{"id":7500,"date":"2022-11-14T14:41:32","date_gmt":"2022-11-14T13:41:32","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=7500"},"modified":"2024-05-13T14:58:36","modified_gmt":"2024-05-13T12:58:36","slug":"marketing-na-spotrebnych-trhoch-heineken","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/marketing-na-spotrebnych-trhoch-heineken\/","title":{"rendered":"Marketing na spotrebn\u00fdch trhoch &#8211; Heineken"},"content":{"rendered":"<h2>\u00davod<\/h2>\n<p>Heineken je holandsk\u00e1 pivovarn\u00edcka spolo\u010dnos\u0165. Ide o najv\u00e4\u010d\u0161iu pivovarn\u00edcku spolo\u010dnos\u0165 v Eur\u00f3pe a tretiu najv\u00e4\u010d\u0161iu na svete. Okrem glob\u00e1lnych pivn\u00fdch zna\u010diek Heineken a Amstel vyr\u00e1ba a pred\u00e1va viac ako 200 zna\u010diek piva takmer po celom svete.<\/p>\n<h2>Anal\u00fdza<\/h2>\n<p>Za\u010diatok podnikania nastal 15. febru\u00e1ra roku 1864, kedy 22-ro\u010dn\u00fd Gerard Adriaan Heineken k\u00fapil pivovar v Haystacku. V roku 1873 sa zmenil n\u00e1zov pivovaru na Heineken\u2019s Bierbrouweij Maatschappij (HBM) a bol k\u00fapen\u00fd druh\u00fd pivovar v Rotterdame v roku 1874. D\u00f4kaz o kvalite zna\u010dky piva pri\u0161iel aj v roku 1889, kedy Heineken z\u00edskal \u201eDiplome de Grand Prix\u201c na svetovom ve\u013etrhu v Par\u00ed\u017ei. Od roku 1900 sa Heineken za\u010dal dost\u00e1va\u0165 na nov\u00e9 trhy, najsk\u00f4r i\u0161lo o Afriku, \u010falej v roku 1933 prich\u00e1dza na americk\u00fa p\u00f4du, a to v spr\u00e1vny \u010das, hne\u010f po prohib\u00edci\u00ed. Hlavn\u00fdmi k\u013e\u00fa\u010dov\u00fdmi rokmi s\u00fa:<\/p>\n<ul>\n<li>1968, z\u00edskanie zna\u010dky Amstel, hlavn\u00e9ho rivala v Holandsku;<\/li>\n<li>2003, z\u00edskanie BrauUnion v Rak\u00fasku, Rumunsku, Ma\u010farsku, \u010cesku a Po\u013esku;<\/li>\n<li>2008, z\u00edskanie Scottish&amp;Newcastle;<\/li>\n<li>2010, zak\u00fapenie pivo v\u00fdrobn\u00fdch podnikov v Mexiku a Braz\u00edlii<\/li>\n<li>2012, z\u00edskanie plnej kontroly pivovarov vo v\u00fdchodnej \u00c1zii [1]<\/li>\n<\/ul>\n<h3>Konkurencia<\/h3>\n<p>V s\u00fa\u010dasnosti podiel spolo\u010dnosti Heineken na svetovom trhu mu zabezpe\u010duje tretie miesto v porad\u00ed za svetov\u00fdm l\u00eddrom Anheuser-BuschInBev, belgicko-braz\u00edlskej nadn\u00e1rodnej spolo\u010dnosti so s\u00eddlom v Belgicku. Je to najv\u00e4\u010d\u0161\u00ed pivovar s takmer 25% podielom na svetovom trhu, pri\u010dom najsilnej\u0161ie postavenie m\u00e1 na americkom trhu. [2] S druh\u00fdm najv\u00e4\u010d\u0161\u00edm trhov\u00fdm podielom svetov\u00e9ho trhu je SABMiller. Je to nadn\u00e1rodn\u00e1 spolo\u010dnos\u0165 pre distrib\u00faciu piva a n\u00e1pojov so s\u00eddlom v Lond\u00fdne. [3]<\/p>\n<h3>Parametre konkurencieschopnosti<\/h3>\n<p>Spolo\u010dnos\u0165 Heineken m\u00e1 najv\u00fdraznej\u0161ie a najsilnej\u0161ie trhov\u00e9 postavenie v Eur\u00f3pe. Tento \u00faspech dosiahla v prvom rade postupn\u00fdm z\u00edskavan\u00edm konkuren\u010dn\u00fdch zna\u010diek najsk\u00f4r na dom\u00e1com trhu, nesk\u00f4r v \u010fal\u0161\u00edch krajin\u00e1ch Eur\u00f3py. D\u00f4le\u017eit\u00e9 je v\u0161ak doda\u0165, \u017ee nielen v\u010faka vlastn\u00edctvu, ale hlavne v\u010faka marketingu a holistick\u00e9mu pr\u00edstupu k marketingu, spr\u00e1vnemu propagovaniu jednotliv\u00fdch zna\u010diek a segment\u00e1ci\u00ed z\u00e1kazn\u00edkov m\u00e1 spolo\u010dnos\u0165 v\u00fdrazn\u00fa konkurencieschopnos\u0165 na eur\u00f3pskom kontinente.<br \/>\nHeineken prevzal \u0161t\u00fdl vedenia od \u00faspe\u0161n\u00fdch spolo\u010dnost\u00ed ako je Apple alebo Nike. Jeho holistick\u00fd pr\u00edstup k marketingu spo\u010d\u00edva v \u0161tyroch z\u00e1kladn\u00fdch t\u00e9mach:<\/p>\n<ol>\n<li>anga\u017eovanos\u0165: \u201cHeinekenthe City\u201d \u2013 obchod pln\u00fd interakt\u00edvnej technol\u00f3gie, sk\u00fasenos\u0165 so zna\u010dkou;<\/li>\n<li>expoz\u00edcia: projekty spolo\u010denskej zodpovednosti;<\/li>\n<li>interakcia: osobn\u00e9 produkty \u0161it\u00e9 na mieru pre z\u00e1kazn\u00edka;<\/li>\n<li>vz\u0165ahy: sponzoring \u0161portov\u00fdch a z\u00e1bavn\u00fdch podujat\u00ed.<\/li>\n<\/ol>\n<p>Zmeny a holistick\u00fd marketing boli pre Heineken ve\u013ek\u00fdm \u00faspechom. Po 13-ich mesiacoch sa mu vr\u00e1tili v\u00fddavky na nov\u00fa kampa\u0148 a obchod pln\u00fd interakt\u00edvnej technol\u00f3gie. Webov\u00e1 str\u00e1nka mala po prvom roku vy\u0161e 300 tis\u00edc n\u00e1v\u0161tevn\u00edkov. Heineken si t\u00fdmto vytvoril mo\u017enos\u0165 profitova\u0165 nielen z jeho piva. Zna\u010dka sa roz\u0161\u00edrila o pred\u00e1vanie Heineken tri\u010diek, osobn\u00fdch n\u00e1pojov\u00fdch etikiet a suven\u00edrov. Holistick\u00fd marketing priniesol Heinekenu \u00faspech a stal sa \u00faspe\u0161n\u00fdm pr\u00edkladom vo svete podnikania. [4]<br \/>\nHeineken sa sna\u017e\u00ed o to, aby jeho zna\u010dka bola vecou prest\u00ed\u017ee a kladie d\u00f4raz na hodnotu zna\u010dky. Zmeriava sa na prisp\u00f4sobenie produktu pre ka\u017ed\u00e9ho, na spolo\u010densk\u00fa zodpovednos\u0165 a vyu\u017e\u00edvanie nov\u00fdch, neust\u00e1le sa rozv\u00edjaj\u00facich informa\u010dn\u00fdch technol\u00f3gi\u00ed pre svoju propag\u00e1ciu. Podporuje taktie\u017e ve\u013ek\u00e9 mno\u017estvo podujat\u00ed, na ktor\u00fdch sa formou sponzorstva d\u00e1va do povedomia \u013eud\u00ed. Vo v\u00fdraznej miere vyu\u017e\u00edva s\u00fa\u0165a\u017ee na svoje zvidite\u013enenie a samozrejme aj ako podporu predaja. S\u00fa\u0165a\u017ee maj\u00fa r\u00f4zny charakter a podstatu. Medzi realizovan\u00e9 s\u00fa\u0165a\u017ee patria napr\u00edklad:<\/p>\n<ul>\n<li>S\u00fa\u0165a\u017ee realizovan\u00e9 v\u010faka partnerstvu s UEFA Champions League. [5]<\/li>\n<li>S\u00fa\u0165a\u017e v dizajnovan\u00ed ikonickej f\u013ea\u0161e &#8211; REMIX OUR FUTURE [6]<\/li>\n<li>Celosvetov\u00e1 s\u00fa\u0165a\u017e zameran\u00e1 na kreat\u00edvne myslenie, v\u00fdsledkom ktorej mal by\u0165 n\u00e1vrh nov\u00e9ho konceptu zodpovedaj\u00facemu \u017eivotn\u00e9mu \u0161t\u00fdlu a potreb\u00e1m tejto gener\u00e1cie 60+. [7]<\/li>\n<\/ul>\n<p>\u0160pecifikom piva Heineken je jeho \u00fazke portf\u00f3lio. Existuje iba jeden druh piva zna\u010dky Heineken, ktor\u00e9 je distribuovan\u00e9 v r\u00f4znych baleniach. Konkr\u00e9tne ide o vlastn\u00e9 Heineken f\u013ea\u0161e vo viacer\u00fdch objemoch, s\u00fadky, plechovky a extra chladen\u00e9 \u010dapovan\u00e9 pivo. [8]<br \/>\nHeineken svoju pozornos\u0165 zameriava na obrovsk\u00e9 trhov\u00e9 zacielenie, v\u0161etci dospel\u00ed \u013eudia, ktor\u00e9 je \u010falej rozdelen\u00e9 jednotliv\u00fdmi zna\u010dkami na ni\u017e\u0161ie segmenty. Samotn\u00e9 pivo Heineken je svojou propag\u00e1ciou orientovan\u00e9 najm\u00e4 na \u00faspe\u0161n\u00fdch mu\u017eov strednej triedy. Reklamy obsahuj\u00fa prvky z\u00e1bavy, vtipn\u00fdch alebo \u00fasmevn\u00fdch situ\u00e1ci\u00ed, spolo\u010densk\u00e9ho \u017eivota a p\u00f4\u017eitku z chuti kvalitn\u00e9ho piva. [9] [10]<br \/>\nZ prieskumov vypl\u00fdva, \u017ee naj\u010dastej\u0161\u00edmi konzumentmi pre spolo\u010dnos\u0165 s\u00fa tzv. \u201esoci\u00e1lni pijani\u201c (socialdrinkers) \u2013 73 %, \u010do s\u00fa \u013eudia, ktor\u00ed pij\u00fa ob\u010dasne v spolo\u010dnosti v baroch, kr\u010dm\u00e1ch, re\u0161taur\u00e1ci\u00e1ch a na r\u00f4znych akci\u00e1ch. \u010ealej 26 % tvoria \u201esl\u00e1viaci pijani\u201c (celebrativedrinkers), ktor\u00ed pij\u00fa na oslav\u00e1ch a po\u010das sl\u00e1vnostn\u00fdch obdob\u00ed, len 4 % \u201epive\u010dk\u00e1ri\u201c (beer-a-holics), ktor\u00ed pij\u00fa pivo denne. Celkovo v\u0161ak plat\u00ed, \u017ee len mal\u00e1 \u010das\u0165 z celkov\u00e9ho po\u010dtu konzumentov je vern\u00e1 jednej zna\u010dke piva. [11]<br \/>\nSpolo\u010dnos\u0165 Heineken Slovensko je viac ako 13 rokov l\u00eddrom na slovenskom pivnom trhu so stabiln\u00fdm trhov\u00fdm podielom takmer 45%. Na slovenskom trhu je samozrejme dostupn\u00e9 origin\u00e1lne Heineken pivo. Jeho cena je v\u0161ak relat\u00edvne vy\u0161\u0161ia a z vlastn\u00fdch sk\u00fasenost\u00ed a referenci\u00ed priate\u013eov a zn\u00e1mych m\u00f4\u017eeme poveda\u0165, \u017ee Slov\u00e1ci si nepotrpia na toto pivo. Pre tento pr\u00edpad v\u0161ak spolo\u010dnos\u0165 vyu\u017e\u00edva \u010fal\u0161ie slovensk\u00e9 zna\u010dky ako Zlat\u00fd Ba\u017eant, Corgo\u0148, Kelt, Martiner a Gemer, ktor\u00e9 si aj po odk\u00fapen\u00ed Heinekenom ponechali svoju zna\u010dku a portf\u00f3lio produktov. D\u00f4vodom je, \u017ee spolo\u010dnos\u0165 si uvedomuje v\u00fdznam a d\u00f4le\u017eitos\u0165 doteraj\u0161ieho povedomia o jednotliv\u00fdch zna\u010dk\u00e1ch medzi z\u00e1kazn\u00edkmi. S ka\u017edou zna\u010dkou sa sp\u00e1ja jedine\u010dn\u00e1 trad\u00edcia, hist\u00f3ria, segment\u00e1cia orientovan\u00e1 na r\u00f4zne kateg\u00f3rie spotrebite\u013eov, z \u010doho pre Heineken vypl\u00fdva \u0161irok\u00fd z\u00e1ber spotrebite\u013eov. Ka\u017ed\u00fd spotrebite\u013e si n\u00e1jde v portf\u00f3liu to, \u010do mu vyhovuje. Spotrebite\u013eov slovensk\u00fdch zna\u010diek p\u00edv je na Slovensku, samozrejme, viac ako spotrebite\u013eov piva Heineken. Tu je mo\u017en\u00e9 vidie\u0165, \u017ee segment\u00e1cia prebieha aj na z\u00e1klade geografick\u00e9ho h\u013eadiska, z toho vypl\u00fdva, pon\u00faka\u0165 v danej krajine to, \u010do sa stalo trad\u00edciou. [12]<br \/>\nSpolo\u010dnos\u0165 Heineken takisto vyu\u017e\u00edva aj strat\u00e9giu rozvoja trhu, \u010do znamen\u00e1, \u017ee sa sna\u017e\u00ed z\u00edska\u0165 nov\u00e9 trhy prostredn\u00edctvom vlastnej zna\u010dky, pr\u00edpadne cez in\u00e9 zna\u010dky, ktor\u00e9 s\u00fa pr\u00ed\u0165a\u017eliv\u00e9 pre dan\u00fd trh. Tieto pr\u00edle\u017eitosti sa Heinekenu vypl\u00e1caj\u00fa, \u010doho d\u00f4kazom je aj z\u00edskanie siln\u00e9ho trhov\u00e9ho postavenia vo v\u00fdchodnej \u00c1zi\u00ed v roku 2012, kde sa nach\u00e1dza v 14 krajin\u00e1ch s viac ako 40 zna\u010dkami a 25 pivovarmi. [13]<\/p>\n<h2>Strat\u00e9gia<\/h2>\n<p>Hlavn\u00fdm cie\u013eom pre Heineken sa st\u00e1va udr\u017eanie si poz\u00edcie ako ved\u00faceho l\u00eddra na eur\u00f3pskom trhu a z\u00edskanie ved\u00faceho miesta na glob\u00e1lnom trhu. Z anal\u00fdzy vypl\u00fdva, \u017ee medzi d\u00f4le\u017eit\u00e9 kroky v strategick\u00fdch postupoch patria:<\/p>\n<h3>Marketingov\u00e1 komunik\u00e1cia<\/h3>\n<ul>\n<li>propag\u00e1cia prostredn\u00edctvom reklamn\u00fdch kampan\u00ed;<\/li>\n<li>eventy sp\u00e1jaj\u00face sa najm\u00e4 so \u0161portom;<\/li>\n<li>s\u00fa\u0165a\u017ee r\u00f4zneho druhu a charakteru, sl\u00fa\u017eiace na motiv\u00e1ciu z\u00e1kazn\u00edka ku k\u00fape piva alebo k roz\u0161\u00edreniu povedomia o zna\u010dke;<\/li>\n<li>web str\u00e1nky umo\u017e\u0148uj\u00face z\u00edska\u0165 po\u017eadovan\u00e9 inform\u00e1cie, zauj\u00edmavosti, kontakty. budovanie dobr\u00e9ho mena spolo\u010dnosti:\n<ul>\n<li>propagovan\u00edm a aj praktick\u00fdm uskuto\u010d\u0148ovan\u00edm spolo\u010denskej zodpovednosti<\/li>\n<li>podporovan\u00edm \u201ezelen\u00e9ho\u201c myslenia a aj realizovan\u00edm ekologickej v\u00fdroby<\/li>\n<li>presadzovanie a roz\u0161irovanie n\u00e1zoru v r\u00e1mci hesla \u201epite s rozumom\u201c, \u010do znamen\u00e1 pi\u0165 pivo od 18 rokov, v rozumnej miere, vychutna\u0165 si ho pri poseden\u00ed s priate\u013emi<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>Portf\u00f3lio v\u00fdrobkov<\/h3>\n<ul>\n<li>ponuka \u00fazkeho v\u00fdberu typu v\u00fdrobkov v \u0161irokom v\u00fdbere zna\u010diek \u2013 v ka\u017edej krajine p\u00f4sobenia spolo\u010dnosti Heineken mo\u017eno n\u00e1js\u0165 rozli\u010dn\u00e9 zna\u010dky piva, pr\u00edpadne in\u00fdch n\u00e1pojov (mu\u0161ty, soft-drinks a pod.), ktor\u00e9 s\u00fa pod\u013ea segmentu cenovo prisp\u00f4soben\u00e9.<\/li>\n<\/ul>\n<h3>Segment\u00e1cia<\/h3>\n<ul>\n<li>\u0161irok\u00e9 trhov\u00e9 zacielenie &#8211; v prvom rade postup <em>trhovej penetr\u00e1cie<\/em>, kde vyu\u017e\u00edvaj\u00fa existuj\u00face produkty na existuj\u00facich trhoch (r\u00f4zne zna\u010dky,v rozdielnych cen\u00e1ch a krajin\u00e1ch sa prisp\u00f4sobuj\u00fa pod\u013ea typu cie\u013eov\u00e9ho z\u00e1kazn\u00edka). V druhom rade h\u013eadanie pr\u00edle\u017eitost\u00ed pre <em>rozvoj trhu<\/em> \u2013 existuj\u00face zna\u010dky na nov\u00fdch trhoch.<\/li>\n<\/ul>\n<p>Z anal\u00fdzy vypl\u00fdva, \u017ee Heineken m\u00e1 holistick\u00fd pr\u00edstup k marketingu. S\u00fa\u010dasn\u00fdm trendom pre konkurencieschopn\u00e9 spolo\u010dnosti, ako je Heineken, je brendingov\u00e1 strat\u00e9gia, v ktorej ide o dlhodob\u00fa podporu zna\u010dky, na z\u00e1klade vymedzenia charakterist\u00edk cie\u013eov\u00fdch spotrebite\u013eov. Zah\u0155\u0148a to porozumenie ich preferenci\u00e1m a o\u010dak\u00e1vaniam od ich zna\u010dky.<\/p>\n<h2>Z\u00e1ver<\/h2>\n<p>Skupina Heineken jednozna\u010dne potvrdzuje svoje trhov\u00e9 postavenie a na jej v\u00fdvoji sa d\u00e1 vidie\u0165, \u010do m\u00f4\u017ee prinies\u0165 spr\u00e1vne smerovanie marketingov\u00fdch aktiv\u00edt, sp\u00e1janie sa so spr\u00e1vnymi partnermi a necha\u0165 sa vies\u0165 aktu\u00e1lnymi trendmi. Pr\u00e1ve trendy p\u00f4sobiace na trhov\u00fa oblas\u0165, v ktorej sa vyskytuje aj skupina Heineken preukazuj\u00fa smerovanie k budovaniu zna\u010dky ako takej. Zvy\u0161ovaniu hodnoty zna\u010dky prostredn\u00edctvom dostupn\u00fdch mo\u017enost\u00ed, pokr\u00fdvanie ove\u013ea \u0161ir\u0161\u00edch oblast\u00ed ne\u017e, na ktor\u00e9 je ur\u010dit\u00e1 spolo\u010dnos\u0165 prim\u00e1rne viazan\u00e1. K tomuto trendu sa priklonia v bud\u00facnosti zrejme viacer\u00e9 spolo\u010dnosti. \u010eal\u0161\u00edm v\u00fdznamn\u00fdm dlhodob\u00fdm trendom je ekologick\u00fd trend, ktor\u00fd na jednej strane m\u00e1 obrovsk\u00fd v\u00fdznam pre svetov\u00fa ekol\u00f3giu a \u017eivotn\u00e9 prostredie, keby sa k tejto my\u0161lienke priklonili viacer\u00e9 svetov\u00e9 zna\u010dky a korpor\u00e1cie. Na druhej strane zvy\u0161uje a podporuje dobr\u00e9 povedomie o zna\u010dke a produktoch spadaj\u00facich pod \u0148u v o\u010diach z\u00e1kazn\u00edkov.<\/p>\n<ul>\n<li><em>V ak\u00fdch in\u00fdch oblastiach, trhoch alebo s\u00favislostiach, je mo\u017en\u00e9 vyu\u017ei\u0165 definovan\u00fa strat\u00e9giu a analyzovan\u00e9 postupy?<\/em><\/li>\n<\/ul>\n<p>Ka\u017ed\u00fd krok uskuto\u010dnen\u00fd Heinekenom je mo\u017en\u00e9 uplatni\u0165 aj pre in\u00fd produkt, pr\u00edpadne v inej trhovej oblasti. Medzi najv\u00fdznamnej\u0161ie m\u00f4\u017eeme zaradi\u0165 zlep\u0161ovanie povedomia o produkte, producentovi, budovanie zna\u010dky, zvy\u0161ovanie hodnoty zna\u010dky, presadzovanie ekologick\u00e9ho pr\u00edstupu.<\/p>\n<ul>\n<li><em>K uveden\u00fdm inform\u00e1ci\u00e1m zaujmete osobn\u00e9 (subjekt\u00edvne) stanovisko a stru\u010dne zd\u00f4vodnite v\u00fdber danej koncepcie.<\/em><\/li>\n<\/ul>\n<p>Ako t\u00e9mu zadania sme si vybrali Heineken a to z viacer\u00fdch d\u00f4vodov. Predstavuje l\u00eddra na slovenskom trhu, m\u00e1 zauj\u00edmav\u00fd a vysoko \u00fa\u010dinn\u00fd marketing a samozrejme aj pr\u00edstup k z\u00e1kazn\u00edkom. Presadzuje ekologick\u00e9 my\u0161lienky, ktor\u00e9 re\u00e1lne pren\u00e1\u0161a do v\u00fdroby svojich produktov. Na neposlednom mieste sa nach\u00e1dza aj jeho pr\u00edstup k dizajnu, ktor\u00fd je neodmyslite\u013enou s\u00fa\u010das\u0165ou zna\u010dky Heineken, nie len nutn\u00fdm obalom alebo nev\u00fdrazn\u00fdm symbolom.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00davod Heineken je holandsk\u00e1 pivovarn\u00edcka spolo\u010dnos\u0165. Ide o najv\u00e4\u010d\u0161iu pivovarn\u00edcku spolo\u010dnos\u0165 v Eur\u00f3pe a tretiu najv\u00e4\u010d\u0161iu na svete. Okrem glob\u00e1lnych pivn\u00fdch zna\u010diek Heineken a Amstel &hellip; <\/p>\n","protected":false},"author":12,"featured_media":25226,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-7500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing na spotrebn\u00fdch trhoch - Heineken<\/title>\n<meta name=\"description\" content=\"Anal\u00fdza a hodnotenie marketingovej strat\u00e9gie spolo\u010dnosti Heineken na spotrebn\u00fdch trhoch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vrtulniky.sk\/news\/marketing-na-spotrebnych-trhoch-heineken\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing na spotrebn\u00fdch trhoch - Heineken\" \/>\n<meta property=\"og:description\" content=\"Anal\u00fdza a hodnotenie marketingovej strat\u00e9gie spolo\u010dnosti Heineken na spotrebn\u00fdch trhoch.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vrtulniky.sk\/news\/marketing-na-spotrebnych-trhoch-heineken\/\" \/>\n<meta property=\"og:site_name\" content=\"Podnik\u00e1m, lietam a relaxujem\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vrtulniky\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-14T13:41:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-13T12:58:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/swot-analyza.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"suedig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Autor\" \/>\n\t<meta name=\"twitter:data1\" content=\"suedig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Predpokladan\u00fd \u010das \u010d\u00edtania\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 min\u00fat\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/marketing-na-spotrebnych-trhoch-heineken\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/marketing-na-spotrebnych-trhoch-heineken\\\/\"},\"author\":{\"name\":\"suedig\",\"@id\":\"https:\\\/\\\/www.vrtulniky.sk\\\/news\\\/#\\\/schema\\\/person\\\/82ab6b938e6af0552423beca164013e3\"},\"headline\":\"Marketing na spotrebn\u00fdch trhoch &#8211; 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