World of Heineken 43 winter 2010
received and will enable Heineken to
develop a more collaborative relationship
with these important customers.
INCREASING PRODUCT TRIAL
With his proven background in branding,
it's no surprise that Alexis is expecting
Heineken's brand portfolio to prove its
worth by attracting increased trial and long-
term loyalty. What Alexis terms a 'pull rather
than push approach', will lead to a more
rewarding business for Heineken, customers
and consumers alike. But it will take
investment and skill. A carefully planned
training programme focusing on branding
is currently under development to ensure
that Heineken's marketing teams are among
the most professional in their field, across
the globe.
Alexis has also established global
procedures that will ensure that the
consumer is integral to any decision taken
and that they receive a consistent branding
message wherever they are in the world.
The new organisation focuses on meeting
customers' changing requirements for
exceptional service and a true business
partner. A newly appointed European
Wholesale Director role will lead the Horeca
European Buying Department in a new
regional structure for wholesale. This will
increase collaboration with the non-beer
portfolio, and reduce complexity
for customers.
WINNING WAYS
For the export side of the business, Regional
Export organisations will be created
in Western Europe. These two export
organisations will be responsible for the
marketing activation and sales of European
company brands imported through third-
party importers, distributors or licensees.
This will mean that each import market will
have a single point of contact, with clear
roles and responsibilities across operating
companies and export operations.
Over time, it's likely that there will be more
centralisation of specific activities within
the business. This will make working with
Heineken as straightforward as possible for
customers, and ensure consistent global
branding for consumers.
"Change doesn't happen overnight in an
organisation of Heineken's size," concludes
Alexis. "But throughout our evolution,
customers can count on clear
communication, with improvements
in service and stronger, clearly
positioned, consumer-focused
brands as the outcome. Our
organisation will become even
more professional through active
leadership and outstanding
career planning.
"And despite a more global
approach, ownership of the
business will remain local,
with all the advantages this
brings. After all, this is the
place where the consumer
ultimately votes for or
against your brand."
