World of Heineken 37 - Winter 2007/2008
Timoney: That's right. You can't be afraid of change if you're going
to work in different markets. You have to be able to embrace change
and adapt quickly.
Peters: One does need a certain adventurous spirit to work
internationally. You have to be open to discovering and exploring
new cultures, and you also have to respect them. This also enriches
our private life. To put things into perspective, Croatia is very close
to home, compared to New Caledonia, where I have worked
before.
Timoney: It's also important to understand that moving to another
country is a decision you have to make with your partner. Your
partner needs to understand and support you in your commitments.
In this situation, it is better if your partner has a profession that
can travel. I've been very fortunate that in the Netherlands and now
here in Canada, my husband, who is a physiotherapist, can combine
his career with mine.
Plantenga: My husband is a dermatologist. We both have a passion
for change and uncertainty in our lives. The great thing is that
we're able to combine our careers. It's not always easy, as we have
three children who deserve their fair share of love and care, but
we manage. We both want it to work and we enjoy each other's
successes. Certainly the reactions we get from colleagues and
friends show that these are not very usual choices.
How would you build the beer image for the female
consumer group in your market?
Timoney: We need to attract more women into the category. A
product like Heineken Premium Light can assist in this, as it is very
drinkable. We think that women will like it, but also that it will appeal
to a general taste here for lighter-tasting beers. It could be good
for Heineken to play in this arena but it has yet to be decided for
Canada.
Peters: Men and woman drink beer in Croatia. Beer is part of having
an enjoyable time with friends. Women are a part of this, in enjoying
life and bonding with others. We don't have a special campaign for
women but our packaging development programme certainly looks
into our buyers and what do they drink.
Plantenga: Women do drink beer in Rwanda, but mostly home
brewed sorghum or banana beer. In the cities we are seeing women
drinking beer more, especially since we introduced a small bottle
for Primus, the national mainstream brand. Beer is a part of the
tradition in Rwanda, so there's no major image hurdle there. Nobody
thinks it's strange if I go into a bar and drink a beer.
Zeleznikova: Women in Lebanon are trendy and progressive and
they are interested in the latest fashions. I believe that a trendy,
light, sexy brand that fits in with their lifestyle would attract them.
What are your professional aspirations?
Peters: One can't say what one's ultimate aspirations are really.
But I would like to build on my experience and make a significant
contribution to the company by leading businesses and contribute
to shape Heinekens' future.
Plantenga: To become the CEO of Heineken!
Zeleznikova: As the CEO position is already occupied by Door, I'd
say: let's go for an all-female executive board.
Timoney: To have a horse in the Heineken stables in Amsterdam
Horses at the Heineken stables in Amsterdam are named after former Chairmen and members of the Executive Board.
