greater service to agents and opera
ting companies in helping with the pro
duction of special articles. The stan
dard range is gradually being reduced
so as to prevent needlessly high stocks
of 'slow-moving' articles.
At the same time more attention
than in the past will be paid to a clear
internal co-ordination within
Heineken, enabling a better response
to the wishes of agents and operating
companies. If an agent has an idea for a
sales promotion article, he can put in a
request via his contact person at
Heineken Export for such an article to
be developed. The Heineken sales pro
motion staff will then set to work on
designing the product in accordance
with the guidelines that have been laid
down to guarantee consistent presen
tation.
After that, a sales promotion news
letter is used to gauge whether other
agents and operating companies are
interested in the new product. If a need
is found to exist for this product i n vari
ous quarters, this can reduce the costs -
because of the bigger production runs -
whilst a more uniform image can be
assured at the same time.
Do it yourself
However, the agent or operating
company may still decide on a do it
yourself approach and have the new
article produced locally. This may be
done because of cost considerations or
because of local legislation which, for
instance, may not permit imports of
sales promotion articles.
Zentveld can understand that situ
ation. Yet at the same time he firmly
advocates close contact between the
agent and Heineken in Amsterdam.
The head office can supply material
quickly and can draw up guidelines
which the new product should comply
with. Think, for instance, of transfer
films so that the product carries the
correct logo. Guidelines are also avail
able about the right colours and design
of an article so that there is no risk of
misunderstandings. If a sample of the
product is also sent to Amsterdam for
checking, a consistent image for the
relevant brand can be guaranteed.
Long term
The development of a range means
working ahead for the long term. By
this March preparations were already
under way again on compiling the
range and the catalogues for 1992. By
October it will be known exactly which
articles will form part of the standard
range for 1992.
T H F. WORLD OF HEINEKEN
