Buy custom HEINEKEN N.V.: GLOBAL BRANDING AND ADVERTISING
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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2130 |
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The U.S. market like many in Europe, for instance, had reached the point of stagnation as a result of its aging population. Sales of domestic beers within the U.S. had fallen 2.1% in 1992. Of the U.S market, only 4% was comprised of imports. Sales of Heineken, the leader in the import market, made up 22...
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Sales of domestic beers within the U.S. had fallen 2.1% in 1992. Of the U.S market, only 4% was comprised of imports. Sales of Heineken, the leader in the import market, made up 22.8% of the segment. As noted in a 1992 industry article, “The Brand’s $11 million advertising budget, hefty for an import, dwarfed all but the smallest domestic beers†(Imports Brew New Success, 1992)...
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General points of the essay
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