Experienced
Challenging
AUGUST 2 0 0 5
image in the communication, Heineken Italia managed to make the brand
grow. "By positioning Birra Moretti in the top of the standard segment we
have in fact created a new segment in the beer market", explains Alberizzi.
"To make Birra Moretti the market leader in volume as well, we are now in
the process of repositioning the brand a little bit. We want to emphasise
the open-mindedness of the brand by linking the brand to football events.
We have developed a fantastic event called the Birra Moretti Trophy. This is
a mixture of football and show elements and it is being broadcast on TV.
Every event attracts six million prime-time TV viewers for three and half
hours and I can assure you that the whole stadium is decked out in the
colour of Birra Moretti," says a smiling Alberizzi.
For the Heineken brand, music has been a strong platform since the
1990s. Jazz was considered to be the perfect tool to upgrade the quality
perception which was slightly weak at that time. By sponsoring jazz
concerts the brand's credibility was raised to such an extent that in 1998 it
was decided to launch a new event: the Heineken Jammin' Festival. A mass
event takes place in June every year on the Ferrari race track near Imola.
Three days of rock music with top-flight performers. Thanks to the concert
by the extremely popular Italian rock singer Vasco Rossi, as many as
120,000 fans visited this year's festival on the opening Friday. On Saturday
and Sunday an impressive crowd of 80,000 young adults was also attracted
to Imola, not only to listen to top-class music, but also to play a variety of
sports and to relax. From its very first year the Heineken Jammin' Festival
was a resounding success.
The Birra Moretti Trophy and the Heineken Jammin' Festival are events
that are set up and organised by Heineken Italia. As Alberizzi explains, it is
the philosophy of Heineken Italia to have control over such big events and
to make them much more than a regular sponsoring: "We use the same
amount of money that we spend on a regular sponsorship, but spending it
on our own event means that we can be more cost-effective," says
Alberizzi.
Giuliani outlines the target for the years ahead. "Innovation and top-line
growth through an even better understanding of our consumers and
customers." In recent years a special project has already given Heineken
Italia a greater insight into the market and made it possible for the
commercial department to achieve more focus in its sales activities. "We
have been able to change the mindset of our sales reps from selling
volume to value creation for the market".
Giuseppe Gregoraci skilfully steers his car through the narrow streets and
busy traffic of Milan. He's been working for Heineken Italia for thirteen
years and knows just about every little (one-way) street in the city. One
hand on the wheel, one hand on his cell phone with an earplug and a
microphone dangling on his shirt collar, Gregoraci drives imperturbably
through Design City. The phone rings almost constantly. Wholesalers and
accounts call him with requests, problems and suggestions. Each time,
Gregoraci comes up with a solution within minutes, sometimes
gesticulating but mostly replying in a calm and experienced way. It is clear:
here's a guy you want to do business with.
In the back sits Andrea Macario. For two years he was sales rep in the
Torino area but he moved to Milan when he was asked to join the trade
marketing department. Pointing at Gregoraci, he says: "Nowadays a sales
rep is totally helpless if he loses his cell phone. As a sales rep I once
received 56 phone calls in one day. You're very tired in the evening, but at
the same time it gives you a satisfying feeling."
We are heading for Murphy's Pub in the city centre. Nine months earlier
Irish entrepreneur Leonard Ronan bought the former restaurant and
converted it into an Irish pub where you can enjoy a good lunch and dinner.
From eight in the morning until two at night the Irish Pub entertains its
guests. The biggest sellers by far are Heineken and Murphy's Irish Stout,
says Ronan. That is music to the ears of Gregoraci because a turnover of
forty kegs a week makes Murphy's Pub his biggest account.
Ronan has been doing business with Heineken Italia for almost ten years
and when he opened Murphy's Pub he saw no reason to end the
relationship. "Things worked out very well with Heineken Italia. The
personal relationships are great and they always help with problems and
provide assistance during events. Heineken Italia is a big support."
Carlo Rivaroli (27) started working for Heineken two-and-a-half years ago.
He started in head office to do market research for ten months and was
then given the opportunity to work at the Commercial Excellence
department at Heineken head office in Amsterdam. Since February 2004
Carlo has been one of the sales reps in the Veneto region. This tourist area
on the Adriatic Sea forms a big challenge for Carlo and his colleagues.
Despite (or maybe thanks to) the difficulties, Carlo is enjoying every day of
his life in the north-east of Italy.
"Here in the region we have two big issues that make our work both
difficult and challenging," explains Carlo. "First of all we have the German
influence. In summer this part of the coast is filled with Germans and
Austrians. You can hear people speaking German all around you. It is
logical, because the coast is quite near to the south of Germany and
Austria. In the last few years we have noticed that the spending power of
the tourists is decreasing. At the same time the competition has become
extremely tough. Unlike the rest of the country, we have many small
independent wholesalers here who are keen on importing low-priced
German and Austrian beers. Almost all beers retail at the same price, so for
them the low-priced beers are more profitable."
For Rivaroli there is only one solution to this problem. "We should
maintain our profitability by adding more value. We do not want to
compete on a price level, but use the strength of our brands and deliver
service." Rivaroli is convinced that professionalism and helping wholesalers
with solutions will eventually pay off.
A second challenge that is confronting Rivaroli and his colleagues is
external and can hardly be influenced. The Udine region is known for its
fine wines and so it is not surprising that per capita consumption of beer is
lower than in the rest of Italy. "Go to a bar before dinner and you will see
many guests with a glass of wine or a cocktail and only a few with a beer.
Wine is thirty to forty per cent cheaper than beer."
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