lU'UU Cool@Work
l-i-UU On Time and on Target
I I'UU Local Exposure
I I'UU Home on a High
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World of Heineken 43 - winter 2010
Zlaty Bazant Cerne, we were enthusiastic to support the customer
with our latest consumer promotion, which encourages trial of the
brand, supported by table tents and promotional garlands. Similar
promotions have led to increases in sales of more than 30%.
Lii
For the Heineken brand, this customer also wants to continue with
the UEFA Champions League staff motivation programme. Bar and
waiting staff are the closest we get to the customer, therefore
their loyalty to the brand is key to increasing Heineken® sales, and
the delivery of product quality and the perfect pint. Supported by
point-of-sale material for full visibility, top performing employees
and outlets are rewarded with gift voucher incentives. At this year's
St. Petersburg Festival of Kvas (traditional Russian drink) and Beer,
which attracted more than 200,000 visitors, Heineken and the UEFA
Champions League had extensive coverage, so it's important to keep
this enthusiasm alive in the city.
At the festival, a dedicated 'Brewing a Better Future' campaign was
organised in the Heineken area, to ensure that beer was not sold to
minors, to promote responsible beer consumption during the event
and bring across the sustainability message to festival guests.
Our regional brand, Stepan Razin, has had high visibility at numerous
local events, including sponsorship of the popular Alisa rock band
in a concert which attracted around 6,000 visitors. These events
were targeted to strengthen the positioning of the brand among
young adults. Today's customer had noted increased sales as a result
of a promotion tied into a special St. Petersburg city day, which fit
perfectly with the 'local' character of the beer.
'ionn
lD-nn
Arrival at appointment. While I wait to see the manager of this
successful trendy chain bistro, I take a look through the pack I've
brought with me about Desperados, a Heineken brand which has
experienced unprecedented growth in its home country France,
and which we've recently introduced into Heineken Russia's
imported brand portfolio. The brand has a unique embossed
transparent bottle, unique flavour (mixed with a drop of tequila
and Desperado's secret ingredient) and, above all, unique
marketing. Desperados is built on the brand values of non-
conformism, daring, partying and tribe, which fits perfectly with
the target group at this venue.
n-nn
The meeting was a success. They've agreed to send their bar
managers to one of our 'school of mixing' training sessions, which
teaches bar staff about a new trend in Russia - mixing two types of
beers in separate layers in a glass to give a very striking effect.
Having recently installed draught equipment for our new beer,
Check emails and review the training plan for two new members of
the sales team who will be joining soon. The training process begins
with a number of desk-based courses to learn about our products,
branding, standards and Heineken processes. Introduced this year,
all sales employees also receive Cool@Work training which looks
at the effects of alcohol in beer and explains how they can enjoy it
responsibly. It's a special training programme devised for on-trade
representatives because people employed in this sector have to
cope with additional pressures at work.
But the fine-tuning, which I'm planning, happens out in the field.
This teaches the sales team how to handle real life scenarios.
We also have systems in place to learn from the best practices,
standards and experience of our colleagues around Europe. We
understand that while we have systems in place to ensure quality,
we also have to be flexible to unique circumstances in order
to offer the highest level of service and build a good working
partnership with our sales points.
iQ-nn
Head home with the satisfaction that you get from working
together with a team of highly skilled professionals, and in today's
case, a highly professional customer with high expectations.
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