j3y Profit Opportunity From a customer perspective, Radler offers a clear profit opportunity, given that consumers are prepared to pay a 10-20% price premium over the mother beer brand. Radler achieved in excess of 1 million hectolitres in Central and Eastern Vibrant Radler packaging creates stand-out on the shelf Radler advertising emphasises its natural lemon refreshment European markets in 2012. Launch markets have achieved outstanding results. "In Romania for example, the Radler category achieved 2% share of the total beer market in its first year and Ciuc Natur Radler was the leading brand with 47% share of volume within the radler segment. In Poland, Radler claimed 1% share of the total beer market and Warka Radler was the leading brand, achieving 48% share of the radler segment in its first year. HEINEKEN has produced a set of standardised launch materials that can be tailored to local market requirements. This ensures brand consistency and facilitates an extremely efficient and speedy marketing rollout. Radler is a new proposition for consumers, so local activations to drive high levels of trial have been critical to the success of the launches to date. The key has been to educate consumers about the great taste and refreshment of the product. Product sampling is a successful way to convert even the most sceptical consumers. European Roll-Out "In many markets, sample size cans are being used to drive consumer trial together with novel approaches to emphasise the double refreshment," explains Wencke. "For example, Gösser Natur Radler has used moving billboards in larger cities and promotional bicycles at beaches and water parks during sunny weekends." A MSTEL AMiT.EIL. 30 World of HEINEKEN Edition 2 2013

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World of Heineken | 2013 | | pagina 30