Heineken Beer – Sales Report - · PDF fileTRAVIS BEITLER 3 HEINEKEN BEER – SALES REPORT Sales Report – Heineken eer Overall Call Objective To introduce Heineken as

HEINEKEN BEER – SALES

REPORT MRK430 - MV

Travis Beitler Professor Scott Campbell

TRAVIS BEITLER 1

HEINEKEN BEER – SALES REPORT

Table of Contents Overall Call Objective .................................................................................................................................... 3

Step 1 – Knowledge Base .............................................................................................................................. 3

Industry Information: Beer ....................................................................................................................... 3

Company Knowledge: Heineken/Molson Coors Canada .......................................................................... 3

NAICS Code: 312120 – Breweries – Primary and Secondary (“Company Profile”) ............................... 3

FAB – Product/Service .............................................................................................................................. 4

FAB – Company ......................................................................................................................................... 4

Price Policies ............................................................................................................................................. 5

Prospect Information – The Dock Ellis ...................................................................................................... 5

NAICS Code: 722410 – Drinking Places (Alcoholic Beverages) (Primary), 722511 – Full Service Eating

Restaurant (Secondary) ........................................................................................................................ 5

Competition – Beer Industry ..................................................................................................................... 6

Step 2 – Prospecting ..................................................................................................................................... 6

Prospecting Methods: ............................................................................................................................... 6

Sales Video: The Approach ....................................................................................................................... 7

Step 3 + 4 – Needs Discovery (Confirmation) – “SPIN” Model/Prove Benefits Using Sales Tools ................ 8

“SPIN” Questions ...................................................................................................................................... 8

Benefit Statement 1: ............................................................................................................................. 8

Benefit Statement #2: ............................................................................................................................... 9

Benefit Statement 3 ................................................................................................................................ 10

Trial Close ................................................................................................................................................ 11

Step 5 Addressing Concerns ........................................................................................................................ 11

Negotiation Worksheet:.......................................................................................................................... 11

LAARC Dialogue: ...................................................................................................................................... 11

Price Objection: ................................................................................................................................... 11

Need Objection: .................................................................................................................................. 12

Product/Service Objection: ..................................................................................................................... 12

Step 6 – Closing the Sale ............................................................................................................................. 13

Closing Worksheet: ................................................................................................................................. 13

Departure: ............................................................................................................................................... 14

Step 7 – Expanding Customer Relations ..................................................................................................... 14

Appendix ..................................................................................................................................................... 15

TRAVIS BEITLER 2


Works Cited ................................................................................................................................................. 18

TRAVIS BEITLER 3


Sales Report – Heineken Beer

Overall Call Objective To introduce Heineken as a featured premium imported beer on The Dock Ellis’ menu. Develop

Heineken as the imported beer brand of choice covering 10% of The Dock Ellis’ beer tap options by

January, 2015.

Step 1 – Knowledge Base

Industry Information: Beer The Canadian Beer industry consists of multiple types of product which include: ales, stouts and bitters,

low/no alcohol beer, premium lager, specialty beers and standard lagers (Beer in Canada, 7). Overall,

the last few years has been kind to the Canadian Beer industry as it has seen “total revenues of $11.6bn

in 2013, representing a compound annual growth rate (CAGR) of 0.4% between 2009 and 2013” (Beer in

Canada, 7). This trend is expected to continue within the following years where growth of the market is

expected to increase at an “accelerated rate… with an anticipated CAGR of 1.6% for the five year period

2013-2018 which is expected to drive the market to a value of $12.6bn by the end of 2008” (Beer in

Canada, 7). As of right now, the premium lager segment of the industry is out-performing other

segments with “total revenues of $4,5034m, equivalent to 38.8% of the markets overall value” (Beer in

Canada, 7). Currently, the beer industry is controlled by two major breweries which include: Anheuser-

Busch InBev leading with “44% market share” (Beer in Canada, 12), and Molson Coors Brewing Company

with “40.4% market share” (Beer in Canada, 12), respectively. Distribution of beer production is

dominated by supermarkets which consist of “66.8%” (Beer in Canada, 13), of the respected market,

followed by On-trade which consists of “15.5%” (Beer in Canada, 13), of the market.

Company Knowledge: Heineken/Molson Coors Canada

NAICS Code: 312120 – Breweries – Primary and Secondary (“Company Profile”) Heineken breweries and roots of its humbled beginnings can be traced back as far as 1864 where it was

founded by Gerard Adrian Heineken (The Heineken Company). At the time, Heineken was considered

the largest brewery out of 69 others in the Netherlands (Heineken N.V, 6). Since 1931, Heineken has

been lengthening its reach to other major countries which include China, United States, France, Spain,

Central Africa, and Canada (Heineken N.V, 6). Nearly two decades ago, Heineken initiated in a

monumental partnership with Molson Coors Canada in order to distribute Heineken labelled brand

within Canada (Molson Coors Company). Overall Heineken has been rather successful within its

introduction into North America. As of 2013, North America has performed as its second highest

geographical segmentation counting for “23.7%” (Heineken N.V, 18), of annual revenue. In 2013 alone,

Heineken’s overall total revenue accumulated to “$25,503.5 Million” (Heineken N.V, 18).

TRAVIS BEITLER 4


FAB – Product/Service Features/Facts of Product or Services Advantages and Benefits

Heineken Beer: 1. Premium beer that’s been refined over

150 years. 2. Well-established brand recognized

worldwide.

Advantage: Through its 100% natural and environmentally friendly brewing process, Heineken produces a unique and dignified taste that differentiates itself from the competition. Heineken uses only the purest ingredients, regulated by strict controls in its production process, giving businesses the opportunity to provide consumers with a high standard of premium imported beer. Benefit: Overall profit and sales will increase when consumers find out they can share a dignified pint with their friends. This will provide a more beneficial and happier working environment.

Social Responsibility – Abusive Drinking: 1. Heineken Sunrise Global Campaign (est.

2011). Reached 3 million people, teaching responsible drinking to consumer.

2. Employee Ambassadors 3. Industry Partnerships – Involved in 5 key

areas which include: Underage Drinking, Marketing Codes of Practice, Consumer Information, Product Innovation, Drunk-Driving and Retailer Support

4. Government Agencies – Working with government agencies to regulate beer within key markets.

Advantage: Heineken beer provides a brand that is dedicated to health and well-being of the end consumer. Businesses who establish connections with Heineken will have the resources that Heineken provides in order to combat abusive drinking and promote responsible drinking. Benefit: Businesses will see an overall reduced amount of abusive and disruptive drinkers. This will contribute to a healthier environment where everyone can enjoy a night out. This will eventually contribute to more sales and higher profit.

FAB – Company Features/Facts of Company Advantages and Benefits

Social Responsibility – Environment 1. Overall decrease of CO2 emissions by

2020. 2. 40% lower emissions in production (less

energy used for heating and power) 3. 50% lower emissions through cooling

(Heineken is working with suppliers in order to create fridges that are cutting edge)

4. 20% lower emissions in distribution (less traffic overall in Canada)

Advantage: Businesses that establish relationships with Heineken, will see that they’re a strong supporter of the environment. Heineken cares for the environmental impact it leaves on society, and in turn consumers will care for businesses that support this agenda. Benefit: Consumers will be impressed by the overall contribution that businesses are making towards the environment. This will lead to higher traffic, further sales, and increased profit for the majority of businesses.

TRAVIS BEITLER 5


Price Policies Price Policies Estimates

List Price 50L Keg = $150.00

Profit Margin 50L Keg

RSP = $250.00

LP = $150.00

250-150/250 = 40% Profit Margin

100/150 = 66.67% Markup

Cash Discounts 2/15 n/30

Quantity Discounts Tier 1: >5 Kegs = 2% Discount Tier 2: >10 Kegs = 3% Discount Tier 3: >15 Kegs = 5% Discount

Transportation Charges FOB LTL Shipping

Refrigerated

Freight Class - 75

Total Weight – 800 1600 2400 lbs

Departing: Etobicoke, Arriving : Toronto

Estimated - $140 (5 Kegs – 10 Kegs), $220 (15 Kegs).

FOB Destination

Prospect Information – The Dock Ellis

NAICS Code: 722410 – Drinking Places (Alcoholic Beverages) (Primary), 722511 – Full Service

Eating Restaurant (Secondary) Named after a pitcher renown for throwing a no-hitter while under the effect of drugs, The Dock Ellis

was established in November, 2013 (The Dock Ellis). The Dock Ellis can be found within the heart of

downtown Toronto at Dundas St, and Dovercourt. Unlike most of its competition, The Dock Ellis attracts

a young professional business crowd interested in a vibrant and thrilling sporting experience (The Dock

Ellis). Completely different from its competition which provide more streamlined brands (Coors,

Canadian), The Dock Ellis provides local microbreweries which include: Amsterdam, Stonehammer

Pilsner, Beau’s Luc Tread, and Wellington ESB (The Dock Ellis). Despite that, The Dock Ellis has yet to

add a premium imported beer to its current drinks on tap. Furthermore, The Dock Ellis prefers to work

with specific vendors within the Toronto area (The Dock Ellis).

TRAVIS BEITLER 6


Competition – Beer Industry Company Company/Product Differentiation

SABmiller, Carlsberg, Diageo, Kirin Holdings Company LTD

In a field where it was become difficult to differentiate one beer brand to another, Heineken has used a unique approach to establish itself as the “world’s most International beer brand” (WARC). Heineken’s global campaign “Justifying a Premium the World Over” (warc), identifies Heineken as a beer for “men who know their way around” (WARC). Heineken, unlike its competition, places its consumers at the heart of a situation as a beer that involves every from of culture from around the world, and connects us through situations that we find awkward. By drinking a Heineken, consumers see themselves as a person who can adapt to any difficult situation, and confidently communicate with all forms of different culture. Heineken’s campaign demonstrates a “man who knows his way around” (WARC) through 3 videos: The Entrance, The Date, and The Express.

Step 2 – Prospecting

Prospecting Methods: Prospecting Method Prospect

Networking: Social Media/E-Prospecting Networking: Electronic Networking (online)

Source: Twitter Account/Instagram Prospect: Owner With the application of Social Media, it’s far more convenient to address a person through Twitter than through phone, mail, etc. Considering how frequently the owner updates their twitter/Instagram account, it’s more than likely the best way to contact them for an interview. The owner frequently identifies himself with all forms of culture when serving to his particular consumers. Heineken identifies itself as a brand that’s crosses borders, and connects with consumers on a personal level.

Networking: Noncompeting Salespeople Networking: Observation

Source: Frequent consumers, Friends of owner Prospect: Owner Frequently, consumers discuss their interest within having a premium imported beer on tap. They feel concerned that their friend (owner) has been unable to tap into products outside of

TRAVIS BEITLER 7


microbreweries. Heineken embraces all forms of culture, including sports fans. For Heineken, it would be simple to identify itself with young business professionals, looking to share a pint, sporting event, and an engaging social experience.

Sales Video: The Approach Steps Interview

Introduce Self/Company “Hello Mr. Smith, my name is Travis Beitler and I’m representing Heineken breweries on behalf of Molson Coors Canada. It’s a pleasure to meet you.”

Rapport Developing Rapport: Asking questions that about the owner and his Bar. Listen to his stories, and follow up with more questions to show that I’m listening, while remaining humble. Generally get the owner to feel more comfortable, get him to talk about himself, while slightly matching his body language (subtle). “Where are you from Mr. Smith?” “What was the most thrilling experience you’ve had at The Dock Ellis so far?” “Why did you decide to open up a sports bar here within Toronto?”

Customer Value “John, I see you have a wonderful sports bar, you’ve really done a great job. All the customers I have talked to have incredible stories to share about you and the rest of the staff. While they told me this, I realized they were concerned about not having premium imported brew on tap. I’d like to show you a product that could help you satisfy them, while giving your sports bar more options.”

Transition to Sales Call “John, let me share with you the story of Heineken. The brewery found its humbled beginnings back in 1864, establishing itself as the benchmark of Dutch breweries. Since then it’s been focused on providing consumers with its unique recipe made from 100% natural ingredients. At Heineken, we know our customers want to be sharing their favorite beverage with friends in an engaging environment, while watching their favorite sports.”

TRAVIS BEITLER 8


Step 3 + 4 – Needs Discovery (Confirmation) – “SPIN” Model/Prove

Benefits Using Sales Tools

“SPIN” Questions

Benefit Statement 1: “Overall profit and sales will increase when consumers find out that they can share a dignified pint with

their friends. This will provide a more beneficial and happy working environment at The Dock Ellis”

Situation Questions:

“How many of your customers ask you about Imported Beer on tap?”

“Have you tried at one point having an option for an Imported Beer on tap?”

“On a scale of 1 to 5, 1 being terrible, 5 being excellent, how would you rank Imported Beer?”

Problem Questions:

“How satisfied are you with customers questioning what Imported Beers you do have on tap?”

“How difficult to you find it to implement Imported Beer to your bars options?”

“Why do you believe Imported Beer is not a strong option for your consumers?”

Implication Questions:

“Do your sales go down when customers find out that there isn’t an Imported Beer option?”

“Are you noticing that customers are not returning because they’re unhappy with the lack of

Imported Beers on tap?”

“Do you believe your opinion of Imported Beer is not addressing your customer’s concerns of

the available beer on tap?”

Need Questions:

“Wouldn’t it help to have an Imported Beer option on your menus to address your customer’s

expectations?”

“Do you think it would help to have customers returning when they get word that you have a

new Imported Beer on tap?”

“Would it help if you didn’t see Imported Beer as a problem, but as a solution to addressing your

customer’s expectations?”

FAB Statement:

Heineken beer is a well-established brand that has produced premium imported beer from Amsterdam

for the last 150 years. By partnering with Heineken you will be providing your consumers with a beer

that’s 100% natural and environmentally friendly. Heineken produces a unique and dignified taste that

differentiates itself from the competition. Heineken uses only the purest ingredients, regulated by strict

controls in its production process, giving The Dock Ellis the opportunity to provide consumers with a

high standard of premium imported beer. When consumers find out that they can share a dignified pint

with their friends, this will provide you with an overall profit and sales increase.

TRAVIS BEITLER 9


Sales Tool: Heineken Beer, Sports Endorsement – World Cup, Celebrity Endorsement – Daniel Craig

Allow the consumer to sample and taste Heineken beer, while providing them with a background in

Heinekens involvement in sports including the world cup. Further deepen the connection of Heineken

to confident young men by showing that it’s the preferred drink of Daniel Craig (James Bond).

Benefit Statement #2: “Consumers will be impressed by the overall contribution that The Dock Ellis is making towards the

environment. This will lead to higher traffic, further sales, and increased profit for The Dock Ellis”


“What is your analysis on the impact of breweries on the environment?”

“Has The Dock Ellis taken initiative to be a part of an environmental program?”

Problem Questions:

“Are you noticing the impact that your bar is having on the environment?”

“Are you aware that The Dock Ellis has beers on tap that have no concern for the environment?”


“Do your sales go down when consumers realize that you’re not actively involved in helping the

environment?”

“What effect does not having brands that support the environment have on your traffic...Your

profit?”

Need Questions:

“How do you feel about becoming a part of a collaboration that cares for the consumer and

their environment?”

“Would it help to position The Dock Ellis as a sports bar that embraces brands that care for the

customer’s health in the environment?”

FAB Statement:

You would be thrilled to know that Heineken is having a lasting impression on the environment. They

have affectively devised a plan to reduce CO2 emissions by 2020, lower energy emissions by 40%, lower

cooling use by 50%, and lowered traffic distribution by 20%. When you decide to establish Heineken as

one of your brands, you will find your consumers will support your bar because it cares for them and the

environment. Consumers will be impressed by the overall contribution that The Dock Ellis is making

towards the environment and this will lead to higher traffic, further sales, and increased profit for your

sports bar.

Sales Tool: Infographics

Specific infographics detailing Heinekens overall strategy to tackle the delicate issues of the

environment. These infographics will include a mixture of information and compelling imagery to

describe: CO2 emissions, energy emissions, cooling use, and overall lower traffic globally.

TRAVIS BEITLER 10


Benefit Statement 3 “The Dock Ellis will see an overall reduced amount of abusive and disruptive drinkers. This will

contribute to a healthier environment where everyone can enjoy a night out. This will eventually

contribute to more sales and higher profit.”


“How many drunk customers disrupt your patrons on a monthly basis?”

“Are your customers generally afraid of drunken/abusive behaviour?”

Problem Questions:

“How satisfied are you with the program you use to handle drunken/abusive behaviour?”

“How difficult do you find it to deal with customers that are drunk, or abusive?”


“Do you find that consumers frequently leave your establishment when drunk patrons disrupt

the atmosphere?”

“Are you noticing that drunken/abusive behavior is leading to customer’s dissatisfaction, and

ultimately they’re not returning to your establishment?”

Need Questions:

“Would it help to deliver a message that The Dock Ellis is actively involved with a beer brand

that is against drunk/abusive behaviour?”

“How do you feel about joining a brand that helps make a stand against drunk/abusive

behaviour?”

FAB Statement:

We at Heineken care for all our partners, and are actively engaged in tackling the problem of abusive

drinking. Heineken in 2011 established the Sunrise Global Campaign which has reached 3 million

people, teaching the responsibility of drinking to consumers. We are also provide assistance for

Industries and Government Agencies with: underage drinking, consumer information, and drunk driving

and retailer support. If you decide on Heineken, you will find that our brand is dedicated to the health

and well-being of your customer, and the The Dock Ellis will have the resources Heineken provides in

order to combat abusive drinking, while promoting responsible drinking. This provides you with a

reduced amount of abusive and disruptive drinkers and contributes to a healthier environment where

everyone can enjoy a night out. This will eventually contribute to more sales and higher profit.

Sales Tool: Consumer/Official Testimonials, Infographics

Direct testimonials from officials involved within the Sunrise Global Campaign project, as well as

individuals who followed through with the experience (Direct Quotations). Infographics describing

Heinekens specific approach on how to combat drunk/abusive drinking, while demonstrating how they

promote responsible drinking.

TRAVIS BEITLER 11


Trial Close “Do you think that Heineken can address the problems associated with the absence of imported beer on

your menu? Do you believe that Heineken can give your establishment the means necessary to become

a strong advocate of the environment? Do you agree that Heineken can deliver you the resources

necessary to combat abusive drinking at your bar? Overall, do you think that Heineken is the brand that

can meet The Dock Ellis and your needs?”

Step 5 Addressing Concerns

Negotiation Worksheet: Customer Objection Type of Objection Technique to Answer Objection

“Well Travis Heineken does appear to be a decent product, however I feel the retail selling price of $250 per 50L comparatively to what Carlsberg offers at $210 per 50L is a bit too steep for what you have to offer.”

Price Indirect Denial

“You know in the past consumers haven’t showed or cared too much for the environment. I don’t see why would it would be necessary to have a beer that embraces changes within the environment; this really doesn’t make sense to me.”

Need Third Party Reinforcement

“Travis, I don’t understand how Heineken can make my consumers more responsible drinkers. What is it that Heineken provide to my consumers that we already don’t?

Product/Service Objection

Feel, Felt, Found

LAARC Dialogue:

Price Objection:

Listen + Acknowledge

I see what you’re saying Tom and I completely understand why you would believe that.

Assess:

Now based on what you’re telling me, you believe that Heineken beer is far too expensive for what it

can provide, is that correct?

Respond:

Tom I would like to show you why our beer is worth what you’re paying for. Here’s a sample I would like

to share with you, please have a taste of what Heineken has to offer. What you’re tasting right now

Tom is the product of Heineken’s most rigorous quality control. As you can see Tom from the brochure

that I have provided you, it gives you a listing of the natural ingredients and the strict quality control

that Heineken goes through. Heineken uses only the purest of waters when producing the beer and

uses only 100% natural ingredients, which includes using only female hops. Your clientele want to be

TRAVIS BEITLER 12


able to choose from a premium imported beer on tap, which you currently do not have. This will lead to

more consumers purchasing your beer and creating higher revenue for The Dock Ellis.

Confirm:

Can you now see why Heineken beer would be a great brand for you to invest in?

Need Objection:

Listen + Acknowledge:

You’re bringing up a very valid concern Tom, and I can see why you would think that to be true.

Assess:

If I’m hearing you correctly, you believe consumers don’t really care for the environment correct? On a

scale of 1-10 Tom, how do you feel consumers would feel about the impact an industry or brand is

having on the environment?

Respond:

Let me explain why consumers care for the environment Tom. A recent study by Nielsen demonstrates

that 4 in 10 consumers prefer to purchase from a brand that cares for the environment. On top of that,

52% of the people stated that their purchase decisions depended on the packaging; they would check to

see if the brand they were buying from cared for the environment. That means Tom that you’re

potentially missing out on 52% of consumers who do care for the environment, that’s more than half of

the people that visit your establishment. If you purchase Heineken beer Tom, you’re showing your

clientele that you care for the environment. Please look at this infographic Tom, it demonstrates

Heineken’s overall plan to becoming more environmentally responsible which includes: 20% less CO2

emissions; 40% lower emissions in production; 50% lower emissions in cooling; and finally 20% less

traffic through our distribution chain. This will ultimately lead to more traffic and more profit for The

Dock Ellis.

Confirm:

Does this help you see the importance of how the environment ranks in your consumers minds?

Product/Service Objection:

Listen + Acknowledge

Tom I totally understand where you’re coming from and I know how you feel about our responsible

drinking program.

Assess:

There have been many other people who have felt the same way, they didn’t believe that Heineken as a

brand could help their establishments contribute to helping abolish abusive drinking. This is what you’re

concerned about Tom right? That you’re not sure if Heineken has a proper method to address abusive

drinking correct?

Respond:

Let me tell you that establishments found after embracing Heineken as a brand consumers

acknowledged that they don’t have to over indulge on drinking to enjoy a night out. In turn the

environment within their establishments became far healthier. From the Heineken video “The

Experiment”, we have shown that there has been an overall 9% increase from consumers who agree

TRAVIS BEITLER 13


with the statement “If I drink less during a night out I enjoy more”. In this case study Tom you can see

that Heineken Beer provided servers the “Responsible Consumption in Beer” program. From 2005-2012,

Heineken beer trained 7,530 servers in over 17 different courses into the aspects of responsible beer

drinking. Training your employees through our “We Love Beer” ambassador program will help them

identify proper responsible drinking. People in general don’t like disruptive drinkers ruining their night

out and with the proper training to your servers Tom this means that you will have less abusive drinkers.

Ultimately this will eventually lead to more people visiting your establishment and more sales.

Confirm:

Does this help you see how Heineken can help your establishment prevent abusive drinking in the first

place?

Step 6 – Closing the Sale

Closing Worksheet: Closing Clue Closing Technique/Method Closing Statement: Ask for Order

“I didn’t realize Heineken had that high level of quality control, that’s impressive.”

Direct Commitment “Tom it’s been a real pleasure talking about the beer industry with you today. Heineken would love to have you as part of their business. As a matter of fact when you do get the order signed today, we can easily have it shipped out by early next week. Are you ready to join the Heineken beer family?

“You make a really good point, consumers do love to purchase brands that care for the environment. I would like to be seen as an establishment that cares for the environment.”

Summary Commitment “Tom I know how difficult this decision is to make, it involves a lot of information. To make your life easier, I’m going to go over the main ideas we’ve already discussed. We both agree that Heineken provides: an imported beer on tap that your consumers are desperately seeking; consumers overall concern of which beer is environmentally responsible; and finally, how much consumers care about having a great nigh out, while being able to drink in an abusive drinking free environment. Overall these benefits lead to increased traffic to your establishment, which in turn creates profit for The Dock Ellis. Do you feel that you’re ready to place an order with Heineken today?

Complete focus, eye contact, nervous free laughter, and general acceptance through nodding.

Success Story Commitment “I know you’ve had a lot of problems with connecting with a premium imported beer Tom, that’s why I want to bring to light your friends over at the Real Toronto Sports Bar. They too had difficulties finding the right premium imported beer to

TRAVIS BEITLER 14


have on their taps, until they decided to purchase from us. Afterwards they found that consumers stopped complaining about the lack of imported beer options available on tap, and their profit on premium imported beer did a complete 360. They’re ecstatic with us and our thrilled to continue business with us to this day. Do you think you’re ready to place an order with Heineken today?

Departure: So just to confirm with you Tom so that we’re both on the same page here, I will be dropping by next

week on Monday, in order to confirm your order with Heineken. From there we can iron out any more

concerns that you might be having at that time, does that sound good to you?

Thank you for your time Tom, it was a real pleasure meeting you and I look forward to doing more

business with you in the future. One last thing I would like to tell you before I leave Tom and this is from

everybody: “Welcome to the Heineken family”.

Step 7 – Expanding Customer Relations Right from the start, a strong relationship and collaboration will be built upon with great care.

Correspondence to customers will be done with every sale of Heineken 50L kegs. The point of this is to

make absolutely certain that the customer is happy with his order, and go over any concerns that he/she

might have. Also, any promotional campaigns by Heineken will be brought to the customer’s attention

as soon as possible. This is to make certain that the customer is kept up to date with all the campaigns

that Heineken has to offer, while giving them potential opportunities to receive possible discounts and

trade promotions. Heineken “We Love Beer” ambassador program, will be involved with The Dock Ellis

in order to train staff members in the concept of responsible drinking. Follow up calls and overall

supervision on my part to make certain that the program is working for The Dock Ellis, and listen to

feedback provided by servers/staff and manager. Finally offer up to date tracking on customer orders,

making certain the order arrives on time with the correct amount ordered, and the right product; listen

to any feedback that the customer may have, and suggest probable improvements to the distribution

process.

TRAVIS BEITLER 15


Appendix

TRAVIS BEITLER 16


TRAVIS BEITLER 17


TRAVIS BEITLER 18


Works Cited "Canada – Alcoholic Drinks" MarketLine 10 July 2014: 1-2. MarketLine Advantage. Web. 20 October.

2014.

"Company Profile: Heineken N.V." MarketLine 16 October 2014: 1-29. MarketLine Advantage. Web. 20

October. 2014.

"Company Profile: Molson Coors Brewing Company." MarketLine 10 July 2014: 1-31. MarketLine

Advantage. Web. 20 October. 2014.

Heineken. "About us" The Heineken Company. Heineken Breweries, 2014. Web. 20 October. 2014.

"Marketline Industry Profile: Beer in Canada August 2014" MarketLine August 2014: 1-35. MarketLine

Advantage. Web. 20 October. 2014.

"Molson Coors Canada." Company Profile. 2014. Scott's Directories. 20 October. 2014.

Molson Coors Canada. "Partner Brands: Heineken" Molson Coors. Molson Coors Brewing Company,

2014. Web. 20 October. 2014.

The Dock Ellis. "About” The Dock Ellis. 2014. Web. 20 October. 2014.

WARC. "Heineken’s Legendary Journey: Justifying a premium the world over." WARC. American

Marketing Association, 2013. Web. 20 October. 2014.

Documents

Heineken Beer – Sales Report - · PDF fileTRAVIS BEITLER 3 HEINEKEN BEER – SALES REPORT Sales Report – Heineken eer Overall Call Objective To introduce Heineken as