u
We're using our
experience to show
how self-regulation
and the promotion
of responsible
consumption can
make a difference
w
YoulW
SEëSpS
BUSINESS
v,
Taiwan is leading when it comes to digital
commerce. This was demonstrated by
its recent local digital adaptation of
the global 'The Entrance' commerical
industry and companies like HEINEKEN
can work together to support responsible
consumption," adds Theo. "In some
countries, like Thailand, strict rules limiting
the marketing of alcohol are already in
place. This makes marketing our brands
more complicated, so we're keen to lead
the way in showing how self-regulation
and the promotion of responsible
consumption can make a difference."
Winning Through People
Theo is confident that the dedication,
professionalism and enthusiasm of
colleagues in Asia will help Heineken®
outperform the market. "In Vietnam, for
example, we're seeing quality levels which
are the best in the world," he says. And the
flow of learning is not just one way.
Taiwan has embraced digital technology
and as a result we're seeing leading
examples of digital marketing. "The recent
local adaptation of the 'Open Your World'
campaign is a good example. HEINEKEN
Asia Pacific used augmented reality
technology to get people on the street
interacting with the campaign. It's this
type of inventiveness that has resulted in
double-digit growth for Heineken® every
year since it was launched in Taiwan in
1987."
Moving Forward
"The Heineken® brand is paramount to
our future performance in the region,"
Theo concludes. "It's our biggest asset,
differentiator and the key value driver
in our business, as well as being the
cornerstone for continued growth in
the region."
vik
26
World of HEINEKEN Quarter 1 2012
