4.3.3 Price strategy
Heineken has different price strategies in different countries, so the medium or higher price depends on the country. In the Netherlands and Poland for example Heineken is a more mainstream brand and is medium priced. In the US, however, Heineken is higher priced and has a more exclusive status. Heineken follows a market pricing strategy and compares the price and quality of its beer with competitors. As the Heineken International website states, they deliver competitively priced, quality products. The price strategy also depends on the phase of beer in the product life cycle. In countries where Heineken is just introduced and is still innovative a higher price can be chosen than in the more mature markets as Europe. Also prices differ all over the world due to importing cost and government regulations. All in all Heineken presents its beer as premium beer and position itself in the premium price class, but the prices may differ locally in specific cases, due to a specific price strategy or due to different costs.