How should heineken adapt its marketing and branding

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Reference no: EM133614300

Question 1. What were the key challenges and opportunities faced by Cyril Charzat, the global brand manager for Heineken, in 2009, as he contemplated the future of the Heineken brand?

Question 2. What were the advantages and disadvantages of the "glocal" branding strategy (global brand, local marketing) that Heineken had been employing up to 2009? How did this strategy contribute to the brand's performance?

Question 3. How did the changing economic conditions, consumer preferences, and competitive landscape impact Heineken's growth and market share? What role did globalization and localization play in this context?

Question 4. What were the potential benefits and risks associated with the three branding options Charzat was considering: the local option, the global option, and the glocal option? Which option would you recommend and why?

Question 5. How should Heineken adapt its marketing and branding strategy to address the challenges of responsible drinking and the changing media landscape, particularly the growing importance of the internet in reaching young consumers?

Reference no: EM133614300

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