u
We've clearly shown that
creating joint plans with
key customers benefits
both parties
Ladislav Polan, National Off-Trade Manager for HEINEKEN's
I Operating Company in the Czech Republic, points to the benefits
I On the right road: Collaboration between HEINEKEN and
I Tesco is pushing sales in the right direction
accounts team, who are equipped with
iPads, also provides images of displays
from store visits, and product availability
reports. We also have an external agency
that collects data from the market and
the beer category, and monitors key
t Customer
Comment
"We have regular
monthly meetings
with HEINEKEN
to set upcoming
goals for the period.
We plan turnover, promotions and
further sales support. HEINEKEN also
brings new beers to the market,
Radler for example, which help us
to increase sales. I'm very positive
about the Customer Planning process.
Having one joint business plan helps
us, and HEINEKEN, to grow and
achieve our goals."
Ondrej Hosek, Buyer of Beer CR/SR,
Tesco
trends. We've developed a robust process
for data analysis and brainstorming. This
takes place in our 'incident room', away
from all daily distractions. In the trial
with Tesco, we identified a number of
opportunities relating to things such as
new product lines, increasing visibility of
certain products, product displays, shelf
space allocation and joint promotions,"
explains Ladislav.
joint Opportunities
"From a long list of possibilities, we
select only the three main opportunities
that will have the biggest impact in
supporting the customer and HEINEKEN
in achieving their shared objectives.
These opportunities can include things
such as developing the PET bottle
category, or the launch of new products
to leverage specific growth sectors. If this
happens, everyone wins.
"In the trial, our benchmarking, customer
data and market data analysis identified
that one customer was missing out on
the opportunity to leverage the growing
consumer trend for regional beers. Our
advice was to stock and promote a
number of regional beers, not only
HEINEKEN brands."
The Customer's Perspective
According to Ladislav, Tesco's response
to the process has been extremely
positive, and the recommendations
that have been implemented are
already contributing to achieving
annual goals. "Tesco were already very
advanced in terms of business planning,
but nevertheless they still found our
Customer Planning approach to be
helpful for identifying opportunities, and
they were fully involved in the process.
In the retail business, it's impossible to
be an expert in every sector, so the beer
category is an area where we can add
value. We've already started the process
for Tesco's 2013 business plan.
"Much of the success of this initiative
comes down to the open and honest
relationship we have with our customers.
We discuss the opportunities with the
customer from the start and so the plans
evolve to take account of the customer's
Vybereme.
Nalozime.
Privezeme.
6 World of HEINEKEN Quarter 2 2012
