Cricket tickets
Heineken Schweiz sets up
own sales force
Heineken agent
Burrows Lightbourn on
Bermuda used a recent
promotion as a tie-in with
the great popularity of
cricket in the Caribbean.
The Heineken Test Match
Competition invited
consumers to answer seven
questions about cricket and
about Heineken. The win
ner received all-inclusive
tickets for a trip to
Barbados to attend the test
match between England
and the West Indies.
Louise Bawlins was pre
sented with the first prize
by Richard Hartley,
Managing Director of
Burrows Lightbourn
(second from right on the
photo). Mrs Rawlins dona
ted to prize to Randall
Woolridge, pictured ex
treme left. On the extreme
right is Jens Maitland, of
the Burrows Lightbourn
marketing department.
37
Since 1 January 1994
Heineken Schweiz AG has
had its own sales force for
part of the Swiss market.
The first six months of this
year have confirmed the
success of the new organi
sation: the high sales target
of plus 30% was achieved!
In 1977 Heineken open
ed a sales office in
Switzerland. Distribution
and sales of Heineken Beer
were handled by various
sales partners. Over a
period of many years this
concept was an ideal situ
ation for Heineken. But, as
regards the area of the
country with the highest
population density (the big
cities of Basel, Bern,
Lucerne and Zürich) this
working method was found
to be less than optimal.
According to estimates by
Heineken Schweiz the
growth potential of this
region was higher than the
figures showed.
The decision was taken
in the summer of 1993:
Heineken Schweiz would
set up its own sales force
which was to be operation
al as from 1 January 1994.
In the space of six months,
therefore, a catalogue of
both on and off premise
outlets in the region had to
be compiled. On the basis
of that survey a team of
eleven sales people was
recruited.
The distribution of
Heineken has been con
tracted out to an indepen
dent transport company.
This company supplies the
wholesale drink merchants
who deliver to the on pre
The new sales force of Heineken
Schweiz is recording good
results in the densely populated
area around the cities of
Ziirich, Bern, Lucerne and
Basel.
mise trade and the distribu
tion centres of the super
market chains.
The development of
sales gives the management
of Heineken Schweiz AG
good hopes for the future of
Heineken in this region.
The increase in fact stems
not only from higher sales
to existing customers but
also from an extension in
distribution.
Heineken
THE W ORLD OF HEINEKEN
