Positioning A New Product: Heineken Steak Sauce

Positioning A New Product: Heineken Steak Sauce
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Positioning A New Product: Heineken Steak Sauce
Company Overview
One of the leading brewers across the world is Heineken. Founded in Amsterdam in 1863, Heineken products are currently manufactured in more than 50 countries and sold in over 150 countries. It is an international company but highly dominates the European countries than in any other region (Heineken, 2017). In the recent past, Heineken has been trying to improve its position in the Asian market amidst numerous challenges. Although the Heineken family owns 50% of the brewing company, Heineken has been run and managed by non-family members for a long time. Amsterdam stock exchange is the second-largest shareholder in Heineken. Heineken products have a legacy in quality and have established market dominance in Australia, Netherlands, Greece, and Italy among other states.
Product Overview
As a brand, Heineken is highly popular on a global scale. Therefore, the company has the potential to not only brew but also convince customers to buy and consume its beer products. The common global Heineken products include Affligem, Strongbow Apple, Desperados, and Sol, among others (Heineken, 2015). Heineken beer products are packaged in brilliant bottles whose design and labeling symbolize uniting for a celebration. The companies long-lasting success is based on its strong value for high quality, customer satisfaction, and respect as well as the high commitment to corporate social responsibility.
The majority of Heineken’s products are in a mature life cycle. This can be explained by their competitiveness in the market, sale trends, product changes, and their advertisement techniques (Heineken, 2015). In the past few years, the competition in the beer industry increased at an alarming rate. Some companies have opted to increase their customer base by introducing products for non-users of beer (Rudd, Jaakkola, & Marshall, 2016). As a result, Heineken is currently looking for alternative distribution channels for their products and boost their competitiveness in the market.
New product Idea: Heineken Steak Sauce
Similar to its market rivals, Heineken has the capacity to expand the scope of its products considering its strong brand loyalty and vigorous marketing campaigns. The proposed expansion product idea is Heineken Steak Sauce similar to Jack Daniel’s Steak Sauce. The steak sauce, branded as Heineken product, will be a top-grade seasoning spice for meat meals. Its top target customers include the middle class and young families, some of which are existing Heineken brand consumers. The common characteristic of the target consumer groups is the preference for outdoor family retreats. Also, beer consumers are known to have a high preference for meat meals. Therefore, Heineken has the opportunity to fill the market gap by introducing several varieties of Heineken Steak Sauce to be used when preparing beef, chicken, and fish meals for their customers.
Heineken Steak Sauce product line will eventually be expanded by targeting more potential consumers but using the already established marketing channels. The company has well-established dist...