In a highly competitive market , it’s crucial to for a brand to able to differentiate from it competitors and to reach and keep the expected market position. This needs to be clear for the end customer, in order to stimulate it decision-making without any confusion .
The green and extra cold bottle
Let’s talk about Heineken, a green beer from the Netherlands that has set out to conquer the world. This small green bottle, can, or small keg, which is drunk extra cold, and especially in moments of great joy, aims to be premium, young, and innovative.
It’s the beer of football, it’s the beer for big concerts, it’s the beer for men’s get-togethers, among friends. It’s the beer for sharing.
If there’s one country where brands often find themselves misrepresented in their success, it’s the Democratic Republic of Congo, the country where a used Mercedes is worth more than a new VW
In the DRC, Heineken has encountered fierce competition from brands like Mutzig, Beaufort, 33 Export, and especially Nkoyi (Leopard). But above all, it hasn’t found itself in its preferred segment. Indeed, in the DRC, premium beer means luxury beer, a bit like Stella Artois in europe, but Heineken wanted to be young and popular.
Which was not the case. The worst is thagt , its international association with football was ineffective, especially since the telecom brands were stealing the limelight. In a country where 66% of the population is under 24 years old, there was no reason why Heineken couldn’t achieve its positioning objectives; it had to win the hearts of young people.
Make it green
In order correct the above situation ,the Heineken team launched a couple of activities based on what Heineken do the best in its traditional markets :
• Playing on brand activations in youth circles (nightclubs, lounge bars, etc.),
• Sponsoring festive excursions in the great outdoors,
• Playing on promotions to break this image of expensive beer,
As a results the premium image of the beer was finally linked into consumers minds to the product quality and unique taste of an extra cold Heineken.
The innovative side of Heineken positioning was addressed by some specific activities like the sponsoring of cinema global premiere such as the new James Bond.
The biggest success came from the capitalizing on the Champions League during the big rivality of a Real Madrid-FC Barcelona, and when Kinshasa was included in the non-European tour of the cup with the big ears, the match was over.
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Being different is important , not efficient if nobody is aware of how different you are. This is where it’s even more important to let the target consumer know about the benefits and the best way to do it is not only to touch the rational parts of the people or event the physical part , that can be done by competitors , but touching the heart never fail , and this is what allows to reached the desired positioning