I^ong term Simultaneous with the start of the advertising campaign, POS material was developed which links up closely with the message conveyed by the commercial. Posters and beer mats with illustrations which tie in with the thumbprint campaign can be found in the on premise outlets. In addition to POS material Inchcape also intends to become more active in the promotions area. Inchcape has decided to adopt a dif ferent approach to these promotions. Out goes the Wheel of Fortune, in which the winner was given a free bottle of Heineken. According to Mel Sherwin, such a promotion for Heineken in Australia has the wrong sort of effect. "A pro motion like that gives the consumer the impression that the product apparently won't sell and so it's being given away. We've also noticed that the promotion only boosts sales during the evening when it is held. The following evening there will again be a promotion by another brewery and Heineken sales will drop back to their former level. We are therefore now looking much more to build up a long term relationship with the owner of the outlet. We are seek ing promotions which run in a parti cular outlet for a month, three months or possibly even a year. This means that Heineken is included in the range and the consumer is given the opportunity to really get to know the product." Graham Shonhan, state manager in Brisbane, also uses bar promotions of Heineken as "Beer of the Month" to capture consumer attention. He is THE WORLD Sydney Sydney is the Australian metropo lis. The centre of this city of three million inhabitants impressively demonstrates its international char acter: a business district with tall of fice blocks towering to the sky. In mid-1993 the whole of Sydney took to the streets to celebrate a two-day party: the Summer Olympics will be held in and around Sydney in the magic year 2000. For Australians this was a tremendous fillip and their pride is clear to see. Flags with the words "Sydney 2000" are on display at many points in the city. In view of Sydney's international allure it is not surprising that Heineken has traditionally been most strongly represented in the capital city more than anywhere else. More than half of all Heineken Beer sold in Australia is destined for Sydney. In State manager Rhod Webb HEINEKEN Metropolis Rhod Webb does not have an easy job in his state. "Sydney is a very com plicated market for beer. It is very competitive because everyone who wants to start marketing a new beer brand does that in Sydney. No won der, as the city is the metropolis of Australia and has a highly inter national flavour." At the end of the 'eighties brewer ies from all over the world shipped their beer to Sydney in an attempt to gain a firm foothold in this enormous country. Sydney was the place to be. Rhod Webb recalls that at one point in time more than eight hundred beer brands were vying to capture a slice of the market. In view of the negligi ble share of imported brands in the total beer market, only a very small number of them succeeded. Mel Sherwin, marketing and sales manager at Inchcape head office in Melbourne, is not pleased about the many imported and local brands which have been launched. Ice beers in particular spoiled Heineken's plans last year. The spectacular growth of fully aware that this promotion pri marily benefits the outlet, but sees such a promotion as the right method of communicating the Heineken message, especially in the nightclubs, the outlets frequented by the younger consumer aged between 18 and 25. These are the key outlets for Heineken. New South Wales the emphasis in beer sales is on the off premise out lets. According to Rhod Webb, Inchcape's state manager for New South Wales, this has everything to do with the climate. "The consumers here are more outgoing after work than in other states. A lot of barbe cues are held and what better drink with a barbecue than beer." Mr Webb is satisfied with the results of Heineken in the off premise sector. In the nightclubs and up-market bars distribution is good, but the pull through can improve further. And that is one of the targets for Rhod Webb and his people for 1994. The right price for the product is an essential part of these efforts. Four dollars for a bottle of Heineken is regarded by Rhod Webb as the ideal price; a clear difference from the local brands, but not too big a dif ference. In reality, though, the situation is sometimes different: 4.50 or 5 Australian dollars for a bottle of Heineken (one Australian dollar is approx. US$ 0.75). Sydney, the Australian metropolis. seen on Australian TV before 8.30 p.m. Some months ago, however, the Australian government decided that commercials for alcoholic drinks may be broadcast in connection with live sports programmes. Since many sporting events take place in the afternoon, it is now possible to air alcohol commercials before the 8.30 p.m. threshold. Thanks to this new rule Heineken was able to broadcast many TV spots during the Heineken Classic golf tournament in Perth.

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World of Heineken | 1994 | | pagina 18