ECONOMIC SUSTA INABILITY
on selected issues themselves within central frame
works imposed by Heineken N.V. Two trial projects
were launched as part of this programme in 2003,
one in Ghana and one in Reunion, which immediately
highlighted the complexity of this subject and the
cultural differences in the way in which terms are
defined. They also revealed that clear assignment of
responsibilities within the organisation and measura
ble results were critical factors in the successful
implementation of a code of conduct.
New method
On the basis of the two trial projects, a new method
has been developed which takes account of the
operating companies' local circumstances in imple
menting the code. This new method will be tested in
the course of 2004 and modified where needed,
before being implemented worldwide. Heineken also
plans to publish the code of business conduct inter
nally and externally by the end of 2004. The pro
gramme for the introduction of the new code will
then be finalised in 2005.
2.8 Customer and consumer relations
a worldwide code to place protection of privacy on a
more structured basis. This code will cover the privacy
of employees, customers and consumers.
We provide the consumer with product information
via our labelling. In some countries, including the EU
member states, labelling is subject to statutory regula
tions. It is Heineken's policy to comply with these
regulations and to take immediate steps to rectify any
infringements. 89 per cent of our operating companies
have product information and labelling policies and
procedures in place.
Improper use of some of the packaging used for our
products may cause personal injury, for example
during transportation, storage and handling. It is
Heineken's policy to comply fully with local statutory
and other regulations concerning protection of the
safety and health of users and to take immediate steps
to rectify any infringements. A total of four infringe
ments of statutory regulations were reported by our
operating companies worldwide in 2003. 72 per cent
of our operating companies have specific policies in
place to protect users at all levels. In the on-trade
sector, for example, this includes giving instruction in
the use and care of beer dispensing equipment and
technical requirements such as the installation of
carbon dioxide sensors in beer cellars.
It is vitally important to Heineken that its trade cus
tomers (retailers) and end-users (consumers) are
satisfied and continue to be satisfied with the products
and services it provides. 74 per cent of our operating
companies have policies and procedures in place to
carry out periodic customer and consumer satisfac
tion surveys, the findings of which are used to improve
the company's performance on a continuous basis.
The findings of regular brand perception surveys
serve as input to the continuous process of refining
our marketing strategy and developing new attributes.
Heineken does not yet have a global policy on safe
guarding consumer privacy and we do not monitor
infringements of privacy legislation. As a general rule,
Heineken has access to little or no privacy-sensitive
information on consumers apart from that obtained
via brand competitions, consumer information lines or
website visits. This information is not used actively and
is never made available to third parties. Furthermore,
our products are always traded via retailers. Heineken
is currently working on formulating and implementing
Heineken Italia switches emphasis to growth
Pepper Project focuses on individual performance
MASSIMO VON WUNSTEfl
PIERGIORGIO G I U N T I
Having integrated the major acqui
sitions it made in the late 1990s,
Heineken Italia has switched its focus
back to growth. For a company that is
already market leader, this means
maximising its management resources.
The Pepper Project enables the com
pany to measure individual perform
ance, improve assessment procedures
and define career potential, while the
mentorship programme fosters the
development of selected graduate
trainees.
TOWARDS SUS TA INABILITY
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