FRANCE: HEINEKEN DETAILS MERCHANDISING SOLUTION
Article Abstract:
Heineken is trying to introduce a new merchandising concept into super and hypermarkets in France. The Dutch brewer tested the concept successfully in four hypermarkets run by the same operator, between May and November 1999. In the two units where the concept was installed, a 4.1% increase in beer sales was recorded (all brands included) compared to the other two units where the existing merchandising had been maintained. Impulse buying was up to 28% (17% before) with speciality beer taking the most advantage of it, while 42% of consumers felt they discovered new products though the number of lines available was exactly the same, according to Heineken. According to the brewer, speciality beer should be put in the middle of the beer department, while standard products (50% of total sales by volume) should be installed in the end of sales shelves. The concept is based on studies showing that the beer department lacks organisation according to consumers who also want top of the range products to be better displayed, Heineken says.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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FRANCE: JACQUESSON REVITALISES KRONENBOURG
Article Abstract:
Pierre Jacquesson, the chief executive of the French brewer, Brasseries Kronenbourg, who has been at the helm since February 1999, plans to modernise its leading brand, Kronenbourg, and make it more attractive, as part of his long term strategy to revitalise the company. According to Jacquesson, this is an expensive exercise and the results will not be seen immediately. Under this strategy, the product will be improved with a view to ensuring consistency. There will be an advertising campaign in April-May 2001, backing the new long-necked bottle. A polyethylene tetraphalate (PET) version of the long-necked bottle will also be launched. There will also be variations on the original brand, with a low alcohol brand, a pure malt brand, and a shandy.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: KRONENBOURG REVIEWS BEER DISPLAYS
Article Abstract:
Kronenbourg, French brewer, following a survey of customers, is reviewing its display strategy. The brewer has divided beer-drinking habits into five categories, including drinking for refreshment, tasting, celebrations, relaxation, and regular drinking. For regular drinking, which accounts for 31% of sales, consumers want to find well known brands at low prices quickly at hypermarkets, whilst for tasting, which accounts for 17% of sales, they look for authenticity, prestige and variety. Customers can expect displays of beer in hypermarkets to undergo a complete revamp.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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