The main purpose of discussion in this paper will be to perform a macro-environmental analysis, which will include a PESTLE analysis. This paper will also consist of the Industry analysis that will utilize the Porter’s 5 forces, namely, power of suppliers in the market, substitutes for the product, the power of consumers, danger of new entrants and rivalry or competition between several competitors. An analysis of the competing brands of Heineken will be also provided. Moreover, the paper will be inclusive of an observational research carried out at a store named BWS and Dan Murphy’s as well as online. This research work will be presented through a table format where the strategies, strengths and weaknesses of the various competing brands of Heineken, that are non-alcoholic in nature, will be discussed in detail. Discussion will be also done about the indirect competing brands who produce drinks which can be used as an alternative to non-alcoholic beer (Valamanesh & Shin, 2013). In addition to these, market segmentation will be provided in this paper. The four different market segmentation criteria will be discussed based on the market of Australia. This report will also help to classify the customers into four distinctive categories like non-drinkers, healthy lifestyle seekers, drivers and people who like to experiment new products along with definition of each. Again a table will be given that will consist of the four primary criteria and how the categories of consumers vary according to each of the criteria. Apart from the above mentioned topics, the paper will include targeting of customers and positioning of the brand in the market, both illustrated and represented through a diagram. Another table will also be provided that will discuss the value propositions. There will also be a discussion for evaluating the current marketing mix of the chosen product of Heineken. This marketing mix consists of four aspects namely, packaging mix, price mix, place mix and promotion mix. And finally the paper will be concluded by a SWOT analysis of Heineken 0.0 for giving away recommendations. This analysis will be presented through a table format including the strengths, weaknesses, opportunities and threats of the brand and its products.
Market or Consumer Needs
In this context, it can be said there is a lots of opportunity for the brand of Heineken, who are going to expand their business in the market place of Australia. But for that, the need of the consumers towards the product need to be assessed. First of all, ideologies need to be generated according to the utilization of internal as well as external SWOT analyses, along with following the present marketing trends. This will help to take into account the return of investment, affordability and widespread costs of distribution. After that, the idea need to be screened, where the amount of market share which the brand would acquire according to the price of the product along with the amount of benefit that the end consumers would get after consumption of the brand of Heineken. Then, the concept or the idea need to be tested, where the need or want of the consumers would be assessed. After this, a system of metrics need to be built in order to monitor the progress of the new product development process of Heineken in the market place of Australia. Marketability tests or arrangement of private tests groups and launch of beta versions cam also be performed by the management of the organization of Heineken, which will provide valuable information through which last minute improvements can be made by the management of the brand. After all these, the product would be manufactured and marketed in the open market of Australia to sale it to the end consumers of this liquor. Finance would be provided by the finance department. An ISO 1991 certification would also be required. After that, commercialization in the form of providing advertisements of the brand of Heineken would help in brand hitting the name and presence of the brand into the minds of the end consumers. At last, collection of the post launch review of the product along with perfect pricing of the product would need to be done. It can be noted in this context that Heineken 0.0 has decided to sell their 330 ml bottle of beer in the market place of Australia according to the need of the market, which would possess reasonable pricing compared to other non-alcoholic beer that are present in the market place of Australia. It has been found there is a need of an alcohol-free beverage among the people of Australia, mainly the young generation. The various and ever-changing needs would help the organization in planning of the product, which will possess all the qualities to attract the people and satisfy their needs, which would help in capturing the market as well as profit generation for the company (Bekele, 2016).
The word value proposition can be termed as the promise which needs to be delivered along with communicated and acknowledged from a particular product or service (Payne, Frow & Eggert, 2017). In this context, it can be said Heineken 0.0 possess all the qualities that would help to satisfy the requirements of the targeted segment of generation Z and millennials, who prefers healthier drinks due to health conscious of them, but have to possess a similar taste like that of a beer. Non-alcoholic beer which would have lower calories are wanted by the present consumers of the market places in Australia, and Heineken 0.0 need to target this market in order to capture the market share for this brand along with earning profit for the organization. This would allow the end consumers to have healthier non-alcoholic beer as an alternative (Bujor, Rusu & Avasilcai, 2016). This would help the management of this brand to capitalize on the strengths like usage of natural ingredients, having high brand awareness of Heineken and others along with providing power in overcoming the barriers like low product awareness and customer dissatisfaction towards the taste of the product. Heineken have to maximise the opportunities that are available in the markets of Australia, like tapping the non-drinker segment and enhancement of health awareness towards the brand of Heineken 0.0. At last, the threats need to be eliminated, which are competitions from the other non-alcoholic drinks present in Australia. All these would help to provide the competitive edge for Heineken 0.0 against the rival brands and maintain a sustainable competitive advantage over them, as the price of the products would be kept at an average price and lower than the normal Heineken beer, which could be easily accessible by everyone. The new blue label would be used in place of the iconic green label, which would help to identify the new alcohol-free product in the market place of Australia (Sengupta, Bamel & Singh, 2015).
References
Bekele, A. (2016). THE BENEFITS AND KEY CHALLENGES OF USING INTERERNATIONAL FINANCIAL REPORTING STANDARD (IFRS): CASE STUDY OF HEINEKEN BREWERY FACTORY (Doctoral dissertation, St. Mary’s University).
Bujor, A., Rusu, G., & Avasilcai, S. (2016, May). Engaging Customers in Co-Creation of Value in Consumer Goods Industry: A Comparative Analysis. In Managing Innovation and Diversity in Knowledge Society Through Turbulent Time: Proceedings of the MakeLearn and TIIM Joint International Conference 2016 (pp. 621-628). ToKnowPress.
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), 467-489.
Sengupta, A., Bamel, U., & Singh, P. (2015). Value proposition framework: implications for employer branding. Decision, 42(3), 307-323.
Valamanesh, R., & Shin, D. (2013). Tangible ideation: how digital fabrication acts as a catalyst in the early steps of product development. In DS 76: Proceedings of E&PDE 2013, the 15th International Conference on Engineering and Product Design Education, Dublin, Ireland, 05-06.09. 2013 (pp. 635-640).
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