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. 'ujfio er 29 Heineken Pn2e Presented WorldExPo Under SPamsh sun 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. 1 ^Ccil TrSlnirt^ Changes in head office organisation Buckler c\ '*e addiction 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. v 1-fci VtApr \x/qc rvf-firMq11\/ 1 r\ Qua Hcinpkcn hrpwpr Tnhan t 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.

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Heineken International Magazine | 1990 | | pagina 1