this is supposed to indicate a higher product quality. Secondary, the company aims at the rapidly growing Hispanic American population and has recently signed an agreement with the leading beverage company in Latin America. This move makes Heineken USA the exclusive marketer, importer and seller of several Latin beer brands which even gain a broader popularity among the wider beer drinking population. Given the current situation, it can be recommended that Heineken introduces another series of light beers in the premium price segment market, as well as it should be focusing on an extensive marketing campaign which aims at the distinctive target groups, such as the light beer drinking consumer base and increasing parts of the population. Besides investments in partnerships, sponsoring and entertainment, the company efforts should also include a focus on innovative packaging design to further strengthen the company's USP. This move ensures a greater differentiation from the competition and generates a tighter consumer loyalty, if rightly implemented. Furthermore, Heineken USA should concentrate on effective distribution channels throughout binding exclusive agreements with distribution partners, such as convenience and gasoline sites whilst simultaneously extending the wholesaler base. This action can improve the entire distribution system as distributors will be 100% committed to company brands. This marketing plan provides a better understanding for the main need of introducing new brands as well as the need for a greater distinctive approach in the company's overall marketing activities for the U.S. beer market, including PR investments and distribution partnerships.