Driving Excitement
in the
Attentive readers of World of HEIN EKEN will recall from the last
edition the introduction of'Taste Discovery', one of six key 'growth
drivers' identified by HEINEKEN's Global Category Vision team.
Here, we explore how HEIN EKEN is also using the other five growth
drivers to bring excitement and sales back to the beer category.
Pelforth Organic is used
to leverage the health-
oriented growth area
The special Pelforth
'spring' limited edition
appeals to the demand for
seasonal products
38 World of HEINEKEN Edition 1 2013
u
EINEKEN's Global Category Vision
team have made a giant leap in
Jk Jk understanding what motivates
consumers to purchase beer, and have carefully applied
what they have learned to the category. They are
focusing their efforts on six key growth drivers - areas
that research has shown to have the biggest
impact when it comes to growing the
category globally. These growth
drivers aim to increase the
three 'mores': more
people, more often
and more value.
