INTRODUCTION TO HEINEKEN
Introduction to Heineken Vietnam
Heineken Vietnam is a member of the Heineken Group, one of the world's leading beer manufacturers Originating from the Netherlands, is a family company with more than
150 years of history, producing and distributing more than 250 brands of beer and fermented apple juice in more than 180 countries
Heineken Vietnam consists of Heineken Vietnam Brewery Company Limited and Heineken Hanoi Brewery Company Limited L (formerly known as Vietnam Brewery Company Limited), is a joint venture contract with Technology Food Company (formerly a member company of Saigon Trade Corporation) Gon SATRA), Heineken was established and started operating in Vietnam with the first factory in Hoc Mon (1991-
1993) Heineken Hanoi Brewery Company Limited (formerly known as Hanoi Asia Pacific Brewery Company Limited) was established in 1996 and is currently a 100% foreign owned company of Heineken Group
HEADQUARTERS 18-19 Floors, Vietcombank Building, No.5 Me Linh Square,
Ben Nghe ward, District 1, Ho Chi Minh City
WEBSITE http://heineken-vietnam.com.vn/
Heineken is a symbol of tradition, taste, and luxury worldwide Unlike other beer brands, it is Heineken's origin, preference, commitment, and pride that create a winning spirit, a team spirit when friends enjoy this beer It can be said that no other brand in the world can provide a drink of such reliable quality as Heineken
Protect the Heineken brand in the world, enhance the quality to conquer customers, and become a leading beer company in the world
“To be the leading, proud and responsible brewer in Vietnam”
“ Respect for People and Planet, Enjoyment, Quality and Passion for Winning”.
History of formation and development
HEINEKEN Vietnam has a long history of 30 years with proud marks and achievements From its first factory in Ho Chi Minh City in 1991, from humble beginnings with only 20 employees, Heineken Vietnam today has become the second largest brewer in Vietnam with over 3,000 employees and 6 factories across Vietnam Heineken operates
6 breweries across Vietnam in Hanoi, Da Nang, Quang Nam, Vung Tau, Tien Giang, and District 12 of Ho Chi Minh City
People are at the heart of our development journey in Vietnam HEINEKEN Vietnam is creating 152,000 jobs across the entire value chain, contributing 0.7% of the country's total GDP HEINEKEN Vietnam is also among the businesses that contribute the most taxes to the state budget for many years in a row
In 2017, Heineken Vietnam was honored as the Most Sustainable Manufacturing Enterprise in Vietnam by the Vietnam Chamber of Commerce and Industry (VCCI) under the program of evaluating and ranking the Corporate Sustainability Index in Vietnam (CSI)
Sustainable and responsible business is the guideline for all activities of HEINEKEN Vietnam Heineken pursues the commitment to “For a better Vietnam” from the very first day of its establishment, and has been honored by the Vietnam Chamber of Commerce and Industry (VCCI) in the Top 3 Most Sustainable Manufacturing Enterprises in Vietnam ( in manufacturing) for 6 consecutive years from 2016 to 2021 Currently, Heineken uses 52% of renewable energy at its factories; and reuses or recycles 100% of waste and by-products As a pioneer in responsible drinking communication activities Heineken® 0.0 product was introduced by HEINEKEN Vietnam in 2020 in an effort to
5 accompany the government to promote the awareness that if you drink alcohol, you should not drive vehicles in Vietnam
Product Packaging and Logo
Heineken beer is made from pure ingredients:
5% ABV concentration using purified water
When barley is carefully selected (usually harvested in the summer because this is the time when the barley is the most delicious, ensuring the most nutrients)
Brewed from Houblon flowers (grown by traditional methods without chemicals)
Heineken's exclusive A-yest yeast (Dr Elion - a student of journalist Louis Pasteur brought the distinctive flavor to Heineken beer, currently kept in Switzerland and supplied to 110 breweries around the world every month)
The CO2 used in brewing is always pure to ensure the beer will keep the right flavor
THE BIRTH OF HEINEKEN VIETNAM 1991
TIGER MADE IT FIRST ROAR!
HEINEKEN WAS BREWED IN HCMC 1994
To obtain the current quality of beer, Heineken beer has undergone rigorous research, from input materials to output products, through more than 120 stages of testing.Logo Over 150 years of development, Heineken has changed the logo design many times to better suit the new era Currently, the Heineken logo design still uses the main color of dark green, combined with a red star in the middle and the stylized Heineken text below
At the same time, the beer packaging design has been aligned with a more compact, slimmer design than the old version to make it comfortable for users to hold the beer bottle, and the Heineken logo design is embossed so that users can touch and feel it get the logo icon easily, this is a great plus for the Heineken logo design idea
Encountered in every packaging design, it is easy to recognize Heineken's red star image In 1931, the red star was introduced as a symbol of beer quality, consisting of five elements: barley, hops, purified water, unique A-yest yeast, and age-old brewing know- how
The Heineken logo design has been changed even in the brand name text The 3 letters "E" in the phrase have been stylized to create an effect like a smiley face, this can be seen as a mark of Heineken's success over the past 150 years and becoming one of the brands owning the Quality brand identity, unique logo design, combined with the meaning of the Heineken logo, has become themost valuable brand and the symbol of the world
It is very easy to recognize the Heineken beer brand, with the identity system using the main fresh green color Despite going through many changes to their brand identity as well as their Heineken logo design, the brands still maintain their original core values
In 1962, Heineken introduced to the market a packaging design that was both unique and new It is more green coverage than previous versions to reveal more aluminum color
In addition, the detail of magnifying the red star has enhanced Heineken's identity image, in order to attract strong attention from customers
In 2013, Heineken affirmed its position as the "king" of beer in Vietnam as well as around the world when launching an embossed packaging design that is considered a historical turning point, leading all trends
For the "believer" of beer, beer is an art from enjoying the taste and looking through the packaging design to the most real feeling when in contact with the product Understanding that need, Heineken "changed skin" in packaging design through the following factors:
The bottle cap is embossed with the words “Heineken Quality”, with a red star in the center and a traditional green circle
The logo and brand name are rotated horizontally in the direction of the bottleneck, creating a soft but still modern feeling
The middle of the beer bottle impresses with the unmistakable image of Heineken
The bottom of the bottle has an engraved plate (according to the previous paper label border) placed lower, the position of the bottle handle will also move down a bit so that a part of the beer on top is kept longer
The brand name and image once again appear on the back of the beer bottle, bringing a strong sense of connection and tactile impact to customers' enjoyment
For an illustrious brand like Heineken, changing the packaging design is like a decisive blow to the brand's "all-or-nothing" With just a small mistake, Heineken's position can return to the starting line and even, lose expectations from the market and its inherent number of loyal customers
However, Heineken has entered a game full of ingenuity and intelligence, maintaining all the familiar images, refining some small details but bringing big surprises
In Vietnam, HEINEKEN produces and distributes beer brands: Heineken, Tiger, Amstel, Larue, BGI, BIVINA, Desperados, Affligem, and Strongbow fermented apple juice
Heineken's Credentials campaign aims to bring the message of "Unchanged Perfect Taste Since 1873" to consumers as a milestone marking the love of customers for Heineken over the past 140 years
Heineken's product portfolio also includes the Heineken 0.0 sub-brand, which is a non- alcoholic beer (0.0% alcohol beer) brewed from natural ingredients, using a unique recipe to create a balanced taste signature – and contains only 69 calories per 330ml bottle/can Heineken 0.0 gives consumers a new choice for all times of the day They can enjoy
Heineken 0.0 at work, at the gym, during lunch, and even before driving – because it is a non-alcoholic (0.0% alcohol) beer
With a perfectly balanced taste, Heineken Silver will be the ideal companion to accompany all fun, especially during meals, which is a popular beer-drinking habit in Vietnam
In 1932, the first batch of Tiger beer was born to the joy of the founders with a mission to "introduce the quintessence and vitality of Asia to the world" through a flavorful beer and top quality Today, Tiger is one of the biggest beer brands in the world, and Vietnam is one of Tiger's most beloved markets
The new beer line of Tiger Beer The unique feature of Tiger Crystal beer is that it is produced by the Cold Suspension process Each line of beer is refined with a deep cooling technique to -1C (Crystal Cold), and the hops are specially refined to help preserve the full flavor of the beer
Officially launched in September 2021, Tiger Platinum Wheat Lager is a new product of the Tiger brand after successfully launching Tiger Crystal into the Vietnam market 12 years ago This is Tiger's new wheat beer line, co-brewed and co-voted by tens of thousands of personality traits of a brave generation to create a wheat beer with golden color, and fresh taste The scent of orange peel is cool and refreshing
“IT COULD ONLY BE HEINEKEN”
It is a strong brand affirmation when placing Heineken in the slogan, as a highlight to leave an impression on consumers The slogan is full of confidence, a strong affirmation that: The product you are holding in your hand, your only choice is us
LITERATURE REVIEW
Brand positioning
The essential source of the term 'positioning' is unclear (Alpert and Gatty, 1969), however as shown by (Nylen, 1990), positioning has its origins in 1940 research in marketing - mix literature
Positioning is a notion that has altered the perception of advertisements, and it is not about what you do to a product, but about what you do to the prospect's head (Trout & Ries, 2000; Sengupta, 2005; Sagar et al, 2009) Essentially, the positioning concept's essence is to place the product or service, or to locate or map the brand as a separate location in the consumer's mind (Sengupta, 2005; Sagar et al, 2009)
According to (Kotler, 1997), positioning is the process of developing a company's product and service image based on customer perceptions compared to rivals A strong brand is always based on the consumer's relationship with the brand (Sagar et al, 2009) The act of developing the company's offer and image such that it holds a distinct and valued place in the target consumer's mind is characterized as brand positioning (Keller et al,
2011) Branding is primarily the process through which a brand strives to be recognized as different and superior to competitors Managing customer perceptions successfully is thus critical for effective brand positioning Throughout the positioning process, a product gains significance for the consumer by establishing strong, positive, and distinctive brand connections (Keller et al, 2011)
Brand positioning “is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market The end result of positioning is the successful creation of a customer-focused value proposition, a cogent reason why the target market should buy the product” (Kotler, 2003, p 308)
❖ The process of brand positioning
There are several approaches for brand placement, however the basic procedure is as follows:
The requirement to comprehend your stakeholders broadly, both within and internationally;
Information, insights, ideas, and opportunities are generated
An active definition of your "position" or brand platform, as well as its representation through visual and linguistic identity, goods, services, and behaviors;
The systematic use of a brand architectural system to maximize the value of positioning;
Continuous positioning development, management, and review across time
The distinctive value that a brand delivers to its customers is referred to as brand positioning It is a marketing technique used by businesses to define their brand identity while communicating their value proposition, which is why a customer prefers their brand over others Moreover, brand positioning is employed when a firm wishes to position itself in a specific way to its audiences so that customers may form associations between the brand and its value proposition
Brand positioning is essential for a company with a clear manner of communicating the value of its brand to customers This occurs both internally through with a market strategy statement and externally throughout various marketing methods that are linked to a brand positioning statement To remain relevant while being realistic, brands should address who their consumer is and their value proposition inside their brand positioning statement
A good brand positioning will include the following elements:
• Emphasizing brand differentiation from competitors: Ensuring a unique and protectable distinctiveness
• Delivering value: Emotional or rational value proposition
• Acting as the intersection between the company's strengths and the customers' unmet needs
Brand positioning refers to how a company wants its target audience to perceive its brand in relation to its competitors By focusing on these elements, a brand can establish a strong and favorable position in the minds of its customers, leading to greater recognition, loyalty, and success in the marketplace.
Modelling the opportunity for positioning
Positioning Opportunity Simulation Virtually every effective brand starts with a brilliant idea, and in order to flourish, it must have exceptional positioning To some extent, inspired intuition can assist in identifying the positioning opportunity; but, in reality, methodical investigation and evaluation that takes into consideration strategic choices, core capabilities, present and potential market trends, and consumers' desires, requirements, and perceptions is required
Strategic planners and financial analysis typically utilize terminology and phrases which are readily understood - at least by themselves Business strategists, for instance, can use the Boston Consulting Group model, McKinsey's 7S Strategy Framework, or Porter Analysis There are no counterparts for brand planning, and the lack of regularly used frameworks frequently restricts brand managers' capacity to define, and indeed justify, a core concept that can successfully aid them in positioning their brand to meet business goals and objectives
There are four factors to consider while determining the main notion for positioning
• Relevance Customers are drawn to strong brands They address utilitarian demands while simultaneously addressing and satisfying emotional wants and desires Understanding how current and potential clients define ideal experiences and perceive the world in which they interact allows you to identify what they are missing from existing products and services and, as a result, identify the most suitable possibilities to stake an unclaimed
• • Differentiation Strong brands offer value, which distinguishes them from their rivals We can identify leadership possibilities for transforming the category debate, or even to supersede existing categories, by evaluating the present and potential competitive landscape, as well as the advantages and drawbacks of both goods and
14 services in light of customers' perceptions, needs, and real organizational competencies
• Credibility Customers will be committed to a company if it is true about itself and keeps its promises Analyzing an organization's aspirations in the context of its economic resources, key competencies, development and research, and values, and then combining these findings with customer experience to understand the gaps between actual and imagined areas of expertise, enables the development of a credible proposition It also reveals areas where skills must be developed or extended
• Stretch A brand's long-term success is determined not just by its capacity to remain relevant in an ever-shifting environment, but also by its ability to stimulate innovation and incorporate new products and line expansions into its value offering
To decide where and how the brand may be expanded, a strong grasp of present and potential customers, sound judgment about potential market trends, useful info about all of these things, and, most importantly, inspiration are required
These factors, when combined, constitute a framework known as opportunity It gives the lenses with which to examine corporate data, build strong customer relationships, market intelligence, and trend research in an organized manner in order to find a brand opportunity that exists in both the past and the future The basic concept for brand positioning is frequently identified via relevance and distinctiveness, as well as creating a deep respect for customers' functional and emotional demands and a complete understanding of the market and competitive factors It is then balanced with believability and stretch, or examined in light of organizational priorities, resources, and goals A customer requirements ladder can help you uncover relevance and link disparate audience viewpoints As you advance up the hierarchy of demands, the psychological and aspirational advantages for different audience segments begin to mix Additionally, suggestions for uniqueness and stretch - added value services or novel business models to investigate - can originate from a grasp of desired psychological and functional advantages
Generally, the information sources for opportunity modeling are diverse Management interviews, labor focus group discussions, company strategies, syndicated and other manufacturing can be defined, and desk research all help to shape a picture that includes all four criteria
In terms of consumer research, attitudes and opinions of brands are frequently founded on experiences and preconceptions, and will only go you so far So, whether through formally commissioned ethnographic research or less scientific study, observation of behavior is useful Spending an afternoon people-watching at a shop, workplace, or cafeteria might provide a fresh perspective Modern technology provides us with new avenues for observational as well as formal study; for example, conversation discussions or news release postings could provide important information on unmet requirements and wishes, as well as "genuine" customer language.
Proposed research model
Smarandache's neutrosophic sets (NSs) and logic (Smarandache, 1998; Smarandache, 1999) involve three separate membership values (the truth one, the indeterminacy one, and the falsity one), with each value of the three membership values falling within]0, 1+[ As a result, NSs may be divided into numerous generalized types (Zadeh, L.A., 1965; Turksen, I., 1986; Atanassov, K.T., 1986) Making optimal use of NSs' ability to describe a large amount of uncertain information from three different attribute values, NSs play an important role in dealing with incomplete situations that are prevalent in a variety of plausible scenarios (Guo, Y., Sengur, A., Ye, J., 2014; Peng, J., Wang, J., Zhang, H., Chen, X., 2014; Deli, I., Broumi, S., 2015; Ye, J., 2017; Zhang, X., Bo, C., Smarandache, F., Choonkil, P., 2018) Many practitioners as well as scholars have developed and enhanced the neutrosophic set (NS) theory from diverse components such as extensions, information measures, decision-making approaches, image processing, and so on, and a large number of purposeful academic works have already been presented over the last two decades (Peng, X., Dai, J., 2018)
The neutrosophic set (NS) derives from Neutrosophy, a new discipline of philosophy The NS can deal with unpredictability, indeterminacy, and contradictory data
NS techniques are appropriate for modeling issues with unpredictability, indeterminacy, and contradictory data where human expertise and assessment are required
Neutrosophic set (NS) theory was presented by Florentin Smarandache (1998), who also created the notion of a single-valued NS aimed at real-world scientific and practical applications Single-valued NSs have made their way into a variety of hybrid systems, including the neutrosophic soft set, the rough NS, the neutrosophic bipolar set, the neutrosophic expert set, the rough bipolar neutrosophic set, the neutrosophic hesitant fuzzy set, and others Multiple criterion and multiple attribute decision-making have seen successful uses of single-valued NSs
2.3.1.1 Single Value Neutrosophic Steps (SVNS):
Neutrosophic sets describe variable x is described by a triple values x= (X, Y, Z) where:
• “X” it is the degree of truthfulness
• “Z” is the degree of falsehood
• “Y” is the level of indeterminacy
For an SVNS in the space X, the triple x = (X, Y, Z) is called the single valued neutrosophic number (SVNN)
Neutrosophic logic is able to deal with contradictions which are true and false at the same time, as the sum of the components is any number between –0 and 3+
Let X be the space of the objects, 𝑥 𝜖 𝑋 A neutrosophic set A in X is defined by three functions: truthfulness-membership function 𝑋 𝐴(𝑋) , an indeterminacy-membership function 𝑌 𝐴(𝑋) , falsehood-membership function 𝑍 𝐴(𝑋)
𝑋 𝐴(𝑋) , 𝑌 𝐴(𝑋) , 𝑍 𝐴(𝑋) are real standard elements of ]- 0,1[+
The neutrosophic sets A can be given by:
➢ S= {x, 𝑋 𝐴(𝑋) , 𝑌 𝐴(𝑋) , 𝑍 𝐴(𝑋) ) >: x 𝜖 X, (𝑋 𝐴(𝑋) , 𝑌 𝐴(𝑋) , 𝑍 𝐴(𝑋) 𝜖 ]- 0,1[+)} (1) There is no restriction on the sum of 𝑋 𝐴(𝑋) , 𝑌 𝐴(𝑋) , 𝑍 𝐴(𝑋) , so that
Supposed that, M and N are two Single valued neutrosophic number in the space X, the addition of N and M can be expressed as follows:
➢ M + N = {𝑋 𝑀(𝑋) + 𝑋 𝑁(𝑋) - 𝑋 𝑀(𝑋) 𝑋 𝑁(𝑥) , 𝑌 𝑀(𝑥) 𝑌 𝑁(𝑋) , 𝑍 𝑀(𝑋) 𝑍 𝑁(𝑋) } (3) Supposed that, M and N are two Single valued neutrosophic number in the space X, the multiplication of N and M can be expressed as follows:
Supposed that, M is a single valued neutrosophic number and > 0, then, the basic operations can be expressed as follows:
➢ 𝑀 𝑋 = { 𝑋 𝑀(𝑋), 𝑌 𝑀(𝑋) , 1 - (1 − 𝑍 𝑀(𝑋) ) } (6) The complement set of a SVNS A is 𝐴 𝑐 , can be expressed as follows:
Let x = (X, Y, Z) be a SVNN, the cosine similarity 𝑆 (𝑋) of x is expressed as follows:
Supposed that, M and N be any two SVNNs, if 𝑆 𝑀 ≤ 𝑆 𝑁 , then M ≤ N (9) Supposed that, M and N be any two SVNNs, the Hamming distance between two SVNNs
M and N can be expressed as follows:
D (M, N) = | 𝑋 (𝑀) − 𝑋 (𝑁) | + |𝑌 (𝑀) − 𝑌 (𝑁) | + |𝑍 (𝑀) − 𝑍 (𝑁) | (10) The normalized Hamming distance between two SVNNs M and N can be expressed as follows:
2.3.1.2 Neutrosophic Expert System vs Fuzzy Expert System Comparison
Both fuzzy expert systems and neurosophic expert systems are sophisticated variations of traditional expert systems that are created to manage scenarios with uncertainty, imprecision, and missing data Although both systems have the same ultimate goal, they differ in the mathematical frameworks they use to do it A comparison of these two strategies is provided below by Smarandache, F (2010):
Fuzzy Logic, a key idea that enables the representation of incomplete truths and different degrees of membership within defined sets, forms the basis of fuzzy expert systems The use of fuzzy sets and membership functions facilitates the portrayal of uncertainty and vagueness inherent in expert knowledge These methods aid in capturing the subtleties of ambiguous information Fuzzy Expert Systems create rules for inference using linguistic variables and if-then clauses These rules have truth levels ranging from 0 to 1, with a maximum of 1 By making it easier to define how input variables correspond with fuzzy sets, more complex decisions can be made
Neutrosophic Expert Systems are influenced by Neutrosophy, a theoretical perspective that deals with the complexities of uncertainty, inconsistent information, and incomplete knowledge At the center of this strategy are neutrosophic sets, which serve as containers for three crucial elements: truth, indeterminacy, and falsity The degrees of truth, ambiguity, and falsity pertaining to the information at hand are collectively encapsulated by these components, each of which is quantified within the range of real numbers (0 to 1)
In contrast to Fuzzy Logic, Neutrosophic Expert Systems' inference method is noticeably more complex It evaluates the degree of determinacy in rules and input values in addition to the binary characteristics of truth and falsehood Having additional complexity allows for more sophisticated decision-making
The Analytic Hierarchy Process (T.L Saaty, The Analytic Hierarchy Process, McGraw-Hill, 1980) is a multiple criteria decision making (MCDM) This is a pair-wise comparison method based on Eigen values It also includes a process for calibrating the numeric scale for measuring both quantitative and qualitative performance The scale spans
19 from 1/9 for 'least valued than,' to 1 for 'equal,' and to 9 for 'totally more essential than,' spanning the whole comparative spectrum
The Analytic Hierarchy Process (AHP) is a broad theory of measurement, according to T L Saaty (1980 - 1986) It is used to calculate ratio scales from paired comparisons that are both discrete and continuous These comparisons can be made using real measurements or a basic scale reflecting the relative strength of preferences and sentiments The AHP is particularly concerned with deviation from consistency, measurement, and reliance within and across groupings of elements in its structure Its most widespread uses have been in MCDM, planning, and resource allocation, as well as dispute resolution In its most standard way, the AHP is a non - linear framework for performing both inductive as well as deductive thinking without the need for syllogism by taking multiple factors into account at the same time, allowing for dependence and feedback, and making numerical tradeoffs to show up at a synthesis or conclusion T L Saaty created the AHP while studying at the Wharton School in 1971-1975 (The University of Pennsylvania, Philadelphia, Pa)
This technique includes the following crucial and fundamental steps:
2 Broaden the problem's aims or consider all participants, objectives, and consequences
3 Determine the factors that impact behavior
4 Arrange the problem in a hierarchy of levels that include goals, criteria, sub- criteria, and options
5 Compare and calibrate each element in the relevant level using the numerical scale This necessitates n(n - 1)/2 comparisons, where n is the number of components and diagonal elements are equal or '1', and the other elements are just the reciprocals of the previous comparisons
6 Calculate the greatest Eigen value, the consistency index CI, the consistency ratio
CR, and the normalized values for each criterion/alternative
7 If the maximum Eigen value, CI, and CR are acceptable, the choice is made using the normalized values; otherwise, the method is repeated until these values fall within the appropriate range
AHP aids in the incorporation of group consensus In general, this comprises of a questionnaire used to compare each element and geometric mean in order to arrive at a final solution AHP's hierarchy technique offers several advantages (T.L Saaty, The Analytic Hierarchy Process, McGrawHill, 1980.)
Figure 2 1 Scheme of a generic free representing an Analytical Hierarchy Process
Relevant research overview
Author (s) Specific Area Other techniques combined or compared
Proposal for Applicability of Neutrosophic Set Theory in Medical AI
Applying the Analytic Hierarchy Process in healthcare research: A systematic literature review and evaluation of reporting
AHP, Multi-criteria decision making
An Application of Single-Valued Neutrosophic Sets in Medical
Neutrosophic AHP Multi Criteria Decision Making Method Applied on the Selection of Learning Management
Multi-criteria Decision Making, Neutrosophic
An Extension of Neutrosophic AHP–
SWOT Analysis for Strategic Planning and Decision-Making
Neutrosophic AHP in the analysis of Business Plan for the company Rioandes bus tours
Single & interval-valued neutrosophic AHP methods: Performance analysis of outsourcing law firms
Single & interval-valued neutrosophic AHP
An extended single-valued neutrosophic ahp and multimoora method to evaluate the optimal training aircraft for flight training organizations
Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature
Brand positioning strategy using search engine marketing Brand positioning, SERPs
Application of AHP and EIE in Relimability Analysis of Complex Production Lines Systems
New Luxury Brand Positioning: The Emergence of Masstige Brands
Masstige Strategy, SPSS, Perceptual Map
Brand Positioning and Repurchase Intention: The Effect of Attitude Toward Green Brand
Amos software version 24.0, Empirical Research
Table 2 1 The dimensions of methodology as adopted by the authors
In recent years, many researchers have used the Neutrosophic Analytics Hierarchy Process method For example, the research paper of Ansari, A Q., Biswas, R., & Aggarwal,
S (2011), introduces the Neutrosophic Set Theory research method into Medical AI Or the study on business plan analysis by Cadena, M A T., Medina, E M P., Burgos, M J.,
& Vaca, F J (2020) based on Neutrosophic AHP method In addition, there are many research papers that apply this method and have been successful, receiving a lot of recognition
As for the topic of Brand Positioning, this is no longer a new topic for academia in general and marketing researchers in particular With this topic, the author can through that learn and identify the strengths and weaknesses of the brand, thereby offering solutions and improving the marketing method of the brand Like the research paper by Dou, W., Lim, K H., Su, C., Zhou, N., & Cui, N (2010), or the study on Brand Positioning Through Celebrity Endorsement by Malik, A., & Sudhakar, B D (2014) However, current research documents on Brand Positioning have not really applied methods such as Neutrosophic AHP, Fuzzy TOPSIS to the research to be able to verify the data and help authors and researchers provide an accurate view of the research results
Knowing that, the author, through the research articles he has discovered, decided to study the topic Brand Positioning by Neutrosophic AHP method This is a new point in the author's topic, because so far there has not been a research paper on Brand Positioning using this method Using actual data to come up with criteria affecting Brand Positioning, which is the most important criterion, will be researched and given by the author through collecting information from experts in the field of Marketing to provide the most objective results
METHODOLOGY
Research process
Figure 3 1 The level of the proposed methodology
DEFINE CRITERIA AND SUB-CRITERIA
CONSTRUCT CRITERIA AND SUB-CRITERIA
SELECT A GROUP OF EXPERTS AT
STRUCTURE THE HIERARCHY OF THE
STRUCTURE THE NEUTROSOPHIC PAIR-WISE COMPARISON MATRIX OF CRITERIA, SUB- CRITERIA THROUGH THE LINGUISTIC
CHECK THE CONSISTENCY OF EXPERTS’
CALCULATE THE WEIGHT OF THE CRITERIA, SUB-CRITERIA FROM THE NEUTROSOPHIC PAIR-WISE COMPARISON MATRIX
CALCULATE THE DENEUTROSOPHIC NUMBER FOR THE FINAL RANKING OF ALL
The proposed method is divided into 2 parts: Define Criteria and Sub-criteria; Neutrosophic AHP steps In step 1, we will focus on finding criteria that affect Brand Positioning through research articles on Brand Positioning Then, the criteria will be evaluated by experts in the field of Marketing to be objective about the results Besides, it is indispensable to build a Diagram of the criteria, to help the author see the problem in the best way In the next step, using the Neutrosophic AHP method to analyze the data collected from experts, the variables for evaluation are based on The Neutrosophic Pair-Wise Matrix Calculating Weight and aggregating expert data gives Deneutrosophic results from Criteria and Sub-criteria Finally, build a Ranking to include the most influential criteria for the author's Brand Positioning.
Building Criteria and Sub-Criteria
The goal of the research paper is to identify the factors and prioritize the factors that affect the success of the author's brand positioning strategy The author has passed the research articles and referenced documents, the author has come up with 6 main criteria suitable to the requirements of the topic, which are: Brand Identify, Brand Personality, Brand Communication, Brand Awareness, Brand Image, and Brand Salience These are the building criteria that determine the influence on Brand Positioning according to a study by Malik, A., & Sudhakar, B D (2014)
According to (Davis, 2000), brand identity is a series of promises made to the consumer that imply trust, consistency, and a set of expectations For many businesses, brand identity constitutes the most essential intangible asset since it is the mainstay of their competitive edge (Aaker,
1991) According to (Sagar et al, 2011), brand identity is an important factor for
26 strengthening a brand since it offers a path and meaning to the brand and, as a consequence, it provides key strategic brand vision The following scale was established and may be used to gauge brand positioning through celebrity using the brand identity components provided by (Kapferer, 1992) in two aspects - Externalisation and Internalisation
Brand personality refers to how a brand talks and acts, i.e giving human personality and qualities to a brand in order to differentiate it (Bhatia, 2012) Brand personality is described as the
"personification of brand identity" in the study (Aaker, 1997) The 'personification of brand identity' necessitates the integration of human psychological characteristics with brand-related characteristics The end result is a symbol, metaphor, or sound that "connects and builds" a relationship with clients The characterization of individuals, animals, visual images, and colors which have a resonance with the company's identity is required for personification of identity, and there are certain indicators of brand personality referenced by (Sagar et al,
(Gilmore 1919, Sagar 2009, Plumer, 1985, Lucia Malar et.al, 2011)
2009) that can be employed to measure the positioning of the brand
Brand communication is the way in which an organization plans besides just the components were connected but additionally the emotional aspect of both the product and service that the customer receives, and it contains all types of media and communication, such as advertising, endorsement deals, campaigns, direct marketing, trade fairs, word-of-mouth campaigns, radio ads, newspapers and magazines, and so on, by means of which a organization communicates with its customers (Keller, 1993) Advertising and publicity have an impact on consumer satisfaction with such a brand (Grace and O'Cass, 2005) The effectiveness of brand communication is dependent on identifying the appropriate balance or blend of communication, as well as proper media strategy The consumer's brand communication begins with package design and ends at the point of sale at the retail location
Brand communication communicates brand personality and brand identification to customers
The efficacy of brand communication may be measured using brand awareness (Rossiter and Percy 1987) Brand awareness influences consumer perceptions and attitudes, as well as the prominence of the brand inside the mind of the customer (Aaker, 1996) It is described as the ability of a customer to remember and recognize a brand (Aaker, 1996;
(Aaker 1996; Keller, 1998 Netemeyer et.el 2004; Sagar, ,
Brand image is the sum of one's view of a brand, including its physical, operational, and psychological characteristics (Sengupta, 1990) It all comes down to how customers perceive the brand, which is tough to modify because the brand develops its identity over an extended period (Moorthi, 2010) The customer creates the brand image (Kapferer, 1992;
Bhatia, 2012) It is defined as "a set of beliefs about a certain brand" (Kotler,
1988) (Aaker, 1992) describe brand image as "a collection of connections that are typically structured in a significant way."
(Kotler 1998; Aaker 1992; Netemeyer et el 2004; Sagar,
"Familiarity in comparison to other brands mostly in consideration phase" is defined as salience (Moran, 1990; Ambler, 2003)
Brand salience is indeed the total of
(Vieceli and Shaw, 2010; Alba & Chattopadhyay,
29 customers' perceptions of brands Brand salience is essential for comprehending the body functions that contribute to customers
’ brand preference, particularly when developing further branding initiatives (Vieceli and Shaw, 2010) Moreover, (Vieceli and Shaw, 2010) explain that if a business can create the salience of a brand, the customer would recall that brand prior towards the decision process, which may lead to increased buy performance expectancy (Axelrod, 1968; Hasher &
Table 3 1 The summary of the Main Criteria for Brand Positioning
Customer perception and product segmentation were used to build brand positioning Positioning is a term that refers to the way a brand affects the thoughts of potential buyers rather than the manner of advertising or the product itself Essentially, positioning entails situating as well as creating a picture in the mind of the client depending on what the customer desires Brand Identify, Brand Personality, Brand Communication, Brand Awareness, Brand Image, and Brand Salience are the six criteria listed above The first three criteria are known as input variables, while the following two are known as process variables Adding to brand positioning, according to Brand Salience, strives to improve a brand's position in a collective The aforementioned six criteria might be separate factors, but they always complement one another, resulting in a successful and robust brand positioning
To be effective in brand positioning, specialists in the field of Marketing must understand the product as well as the business, give objective viewpoints, and deliver the desired outcomes wished to assist the brand in becoming the first in the same area The above six criteria will assist experts in making evaluation remarks In addition to the six
30 primary criteria, the author employs 21 sub-criteria to make it simpler for professionals to access the assessment
The evaluation of brand positioning strategy is based on six criteria, each comprising multiple sub-criteria Criterion 1 - Brand Identity assesses Physique, Personality, Culture, and Self-Image Criterion 2 - Brand Personality examines Sincerity, Commitment, and Reliability Criterion 3 - Brand Communication analyzes Controlled Communication, Uncontrolled Communication, and Brand Attitude Criterion 4 - Brand Awareness considers Brand recognition, Dominance, Knowledge, and Opinion Criterion
5 - Brand Image explores Associated imagery, Belief, and Social metaphor symbols Lastly, Criterion 6 - Brand Salience includes Brand Prominence, Distinctiveness, Familiarity, and Propensity These criteria provide a comprehensive framework to understand the determinants affecting brand positioning strategies effectively
Endorsement-A review contribution to brand literature Internation al Review of Management and Marketing, 4(4), 259-
C2.2 Committed to brand value delivery
C5.1 Associated imagery with the brand
C5.2 Associated belief and feeling with the brand Chattopadhyay, 1986;
(Kotler 1998; Aaker 1992; Netemeyer et el 2004; Sagar, 2009)
Table 3 2 The summary of the Sub-Criteria for Brand Positioning
The application of brand positioning is critical for Heineken's marketing success
To ensure a detailed and objective analysis, experts can use six key criteria: brand identity, target market relevance, competitive differentiation, brand communication, brand consistency, and long-term sustainability These criteria are complemented by 21 sub- criteria, including aspects like brand heritage, emotional appeal, market research, and crisis management By thoroughly evaluating these factors, researchers can provide valuable insights into Heineken's brand positioning strategy and its impact on the overall marketing efforts
The generic free scheme representing an Analytical Hierarchy Process for this research is constructed based on the identified six key criteria influencing Heineken's Brand Positioning This structured approach will facilitate decision-making, clarifying objectives, determining vital criteria, ranking the most influential factors, and prioritizing them By doing so, it will help develop appropriate strategies for future marketing campaigns, ensuring their success This structured model will provide valuable insights into Heineken's brand positioning strategy, enabling researchers to make informed and effective decisions to enhance the company's marketing efforts in the future
BRAND SALIENCE BRAND IMAGE BRAND AWARENESS
Associated belief and feeling with the brand Associated imagery with the brand
Brand Opinion Brand Knowledge Brand Dominance Brand recognition
Committed to brand value delivery Sincerity about value delivery
Team of expert
EXPERTS GENDER PROFESSIONAL EXPERIENCE JOB
Have one year experience in Sales &
Marketing field Responsible for building and implementing advertising campaigns of the business, market research, measuring effectiveness and finding potential customers
Have five years of experience as a Marketing Team Leader and 2 years of experience as a Marketing Manager
The main job is to plan strategic marketing activities, come up with plans and solutions, be in charge of marketing personnel, approve and use budget resources appropriately
Has 9 months of experience at Research
& Development Department The main task of this department is research to develop new products, meet market needs and implement competitive strategies of enterprises
Has 6 months of experience in this position Responsible for providing marketing solutions and services to businesses, helping businesses increase
34 sales and develop brands Provide professional and effective marketing services; Professional advertising planning and implementation; Get access to the latest Marketing trends
Have 3 years of experience in Marketing and 8 months of experience as Assistant Manager Being a person who can represent the director to participate in meetings and meet partners Has rich knowledge, high professional experience and responsive behavior The Expert's main job is to be in charge of supervising and managing the work performance of subordinate managers and reporting to superiors;
Perform tasks assigned by superiors with utmost accuracy and efficiency
2 years and 6 months experience With main tasks and tasks are SEO research, ideation, writing/creating, editing, punising and promotion
Has 1 year experience in Marketing field Responsible for Digital Marketing With the main mission is to target accurately to bring higher purchase rate, optimize advertising costs, improve fast reach speed and
Table 3 3 A consortium of experts was engaged in the case study
The success of Heineken's Brand Positioning strategy depends heavily on the performance criteria and the implementation of the plan Based on the results of a survey of 7 experts - Marketing Department Heineken in particular and the field of Marketing in general - through interviews Experts have many years of experience in the field of Marketing, giving objective opinions and results The expertise after a long time of work will help the author to extract a lot of valuable information about the important factors affecting the Brand Positioning strategy, as well as ranking those factors, contributing to the success of the campaign
The interview was conducted very smoothly, the author has exploited a lot of useful information about Brand Positioning in particular and the field of Marketing in general The experts gave their evaluations and comments so that the author could complete this research paper Above all, through the interview, the author also has a deeper understanding of the challenges and difficulties Heineken has and is facing However, undeniably, Heineken is currently one of the brands with the best marketing campaigns available today Expert evaluations will be converted into metrics and calculated using the Neutrosophic AHP method to ranking criterion has the most influence These assessments have contributed to the author's identification of the main factors, the best results and the success of the Brand Positioning strategy.
Neutrosophic AHP
3.3.1 Linguistic variables and Importance weight based on neutrosophic values
A matrix was created in terms of each criterion using the relative weights of the choices Using the Saaty 9-point scale, the relative significance of one element to another is indicated in relation to the element at the higher level a collection of language factors large coverage, variety of marketing types and measurement capabilities efficiency measure
36 that influence decision-making, with importance weighting determined by neutrosophic values
Linguistic Term Neutrosophic Set Linguistic Term Reciprocal
Moderately Lowly Preferred To Lowly Preferred
3.3.2 Calculating the weight for the criteria and sub-criteria
Assume that the decision maker's complementary judgment matrix for each characteristic in the proposed solution set is C = 𝑐 𝑖𝑓 𝑚𝑥𝑚 :
Where (𝑋 𝑖𝑓 , 𝑌 𝑖𝑓 , 𝑍 𝑖𝑓 ) given the conditions 𝑋 𝑖𝑓 , 𝑌 𝑖𝑓 , 𝑍 𝑖𝑓 ∈ [0, 1], it shows the relative preference of the criteria 𝐶 𝑖 to the criterion 𝐶 𝑓 i= 1, 2, 3, …m; f=1, 2, 3, …, n
To create comparable data and assess and rank the criteria, the importance weights of the criterion are standardized:
The equation determines the neutrosophic important weight vector of the criterion by calculating the arithmetic mean of each row:
An equation can be used to deneutrosophicate a single-valued neutrosophic number:
It's crucial to verify each pairwise comparison's neutrosophic preference connection for consistency Saaty established a consistency ratio (CR) in the traditional AHP to quantify the consistency level for a multiplicative preference relation as being smaller than 0.1 Two techniques exist to evaluate consistency:
The neutrosophic comparison relations are first transformed into their corresponding crisp preference relations, and the consistency ratio is then checked using the Saaty technique to ensure that it is smaller than 0.1
Second, by adapting the Zeshui X and Liao H technique in order to make it compatible with the neutrosophic method This procedure was created by the authors in order to create a perfect consistent neutrosophic preference relation, where (𝑋′ (𝑀𝑁) , 𝑌′ (𝑀𝑁) , 𝑍′ (𝑀𝑁) ) is a respectable consistent neutrosophic reference relation:
RESULTS
The implementation of Brand Positioning in Heineken
The implementation of brand positioning in Heineken, based on the topic "Ranking Determinants Affecting to Brand Positioning Strategy by a Neutrosophic Analytical Hierarchy Process Methodology," is a crucial step towards enhancing the brewery's marketing efforts and solidifying its market presence The application of the neutrosophic Analytical Hierarchy Process (AHP) methodology provides valuable insights into the determinants that influence Heineken's brand positioning, enabling the company to make informed and strategic decisions
Firstly, through the neutrosophic AHP methodology, Heineken can identify the most influential determinants, such as "Brand Personality" and "Brand Identity," which hold the highest impact on their brand positioning By prioritizing these key factors, the company can work on enhancing its brand's core values and authenticity, creating a strong emotional connection with consumers, and reinforcing its unique brand identity
Secondly, the methodology allows Heineken to gain a deeper understanding of its target market preferences and align its brand positioning strategy accordingly By evaluating customer insights and market trends, Heineken can tailor its messaging and offerings to resonate with its audience, further enhancing brand loyalty and customer satisfaction
Moreover, the implementation of the neutrosophic AHP methodology brings objectivity to the ranking process, reducing bias and ensuring that the results are based on factual data and expert opinions This objectivity empowers Heineken to make well- informed decisions, avoiding potential pitfalls and achieving more reliable outcomes
Additionally, the flexibility of the neutrosophic AHP methodology allows Heineken to adapt its brand positioning strategy over time, keeping it relevant and competitive in the ever-changing market landscape By reassessing the
41 determinants' rankings periodically, the company can stay responsive to evolving consumer needs and preferences, leading to sustained success in its marketing endeavors.
Data analysis
With the data analysis, the author collects data from experts working at Heineken and experts in the same industry on Brand Positioning strategy Conducted through interviews and surveys with experts mentioned in Chapter 3 The main objective of the study is through the use of the N-AHP model to rank the factors that have an impact most influence on the strategy, thereby implementing the plan In addition, through those criteria, it will show the strengths and weaknesses that remain in the strategy, giving the best strategy for the business Through these analysis data, the author hopes to help Heineken be more successful in new marketing strategies in the future
The first step of data analysis and processing involves the collection of decisions that assess the importance and necessity of the criteria from experts Then, the collected results will be converted into Single Valued Neutrosophic numbers using the data available in Table
There are 6 criteria evaluated by 7 experts Based on data used from Table of Linguistic variables In addition, the figures will be weighted The weight of each criterion is evaluated by the criteria defined in the Single Valued Neutrosophic variables by referring to the correlation between Linguistic Variables and SVNN
Table 4 1 Pairwise Comparison Matrix from E1 to E7
In addition, the table will be a summary of the assessment of 7 experts on 6 main criteria
Table 4 2 Pairwise comparison matrix for main criteria by Single-valued neutrosophic values
The standardized of the weight will be performed by the formula (13):
Table 4 3 The normalized values of the pairwise comparison matrix for main criteria
The authors determined the weight of each criterion after receiving the expert weights in the decision group and the outcomes of the evaluation The weights were determined using a formula that took into account both the weight given by the experts and the effectiveness of each criterion Formula (14) was used to perform the calculation, which is described in greater detail in Table 4.4 below.
Table 4 4 SVN importance weights for main criteria
After the process of converting data and synthesizing surveys from experts with 6 main criteria, in order to evaluate the importance and influence of the criteria for the Brand Positioning Strategy The evaluation results are presented in Tables and Tables above To continue the data analysis process, we continue to convert the SVNN variables from 21 sub-criteria, which are referenced through the table The use of SVN variables allows for quantitative transformations that come from expert analysis, making informed choices for the data presented 21 sub-criteria from 7 experts are based on the most objective and informed assessment, to bring the best results
The first table is 4 sub-criteria coming from the main criterion C1 - Brand Identify which are:
Table 4 5 Pairwise comparison matrix for sub- criterion of C1
Table 4 6 Pairwise comparison matrix for main criteria of sub- criterion
Table 4 7 The normalized values of the pairwise comparison matrix for main criteria
The authors determined the weight of sub-criterion after receiving the expert weights in the decision group and the outcomes of the evaluation The weights were determined using a formula that took into account both the weight given by the experts and the effectiveness of each sub-criterion Formula (14) was used to perform the calculation, in Table 4 below.
Table 4 SVN importance weights for sub-criteria of C1
Sub-criteria table of C2 – Brand Personality:
• C2.2 - Committed to brand value delivery
Table 4 8 Pairwise comparison matrix for sub- criterion of C2
Table 4 9 Pairwise comparison matrix for main criteria of sub- criterion of C2
Table 4 10 The normalized values of the pairwise comparison matrix for main criteria
The weight of Sub-criteria C2:
Table 4 11 SVN importance weights for sub-criteria of C2
Sub-criteria table of C3 – Brand Communication:
Table 4 12 Pairwise comparison matrix for sub- criterion of C3
Table 4 13 Pairwise comparison matrix for main criteria of sub- criterion of C3
Table 4 14 The normalized values of the pairwise comparison matrix for main criteria
The weight of Sub-criteria C3:
Table 4 15 SVN importance weights for sub-criteria of C3
Summary of evaluation and analysis of Sub-criteria C4 - Brand Awareness:
Table 4 16 Pairwise comparison matrix for sub- criterion of C4
Table 4 17 Pairwise comparison matrix for main criteria of sub- criterion of C4
Table 4 18 The normalized values of the pairwise comparison matrix for main criteria
Table 4 19 SVN importance weights for sub-criteria of C4
Summary of evaluation and analysis of Sub-criteria C5 – Brand Image:
• C5.1 – Associated imagery with the brand
• C5.2 – Associated belief and feeling with the brand
Table 4 20 Pairwise comparison matrix for sub- criterion of C5
Table 4 21 Pairwise comparison matrix for main criteria of sub- criterion of C5
Table 4 22 The normalized values of the pairwise comparison matrix for main criteria
Table 4 23 SVN importance weights for sub-criteria of C5
Summary of evaluation and analysis of Sub-criteria C6 – Brand Salience:
Table 4 24 Pairwise comparison matrix for sub- criterion of C6
Table 4 25 Pairwise comparison matrix for main criteria of sub- criterion of C6
Table 4 26 The normalized values of the pairwise comparison matrix for main criteria
Table 4 27 SVN importance weights for sub-criteria of C6
The above data tables of the main and secondary criteria have been compiled based on objective opinions through interviews with experts After completing the weighting of the criteria and sub-criteria, the next step will be to calculate the Deneutrosophic step, in order to calculate the final factor which is the most influential and important factor in the strategy Brand Positioning Equation (15) is a calculation to help the author come up with the Deneutrosophic index This calculation will provide an objective view of the selected and evaluated criteria After that, it will be based on that to give a ranking of the criteria in order from most important to least important
The main objective of this study is to present the method to make the decision to select the most suitable criterion among the proposed criteria The results produced by the proposed method have three components of truthfulness, indeterminacy, and falsehood In contrast, neutrosophic sets (NSs) deal with ambiguity when information is unclear and inconsistent, as well as ambiguity when information is naturally categorized and imprecise when information is not stated When information is available, it clashes with knowledge already in the actual world, both consistently and when possible
The overall weight of the main-criteria and sub-criteria is based on the neutrosophic numbers can be seen in Table There are twenty-one comparison matrix for 6 main-criteria with respect to all main and sub-criteria connected together
Table 4 28 The Overall Priority of the Criteria and the Sub Criteria
(CW) SUB CRITERIA SUB CRITERIA WEIGHT
Sincerity about value delivery 0.4252 0.2511 0.2789 0.0853 0.0337 0.0393 Committed to brand value delivery 0.3441 0.3384 0.3584 0.0691 0.0454 0.0505 Reliable 0.2884 0.4105 0.4306 0.0579 0.0551 0.0607
Brand recognition 0.2443 0.2753 0.2804 0.0390 0.0485 0.0501 Brand Dominance 0.2318 0.2621 0.2726 0.0370 0.0462 0.0487 Brand Knowledge 0.2433 0.2628 0.2777 0.0388 0.0463 0.0496
Associated imagery with the brand 0.3662 0.2917 0.3071 0.0577 0.0533 0.0559 Associated belief and feeling with the brand 0.2942 0.3865 0.3879 0.0463 0.0706 0.0707 Associated social metaphor symbols 0.3594 0.3218 0.3284 0.0566 0.0588 0.0598
Brand Prominence 0.2579 0.2450 0.2426 0.0409 0.0429 0.0431 Brand Distinctiveness 0.2297 0.2890 0.2856 0.0364 0.0506 0.0507 Brand familiarity 0.2892 0.2172 0.2301 0.0458 0.0380 0.0409 Brand Propensity 0.2381 0.2488 0.2552 0.0377 0.0436 0.0453
CRITERIA CRITERIA WEIGHT (CW) DENEUTROSOPHICED
Figure 4 1 Weight Percentages of the Neutrosophic Scale Based on Judgement of the Criteria
Based on interviews and surveys with experts, it becomes apparent that the most crucial criterion among the six main criteria is "Brand Personality" Despite Brand Identity initially leading in the number of research references, the collected data has shown a significant shift The second most influential criterion is "Brand Identity" However, it is worth noting that all six criteria have substantial impacts on the brand positioning strategy These findings emphasize the importance of considering various factors to develop an effective and comprehensive brand positioning strategy The deneutrosophic in equation (15) will be perform the important of sub-criteria that impact to the Brand Positioning Strategy
SUB CRITERIA OVERAL WEIGHT = CW x SCW DENEUTROSOPHICED
Committed to brand value delivery 0.0691 0.0454 0.0505 0.7319 6
Associated imagery with the brand 0.0577 0.0533 0.0559 0.7238 14
Associated belief and feeling with the brand 0.0463 0.0706 0.0707 0.7086 21
Table 4 30 The Overall Score of sub criteria
Figure 4 2 Weight Percentages of the Neutrosophic Scale Based the Sub-Criteria
The Analytical Hierarchy Process chart reveals that "Sincerity about value delivery" is the most influential sub-criterion for Heineken's brand positioning strategy This emphasis on sincerity reflects the brand's authentic commitment to delivering value to its customers and establishes a sense of trust and credibility By prioritizing this sub-criterion, Heineken aims to build a strong emotional connection with its target audience and reinforce its image as a reliable and trustworthy brand Incorporating this influential factor into their strategy can lead to a positive brand perception, increased customer loyalty, and overall marketing success By focusing on sincerity, Heineken sets itself apart from competitors and strengthens its position in the competitive beverage industry
Weight Percentages of the Neutrosophic Scale Based the Sub-Criteria
CONCLUSION
Implications
The application of a neutrosophic Analytical Hierarchy Process (AHP) methodology for ranking determinants affecting brand positioning strategy holds significant implications for both marketing research and practical applications This innovative approach allows researchers and marketers to make more informed decisions by considering the indeterminate and vague nature of human judgments By quantifying qualitative judgments, the methodology provides a more nuanced and balanced evaluation of the key criteria influencing brand positioning As a result, companies like Heineken can gain a comprehensive understanding of the determinants that have the most significant impact on their brand perception and consumer preferences
Furthermore, the implementation of the neutrosophic AHP methodology enhances strategic planning for brand positioning Armed with the insights from this methodology, marketing teams can develop more effective and tailored strategies that align with the brand's core values and resonate with the target market By prioritizing the most influential determinants, such as "Brand Personality" and "Brand Identity," companies can concentrate their efforts on strengthening these aspects to create a distinct and authentic brand image
One of the key advantages of this methodology is its ability to introduce objectivity into the ranking process Traditional subjective evaluations may be influenced by biases and personal opinions, but the neutrosophic AHP methodology uses mathematical calculations to derive rankings based on factual data and expert opinions This objectivity ensures that the results are more reliable and accurate, providing companies with a solid foundation for making strategic decisions related to brand positioning.
Conclusion
The application of a neutrosophic Analytical Hierarchy Process (AHP) methodology for ranking determinants affecting brand positioning strategy offers valuable insights and practical benefits for marketing research and practice By accounting for the indeterminate and vague nature of human judgments, this approach provides a more
71 balanced and comprehensive evaluation of the key criteria influencing brand positioning Through this methodology, companies like Heineken can identify the most influential determinants, such as "Brand Personality" and "Brand Identity," which can significantly impact their brand image and customer perceptions
The neutrosophic AHP methodology enhances decision-making by incorporating objectivity and reducing bias in the ranking process The quantification of qualitative judgments ensures that the results are based on factual data and expert opinions, leading to more reliable and accurate strategic decisions This methodology empowers marketing teams to develop more effective brand positioning strategies that align with the brand's core values and resonate with the target audience
By prioritizing and focusing on the most influential determinants, companies can strengthen their brand identity, differentiate themselves from competitors, and create a unique and authentic brand image Furthermore, the flexibility of the neutrosophic AHP methodology allows brands to adapt their strategies to changing market conditions and consumer preferences, ensuring long-term success in their marketing endeavors
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Extremely Highly Preferred Extremely Preferred Very Strongly to Extremely Preferred Very Strongly Preferred Strongly Preferred Moderately Highly To Strongly Preferred Moderately Highly Preferred Equally To Moderately Preferred Equally Preferred Mildly Lowly Preferred Mildly Preferred Mildly Preferred To Very Lowly Preferred Very Preferred Lowly Preferred Moderately Lowly Preferred To Lowly Preferred Moderately Lowly Preferred Moderately To Equally Preferred
Extremely Highly Preferred Extremely Preferred Very Strongly to Extremely Preferred Very Strongly Preferred Strongly Preferred Moderately Highly To Strongly Preferred Moderately Highly Preferred Equally To Moderately Preferred Equally Preferred Mildly Lowly Preferred Mildly Preferred Mildly Preferred To Very Lowly Preferred Very Preferred Lowly Preferred Moderately Lowly Preferred To Lowly PreferredModerately Lowly Preferred Moderately To Equally Preferred