First SMASH on target
Conference in Turkey
Brewed under licence at Kaiser Rio
After the final approvals have been given, Heineken beer
should be introduced on the Brazilian market this month. Con
sumers in Brazil have been eagerly awaiting the arrival of the
world-famous beer which they have so far only been able to
obtain via airport duty free shops. Beer imports via the regular
channels have not been permitted to date.
HEINEKEN INTERNATIONAL MAGAZINE NR. 26 PAGE 7
Heineken beer now also in Brazil
Insider hopes are high for the in
troduction. Local newspapers had
already published big feature arti
cles about the arrival of Heineken
beer in Brazil. But each time it
turned out that the Brazilian con
sumer would have to be patient for
a while longer. Recently, however,
came the announcement that
Heineken had reached agreement
with the local shareholders of the
Kaiser Breweries for the produc
tion of Heineken beer under li
cence.
A nice view over Rio de Janeiro
in Brasil.
Heineken's launch on the mar
ket will get off to a cautious start in
Rio de Janeiro. As 1990 progresses,
Heineken will also become in
creasingly available in Sao Paulo.
Kaiser expects to sell
40,000-50,000 hectolitres of
Heineken beer in the first year.
Provisionally Heineken beer will
be obtainable only in the 33 cl bot
tle. Permission is also expected to
be given this year for sales of
Heineken in cans. At the moment
there are still obstacles to the pro
duction of canned beer, since Bra
zil's laws stipulate that aluminium
cans are only allowed to be printed
in three colours. Authentic printing
of Heineken cans requires four
colours.
Heineken publicity in Brazil will
consist of adverts in magazines and
daily papers, outdoor advertising
and a few radio commercials. TV
spots will not be produced. During
the launch, however, an advertising
spot which is almost like a docu
mentary will be shown very occa
sionally. This film is specifically
targeted at the group of consumers
that Heineken wants to reach. The
lead role in this commercial is
taken by Johan de Deyn, a master
brewer who works for Heineken in
Brazil. He explains that in Brazil he
can brew a Heineken beer which
meets all our stringent standards.
Some time ago the SMASH
course was organised for the first
time. SMASH stands for Strategic
Marketing for Senior Heineken
Management. At the 'Koetshuis'
training centre at Hooge Vuursche
in Holland general managers and
commercial managers of the Euro
pean operating companies and
Heineken head office staff got to
gether for a workshop on long-term
marketing.
In their evaluation afterwards
the participants said that on the
whole they liked the course. Es
pecially the exchanges of experi
ence and ideas were thought to be
valuable. But the group felt that
greater emphasis on Heineken case
studies was a must for future
SMASH courses. Programme co
ordinator Shiona Kamermans has
this to say about the course: 'We're
happy that the participants liked
the subjects we'd picked out for the
course. Sure, there were some nega
tive points, but we'll take those out
before the next course in Novem
ber.'
Our photo shows the partici
pants in the first SMASH course.
Standing, from left: Messrs Plata,
Veldkamp, Foley, Stolk, Vanden
Abeele (tutor), Helou, Vuyk, Van
der Minne, Brandt, Bot, Burik,
Bart de Jonge, Van Herpen, Hab-
bershaw, Van Eerde, Van de Vijver
and Van Limburg Stirum. Seated
next to Mr Plata is Shiona Kamer-
mans, SMASH co-ordinator. Seat
ed, from left: Messrs Naert (tutor),
Strobos, Pasquet, Papadopoulos,
Kamphuisen, Gerards and Tanes.
In the Turkish capital of Istanbul the general managers of Heineken
operating companies from Africa and the Middle East met some time ago
for the annual General Managers Conference. The group of participants
included general managers from the breweries plus staff from Heineken
head office in Amsterdam whose work covers the Africa and Middle East
region.
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