Positioning of Heineken Via Sport Sponsoring in the German Beer Market

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GRIN Verlag, Apr 30, 2008 - 76 pages
Scientific Study from the year 2004 in the subject Sport - Sport Economics, Sport Management, grade: High Distinction, University of Technology, Sydney (School of Leisure, Sport and Tourism), course: Sports Marketing, 28 entries in the bibliography, language: English, abstract: Beer and sports are undisputably two of the most vividly discussed topics in international business. Determining a possible market entry strategy for one of the world's leading breweries in the internationally neglected and extremely fragmented German beer market is therefore an interesting and challenging task. The positioning, connecting and advertising of the Heineken brand through sponsorship agreements seems to be a promising form of addressing the market. In the first part of this project the peculiarities of the German beer market and the Dutch company Heineken are presented. Secondly, the main characteristics of Heineken's market approach, its core strategy, the main target group and positioning are analysed. The central part of this paper discusses a market entry via sport sponsoring as well as potential 'Bundesliga-partners'. Apart from advantages and disadvantages of sport sponsoring, possible synergy effects and ways of how to effectively run a sponsorship campaign are highlighted. Findings of this paper are partly based on an online survey, which tried to gain a better understanding of young Germans ́ perception about beer in general and Heineken in particular. The survey was run on the internet for five weeks and provided some valuable information on how to effectively position Heineken in Germany. The paper concludes with findings and recommendations about the most promising positioning strategies to be applied to successfully enter the German beer market. In 1864, the largest brewery on the Dutch market "The Haystack" was purchased by Gerard Adriaan Heineken, who dedicated his life to provide the best beer quality on the market. Nine years later Heineken's Bierbrouwerij Maatsc
 

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Contents

OBJECTIVES OF THE PROJECT 3 2 HEINEKEN QUALITY THE KEY TO SUCCESS
4
OVERVIEW OF THE GERMAN BEER MARKET 6 4 HEINEKENS CHARACTERISTICS
8
MARKET APPROACH THROUGH SPORTS
11
RESUMÉ
23
RESEARCH PROJECT
26
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