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Heineken's Buckler NA Beer
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A 10 page paper discussing marketing possibilities faced by Heineken in aiding the success of their nonalcoholic beer, Buckler. Heineken's overall goal is to be a European company headquartered in Amsterdam, rather than being a Dutch company that does business in Europe. Buckler has been available in France and Spain as well as the Netherlands since its launch, but Heineken has failed either to take advantage of the much larger markets of Germany and Great Britain, and also has failed to identify Buckler with Heineken. The company is well-respected, and it has taken the stance of throwing out Buckler as a stand-alone brand without benefit of identification with Heineken. The paper recommends that Heineken expand Buckler into Europe's two largest markets and give greater promotional freedom to the operating companies that produce and distribute the formulation. Bibliography lists 1 source.
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Pages:
10
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Filename:D0_Heineke2.doc |
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Paper Title:
Heineken's Buckler NA Beer
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