Heineken USA presents new strategy
to distributors
m
Murphy's Irish Red Beer
in Germany
Swinging
at the
foot of
Mount Fuji
26
In February Heineken USA
(formerly Van Munching
Co.) gave a presentation to
distributors of its plans for
1995. Plans which show
that Heineken USA is going
to adopt a new, pro-active
strategy.
Heineken USA feels that
1995 will be a year full of
changes and growth. "We
know the marketplace is
changing - and we're not
going to sit back and take
our leadership for granted.
We're rolling out new cam
paigns, new promotions
and a new approach to our
partnership with the trade",
says Heineken USA in a
brochure for distributors.
also conveyed in new 60-
second radio commercials
which are being aired on
leading stations in the
country's 25 biggest cities.
Besides commercials on
nationwide network TV,
Heineken USA is focusing
specifically on some twen
ty-five local markets in the
United States to maximise
the number of consumers
reached.
But it's more than just
an update of the message:
the range of target groups
is also being extended, plus
the way in which Heineken
USA plans to approach
those target groups. As
already indicated in the
iHl
'ErJEEr:
Heineken USA has
drawn up an impressive list
of activities relating to
Heineken, Heineken
Tarwebok, Heineken
Special Dark, Amstel Light,
Murphy's Irish Stout and
Buckler. But the main
thrust is on the Heineken
brand.
For Heineken Beer two
new commercials have
been developed to under
line the image of Heineken
as a sociable, approachable
beer. The same message is
previous issue of The
World of Heineken, ethnic
groups like the Hispanics
and the Afro-Americans
account for a substantial
proportion of Heineken
Beer sales in the United
States. Heineken wants to
reach these groups via spe
cifically targeted advertise
ments and promotions.
For Amstel Light, too, a
new advertising campaign
has been developed for
both TV and radio. In this
the product is positioned as
'the only light beer with
style'. And here the word
'style' stands for: young,
smart and contemporary.
Last year Heineken USA
conducted a survey
amongst distributors to find
out their views on the sup
port they receive from
Heineken USA. That survey
has resulted in a number of
measures aimed at further
consolidating the coopera
tion between distributors
and Heineken USA. The
range of POS material has
been expanded, timing of
promotions is planned
more accurately and in
consultation with the distri
butors, the flexibility of
advertising at local level
has been boosted.
Alongside its increasingly
popular Irish Stout, Mur
phy's now has an Irish Red
Beer. This ale has been
introduced in Germany,
where Murphy's Stout is
available in a growing
number of bars. Murphy
Brewery Ireland, a wholly
owned subsidiary of Heine
ken, is opting for a step by
step market approach. If
the product proves success
ful in Germany, then the
possibility of introducing it
in other markets will also
be considered.
Getting into the swing of
things at the Heineken
Mount Fuji Jazz Festival in
Japan. With the magnifi
cent backcloth of Mount
Fuji framed against a
clear blue sky. Some forty
thousand jazz enthusiasts
relished that special atmos
phere! It was the fourth
edition of the festival and
Heineken was the main
sponsor.
In its sponsorships and
other commercial activities
Heineken Japan focuses
strongly on the younger
consumer (20-30 years). By
sponsoring this highly
prestigious jazz festival
Heineken Japan has scored
yet another bull's eye, since
jazz music is growing in
popularity amongst the
group that Heineken is tar
geting. As was proved by
the high number of visitors.
The festival was also
recorded on TV, attracting
an audience of three mil
lion.
TRADITIONAL RED BEER
FROM IRELAND
THE WORLD OF HEINEKEN
