Under the motto 'Added value
through quality people' the
Heineken office in Moscow
recently started sales training
courses. In the highly com
petitive Russian market, says
Maarten Kruijtzer of the
Moscow office, it is very
important for Heineken to
differentiate itself positively
from the competition.
Training and education form
an essential element of that.
Participants in the training
course were sales reps and
staff of importer/distributor
First Federation from Moscow,
St Petersburg and Sochi and
marketing employees from
the Heineken office. They
were first given extensive
background information
about Heineken: both the
company and the brand.
After that, a specialised
Russian bureau took care of
the specific sales training,
which included a role-
playing game.
Volleyball competition in
Laos, a country where impor
ted Heineken Beer is sold. The
intention is that the tourna
ment will be held each year
from now on.
How do you organise a beach
volleyball tournament when
there are no beaches? The
organisers in the Asian coun
try of Laos had no beaches
available but they didn't let
that stop them. In the dry
season, when the water level
of the Mekong River is ex
tremely low, stretches of sand
are exposed along its banks,
for instance near the city of
Vientiane. Heineken spon
sored the very first Beach
One of the prize-winning teams
was the women's section of
the Rural Development Ministry.
i
During the tournament Heineken promotion
girls made sure that the guests had everything
they wanted.
