L J A 1 mm IMRRR0H Ï|I A ■v.-. .w.-.w. \y.y %\V EH .\V.\V.V.V.\V.V.V.;.V. .v.\vAvv\v.y. .yw yAVA'.V.V.VtóW.Jfi .v.v.\\v.w«»»ra y.v.:.y.y .■.V.'.S'.' PUBLISHED BY VAN MUNCHING CO., INC., 6 West 48th St., New York 36, N. Y, VOL. X, No. 2 O ur appu &c ami U: v E are about to finish our first quarter our 1959 fiscal year (February 28thas we write this, and we are quite optimistic that, in general, the sales quotas jor the first quarter of 1959 will be met. Our national sales growth year after year has been phenomenal, as ivas the case tn 1958 when we achieved a 25% in crease over the previous year. The best news, we find, is that Heine ken's is more and more being asked for by consumers in preference to other imported beers We look forward with confidence to a substantial sales increase during 1959es pecially in grocery stores, super markets and delicatessen stores. We find that throughout the country buyers for super markets and other chain store operations have become quite in terested in selling imported beers for several reasons. The margin of profit percentagewise and dollarwise) on all imported products is much bigger than on domestic items and therefore, the profit on imported beers to the store owner is very attractive, even if the volume, because of the higher selling price, is limited. Then, there is the prestige selling that goes ivith imported beers. Food stores to day believe very much in trading up. I earnestly suggest that we go after this large volume business. We intend to display ma- have some attractive terial to help the impulse buying which, in addition to other ample point-of-sale material and a very substantial national consumer advertising program, assures constant consumer demand. Our Pacific Coast Division reports that tivo chain store groups, ivith a total 420 stores, have decided to stock Heine - ken's in all of their stores. is also interesting to report that we have recently received the final approval from the New York A P office to sup ply Heineken's for their New York and New Jersey stores. Cordially yours, EDITOR; EDWARD W. RAMM FEBRUARY, 1959 Grocery and Supermarket Displays Boost Heineken s Sales Illustrated above is a typical 6 display that has proven to build Heineken's sales from 2 in the same retail store, per month to per month more Such displays are becoming a regular part of selling Heineken by aggressive distributors' salesmen everytvhere. It is a sure way to make new friends for Heineken'smeet sales quotas, and build retailer, whole saler and salesman profits 'tl, «V 'X' j a I i.l

Jaarverslagen en Personeelsbladen Heineken

The Windmill | 1959 | | pagina 1