Record Breaking - Krusovice
Brewery
Disco-duo Tiger Woods
Pan-European Training
Partnership
Sales Force Equipped
with Tablets
GLOBAL NEWS
Heineken® is set to continue its
worldwide association with music and
strengthen the brand's position in
India with the Heineken® Green Room. The lastest Heineken®
Green Rooms, were held in New Delhi on 30 November,
followed by Mumbai and Bangalore on 1 and 2 December
respectively. This time, the intimate, 'invite-only' events
showcased the enigmatic and elusive disco-duo, Tiger
Woods. Well-known for their anonymity and loop-friendly
funk-house aesthetic, Tiger Woods fit perfectly with
Heineken®'s brand spirit and 'Open Your World' positioning.
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CZECH REPUBLIC
Located in a small village with a population of just 600,
the Krusovice Brewery set an all-time visitor record (and
broke its own 2007 record) by welcoming more than 45,016
visitors in 2012. Visitors are shown the facilities where the
beers are brewed, fermented and packed, as well as the only
consecrated chapel to exist in Czech breweries.
INDIA
EUROPE
HEINEKEN and EUHOFA, the international
association that unites the world's leading hotel
and tourism schools, have entered into a pan-
European partnership, which will take a HEINEKEN
Netherlands initiative much wider. Starting
in Europe, this agreement will see HEINEKEN
employees deliver eight modules to hotel and
catering students, covering subjects such as
entrepreneurship, sustainability, responsible
drinking, interior design, financial management
and beer image as well as a guided brewery tour.
NIGERIA
Nigerian Breweries (NB) is equipping
its entire sales force with tablets in
order to ensure they stay ahead in
Nigeria's fast-growing and increasingly
competitive market, by providing fast
and accurate service. To support this goal,
two programmes - Perfect Execution,
Africa and Middle East's regional Sales
Force Automation tool, and the Global
Commerce Sales Execution Excellence
(SEE) Programme - have been combined.
For NB, Perfect Execution's functionality
was extended so that it is now possible
to track volume, stock and actual prices
in every outlet. The seven modules of SEE
support NB in creating routing plans for
each sales representative, building steps of
each sales visit specific for each channel,
developing a matching sales folder, and
assisting in setting the right KPIs.
Edition 1 2013 World of HEINEKEN 25
