DUTY FREE AND EXPORT activation platform developed to encourage people to broaden their beer-drinking repertoire The team developed a unique serving ritual for Affligem that takes advantage of the beer's unique secondary fermentation Understanding consumer and customer needs and adding value to the customer's business has helped to move beyond a focus on just price and discount level. This was the key to the Duty Free team winning a recent contract with British Airways that gives FiEINEKEN exclusive supplier status for their lager segment, removing Grolsch and replacing it with Fieineken®, Amstel Light and Tiger. To service this particular channel, bespoke 25cl cans were developed which are narrower than the traditional 33cl. These are easier to stock on-board and fit better into trolleys. "With these customers, there's a very close working partnership," comments Ed. "Special packaging has, for example, been developed for KLM/Air France, based on Heineken®'s anniversary, and we've worked with them to activate Fieineken® around James Bond SKYFALL, with advertising in their in-flight magazine and entertainment system." The OpCo is also helping to establish 'Fieineken® Lounges' within airports, incorporating Heineken® elements and visibility into the design. "This enables us to use our consumer understanding to create an environment that we're certain appeals to and excites our consumers. The results of our Fieineken® Lounges in the USA, Canada and Dubai have been very encouraging," says Ed. Adding Real value Recently, Global Duty Free also struck a deal with Viking Line Ferries. Adopting key learnings from Global Commerce's Category Vision in relation to the consumer shopping experience, they have worked with Viking Line to reduce the traditional on-board 'stack it high' sales approach, and replace it with a complete redesign of the beer category presentation in their on-board shops. "This has enabled us to give FiEINEKEN brands improved representation," explains Ed. "Beer sales have risen since implementation, and now Viking Line's competitors are requesting the service." For cruise-line customers, Heineken®'s 'Star Serve' quality draught beer training programme is also being implemented, ensuring staff are properly trained on how to serve and present a beer. A successful 'Taste the World' initiative has been developed to encourage trial for a wider range of FiEINEKEN brands. "For this, we've designed a whole series of merchandising, from special flip menus to in-store displays," says Ed. "Customers tend to stick with the brands they're used to as they're missing information about other alternatives. This 'Taste the World' initiative provides them with the information they're looking for to expand their beer taste repertoire." Talking Points The Export Unit team is always on the lookout for potential brand developments that will become true talking points 22 World of HEINEKEN Edition 1 2013

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World of Heineken | 2013 | | pagina 22