Abstract:

Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and Tunisia, have a relatively low consumption rate but a high growth rate; it has become clear that these are the new battlegrounds for beer. It is of crucial importance to win mindshare and develop brand awareness and loyalty. Heineken is a shining example of utilising mobile technologies to achieve this goal.