I
about Heineken and about the Bulgarian beer market. The
winners receive a Heineken T-shirt or watch or one of the
other sales promotion articles.
In the important outlets all
sorts of Heineken display
materials can be found,
such as illuminated signs
and mirrors. But Mr Todorov
is cautious about using too
many of these materials.
"You must avoid overkill.
Too much emphasis on the
image in a single outlet is
no longer perceived as
credible by the consumer."
One advert that definitely
radiates a lot of image is the illuminated sign on top of a
block of flats in Sofia city centre. This illuminated billboard
measures 13 by 3 metres and is a landmark in the streets
of Sofia. Todorov is proud of this illuminated sign, as it is
located on one of the city's busiest roads in an area that
is due to be further developed over the next two years,
including the construction of a new five star hotel.
Besides promotions and advertising, Famous Beers is also
involved in sponsoring. It has small-scale sponsorships of
sports such as tennis. Via Famous Beers, Heineken is also
active on the music scene, acting as co-sponsor of a jazz
festival that is held each year in the city of Bansko. Thanks
to Heineken sponsoring, a CD by a Bulgarian blues group
has also been released.
The travelling theatre company La Strada also receives
support from Famous Beers and Heineken. According to
Mr Todorov, that project is basically not a sponsorship. "You
should see it more as a form of charity. This theatre company
was in financial need and was looking for sponsors. In
exchange for financial support Heineken does receive some
brand publicity in relation to the performances, but that's
all there is to it." In the charity area, incidentally, Famous
Beers does even more than this. Each year financial support
is provided to various charitable foundations and orphanages.
Mr Todorov's explanation is clear: "I believe that in this
country if we earn money we have the moral obligation to
donate money as well".
All the sponsoring and promotional activities are aimed on
the one hand at countering the competition and, on the
other, at boosting brand loyalty amongst consumers. At the
present time that loyalty is still low - a typical characteris
tic of the Bulgarian consumer. So Iavor Todorov knows what
he has to do. He has a clear target in mind for Famous Beers.
Five years from now he wants Heineken to have a five per
cent share of the Bulgarian market. At the moment the
import segment as a whole still accounts for a mere one per
cent. It is therefore an ambitious target. "That's right, but if
we as an organisation focus on the key elements of distri
bution and promotions, we'll achieve it. Progress will then
become a constant process. In that way Heineken will
become a part of the Bulgarian lifestyle and not just the
number one premium beer that it already is today."
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