Marketing remodelled
at Heineken head office
A. Oostra lays first stone
for new bottling hall
II
Primus
makes life sparkle
BATU PER W
P.T. MULTI BINTANG INDONESÏ
GER OOST
Heineken's corporate marketing department no longer
exists in the same set-up it has had for many years. Following
a large-scale reorganisation, part of the original marketing
department has been split off and converted into a self-sup
porting unit which along the same lines as HTB (Heineken
Technical Services) can be called in by, say, operating com
panies to handle their operational marketing assignments. In
addition, a Corporate Marketing section will remain active,
concentrating chiefly on strategy matters and leaving the
operational tasks to the newly formed department, which has
been named Heineken Marketing Services. Heineken Inter
national Magazine had a chat with A.H. Gerards, the new
man in charge of this new department.
In May this year the first stone was officially laid for a new
bottling hall at the Multi Bintang soft drinks plant in Medan
(Indonesia). A. Oostra, a member of the Heineken Board of
Directors, performed the ceremony with the help of Mr.
Junus, brewery manager at Medan. The new bottling line will
have a capacity of 18,000 bottles an hour and is scheduled to
become operational this autumn.
APPOINTMENTS
PROYEK PP°OlJKSI MINIJMAN RING AN"
0
HEINEKEN INTERNATIONAL MAGAZINE NR. 22
PAGE 3
"Heineken used to be a techni
cally oriented business. Today we
see that the company is increas
ingly marketing-driven. Corporate
Marketing had grown in line with
this trend, from several employees
at first to more than 40. That
department's task was to deal
In Zaïre a major consumer pro
motion for Primus brought action
and thrills to tens of thousands of
people. During the summer
months the bottles of Primus were
sealed with a special crown cork.
On the inside of the crown cork
was a picture of a prize that could
both with policy and with the oper
ational side of marketing. Over the
years the operational tasks in par
ticular became more and more
wide-ranging, and that threatened
to push the policy work into the
back seat", explains Mr. Gerards.
be won. One of the prizes was free
admission to one of the pop con
certs organised by Primus. Six big
concerts were held in Kinshasa and
tens of thousands of Primus fans
flocked to them each time.
Split
The Board of Directors therefore
decided to separate the policy work
from the operational tasks. That
resulted in the split in which the
smaller staff unit under the name
Corporate Marketing will from
now on be concentrating on the
actual marketing strategy.
The newly established Heineken
Marketing Services will carry out
or monitor projects for operating
companies, regional co-ordina
tions and central corporate depart
ments and will also provide service
where this is requested by the cor
porate board.
Heineken Marketing Services
comprises the area marketing man
agers, market research, the adver
tising department and CPD the
corporate physical distribution
department.
Heineken Marketing Services
will be working both for the corpo
rate brands (Heineken, Amstel,
Buckler, Murphy's Irish Stout) and
for local brands (for example,
Aguila, Adlerbrau and Dreher).
Mr. Gerards is very optimistic
about the new department's future:
"I've every confidence in view of
the wealth of in-house expertise
we have available. Supplying good
quality, that's what it's all about
now!"
Mr. G.R. Habbershaw, cur
rently Export Director, has
been appointed general man
ager of El Aguila S. A. in Spain
with effect from 1 st November.
Mr. B. Sarphati, who was act
ing as temporary general man
ager, will return to his job as
Co-ordinating Director Europe
on the same date.
Appointed as Mr. Habbers-
haw's successor is Mr. L.F.D.
van der Minne. At the
moment he is still general man
ager of Murphy's Brewery in
Ireland and he will take up his
new post on 1 st November.
Marketing and sales man
ager M. Foley has been
appointed to succeed Mr. Van
der Minne. He will become
general manager of Murphy's
Brewery with effect from 1st
November.
Mr. P.A.M. Heemskerk is
the new regional technical
manager for the Western
Hemisphere.
Mr. G. den Hertog, until
recently marketing communi
cations manager with Heine
ken Nederland, has been
added to the European team at
Corporate Marketing in
Amsterdam as corporate brand
manager. Mr. J. Schapink, for
merly advertising manager
with Heineken Internationaal,
has succeeded Mr. Den Hertog
as marketing communications
manager.
With its acquisition of PT Bras
series de Tlndonesia in Medan in
1981, Multi Bintang gained not
only a brewery but also a soft
drinks plant. The Coca Cola Com
pany gave Multi Bintang permis
sion to produce Coca Cola, Fanta
and Sprite under licence for North
Sumatra.
Since 1989 the plant's sales area
has been strongly expanded since it
now also serves Aceh, the north
ernmost part of Sumatra. This geo
graphical extension of the market,
plus growth in the existing market,
brought a dramatic climb in sales.
Construction of a new bottling line
was needed in order to keep pace
with future demand.
Muriel Hoofd, fiancée of Heineken expatriate E. Ketelaars, dances with
Pepe Kale, Zaire's best known pop star. Some of the ladies who work for
Bralima and (left) a songstress from the Caribbean.
A. Oostra mortars in the first stone of the new bottling hall in Medan. This
autumn the hall should be ready and the new bottling line fully opera
tional.
MEI IfJflfJ
OEN KOM IS AMIS
UINT/XNC; INDONESIA
Mr. Oostra congratulates Mr. Junus, Medan brewery manager, on the
construction of the new bottling hall.
