Customer partnering
Heineken Ireland is well placed to maintain its premium pricing, O'Reilly
says. Drivers such as promotion, quality of packaging, or refrigeration to
provide cold beer, do far more to enhance the Heineken brand, he insists.
"Innovation in the category is key and we need to keep this going." The
launch of DraughtKeg into the market this summer is an example of an
innovation that responds to consumer needs and the market.
"With a view to the future, as the biggest lager brand, we have to keep
doing what we have been doing well. In any competitive market, you really
have to listen to your customers, understand their needs, and in many
respects partner them through difficult times. We must let them know that
we're not only here when the sun is shining. We must show them that we're
with them for the long haul."
Heineken Ireland's story in recent years is surely a source of inspiration to
people in other "difficult" markets. The first point is to make sure that you
have a great portfolio of beers, led by the Heineken brand. The second
point is: develop a lasting relationship with your customers. They must have
real confidence in you as a supplier and as a beer expert. "That's what's
good for future growth and stability," concludes O'Reilly.
A lot of the Irish off-trade, has been focussed on price, he says, but that is
not the only relevant factor. "We also leverage promotion and visibility, as
well as the range and distribution of our products. This gives us an image as
beer experts with a premium product, rather than emphasising the price
per can or the price per bottle."
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