Driving Category Growth...
Together!
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It's no secret that the off-trade is becoming increasingly competitive. Heineken is also
aware of the role it plays in helping retailers drive category growth where it matters most
- in the store! It was out of this commitment that its Customer Management Programme
was born. Today, it is seen as a 'best in class' global capability development initiative.
World of Heineken 42 - summer 2010
Programme Manager, Ha raid Lek, takes a few minutes to explain how
Heineken is taking the relationship with retailers to a completely new
level through the investment in its Customer Management Programme.
What motivated Heineken to start this programme?
Our primary motivation was that, as leaders in the category, we
should also accept our responsibility to lead in driving category
growth. This means having the most professional people providing
the most professional support, to truly make a difference for our
shoppers and customers and ultimately trigger category growth.
Why specifically target retailers?
The past few years have shown an increasing shift towards the off-
trade for beverage purchases. The market is changing, and so are our
customers. As the market expands, with consequent higher demands,
there's a need for us to act as true partners in our category and
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Heineken's new programme helps retailers
increase profitability from the beer category
