Forging" ever closer links in Puerto Rico
Further improving strengths of
Heineken brands
Heineken and jazz
Export managers meet in Holland
The Puerto Rican capi
tal of San Juan was turned
into a jazz fan's paradise.
Some time ago Heineken's
importer there, Mendez
Co., organised the fourth
Heineken Jazz Festival.
Attendance figures were
higher than ever before.
The four-day festival
attracted more than 10,000
enthusiasts.
The festival was pre
ceded by ten 'Noches de
Jazz Heineken' (Heineken
Jazz Nights). These are
open-air concerts with no
admission charge.
This year's festival was
dedicated to the Puerto
Rican jazz musician Dave
Valentin. Festival high
lights were the perfor
mances by Mongo Santa-
maria, Nestor Torres,
Edsel Gomez and Giovanni
Hidalgo.
Heineken also sponsors
concerts by big-name jazz
musicians under the motto
'Heineken premium events
present...'. Heineken-spon-
sored events included
shows by Michel Camillo
and Dizzy Gillespie's
United Nations Orchestra.
In recent years a close
link has been forged
between Heineken and
jazz music. Fans of this
style of music fit in the
social class and age group
that Heineken aims to
reach in Puerto Rico.
From all over the
world Heineken export
managers gathered
together in Holland early
in December for their two-
yearly sales conference.
The conference lasted
two days and featured
many presentations and
lectures. Dr Philip Naert,
lecturer in marketing at
the Insead Institute in
France, was one of the
guest speakers. The export
managers also had plenty
of opportunities to
exchange experiences
with each other and with
Some of the 45 export staff
who attended the sales con
ference.
their colleagues in the
Netherlands.
The possibilities for
exports in the 'nineties
were the key themes at the
meeting. In addition, dis
cussions were held in
working groups on the
question: 'What are
Heineken's permanent
advantages compared to
the competition and what
can we do to improve
them?' All the working
groups reached more or
less the same conclusion:
Heineken's advantages are
the strength of its brands,
its strong distribution sys
tem and the know-how
available within the
organisation.
T H E W O R I. I) O F H F I N F. K F. N
