Tax Free Fair in Cannes
is world's biggest
Creative distribution:
delivery bike in Cambodia
16
Taking part in a trade fair means: a great
opportunity to maintain contacts with
existing clients and to open up new mar
kets. For Heineken's Duty Free depart
ment the Tax Free World Exhibition,
held in Cannes in the South of France, is
always the high spot of the year.
The trade fair in
Cannes has been
organised for the
past five years by the Tax
Free Exhibition Associ
ation. This umbrella
organisation for the duty
free trade operates under
the motto 'For the trade, by
the trade'. Its organisa
tional costs are recouped
from stand rentals and
Maintaining contacts and
opening up new markets. The
chief reasons for Heineken's
presence at the Cannes trade
fair.
admission charges.
All leading drinks com
panies are present at the
fair in Cannes, as are
tobacco manufacturers,
renowned perfumery
houses and producers of de
luxe fashion goods. It's the
ideal opportunity for sup
pliers from all over the
world to meet buyers from
all over the world.
Ton Muyres, head of
Heineken's Duty Free
department, sees major
advantages in taking part
in this exhibition: 'When
you're visiting prospects
out on the road you can
never give them an idea of
everything you have to
offer. This trade fair gives
you the chance to show
people your full range and
to draw their attention to
your new products.'
In the five years since
the Cannes fair was first set
up Heineken has been
working closely together
with five other Dutch busi
nesses: Agio (cigars), Bols
International (distilled pro
ducts), Douwe Egberts/
Van Nelle (tobacco), Droste
(chocolate) and Van Mop-
pes Diamonds. These com
panies combine to present
themselves as the 'Dutch
Selection': top quality prod
ucts made in Holland. The
stands of the 'Dutch Selec
tion' form an integrated dis
play. Thanks to the initia
tive shown by Heineken's
Advertising Services, the
six businesses work
together closely on the
design, transport and
assembly of the exhibition
stands.
The Cannes Tax Free
Fair lasted four days and
attracted 5,200 visitors.
Attendance figures may
seem modest, but the selec
tion criteria for admission
to the event are very strict.
Only agents for duty free
articles are allowed in. The
watchword: quality not
quantity.
Distribution methods
can differ enormously in
each country. One country
may perhaps use sophisti
cated computer programs
to organise its distribution,
another may opt for what
seems a much simpler sol
ution.
We can't give a value-
judgment. Indeed we
wouldn't even want to.
Every agent chooses the
most efficient method for
his particular situation.
Western methods need not
always be the best. Here's
an example in Cambodia
(the country now known
as Kampuchea). This
photo, taken from a hotel
window in Phnom Pen,
shows a creative approach
to the distribution of
Heineken beer.
THE WORLD OF HEINEKEN
