with seven segments that describe all beers (see
graphic). These seven segments will help consumers,
shoppers and customers discover the beer category's
taste palette, increasing the accessibility of the
category, broadening consumer knowledge and giving
consumers and customers a shared beer vocabulary.
"These seven categories can now be brought to life
in a variety of touch points," says Erik. "For example,
by grouping similar types of beers in displays, for
point-of-purchase information and product labelling -
something that's quite normal for wine."
Successful Pilots
Taste Discovery, combined with several other areas,
has already been piloted in France in select branches
of Carrefour, one of the country's largest retailers.
Initial results show that the extent to which consumers
are prepared to pay more for their beer increased
significantly. For shelf layout and 'ease of shop' there
was a double-digit increase in consumer preference.
Positive results were also achieved in a trial with Elior,
a major on-trade customer in France. "When you see
the pilots in action, you wonder why nobody thought
to do this sooner.
Consider the on-trade - most consumers decide what
they're going to drink in the last few seconds before
being served. If they have no idea about the brands on
the draught taps in front of them, it's understandable
that they opt for something that's familiar. If they
could instantly see, for example, that HEINEKEN's
Desperados falls into Category 1 - Sweet and Fruity,
there's a much bigger chance that they'll give it a try
if their preference is for a light, sweet or fruitier drink,"
says Erik.
Category Vision - the umbrella name given to all six
key areas by HEINEKEN, is already opening up new
ways of working together with customers to help grow
their business.
Category Vision will be rolled out across nine markets
in Europe through 2012, and scaled up globally in
2013 and 2014. As Alexis Nasard, HEINEKEN Chief
Commercial Officer, puts it: "Success through Category
Vision is very simple, and simplicity is good. It's about
growing revenue and growing market share."
For further details about the other Category Vision
growth drivers, look out for the next edition of World of
HEINEKEN.
Quarter 4 2012 World of HEINEKEN 9
