INTERNATIONAL MAGAZINE Profit figures Heineken N.V. Buckler in Belgium: according to plan Number 25 April 1990 Exceptional: Reps rarely in office: Representatives who only go into the office once or twice a week and have their own fax machine at home to communi cate with the office at other times. The working method of Heineken Japan may not be customary, but it is effective. Heineken N.V. achieved a net profit of 325.5 million guilders in 1989. This means an increase of 11.9% compa red to the Fl. 290.8 million result for the previous year. Fax Positive "Everything is going according to plan. Buckler is taking off well and our expectations are proving true." Pierre Boets, head of Heineken Import Belgium, is satisfied about the launch of Buckler on the Belgian market. "We are provisio nally aiming at a 10-15% share of the non alcohol beer market for Buckler and I think we can achieve that aim." Contents: Kaiser in Brazil International personnel magazine. Published six times a year in Dutch, English, Spanish and Italian by: Corporate Public Relations, Heineken N.V.P.O. Box, 28, 1000 AA Amsterdam. Tel. 020-70.22.68. Heineken Japan tries new approach It was January 1989 when the five-year licensing agreement be tween Heineken and Kirin, Japan's biggest brewery, developed into the joint venture between the two com panies: 'Heineken Japan K.K.' Kirin remains responsible for pro duction and distribution whilst Heineken Japan handles marketing and sales in the regions around Tokyo and Osaka. About one-half of the Japanese population live and work in these regions. The Osaka sales office. Sitting at the desk is Mr Matsumoto, sales mana ger. Mr Veno (standing) is a representative for Heineken Japan. Consolidated net turnover went up by Fl. 529 million, moving from Fl. 7,291 million in 1988 to Fl. 7,820 million last year. This increase was achieved thanks to higher sales, due in part to the fine, long summer in parts of Europe, higher exports and improved selling prices. Operating profit climbed by 6.5% from Fl. 537.3 million in 1988 to Fl. 572.3 million in the past financial year. The main con tribution to the improved opera ting result was made by the hig her sales volume. This improve ment was cancelled out to some extent by slightly lower margins. With effect from 1 April last year a management team was formed, office staff were recruited and 22 catering trade representatives were sent out on their rounds. Six months later the number of sales men was increased considerably, to 30 in Tokyo and 13 in Osaka. On 1 April this year new sales offices were opened in Nagoya and Fukuo- ka, bringing the overall personnel numbers at Heineken Japan K.K. to seventy. The representatives are active in all trade channels. Drinks wholesa lers and suppliers to bars as well as restaurants and hotels receive visits from the Heineken man. The sales men of Heineken Japan K.K. have a highly flexible work schedule. Enormous traffic jams make it almost impossible for the represen tatives to get into work each day. So they don't work a normal 9 to 5 office routine. They drive straight from home to their first customer for the day. That saves time. The representati ves only go into the office once or twice a week, as they can use the fax machine in their home to send in their daily visit reports to the office. And if the need arises for direct contact with the office, they can always use their car phone. A company car plus car phone and a fax machine installed in your home by your employer. It's fairly unusual, even for the Japanese business world, but the positive effect of the measures for Heine ken Japan is that the representati ves can spend more time out in the marketplace. Within the space of one year Hei neken Japan has expanded to become a fully fledged operation in a developed and complex, yet fascinating beer market. The first phase of the build-up has been completed. For the employees of Heineken Japan the next challenge is already waiting to be tackled: convincing the discerning consumer of the quality of Heineken beer, so as to guarantee a lengthy and profitable presence on the Japanese beer mar ket. Modern design: the Tokyo office. The initial problems with distri bution for the take-home channels have meanwhile been solved and Mr Boets is pleased to report that at the moment he can supply Buckler to 75% of all take-home outlets. The agreements that Hei neken Import Belgium concluded with three beer wholesalers (in Flanders, Wallonia and Brussels) also ensure that Buckler has wide distribution in the hotels, restau rants and bars trade. To give Buckler sales an extra push the advertising campaign was started again last month. In the months of April, May, July and December the Buckler commercial will be broad cast regularly on the Flemish com mercial station VTM, and also on the three French-language com mercial stations. For Flemish TV the Dutch-language commercial has been used, but with the voice- over changed to a Flemish accent and using Flemish expressions.

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Heineken International Magazine | 1990 | | pagina 1