'Problem of success' for Heineken Far East
New position calls for
He launched his ideas at the
two-yearly export meeting
held last December in Hol
land. Heineken export managers
from all corners of the globe then got
together in Holland to exchange
information and discuss strategy for
the coming years.
Heineken has built up a cast-iron position in the Far
East over the past ten years. Heineken beer has
expanded from a small 'niche' brand to become a
brand which is a major player. That changed situ
ation calls for a new approach. Sjors Janssen,
general manager of our Singapore office, explains
what changes are needed in the years ahead.
Janssen sees more than ample
growth opportunities over the longer
term for Heineken in the Far East.
The population structure there will
also help him a little. Whereas the
proportion of older people is grow
ing in Western countries, the average
age of the population in the Far East
is younger by comparison. Moreover,
though economic growth in many
Far East countries may be less spec
tacular than five years ago, it can
still be described as respectable.
That means that spending power is
increasing, which must sound like
sweet music to consumer goods
manufacturers.
Cost-effective
Through its strong growth over
the past two years Heineken beer
has acquired a top position in the
beer market. As a result, Heineken
Far East was confronted with a
problem caused by its own success: a
hefty increase in competition. Pre
viously, in fact, the brand was too
small to play a competitive role. But,
the result of success or not, the prob
lem still has to be countered quickly
so that the brand doesn't lose its
present position.
Faster, more flexible and, above
all, cheaper: that's the message that
Janssen is now putting out. By
'cheaper' he's not referring to cutting
the price of Heineken beer. That
would cause too much damage to the
product's premium image. In future
the local office - in cooperation with
all the disciplines involved - will
have to work even more cost-effec
tively and more shrewdly, yet
obviously without this affecting its
service to customers.
Faster
But Heineken Far East does more
than just talk about the problem. At
the moment work is being done on
an advertising and promotions cam
paign for the entire region, in addi
tion to the local campaigns. The
office is also busy improving its sup
port system so that it can supply
direct customers with products fas
ter than ever before.
An extremely strong distribution
system is essential for the further
development of the Heineken brand
in the Far East, feels Janssen. Con
trol over the distribution process
THE WORLD OF HEINEKEN
