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BU Status Quo to Promote Heineken Brand Reposition Study Case
Answer the question with the information from document: Adrien’s first alternative was to maintain the status quo and promote Heineken as a beer brand for restaurant, pub, and home consumption alike. Innovations such as the DraughtKeg and BeerTender were already in place to suggest a lifestyle that combined premium beer and home consumption. Adrien wondered what other initiatives might help HNV attract new consumers at the point of purchase for home use. And, if he takes this approach, would it make sense to target the current customers of specific brands such as Mahou, Coronita, or Budweiser, to switch to Heineken?
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