Performance Heineken as a premium lager beer brand costs slightly more than local leading brand Tiger. It prides itself on tradition with its long history in Netherlands before its widespread acceptance in the world. From up to 15 different versions throughout the world previously, Heineken has downed it to only 5 different designs across all borders, stressing on uniformity to strengthen its global image. While Heineken lets on its ingredients used and manufacturing process, no clear message has been passed specifically on the taste of its beer. It comes in various forms such as the aluminum can version, the glass bottle version and the mini keg version. The different versions come with mixed reviews with regards to the quality and taste of the beer. These inconsistencies may cause disappointment amongst consumers, which may be a cause for concern in the future. This disparity with packaging and product hints that Heineken’s success is built largely on its iconic brand name rather than the actual taste of its beer. In this increasingly competitive environment, a strong branding and image may not be enough for Heineken to compete in the future.
Posted on: Fri, 12 Jul 2013 18:24:10 +0000
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