Guerrilla Marketing: Heineken*

            

Details


Case Code : CLMM099
Publication date : 2012
Subject : Marketing Management
Industry : Breweries
Length : 02 Pages

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Short Case Study Price: INR 100;

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This case discusses Guerrilla marketing campaign by The Netherlands-based brewing company Heineken in Italy. Heineken was involved with football in Europe for a long time as a sponsor. In order to further strengthen its association with the sport and reach its target audience, Heineken came up with a Guerrilla marketing campaign during UEFA Champions League.

Issues:

Understand Guerrilla marketing
Learn how Guerrilla marketing campaigns are conducted
Analyze the benefits of Guerilla marketing campaigns

Introduction

The Netherlands-based brewing company Heineken International (Heineken), founded in 1864, owned more than 170 beer brands across the world. These included Heineken, the leading beer brand in Europe, Amstel, Fosters, Birra Moretti, and Murphy’s. For the year ending December 2009, Heineken recorded revenue of € 14,701 million and a net profit of € 1,018 million...

Questions for Discussion:

1. What do you understand by guerrilla marketing? Was Heineken successful in its guerrilla marketing strategy? Why (not)?
2. What are the pros and cons of guerrilla marketing?

Key words:
Heineken, Italy, Guerrilla Marketing, UEFA Champions League, viral campaign





* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.