ti
n
Consumer insights result
in products, brands and
advertising that are more
fun for consumers to
interact with
a
Knowing when consumers enjoy a
product results in more effective co-
merchandising and spot advertising
investments are building a positive image of
our brands and that they ultimately trigger
purchase. In stores, we also want to make
sure that shoppers have a great experience
when it comes to interacting with beer and
our brands in these channels. It's important
that we understand what issues and topics
are relevant to beer consumers so we can
become part of their conversations."
This information is not just relevant to
marketing, Florence explains. "The true
power of CMI comes when business
decisions are consumer focused and
inspired. Changes we identify can help
our management teams anticipate future
opportunities for our brands. If we can
do this better than our competitors, it
becomes a significant advantage."
Understanding the Consumer
"We ask consumers about their desires and
wants - not only within the beer category,
but what matters in their overall beverage
choices," Florence says. "We take care to
understand different types of consumers as
well as the moment of consumption. This
helps us to create activation programmes
that best meet the target group's
expectations on a particular occasion."
In addition, data from many sources,
for example, loyalty card programmes,
are analysed to understand the buying
behaviour of consumers. "This helps us
to understand how consumers react to
changes in price, what type of packs they
buy when and where and what factors,
such as our sponsorship of the UEFA
36 World of HEINEKEN Quarter 2 2012
