BUSINESS
The outcome of Customer Planning is a triple' win of benefits
Identifying opportunities, such as
the timing of in-store promotions,
has been key to success
opinions and needs. For example,
communication with Tesco was on a
weekly or even daily basis during the
data analysis stage."
Ladislav points out: "Opportunities are
discussed, based on the customer's area
of interest, to boost the category as a
whole. When we agree to the approach
with the customer, we put together a
detailed plan, which includes context and
insight about the opportunity, related
financial information, concrete initiatives
to undertake, promotional planning and
space management recommendations."
Winners All Round
When challenged with the "what's in
it for HEINEKEN?" question, Ladislav is
clear: "The retailer benefits from longer
term focus on their goals and initiatives,
and the development expertise and
understanding we can offer to help grow
their business.
"HEINEKEN benefits from an improved
return on investment, from the rigorous
selection of initiatives, and through
developing a more strategic customer
relationship. And together this results
in a better in-store experience for
shoppers, and a joint offering that is truly
aligned with the needs of the consumer
and the shopper.
"By thinking of the supply chain as one
continuous process, we can come up
with really innovative solutions that
strengthen our relationship with our
customers, and create greater value
for them, for us and for our consumers,"
he concludes.
Plans are in place to extend the
Customer Planning programme to
customers around the world. K
Retailer Benefits
Longer term visibility of goals initiatives
HEINEKEN's expertise understanding to
help drive their business
HEINEKEN Benefits
Improved ROI through rigorous selection of
initiatives
More strategic customer relationships
Shopper Benefits
Better in-store experience
Retailer/HEINEKEN offer aligned with needs
Quarter 2 2012 World of HEINEKEN 7
