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THE HEINEKEN STORE
Assets through the Heineken Store:
the launch of the Heineken Store is to support
the Heineken brand
What is the Heineken Store?
More than just new business
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value creation through brand franchise: as 'new business' the sale of the beer-
related articles will generate direct value
increase brand preference for Heineken Beer through:
- expectation that the beer-related articles will strengthen the bond between
the Heineken drinker and his brand (loyalty): validation of consumer's feeling
of pride in the brand
- the availability of high-quality beer items for Heineken reinforces the quality
perception of Heineken Beer
- underscores Heineken as the most dynamic brand within the beer category
visibility of the Heineken brand outside present channels or places.
A fine head of foam on a Heineken beer is regarded as essential
to the enjoyment of a glass of beer. In a bar a beer is served
perfectly, but correctly pouring out a beer at home often leaves
something to be desired. The introduction of Heineken articles in
the non-food market makes it easy for the consumer to pour a
perfect beer.
At the end of this year, introduction with special designed displays
is scheduled at liquor stores. The price level of the Heineken
articles is higher than that of non-branded glasses and similar
merchandise. However, consumer brand awareness means that
Heineken drinking are willing to pay a premium for an original
article that carries the logo of their brand.
The Heineken Store is the umbrella name of the in-store concept
for all articles which are related to Heineken beer and which are
sold to consumers in specially designed packs. This involves
products such as a range of different Heineken glasses, beer mats,
wall-mounted openers, glass cloths, serving trays etc. The launch
of the Heineken Store is to support the Heineken brand.
In June 2001, the first Heineken Store was launched in
The Netherlands. Following this introduction in a large non-food
chain, the Heineken Store will in due course be rolled out to other
distribution channels. In September 2001, the concept was also
successfully introduced in the largest Dutch supermarket chain.
The introduction of Heineken articles is focused on the market for
glasses and related beer articles. Since articles in the Heineken
Store are well appreciated by consumers, the Heineken brand will
not only benefit from the direct sales revenue but will also be
associated with the quality of the products. The beer-related
articles are expected to further strengthen the bond between the
Heineken drinker and his brand. Further, it's a part of a broader
vision where draft beer will be the new way of beer consumption
at home. To support this vision, the availability of original
Heineken beer-related articles is a an essential precondition.
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