Heineken Portugal

: an international brand adding value in a mature market

Abstract

This paper studies the case of Heineken, an internationally renowned beer brand, present in the Portuguese market but with little recognition or weight in the total market sales. In 2008, Heineken International, through its direct control of a Portuguese brewery, decides to lay out a plan to increase sales and profitability in a saturated and very competitive market, largely dominated by two national brands.The current environment of the international and national beer markets is laid out, with special attention given to Heineken. A description of the case at hand depicts Heineken’s starting point, marketing efforts and achieved results.The case study is followed by a literature review, which displays the literature the author considered relevant to the case, with clear links to specific points in the case study. This chapter is divided between the topics of brand intangibles and brand marketing.The paper concludes with a teaching notes section where the knowledge obtained above is discussed and the author attempts to pose challenges wishing to discuss the case study in depth.

Date of Award	2011
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Nascimento (Supervisor)