“On-trade as a Winning Touchpoint.”
Client Issue
On-trade was not being used as a strategic channel, instead investments were focused on the volume channels.
What We Did
As on-trade experts, PACH showed Heineken the value in the on-trade as a focus for using the channel and its different outlet types, as a brand building environment...the place where most of the target consumers will experience and consume the brand. We did months of careful and thorough research putting this toolkit together, using three key markets (Russia, Romania and Greece) to build and validate content.
We researched outlets in select markets, talked to hundreds of consumers and customers and validated our findings with key Heineken stakeholders and senior management.
The result was a toolkit with all the information and guidance required for markets to target and build activities in the on-trade. This included sections on:
How to identify the perfect Heineken outlet: a methodology for classifying the quality of an outlet for brand building purposes and deciding which brands to focus on to create the biggest impact.
How to successfully activate Heineken with target consumers and customers: Consumer Engagement is about connecting and interacting with target consumers in relevant ways to create a unique ‘experience’. We defined a toolkit which included:
The right product platform
The right point of sale material
The right activation
How to successfully engage on-trade customers: The objective is to build stronger and longer lasting relationships which increase the barriers to entry for competitors. We defined a suite of solutions that met fundamental customer needs, and delivered high perceived value as an alternative to simply having a ‘money only discussion’.
How to implement: We developed a set of steps of how implement the program across markets.
Outcomes
The toolkit was originally developed for Central and Eastern Europe, and due to its positive reception, it was subsequently rolled out globally for Heineken.
