We want consumers to
be excited to buy beer
and drink it
Working closely with
customers to drive sales
through inspiring special
"In one market where a 'beer and food' activation
platform has been developed, an idea was generated
for innovative channel use," comments Ghislaine. "They
targeted the deli sector, which caters mainly to takeaway
consumers and those collecting food for a picnic or
activity, to match convenient pre-chilled twist-top beer
brands, such as Heineken®, alongside high-end snacks,
and appropriate in-store merchandising. This was a
completely different approach to beer and food pairing,
which is normally associated with restaurants.
"In another market, a health-oriented growth driver
leveraged relevant brands such as Pelforth Organic. This
enabled the health benefits to be communicated at
Rethinking Store Presentation
In France, FIEINEKEN is currently leading discussions
with key retailers about Category Vision, and they are
beginning trials of new beer category display formats.
The goal is to make the shopping experience more
enjoyable and make it easier for shoppers to find the
right products and encourage them to try new ones. They
are also using trialling to educate consumers about the
different types of beer tastes available. In doing this, the
shopper gets to experience the complete beer category.
"This has required a significant investment in things
such as shelving, point of sale and lighting. But the
retailers' belief in the growth potential of the beer
category, inspired by the Category Vision-focused
discussions FIEINEKEN has had with them, has given
them confidence in the potential returns," says Ghislaine.
"Some customers will be able to move on this quicker
than others. Some will need to tweak things first, and
then do a big roll-out. Working this out together with
them is extremely exciting."
Within the on-trade, the type of outlet will be carefully
aligned with a specific growth driver. FIEINEKEN will then
work together with the outlet to activate it. "For example,
outlets that align well with, say, 'social occasions with
friends', will logically stock products that meet the
needs of mixed social groups, and merchandising and
promotions will support this," explains Ghislaine. "This
will mean working with customers to make sure they
understand what FIEINEKEN is trying to achieve from a
consumer behaviour point of view, and offering a basket
of activation ideas."
Vision for the Future
Right now, FIEINEKEN is working together with specific
customers to test the approach further. "Results in France
are encouraging," says Ghislaine. "Holding a conversation
with retailers about what consumers want, how shoppers
behave, and a win-win business approach to how to
move the whole beer category forward is a significant
step-change from the traditional beer category approach
of purely discussing promotions or pricing."
With Category Vision expected to be widely implemented
by 201 A, the objective is to continue to extend the
approach to more markets and customers, and to
continue to share success stories. "The focus is on growth,"
concludes Ghislaine. "Doing fewer things bigger and
better. And this process helps us focus on just that." K
k0 World of HEINEKEN Edition 1 2013