...Heineken Area Export Managers see
sunny future for dark continent...
Analysis
"We used to be known as 'case shifters'. Volume was seen as the
most important thing. In recent years we have changed from being
case shifters into an organisation that has its prime focus on
commercial and operational excellence."
"Let me give you an example," interjects Jacco van der Linden.
"In a number of countries we used to have more than one importer.
We made sure that the beer was delivered to them, but after that
we lost sight of the product. Where was it being supplied to? Which
outlets were selling the beer and how high was their margin? Those
were all questions that we could not answer." In the meantime
those uncertainties have long been solved. "Together with the
importers (meanwhile one exclusive importer for each country) we
now have a precise insight into each market. That cooperation is
essential," says Guido Janssen (East Africa): "The importer knows
his customers, where beer is concerned we're the specialists."
The professionalisation of the Export organisation can best be
confirmed by the Sources of Growth Analysis, a highly detailed
analysis of a market and of the brand. "You have to see it as an
extensive marketing plan covering a period of at most five years.
Such an analysis enables us to work out exactly which types of
packaging have to be introduced for a specific type of on-premise
outlet. After half a year we evaluate the analysis and then decide
in each case whether the planned actions are still feasible,"
explains Diederik Kalff. Such a Sources of Growth Analysis is a
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