$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!


Discuss about the Market Research of Heineken.


Background of the Research

The Heineken Company was founded in the year of 1864 by Gerad Adriaan Heineken in Amsterdam. Currently its operations divided into five regions that are Western Europe, Central and Eastern Europe, The Americas, Africa and the Middle East, and Asia Pacific. Within these areas the company has nearly 120 brewing plants in more than 70 countries (Colen and Swinnen 2016). However, it is the first time that Heineken is planning to make their presence in the Australian market. Currently in Australia, top beer companies are Cascade Brewery, Castlemaine Perkins, Coopers Brewery and Hahn Brewery (Johnston et al. 2016).  However, from the current beer consumption trends, it can be said that if Heineken joins the Australian beer market, then they will have to bear heavy losses. According to Australian Bureau of Statistics, beer accounted for about three quarters of the alcohol consumed by the Australian people in the previous years. However, it now makes up only about 40% of the total consumption (Livingston and Dietze 2016). This clearly states that slowly but steadily beer consumption rate is falling down in Australia. In this scenario it can be said that Heineken management’s decision to expand their business in Australia is not an efficient one.

Previous Research

According to Chikritzhs et al. (2010), consumption of alcohol in Australia was at its peak since 1991-1992. It was expected that consumption rate of any alcohol will increase among the people of Australia in the upcoming years. However, it was mentioned that excise tax on ready-to-drink spirit-based products will increase from April 2008 which will affect the rate of beer consumption in Australia. On the other hand, as mentioned by Janssens et al. (2001), obesity and BMI (body mass index) is another problem among the Australians that is forcing them to consume less amount of alcohol. However, in the research, it is also mentioned that increased amount of alcohol consumption can only affect the male as it slightly increased their BMI. On the other hand, for the female consumers, consumption of beer does not increase their body mass. From this research, it can be stated that consumption beer seems not to confer an increased risk for obesity and overweight among the women. From this analysis it can be stated that Heineken has a moderate amount of the chance to become successful in the Australian market as their beer products will have lesser amount of calories and will target only the female customers of the country. However, as per mentioned by Johnston et al. (2016), in Australia the most advertised alcohol product was Wine with a 44% advertisement rate. Advertisement rate of Beer in the country is 24% that clearly exhibits that currently Wine is the most popular product in the Australian market.  From this data it can be stated that Heineken will not only compete with existing beer companies, but will also compete with the wine manufacturing organizations in order to gain a stable position in the alcohol market of Australia.      


Literature review

Levy and Shapnel (2014) has stated that the sales of non-alcoholic water based beverage in Australia have increased at the rate of 1.7% p.a. The breakup of the sales regarding this sale can be categorized into non-sugar varieties non-alcoholic drinks and sugar varieties of energy drinks and soft drinks. In the period of 15 years, it is seen that the volume of share of sales has increased from 30% to 42%. On the contrary, the sales of beer and other carbonated drinks have been drastically fallen to 0.7%. The middle-income group people as well as the higher income group people consumed carbonated drinks and beer compared to lower income group people.

The drinking culture in Australia as well as in global perspectives has been changed. The decline in drinking culture of beer is the problem for the alcohol and spirited beverages manufacturers across the world. The companies are facing difficulties while determining the issues in drinking cultures among different categories of people. The culture of drinking is related with many influences such as structural and demographic changes, health and advertising promotion, purchasing power of consumers, taste preferences of consumers, buying attitude of consumers towards carbonated drinks, etc. It can be said that the consumers are more health conscious nowadays while purchasing high calorie oriented drinks including beer (Pennay and Room 2016).

Jiang and Livingston (2015) stated that alcohol consumption of the Australian consumers is positively associated with the consumer’s affordability and is negatively associated with the price of alcohol. Author points out the fact that the increasing taxes and prices of alcohol will help in reducing the consumption of alcohol in Australia. Pricing policies of alcohol will cautiously focus on beverage types of individuals. If the price of any alcoholic drink increases then the sales of the substitute alcoholic drinks will be increased substantially.

The associations between the fatal injuries and the population level of alcohol are considered as the factors that are responsible for creation of external impacts in the perspective of major policy interventions. The study regarding the alcohol and beer consumption is conducted while quantifying the associations between non traffic and traffic mortality rates and the per capita alcohol consumption among Australian consumers. The major traffic safety initiatives are related to the effects of alcohol consumption to the consumers of Australia (Callinan and Livingston 2014).


The level of consumption of beer across the world is unstable after the World War II. It is seen that the per capita consumption of beer has been declined in the countries where beer production is occurring. The technological innovations with the increase of income of people are not responsible for the falling consumption of beer in different countries. In developed countries like Australia, United States, the trends of drinking alcoholic drinks are reducing due to changing preferences (Piron and Poelmans 2016).

The effect of consumption of alcohol is related to the cause of many diseases in the consumer of the drinks. The increased risk of disease in esophagus is due to excess alcohol consumption. The risk also increases due to the impact of smoking in the risk of diseases apart from esophageal diseases like cancer. Research has been conducted among the drinkers that most of the consumers of alcohol consume beer (Thrift et al. 2014).

It is seen that the trends of consumption of alcohol is falling drastically. Among the other wine and spirited drinks, the consumption of Beer has fallen at a higher rate. The volume of consumption has been shrunk up to 10% considering the past six years. It is the reason of worrying the Australian brewers. The trends of reducing beer consumption among the Australians have forced the brewers to formulate and discover new products that will satisfy the needs of the consumers in Australia along with the profitability of the country (de Gaetano et al. 2016).

Statement of the problem

Heineken 3 is seeking to launch its new brand of its low calorie drinks in Australian market. However, on initial consumer trials it is seen that the company has obtained a great responses from the respondent consumers. The statement of the problem focuses on the marketing and identification of the opportunities in leveraging the easy drinking and spontaneous consumptions. It is seen that the company is targeting female consumers as they have portrayed the Heineken 3 as a low calorie drink with lower carbohydrate content (Bartram et al. 2017).


The case study illustrates that the company is facing issues while conducting marketing research in determining the actual beer consumption occasions among the consumers of Australia. The initial research has pointed out that the consumers want a product that would match their lifestyle without compromise in quality and taste.

MDP- In Australia, it is seen that the beer consumption has fallen drastically. It is the reason of targeting the female consumers by spreading awareness of the low calorie oriented beer in the market. By taking this consent, Heineken will be launching its new brand Heineken 3 in Australia where the consumption rate is falling day by day. The management of the company is in dilemma whether the Australian consumers will accept the brand like that of other Heineken products or not.

The research objectives of the study is

  • To find out the beer consumption trend in Australia
  • To identify the issues related to falling beer consumption rate in Australia
  • To identify the opportunities for Heineken in launching its new brand in Australian market

The research questions of the study is

MRP 1: What is the trend of beer consumption rate in Australia?

H1- The rate of beer consumption in Australia is decreasing as the consumers are becoming more health conscious.

MRP 2: What are the issues that are occurring related to the decreased beer consumption rate in Australia?

H2- The issues are related to health and safety i.e. chance of getting obsessed.

MRP 3: What are the opportunities that Heineken will be using while launching its brand extension in Australian market?

H3- Heineken is targeting female consumers with the low calorie oriented drink.      

Research Design

Role of Qualitative research

Qualitative research is known as a method of inquiry used in many dissimilar academic disciplines that includes social sciences and natural sciences but also includes non-academic contexts such as market research, business and service demonstrations by non-profits (Smith et al. 2015. In this particular research it is important to conduct a qualitative research method to understand current beer drinking occasions in Australia. It is known as a more focuses and appropriate method than quantitative method. In quantitative method a research problem is quantified by generating numerical data or data that can be transformed into useable statistics (Silverman 2016). However, to find out the latest beer drinking trends among the Australian consumers, it is necessary to conduct an exploratory research method which will be able to gain opinions and motivations of the consumers. Qualitative research method will help to collect thoughts and opinions and will uncover latest trends. That is why; qualitative research would be appropriate for this research.

Qualitative research technique

Qualitative research methods can be conducted by using several different methods such as interview, focus group, observation, self study, ethnography and action research (Ritchie et al. 2013. For this particular research the methods of focus group and interview will be used.      

Conducting focus groups with the female consumers of Australia will help to pinpoint the problems of Heineken. On the other hand, it will also help to understand what the consumers are thinking currently about the beer products. 


Approximate Cost analysis

For this proposal, an estimated cost analysis structure is hereby mentioned below.


Cost Hours

Cost per hour (£)

Total (£)

Questionnaire Design




Questionnaire Printing




Questionnaire Handling




Data Entry




Data Analysis




Report Writing









Main activities/ stages













Topic Selection







Data collection from secondary sources







Framing layout of the research







Literature review







Formation of the research Plan







Selection of the Appropriate Research Techniques







Primary data collection







Analysis & Interpretation of Data Collection







Conclusion of the Study







Formation of Rough Draft







Submission of Final Work









Bartram, A., Eliott, J., Hanson-Easey, S. and Crabb, S., 2017. How have people who have stopped or reduced their alcohol consumption incorporated this into their social rituals?. Psychology & Health, pp.1-17.

Callinan, S., Room, R. and Livingston, M., 2014. Changes in Australian attitudes to alcohol policy: 1995–2010. Drug and alcohol review, 33(3), pp.227-234.

Chikritzhs, T.N., Allsop, S.J., Moodie, A.R. and Hall, W.D., 2010. Per capita alcohol consumption in Australia: will the real trend please step forward. Med J Aust, 193(10), pp.594-597.

Colen, L. and Swinnen, J., 2016. Economic Growth, Globalisation and Beer Consumption. Journal of agricultural economics, 67(1), pp.186-207.

de Gaetano, G., Costanzo, S., Di Castelnuovo, A., Badimon, L., Bejko, D., Alkerwi, A.A., Chiva-Blanch, G., Estruch, R., La Vecchia, C., Panico, S. and Pounis, G., 2016. Effects of moderate beer consumption on health and disease: A consensus document. Nutrition, Metabolism and Cardiovascular Diseases, 26(6), pp.443-467.

Janssens, J., BRUCKERS, L., Joossens, J.V., MOLENBERGHS, G., VINCK, J., RENARD, D. and Tafforeau, J., 2001. Overweight, obesity and beer consumption. Alcohol drinking habits in Belgium and body mass index.

Jiang, H. and Livingston, M., 2015. The dynamic effects of changes in prices and affordability on alcohol consumption: an impulse response analysis. Alcohol and Alcoholism, 50(6), pp.631-638.

Johnston, R., Stafford, J., Pierce, H. and Daube, M., 2016. Alcohol promotions in Australian supermarket catalogues. Drug and Alcohol Review.

Levy, G.S. and Shrapnel, W.S., 2014. Quenching Australia's thirst: A trend analysis of water?based beverage sales from 1997 to 2011. Nutrition & Dietetics, 71(3), pp.193-200.

Livingston, M. and Dietze, P., 2016. National survey data can be used to measure trends in population alcohol consumption in Australia. Australian and New Zealand journal of public health, 40(3), pp.233-235.

Pennay, A. and Room, R., 2016. Drinking cultures and change: Local, national and global. Drugs: Education, Prevention and Policy, 23(1), pp. 267-269.

Piron, E. and Poelmans, E., 2016. Beer, the Preferred Alcoholic Drink of All? Changes in the Global and National Beer Consumption Since 1960 and Convergence and Trends Since the 1990s. In Brewing, Beer and Pubs (pp. 205-227). Palgrave Macmillan UK.

Ritchie, J., Lewis, J., Nicholls, C.M. and Ormston, R. eds., 2013. Qualitative research practice: A guide for social science students and researchers. Sage.

Silverman, D. ed., 2016. Qualitative research. Sage.

Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.

Thrift, A.P., Kramer, J.R., Richardson, P.A. and El-Serag, H.B., 2014. No significant effects of smoking or alcohol consumption on risk of Barrett’s esophagus. Digestive diseases and sciences, 59(1), pp.108-116.


Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2018). Market Research Of Heineken. Retrieved from

"Market Research Of Heineken." My Assignment Help, 2018,

My Assignment Help (2018) Market Research Of Heineken [Online]. Available from:
[Accessed 30 May 2020].

My Assignment Help. 'Market Research Of Heineken' (My Assignment Help, 2018) <> accessed 30 May 2020.

My Assignment Help. Market Research Of Heineken [Internet]. My Assignment Help. 2018 [cited 30 May 2020]. Available from:

At, we understand that when students get stuck with tough assignments, they look for affordable services. To assist students with complex assignments, we have built a team of skilled cheap essay writers. has become one stop solution for all students who often look for answers related to their search similar to do my essay at the cheap rate or who can write my essay at affordable prices. Students prefer hiring us as we have the best provisions to render services related to do my essay online at a reasonable rate.

Latest Marketing Samples

BUSI330 Principles Of Marketing

Download : 0 | Pages : 2
  • Course Code: BUSI 330
  • University: Liberty University
  • Country: United States

Answer: Company Goals Ford Motor is a multinational automotive company founded by Henry Ford in 1903 and whose headquarters are based in Michigan. The company is divided into two brands, Lincoln brand which sells luxury cars and ford brand which sells commercial vehicles and automobiles ("Ford Motor Company: Company Information |," n.d.). Improving fuel economy for all products while adhering to regulations and addressing stabilizat...

Read More arrow

2512ICT Ecommerce

Download : 0 | Pages : 11
  • Course Code: 2512ICT
  • University: Griffith University
  • Country: Australia

Answer: Company Introduction Atlantic Technologies was founded in January 2017. Since then, it has been underperforming due to lack of resources. From January this year, the company is testing the market at the University of British Colombia. The company is located on Pacific Boulevard, Vancouver. Gen-connect Internet services hosts and maintain the company data. Solution  Atlantic Technologies enable university students to trade, buy,...

Read More arrow

MS4105 Marketing Principles

Download : 0 | Pages : 14
  • Course Code: MS4105
  • University: University Of Gloucestershire
  • Country: United Kingdom

Answer: Introduction Business activity is related to the marketing effectiveness of the organization. Sales activities of products or services need to furnish strongly so that the company can make a stand over the business market. Market involvement, product or service culture and attract people towards through the service is the concern matter in this paper. Virgin Atlantic is one of the major airline companies in the UK, and the brand name ...

Read More arrow

BBM105 Principles Of Marketing

Download : 1 | Pages : 6
  • Course Code: BBM105
  • University: Wawasan Open University
  • Country: Malaysia

Answer: Introduction  This report is an extended review of principle of marketing which was presented in the previous assignment. The organization Tiny Tapir located in Malaysia was theme of the discussion on principle of marketing. In the previous report, a complete overview of the organization such as its products, marketing approaches and target market segmentation have been discussed. Now in this report, the marketing mix approaches ...

Read More arrow

1003MKT Introduction To Marketing

Download : 0 | Pages : 11
  • Course Code: 1003MKT
  • University: Griffith University
  • Country: Australia

Answer: Introduction  The report aims at providing an insight into the H2Coco, a company known for its coconut-based products.  The products of H2Coco are found in various national outlets that includes Supermarkets, Chemist Warehouse and Priceline (, 2018). A marketing plan is necessary since it helps the leaders of the company in developing and keeping an eye on the functional areas for meeting the expectations. It is...

Read More arrow

Save Time & improve Grade

Just share Requriment and get customize Solution.

We will use e-mail only for:

arrow Communication regarding your orders

arrow To send you invoices, and other billing info

arrow To provide you with information of offers and other benefits




Overall Rating



Our Amazing Features


On Time Delivery

Our writers make sure that all orders are submitted, prior to the deadline.


Plagiarism Free Work

Using reliable plagiarism detection software, only provide customized 100 percent original papers.


24 X 7 Live Help

Feel free to contact our assignment writing services any time via phone, email or live chat.


Services For All Subjects

Our writers can provide you professional writing assistance on any subject at any level.


Best Price Guarantee

Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.

Our Experts

Assignment writing guide
student rating student rating student rating student rating student rating 5/5

440 Order Completed

99% Response Time

Jack Arens


London, United Kingdom

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

755 Order Completed

95% Response Time

Douglas Cowley

Masters in Finance with Specialization in Audit

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

529 Order Completed

95% Response Time

Ivan Blank

PhD in Functional Human Biology

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 4/5

2594 Order Completed

95% Response Time

Michael Johnson

Masters of MSc in Economics

Washington, United States

Hire Me

FREE Tools


Plagiarism Checker

Get all your documents checked for plagiarism or duplicacy with us.


Essay Typer

Get different kinds of essays typed in minutes with clicks.


GPA Calculator

Calculate your semester grades and cumulative GPa with our GPA Calculator.


Chemical Equation Balancer

Balance any chemical equation in minutes just by entering the formula.


Word Counter & Page Calculator

Calculate the number of words and number of pages of all your academic documents.

Refer Just 5 Friends to Earn More than $2000

Check your estimated earning as per your ability




Your Approx Earning

Live Review

Our Mission Client Satisfaction

I got amazing my final research report from myassignment help. Thank you so much


User Id: 224108 - 30 May 2020


student rating student rating student rating student rating student rating

Thanks for saving my life. I am learning new stuffs. It was wonderfully arranged.


User Id: 329580 - 30 May 2020


student rating student rating student rating student rating student rating

it was perfect and i received it on time. they helped me a lot. very good staff.


User Id: 294017 - 30 May 2020


student rating student rating student rating student rating student rating

I really enjoy this assignment, I hope I can receive another assignments like this one, it was a really good one


User Id: 114411 - 30 May 2020


student rating student rating student rating student rating student rating
callback request mobile
Have any Query?