Premium Events
.Heineken
What's more, Heineken can profit
in Monterrey from the distributive
strength of Carta Blanca', says Sal
vador Lamas, Cerveceria Cuauhte-
moc's distribution manager for
Monterrey.
The list of Heineken customers in
Monterrey currently consists of five
hundred addresses which all put in
regular orders for Heineken beer.
Seventy per cent of all Heineken beer
is sold in cans. This high percentage is
due to the high image that cans enjoy
in northern Mexico. Martin
Hutchinson is satisfied with the
results in Monterrey but is not so
happy about the preference for cans.
'In our sales we'd like to put more
emphasis on the sale of Heineken
beer in bottles because we feel that
this fits in better with the Heineken
image. We feel that cans are the best
packaging for outdoor activities.'
Salvador Lamas, though pleased
with the fact that most Heineken beer
is sold in his region, is by no means
satisfied. 'Heineken has got a big
potential here in Monterrey. I am con
vinced that we can sell much more. I
regard it as a drawback that we have
to work with such a small number of
people. There are two representatives
working for Heineken, plus Francesco
('Paco') Acevedo whose job is to seek
new outlets.'
Paco admits that selling Heineken
is not easy. Especially finding new
outlets is not a simple job. 'But at the
same time it's a challenge to sell a
premium product with the help of the
brewery.'
A second drawback facing the
Heineken operation in Monterrey is
the influence of the American beers
which are priced twenty per cent
lower than Heineken. The attraction
of the U.S. combined with that lower
price make the American beers for
midable competitors.
One of the most important sales
outlets for Heineken in Monterrey is
the (American-style) drive-in store.
The front and rear of the store are
open, the customer drives inside with
his car, places his order and several
assistants then ensure that the order
ed products are loaded into the back
of the car. One such store in
Monterrey is visited most by people in
socio-economic groups A and B,
which explains the store's relatively
high turnover of Heineken beer.
Advertising
The interest shown for Heineken
by group A and B consumers proves
that the desired positioning of
Heineken beer in Mexico has been
successfully communicated. Cervezas
Mundiales has commissioned Navarro
Y Asociados in Mexico City to handle
its advertising interests.
Carlos Soares is the director of this
advertising agency. 'Beer is a very
common product in Mexico, a part of
life and very clearly a product for
men. When the imported beers arriv
ed, the first reaction of the Mexican
consumer was: we don't need imports,
we've got our own beers.'
Soares claims that Mexico's inter
est in its northern neighbour should
not be overestimated. 'Mexico may be
strongly oriented towards the U.S., but
there is extra appreciation for every
thing that comes from Europe. In the
end, Europe is something special for
many Mexicans.'
The introductory campaign for
Heineken started at the end of 1989
with advertisements in newspapers
and radio commercials. Adver-
Alrededor del mundo
Heineken
es
THE WORLD OF HEINEKEN
