(5)
(6)
35~39
(7)
(8)
Heineken¡¯s main target
(2)Targeting
3. STP
_SLIDE_19_
Male
Female
20~24
(1)
(2)
25~29
(3)
(4)
30~34
(5)
(6)
35~39
(7)
(8)
Heineken¡¯s new target
Expand the market
Increase the market share
(Market Leader)
(2)Targeting
3. STP
_SLIDE_20_
Product Value =
Benefit
Cost
Benefit
Consumer
Satisfied
Delight
Build loyalty toward Heineken
Value
(3)Positioning
3. STP
_SLIDE_21_
? E.H.R (Enjoy Heineken Responsibly) campaign
- In Shinchon, Dae-hak Street
- favorable image
(3)Positioning
3. STP
_SLIDE_22_
price
Image
(frequency)
»çÄÉ
¾çÁÖ, ¿ÍÀÎ
ĬÅ×ÀÏ
¾Æ»çÈ÷
±â³×½º, ÇÏÀ̳×ÄË
¼ÒÁÖ, ÀϹݸÆÁÖ, µ¿µ¿ÁÖ, ¸·°É¸®
ÇÏÀ̳×ÄË
(3)Positioning
3. STP
_SLIDE_23_
4. 4Ps
(1) Product
(2) Price
(3) Place
(4) Promotion
_SLIDE_24_
4. 4Ps
(1)Product
Unique design - Green color.
But, this design is not appropriate for female.
Heineken should change their des