Presentation at Samra
How to organize a reliable and uniform Brand Health Measurement System in Africa Middle East Region
Sjoerd Koornstra
Gert Jan de Nooij,
Within the Heineken Company several operating companies (Opco’s) over the world had their own responsibility for monitoring brand health. In 2005 The Heineken Brand Dashboard was introduced. This is a worldwide measurement, storage and reporting system of all the essential Key Performance Indicators of the Heineken Brand. This system had to be extended to monitor the main local brands from a regional view as well the complete portfolio per market.
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Background
Within the Heineken Company a Brand Dashboard was developed to monitor the Heineken brand worldwide. The Heineken brand is the crown jewel of the Heineken Company and is marketed in more than 170 markets. This Dashboard is also applicable to local brands. In the Africa Middle East Region these local brands contribute to more than 80% of the volume. The local brands are operating in different types of markets. The more stable political situation in combination with economic growth has led to structural beer market growth. This implies that the marketing activities had to be intensified due to growth as well as to strengthen the position of the local brands. Some local brands are present in more markets. The regional Marketing team was striving to harmonize the positioning of these brands and create economies of scale. This has led to the wish of structural insight in the brand performance and to develop a regional Brand health measurement system.
The Heineken Organization
The organization is divided in 5 regions: Western Europe, Central Eastern Europe, Americas, Asia Pacific and Africa Middle East.
In Africa Middle East the company is has operations in 20 countries. In other markets the company is active via export or joint ventures.
In many markets with operations the company has a number one position.
Brand Health Measurement
Sjoerd Koornstra
Gert Jan de Nooij,
Within the Heineken Company several operating companies (Opco’s) over the world had their own responsibility for monitoring brand health. In 2005 The Heineken Brand Dashboard was introduced. This is a worldwide measurement, storage and reporting system of all the essential Key Performance Indicators of the Heineken Brand. This system had to be extended to monitor the main local brands from a regional view as well the complete portfolio per market.
.
Background
Within the Heineken Company a Brand Dashboard was developed to monitor the Heineken brand worldwide. The Heineken brand is the crown jewel of the Heineken Company and is marketed in more than 170 markets. This Dashboard is also applicable to local brands. In the Africa Middle East Region these local brands contribute to more than 80% of the volume. The local brands are operating in different types of markets. The more stable political situation in combination with economic growth has led to structural beer market growth. This implies that the marketing activities had to be intensified due to growth as well as to strengthen the position of the local brands. Some local brands are present in more markets. The regional Marketing team was striving to harmonize the positioning of these brands and create economies of scale. This has led to the wish of structural insight in the brand performance and to develop a regional Brand health measurement system.
The Heineken Organization
The organization is divided in 5 regions: Western Europe, Central Eastern Europe, Americas, Asia Pacific and Africa Middle East.
In Africa Middle East the company is has operations in 20 countries. In other markets the company is active via export or joint ventures.
In many markets with operations the company has a number one position.
Brand Health Measurement
References: Aaker, David A. (1996). Buidling Strong Brands. The Free Press: New York Ambler, Tim (2003) Franzen, G. & S. Moriarty (2009). The Science and Art of Branding. M.E. Sharpe, Inc., New York Franzen, G Kaplan, Robert S., Norton David P. (1996). Harvard Business School Press: Boston Keller, K Pendse, Nigel (2005) , The OLAP Survey 4 Schroiff, Hans-Willi, Borrell, Josep (2002) Where Do You Go To My Lovely? Esomar 2002 Barcelona Sherington, Mark (2003). Added Value. Palgrave MacMillan: New York The authors: