Target of Heineken

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TARGETING Heineken Company has a differentiated marketing strategy with many kinds of product in order to bring more choices for their customers. Besides that, this strategy can help Heineken maintain their brand as the world’s fourth largest brewer and meet the demands of their resellers and users. With the advanced technology and modern machines, Heineken also selects carefully pure and clean ingredients to produce four main kinds of beer (Heineken nd). Heineken Pilsener, Heineken Light are very popular in Viet Nam market. Beers is made to be suited to each product with the different volume of alcohol for the demands of every customers. • First of all, the original product is Heineken Pilsener or simply Heineken in 1873. This beer is made of purest water, malted balley, hops and yeast with 5% ancohol by volume (Heineken nd). The principal target marketing that Heineken Company aims to sell this product is males from the ages of 18 or 22 (depending on a country’s legal minimum drinking age) to 35. Heineken choose that age for their targer market is that these people are the major factor of beer consumption in Viet Nam. The more reasons are these people are mostly men, they often have friend relationships or business diplomacies so they have to use beers for their meeting or party. • As nowadays, Heineken drinkers are not only men, they are also the woman population or aldult. Therefore, in 2005, Heineken Premium Light was created in order to supply to these groups of customers. With the same ingredients, they used fewer calories, fewer carbohydrates and less 1.8% alcohol than the first one. Because of woman and minors, they must choose kind of light beer that cannot affect to their health and keep them sober after they drink. Besides, Scientists also advises that pregnant women can drink light beer and it could be easily used for their cooking

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