Heineken is a brewery with a long history and tradition of superior quality and taste. The brand is well suited to increase its sales and global presence through its many strengths. (Table below). On the contrary, there are several pain points that need to be addressed to bring the company to the desired global market. Strengths Weaknesses • Superior quality • Special and distinctive taste • Original formula • Heritage and tradition • Premium branding • Attractive packaging • Most advertised premium beer in Europe and around the world and heavily use TV commercials • No production base in some areas • Brand image inconsistent with brand communication • TV commercials only air in larger markets • No integrated marketing campaign • No global advertising campaign In an effort to increase demand and sales of its manufactured products, Heineken began to analyze the need for a different marketing strategy. One of the main problems Heineken currently faces is that it is perceived differently from one market to another. Although Heineken has consistently been marketed as a premium brand, in the United States and Asia it is only seen as a beer for special occasions only rather than for everyday consumption. In Latin America the brand is seen as just one of many undifferentiated European imports. Transforming Heineken into a global brand is necessary to provide a unique and similar experience to people in different countries and in different societies. To create and promote global brand development we must take into account the current stage of development in each region and country. In developing markets such as Africa and Eastern Europe, a push strategy is desirable. In established markets such as Northern and Central Europe, North A...... middle of paper ...... on pleasant and personal social conditions such as meals, parties and special places. Heineken's taste is based on five values: taste experience, balanced taste, foam, advertising and packaging. We propose a branding strategy that takes into account the capabilities and expertise of the brand, the strategies of competing brands and the perspective of the consumer experience in the respective companies. As an international brand, the challenge is to stay connected with local customers. We will overcome this problem by adapting the marketing strategy to local needs using a variation of the standardized marketing mix and an adapted marketing mix.