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8-10) . Although Heineken has identified different regional conceptions of “friendship expression” and consumers have outlined different definitions for standard and premium beers, consumers agree that beer drinkers can always count on Heineken (Ex. 5,7,9). This favors a marketing strategy revolving around the idea that Heineken can be the perfect premium beer for all occasions. This strategy will be effective because Heineken can develop local advertising molding the Heineken image into the regional image of beer for any given location.
Most surveyed markets agree that packaging is an indication of beer taste (Ex...
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