INTERNATIONAL MAGAZINE
Heineken gains solid
foothold in Brazil
Guinness next year
in Zaïre and Congo
December 199Q
Contents
The Heineken Board of Directors is to structure its activities
along different lines. The geographical subdivision of respon
sibilities will be replaced by a structure based on functional
lines. This is one of the findings of the study made by organisa
tion consultants McKinsey into the role and functioning of the
head office.
Sao Paulo introduction means new step
Recently Heineken beer was officially introduced in the Sao
Paulo region in Brazil. Since June Heineken beer had already
been on sale via 700 outlets in Rio de Janeiro. In Brazil
Heineken beer is obtainable only in the 33 el green bottle.
Early November the contracts were signed at Heineken head
office in Amsterdam to clinch the agreement on close co-opera
tion with Guinness in the African countries of Zaïre and the
Congo.
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Changes in head office
organisation
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The three essential functions -
Marketing, Finance and Produc
tion - will be directly represented
on the Board under the overall
leadership of G. van Schaik, who
will also be responsible for human
resources world-wide.
Mr R. van de Vijver will assume
functional responsibility for pro
duction world-wide. Mr H.F.M.
Coebergh will retain regional re
sponsibility for Africa, the Middle
East and the Far East. Mr J.H.
Drost will continue to have region
al responsibility for the Western
Flemisphere.
New board members will be re
cruited externally to fill the Mar
keting and Finance posts on the
Board of Directors.
Until these appointments have
been made, Mr Van Schaik will
temporarily fulfil the Marketing
function. In the case of the Finance
function he will be assisted to a
substantial extent by Mr J.B.H.M.
Beks, director of CEFI. Until his
retirement in mid-1991 Mr Beks
will be closely involved in the con
sultation and activities of the
Board of Directors.
Europe and Exports
The transition to a model based
on functional lines will be focused
in the first place on the activities in
Europe and on Exports. For the op
erations in the other continents the
regional organisation will therefore
be maintained under the respon
sibility of a Board member.
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In Brazil, too, Heineken beer is a
premium beer (high quality cou
pled to high price) destined for a
select group of consumers. Accord
ing to regional marketing manager
Cees de Soet, the Sao Paulo launch
is a signal that Heineken sees Brazil
as an important market. The Sao
Paulo region is important for the
brewing industry, as thirty per cent
of total beer consumption takes
place there. Kaiser expects to have
more than 2,000 sales outlets in the
city of Sao Paulo by the new year.
For the introduction of
Heineken beer in Brazil a TV com
mercial has been produced in
which a starring role is played by
Heineken brewer Johan de Deijn.
The commercial was shot on loca
tion in a brewhouse where master
brewer De Deijn strolls round and
concludes that 'Heineken is a com
pletely different story'. The TV
spot was broadcast on Brazilian
television for a two-week period
during October. Besides TV adver
tising, six radio stations have also
been selected to air a Heineken
commercial over a three-month
period.
Heineken beer is produced lo
cally, under the watchful eye of
Johan de Deijn, by the Kaiser
Brewery which is located near Rio
de Janeiro. Kaiser has come up
with a special solution to help the
salesmen move around the
crowded cities of Rio de Janeiro
and Sao Paulo. The traffic-filled
roads in both these cities make life
tough for the Kaiser reps. Which is
why the salesmen can now scoot
around on mopeds fitted with a
box at the back to carry P.O.S. ma
terial, folders and sales files. In Rio
de Janeiro the sales force consists
of three reps, in Sao Paulo eight.
Mopeds, painted appropriately in
Heineken green, help salesmen get
to customers fast in Rio and Sao
Paulo.
In line with the organisational
change within the Board of Direc
tors, all corporate staff and service
departments will be regrouped. In
future, the intention is that each
staff department will be managed
by a Board member. The first re
quest for advice on the future staff
structure has meanwhile been sub
mitted to the Central Works Coun
cil.
Currently, a study group consist
ing of representatives from oper
ating companies and corporate
staff departments is hard at work
planning the details ot now the
new-style head office will link to
gether with the operating com
panies. The Board hopes to present
finalised plans fairly soon.
Seated, from left: Messrs A. Kruidenier, general manager Bralima Zaïre, D.
Hampshire, Guinness regional director for Africa, H.F.M. Coebergh, mem
ber of the Heineken Board of Directors, P. Stuart, Guinness area manager.
Standing, left to right: Messrs M.O. de Savornin Lohman, area marketing
manager Heineken, J.L. Home, general manager Brazzaville, J. Siertsema,
co-ordinating director Heineken Africa, and P. Hamers, regional technical
manager Heineken.
The intention is that during 1991
Guinness will be brewed at Bralima
in Zaïre and at Brasserie de Bra
zzaville in Congo. Guinness region
al director, David Hampshire, and
area manager Africa, Peter Stuart,
travelled to Amsterdam to put the
official seal on the contracts. On
behalf of Heineken the contracts
were signed by Board member
H.F.M. Coebergh, who is responsi
ble for our African operations.
Congo and Zaïre are not the first
countries in which Heineken has
entered into a joint venture with
Guinness. Guinness is also pro
duced in Heineken breweries on
the Bahamas, in Rwanda and in
Spain. In Malaysia Heineken's lo
cal partner Malayan Breweries was
merged some time ago with the lo
cal Guinness operation.