"It's changing the entire environment in which we have to operate," says
Pongtanya. "While we can look at these regulations as constraints on our
growth, there is also huge competitive opportunity. Breweries that can add
superior talent to their operations will be able to snatch great chunks of
market share away from those that are slow to adapt to the new
environment. That's why we are placing a lot of emphasis on 'people
development' within the organisation, recruiting and cultivating talent."
An area that TAPB has most actively pioneered in Thailand is what
Kimble calls 'experiential marketing'.
"These are primarily events that are heavily branded by a single major
sponsor, and which tie in closely to the brand's equity," he explains. "These
events have taken on particular importance because of the new
government restrictions."
Heineken is closely associated with music in Thailand. The Heineken
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Jazz Festival at Flua Hin, for example, is an annual event organised at one of
Thailand's most popular beach-side resorts. In June each year, the summer
music event caters for a youthful crowd, attracting more than 25,000 local
and overseas visitors. "Jazz is viewed by Thais as modern and
contemporary, values we are eager to link to the Fleineken brand," Kimble
says.
Next to this, Fleineken also supports the Bangkok International Jazz
Festival, which attracts a more global audience as well as a wide range of
Grammy Award winning artists.
TAPB's Fleineken Green Carpet Party held in March 2005 appealed to
the youthful, fun-loving Thai culture. Attracting a range of well-known
international artists from around the world, the Green Carpet Party was
positioned as a hip music event set in a clubbing atmosphere on the
rooftop of the Central World Plaza in Bangkok. In May of this year, Bangkok
