returnable packaging the yellow Heineken crate has been used for as long as most people can remember. Since the intention is that the colour green should play a bigger role in communication towards the consum er, a study is being made to find out whether the 'German' crate can also be used in other markets. Concentrated Advertising campaigns costing mil lions of marks on the national TV networks - those are something that German consumers cannot expect to see from Heineken. Since the target group for Heineken Beer is still so small and so much concentrated in the big cities, market communication will also be small-scale and highly focused on the target group. Heineken is aiming in Germany at the younger consumers (aged 23 to 35). These are specifically males, highly educated, with higher incom es, cosmopolitan and - highly import ant - consumers who are open towards quality beers from other regions as well as countries. Heineken Deutschland GmbH, established in Düsseldorf, is headed by Lutz Meyer-Reissenweber. Over the past ten years he has gained com mercial experience in the foods sector and, before joining Heineken, he spent several years as export director of the German DAB brewery. Mr Meyer-Reissenweber has put together a team of representatives in recent months and has built up a network of wholesalers/distributors. Their interest in including the Heineken brand in the range is a dis tinct signal that the German beer market is clearly on the move. Nevertheless it would be Utopian to expect that Heineken Beer will 'conquer' Germany within a few years' time. The segment in which Heineken operates is and will remain too small for that. The first production run for Germany. THE WORLD OF HEINEKEN

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World of Heineken | 1993 | | pagina 16