HEINEKEN: When The City is Quiet, Heineken Reaches for The Stars

I. Situation Analysis

Company Profile

Heineken is a Dutch beer brand that has mass recognition circulating around the globe. It is amongst the most well-known beer brands in the world. Its history takes us back a few centuries, as it was founded in 1873, by Gerard Adriaan Heineken. The heritage of the brand gives it the authenticity that has made them so successful. They started as a family-owned brewery located in Amsterdam, and now they encompass the heritage of more than 300 brands worldwide (The Heineken Company, 2021). It has been 140 years since the establishment of the brand. Heineken, now, serves 25 million beverages to 192 countries (The Heineken Company, 2021). The brand name within international markets is huge; yet the brand themselves have never forgotten where they came from. Their main goal is to maintain this exquisite quality that everyone has grown to love and prefer.

Mission

Their brand image is very strong, and they embody a very strong sense of collaboration and passion for what they do. The mission of the company is “we delight consumers, day in and day out, with perfect cider and beer brand experiences,” (Heineken Company Culture, 2019). This portrays how important the experience of the consumer is, as well as the maintenance of their relationship with them.

Vision and Values

The company values are “passion for quality, enjoyment of life, respect for people and for the planet,” (The Heineken Company, 2021). Heineken has mass productions, yet they preserve feelings and sentiments in the beverages they sell. They have also done a respectable amount of environmentally sustainable work, which is a very crucial element of a company nowadays, to sensitize their audience in regards of preservation. Their vision also embraces these very statements, as they advocate for responsible consumption, whilst collaborating with their colleagues and customers to grow together as a team (The Heineken Company, 2021).

Objectives

The objectives of a company practically outline the goals that they want to successfully overcome, which gives them something to work towards. Heineken recently created a program in collaboration with stakeholders, which is called EverGreen. The objectives around which they function seem to be straight forward and they are such: superior growth, accelerated investments and sharper resource allocation, as well as consecutive productivity improvements (The Heineken Company, 2021). Since the company has been around for many years, they are bound to be faced with many challenging obstacles. Most recently, the outbreak of COVID-19 was a crisis everyone in the world had to deal with one way or another, subsequently inspiring them to create this program in order to face the challenges.

Target Audience

Generally speaking, beer has a tendency to target male consumers, as the connection between the beverage and the male population has been drawn over the years of advertising. However, this certainly does not mean that women do not enjoy beer. The demographics include people over the age of 18 since that is the legal drinking age in Greece and go up to 35-year-olds. Millennials have a very adventurous approach to life, whilst enjoying their leisure time. They are also confident and want to constantly outdo themselves, hence why they are willing to be more experimental with their eating habits as well. They care for the environment, which is something Heineken agrees on. Beer is a binding agent of socializing; it is a beverage that connotes a vibrant social life and an appreciation towards fun moments with friends.

Organizational Stakeholders

Stakeholders play a vital role within a company environment. “At its broadest and most ambitious the stakeholder concept represents a redefinition of all organizations: how they should be conceptualized and what they should be,” (Friedman & Miles, 2006). Generally speaking, stakeholders keep the company on the right track, because their main priority is the interest of it whether that is financial or other. Heineken proceeds on explaining that they engage with their stakeholders in three ways which are research on reputation, expert meetings and ongoing dialogues with them in order to strengthen the communication (The Heineken Company, 2021).

INTERNAL STAKEHOLDERS

- Employees

- Employee Representatives

EXTERNAL STAKEHOLDERS

- Governments

- Suppliers

- NGOs

- Investors

- Consumers

Government stakeholders are an important component, because they help determine investments and such. Additionally, suppliers aid in the company’s journey to uphold a sustainable approach towards their products while using renewable sources and energy productions. Heineken is also collaborating with NGOs. In a partnership with UNIDO, they organize three-day stakeholder engagement workshops in order to collectively develop a vision on the most essential water issues (The Heineken Company, 2021). In addition, employees and employee representatives who work inside of the company are also important, because they assemble leadership teams that strive for a better company future.

Organizational Competition Analysis

Competitors for Heineken include all beers in the Greek market, especially the bigger brands like Heineken themselves. Specifically talking about non-alcoholic beers, the direct competition includes Alfa, Fix, Mythos and Amstel. They are amongst the most popular beer brands in Greece and they are the brands that produce non-alcoholic beers as well.

Benchmarking

Companies need to benchmark their performance in comparison to their competitors, in order to see their results. Heineken faces substantial competition in all markets. Specifically in Greece, the main competitors as mentioned prior, are Alfa, Fix, Mythos and Amstel. They are all lager beers, similar to Heineken.

Every year the brand benchmarks their performance and achievements. After having done that, they share the results online on their website. This exhibits transparency and confidence in themselves, increasing reputation.

The company’s benchmarks and achievements are listed on their website for every year that passes. Most recently, in 2020, they have done a substantial number of things.

a. Carbon Disclosure Project (CDP) Climate Change (The Heineken Company, 2021)

b. Carbon Disclosure Project (CDP) Water (The Heineken Company, 2021)

c. Dow Jones Sustainability Index (The Heineken Company, 2021)

d. MSCI- Rating AA (The Heineken Company, 2021)

e. Sustainalytics (The Heineken Company, 2021)

f. FTSE4Good- ESG rating 4.6/5 (The Heineken Company, 2021)

g. Vigeo (The Heineken Company, 2021)

h. ISS ESG- Rating C+ (The Heineken Company, 2021)

i. EcoVadis- Score 66/100 (The Heineken Company, 2021)

j. Corporate Human Rights Benchmark- Position 3- Score 21.5/26 (The Heineken Company, 2021)

k. Transparency Benchmark- Position 18 (The Heineken Company, 2021)

l. VBDO: Tax Transparency- Position 22 (The Heineken Company, 2021)

m. Transparency International- Position 3 (The Heineken Company, 2021)

Company’s SWOT Analysis

Strengths

Ø Well-known name in the market

Ø Global recognition and presence

Ø Environmentally friendly

Ø Strong marketing

Ø Non-alcoholic beverages too

Weaknesses

Ø Despite global presence, not successful in all markets (Heineken SWOT Analysis, 2020)

Ø Markets in which the brand is strong but have weaker currencies, negatively impact results (Heineken SWOT Analysis, 2020)

Opportunities

Ø Consecutive changes in consumer preferences and trends

Ø Economic growth

Threats

Ø Changes in consumer trends

Ø Alcohol regulations

Ø Very strong competition

Ø Economic and social developments

Opportunity/ Challenge

Similar mostly everything, Heineken sales were massively affected by the COVID-19 outbreak. The markets, in which Heineken withholds a strong presence, influenced the company to a greater extent, considering sales diminished. Specifically in Greece, Heineken as a brand is a very well-known name. The event will aim at increasing the reduced sales, by turning this into an opportunity to reach the consumers.

I. Event Proposal

Introduction

The event that I am planning to organize is two drive-in movie nights that will take place over the course of two weekends. The event will be all about Heineken’s alcohol-free beer. Since everyone will be driving, and beer is a social drink to have with friends, the combination of a movie with the alcohol-free beer is ideal. Additionally, since we must take under consideration the health and safety measures regarding the pandemic of COVID-19, an event at a drive-in ensures that people do not come in close contact with anybody other than their own company with whom they will come. The events will take place in Lycabettus, on the Saturday of both weekends.

Drive-ins had disappeared for many years in Greece. They briefly appeared during the early 80s, but this source of entertainment was something only seen through the movie lens in Hollywood movies for Greek people. With the outbreak of COVID-19, people stopped going to the movies, considering all cinemas failed to open due to restrictions. In May of 2020, it was announced that Athens will be getting the first drive-in cinema after many years (Coveou, 2020). During the summer of 2020, the reintroduced marketing decision was appreciated by the young, but the old as well. Drive-ins opened in OAKA, Glyfada, Haidari and Lykabettus. This gave everyone a chance to revisit the experience of watching a movie outside the comfort of your own home, all the while social distancing.

Type of Event

The event will be two-day drive-in movie night.

Event Theme/ Concept

The concept is to enhance Heineken and its alcohol-free beer through the creation of a social event, in which social distancing will be followed. The main theme of this event encounters the need for social interactions under difficult, and most importantly, unusual circumstances. This is the first time that society has faced the widespread of a virus that could potentially be deadly or cause serious implications. This calls for new actions and approaches to things that once went without saying.

Since we can no longer enjoy a simple drink at a bar or at a party, or even simply go to the movies, the reintroduction of drive-in movie theaters combine the nature of entertainment under the veil of safety measures that enable us to stay safe. Not only are drive-in movie theaters back in the market, but so are drive-in concerts (Staff, 2020). Drive-in events are now globally circulating again, due to social distancing and have successful feedback.

This new form of leisure time grooms the idea of appreciation towards simple yet fulfilling things in life, such as enjoying a Heineken beer in the car with a friend.

The movie that will be screening at the event plays an important role in the theme, because it is all about simplicity and how important it is to cherish the little things. This will be discussed later on.

The theme of the event is called “When The City is Quiet, Heineken Reaches for The Stars.”

Event Objectives

1. To increase Heineken sales after the COVID-19 outbreak

2. To give the product a personality

3. To increase positive attitudes towards the brand

4. To gather the required number of people at the event

5. To create unique content on social media and expand the reach to consumers

Event Budget

The overall budget for this series of drive-in events will cost approximately 50,000€. There are many things that must be taken under consideration, as far as the budget for an event goes. Specifically for this event, the budget will not have sponsored costs since this event is hosted by Heineken. The company is a huge brand name in the market; hence, it does not require any sponsors.

Sponsors

This event is a dedicated Heineken event, and will not have any sponsors because they are paying themselves for it. Heineken is one of the most prodigious beer brands that prevail in international markets. The main goal for using sponsors, other than the financial part, is to increase and strengthen the credibility of the organization. This means that they do not need sponsors when it comes to such an event. It is aimed at generating unique media content and raising favorable attitudes towards the brand within the audience, whilst helping with the diminished sales.

Event Location and Directions

The location of the event is one of the most, if not the most, crucial aspects. “This decision-making process is a vital part, not only of the event-planning process, but also contributes to the delivery and success of the event itself,” (Dowson & Bassett, 2015, p.56). The location of this event will be in the amphitheater on Mount Lycabettus, Athens. Its summit is the highest spot in the whole city, and it is a very famous destination for couples, friends but tourists as well. Nonetheless, the spot is extremely beautiful. This location is perfectly compatible with this event, since it is supposed to enhance the cult Greek movie that will be projected, but the overall tone and atmosphere of the event. The amphitheater has room for 250 cars during each screening, whilst keeping in mind that every car will have the choice to bring 1-2 additional guests with them.

Event Target Audience

The event is aimed to target the age group of 18-30. The bedrock of the event is the enhancing of social events and entertainment during the time of a pandemic. The conventional forms of social outings have been put to a halt within the last year, considering the importance that has been placed on social distancing and staying home. Generation Z, but as well as younger millennials have taken the blow of these ramifications more than anybody, considering the fact that they are the ones who spend most of their time with friends in social situations.

Event Date, Time & Duration

The first drive-in movie night event will take place on Saturday, July 10th, 2021. The second drive-in movie night will take place on Saturday, July 17th, 2021. The time and duration will be identical both weekends. The movie will start at 9pm, but the entrance will open an hour and a half before in order to get the cars settled in the right spots. The movie is 1hour and 25minutes long, and until the cars are all out of the drive-in, the event will end at 11:30pm.

Dynamic Organizational Chart

SWOT Analysis for Event

Strengths

Ø Unique content on social media

Ø Elevated brand image

Ø Direct interaction with consumers

Ø An event that is tailored to consumer preferences

Weakness

Ø Not a big event, so attendee number will be low

Ø Drive-in movie theaters is an unfamiliar project to some since it has not been around for a long time

Ø Tickets through contest so not everyone will be satisfied

Opportunities

Ø Increased reputation of the brand

Ø People will get to see it on social media

Threats

Ø Weather conditions because it’s an outdoors event

Event Stakeholders

INTERNAL STAKEHOLDERS

- The marketing director

- The brand manager (event leader)

- The event agency

- The ad agency

- The media agency

- The team of the drive-in venue

EXTERNAL STAKEHOLDERS

- The influencer used to promote event

- The local media that will cover the event

I. Event Components

Beer Samples

Alcohol-free cans of beer will be given to the people at the entrance of the drive in by promoters. The promoters will give out one can per each person in the car, and of course, will be going around throughout the duration of the film and making sure people get more beer if they ask for it.

Decoration

The drive-in venue will have banners with Heineken’s brand name on them decorating the premises of the place. A stand with the brand name and logo as well, will decorate the entrance and behind which some of the promoters will stand in order to circulate the handing out of the beer.

The banners used for the event:

The banners will be of Heineken’s alcohol-free beer since this is the component in the event. The film tape around the star logo indicates the movie night.

Additionally, a projector will exhibit the Heineken logo on the rocks that surround Mount Lycabettus, which will appear very nicely when the sun goes down and the movie begins.

Lighting

It is important for the venue to be well-lit around the premises since the event will occur after sunset. People need to be able to walk around freely if they need to, for instance if they need to use the restrooms. In addition, when the movie finishes, the exit should be lit so people know how to leave without causing a havoc in the parking lot.

Movie

The movie that will be screened plays an essential role in the theme of the event. It will be Ftina Tsigara, which translates to Cheap Smokes. This movie was written by Renos Charalampidis and it was released in 2000. When it was released, this movie did not encounter the success that has now accommodated it. In fact, it was after the 2008 financial crisis that people began appreciating the rawness of it.

This movie has moved the generation that was actually born at the time of its release. For the past few years, it screens in outdoor cinemas every summer and it is a huge part of the Greek culture amongst generation Z and millennials.

The movie follows a simple storyline that unfolds on a still mid-August night. A modern bohemian man who flirts with a woman he has just met through a call in a phone booth while roaming the streets in the center of Athens (Cheap Smokes IMDb, 2001).

This movie has no action, nor an intricate plotline; it is simple, and makes you realize that comfort is found in the little things. This is the whole point of the event as well; comfort is found in the cold can of beer that you will enjoy with a friend in the car, on a hot summer night.

Tickets

The tickets will be won through the contest that will be held for the event. People will be asked to participate by answering a few brief questions about the brand. Then, they will immediately enter the contest, out of which 250 winners will be picked. Each car (1 ticket) can have up to three people, including the driver. This is mostly done to respect the COVID-19 guidelines as well.

Parking

Since the entire event will be held in a parking lot, the parking is important to be precise so the exact number of cars can fit. Parking assistants will provide proper instructions to each driver and navigate them to the right spot in the parking lot. This will ensure a well-organized layout within the space.

Comfort

Following the parking layout, people must be comfortable and able to walk between the cars if needed. In addition, the event promoters who will be roaming around the space during the movie, should also be able to do so freely.

II. Issues for Consideration

Legal Issues

Legal issues must be taken under consideration when conducting the contest for the drive-in tickets, and before the agency runs it on social media. When it comes to online contests, people are asked to provide personal information (GDPA); therefore, the legal team of the brand must come up with a lit of terms and conditions in order to inform the people of what it is they are signing up for. Once the terms and conditions have been accepted by the participants, it is their responsibility, and legalities are rights.

The legal team must come up with a document of terms and conditions in order to make the contest for the tickets. These terms and conditions have to do with people’s personal data, since they are supposed to give their names and emails/numbers in order for them to be reached if they win.

Form

Terms and Conditions

Please read these Terms and Conditions carefully before participating in the online contest for the Heineken Drive-in Event, operated by Heineken.gr. We believe in user privacy and data protection, as they are basic human rights. We take the protection of data very seriously. Your personal data will be used for the purpose of selecting the winners within the contest. After that, the data will be wiped clean off our datasets, and will not be used in any other way.

Eligibility

1. This competition is open to people who are aged eighteen (18) or older.

2. By entering the contest you agree to the terms that you have legal capacity regarding the disclosure of your personal data that will be given.

This should appear in the beginning of the contest before it begins. If the person accepts it, then it moves to the questions that they should answer to become eligible for the tickets.

When picking the winners for the contest, no legal team needs to intervene.

Financial Issues

Since this is an event which has been discussed between Heineken and the agencies and the budget allocations have been agreed, there is little to no room for things to go wrong with the finances. The brand allocates a specific budget, and the agencies work according to it.

Risk Analysis & Management Assessment

When organizing an event, there are quite a few risk considerations that must be established in order to be prevented. For this specific event, when evaluating the potential risks, we come up with:

· Bad weather conditions (rain, storm, hurricane)

· Cancellation of a contract

· Shortage of beer samples

· Not enough toilets provided

· Car accident in the drive-in amphitheater

In the case of weather conditions, there is not much one can do. If it is impossible to still hold the event, it must get cancelled.

If a car accident occurs in the amphitheater, the people who are involved are responsible and should resolve the issue with their insurance companies. Nonetheless, something as such would definitely cause havoc in the limited space and would impact the event.

As far as the rest, if preparations are done correctly, there should not be an issue.

III. Communication Strategy

“Marketing within events relies heavily on communication whether this be in directly informing potential customers of a product offering, in creating a brand image in the marketplace, or through customer feedback,” (Masterman & Wood, 2006). Communication strategies withhold great importance in the process of event planning and executing.

In this case, social media are the main communication strategy used. The target audience of the event is the thriving generation of social media. More specifically, the social medium that will be utilized is Instagram. The event will be promoted through Instagram, using an influencer familiar to the Greek audience. We will use Edward Stergiou. He is very famous amongst the Greek community, as he was a contestant in the last Greece’s Next Top Model. He now has more than 150k followers, most of which are within the targeted audience. This will help reach them.

The brand’s Instagram (Heineken_gr) will also post content following up to the event, in order to inform their followers and generate awareness regarding it. The contest in which people will have to participate to win a ticket for the event will be generated on the brand’s Instagram page. In addition, more content will be posted and pushed to the audience, to raise awareness and capture interest.

The local media will be able to generate our content after the event, on their mediums in order to expand the reach.

Media Content:

IV. Proposed Evaluation

The evaluation of an event is there to make sure whether the objectives were tackled and successfully reached, or not. This is done through the examination of interactions on social media, behaviors during the event, and overall the engagement. After the events have taken place, social media content will continue to circulate for a few weeks until the evaluation begins.

The evaluation will take place through the monitoring of engagement on Instagram. They will see how many people attended the event, how many posted about it, how much engagement the influencer’s post had regarding the event etc. Hashtags will also be used in order to place the posts under a specific area, which will make it easier to establish the extent of the engagement.

Works Cited

Cheap smokes. (2001, January 05). Retrieved April 06, 2021, from https://www.imdb.com/title/tt0245910/

Coveou, M. (2020, May 20). Athens to get its first DRIVE-IN CINEMA. Retrieved April 05, 2021, from https://www.ekathimerini.com/culture/252848/athens-to-get-its-first-drive-in-cinema/

Dowson, R., & Bassett, D. (2015). Event planning and management a practical handbook for PR and events professionals. London: Kogan Page.

Friedman, A. L., & Miles, S. (2006). Stakeholders : Theory and practice. ProQuest Ebook Central https://ebookcentral-proquest-com.acg.idm.oclc.org

Heineken company culture. (2019, June 03). Retrieved March 26, 2021, from https://www.comparably.com/companies/heineken

Heineken SWOT Analysis (2020): Stratagoras: Strategic analysis. (2020, August 12). Retrieved April 04, 2021, from https://www.stratagoras.com/heineken-swot-analysis-2020/

Masterman, G., & Wood, E. H. (2006). Innovative marketing communications: Strategies for the events industry. Routledge.

Staff, B. (2020, October 21). Here are all the drive-in concerts happening due to social distancing. Retrieved April 07, 2021, from https://www.billboard.com/articles/news/concerts/9379646/drive-in-concerts-list-coronavirus/

150 years of trailblazing brewing. (n.d.). Retrieved March 26, 2021, from https://www.theheinekencompany.com/our-company/our-heritage