Heineken Experience: análise do posicionamento mercadológico da cerveja através de um documentário

Abstract

This experimental project has as general objective to understand, through the realization of a documentary, how the creation of the market positioning of a great international brand takes place. It’s proposed, with this final work, to elaborate on the fundamentals of the subject marketing positioning, to detail the elements that form the positioning of the Heineken brand beer, as well as to create a documentary on this subject. In order to base this work theoretically, the work of Kotler (2000 and 1996), Gummesson (2002) and Ries & Trout (2009) were used to base the study on marketing, market positioning and branding and authors such as Nichols (2005), Grierson (1979) and Lucena (2012) for audiovisual production. The methodological report is described in the third chapter and, finally, in the fourth, a report and analysis of the audiovisual production.