launched Heineken light beer (3.3% alcohol concentration) in the Asia-Pacific region and listed it first in Taiwan, because they saw that Taiwanese were familiar with Taiwan beer's low concentration of 3.5% alcohol, and speculated that the bitterness of this product was The degree and flavor are based on the original Taiwanese taste and are easily accepted. Heineken also adjusts the packaging according to the difference of the channel, for example, in the stir-fry shops, bars and supermarkets, bottles and cans of different sizes and materials are used to conform to the original usage habits and impressions of Taiwanese.
the company and the local marketing are two ends of the spectrum, and the exotic and the authentic are also the two ends of the spectrum. How to find a fulcrum on the spectrum is the task of the Heineken marketing team, and it is also the pursuit sms services of almost all multinational commercial brewers. . It's an ongoing process, as the sweet spot shifts at any time as consumer tastes, social class structures, beer's cultural significance, etc. shift. The only way to find a fulcrum is by understanding consumers, interacting with consumers, and constantly testing and improving.
This is a design thinking step and a dynamic design process. Whether it is a design that introduces novel flavors but retains the local taste, or a packaging design that makes people feel familiar, and an advertising design that integrates exotic elements into the local scene smoothly and without violation, all are the functions of design. In the process of feedback and optimization again, it is approached to the best fulcrum. Over time, these exotic wine and wine merchants also educate and change the local people on the basis of understanding the local people, and gradually expand the local customer base.