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heineken serenade...

Heineken

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JAC VAN HERPEN


e-mail: stin.ygeia.mas@heineken.com

, stin.ygeia.
mas@heineken.com, , , , , ... ,
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.: 210 5384 415 : 107, ,
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NEWSLETTER

TO ENTY
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Hill + Knowlton STRATEGIES
,
& :
Realpress A.E.
:


Realpress A.E.
215, ..: 151 25
T: 2112008378, E: info@real-press.gr,
www.real.gr

2012

05

Amstel Premium Pilsener: 2012 - Sol,


- & Marketing
- - Amstel Eco House
- -
Horeca 2012

. Jac van Herpen, ,



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Herpen
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07

The Responsibles - 10

08

. . Lex Ronteltap:

10

Amstel Premium Pilsener, - 2011 - Amstel ! -


Amstel ! - Amstel ...
! - Heineken Serenade
Heineken ! - Heineken Star Player
- Heineken ! - 4 Heineken Bar! - -1
Heineken - Heineken -
Fischer K - Fischer - ... ! -
... - 5 5 - Trade
Marketing / Modern Trade

29

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/ - / !

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Birramisu -
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AMSTEL
ECO HOUSE
Amstel Eco House,

Amstel ,

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Amstel Eco House .


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Amstel Eco House
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... !

HORECA 2012

Horeca 2012, ,
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Horeca, 4 7 ,
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19

Alexander Koch: Marketing Director - Supply


Chain, TPM -
- & - ! -
Heineken! - ... ! -
TPM -
TPM

entipoRESPONSIBLE_10LOGOS.pdf

AMSTEL PREMIUM PILSENER

2012

10:42 AM

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MARKETING AMSTEL PREMIUM PILSENER

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Premium Pilsener 2012
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2012

15

. . LEX RONTELTAP

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2012

SUPPLY CHAIN -

ALEXANDER KOCH

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MARKETING DIRECTOR

O . Alexander Koch
Marketing
2011,
, Commercial Director
Braliwa SA .

10

Alexander 14

Heineken, .

Universiteit Leiden Heineken International
Business Course,
,
1998
Heineken.
Brand Manager
Heineken, specialties,
, 2003 2005
National Account Manager
Modern Trade. ,
2005 2007, Trade Marketing Trade
Marketing Manager,
Interim
Marketing Manager Western Europe.
Alexander
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Logistics. !

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2012



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Jac van Herpen,
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TPM Champions Lex Ronteltap

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SUPPORT & DEVELOPMENT

15

2012

... !

HEINEKEN!

Logistics


TPM
Logistics .
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Logistics , TPM, 42%,
Logistics
Heineken !
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FI (Focused Improvement),
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FI Logistics
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Deployments),

16

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(Plan Pillar)
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2011 .

AMSTERDAM

2011 Amstel
Premium Pilsener.
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Amsterdam
2011.
Amsterdam ( ): ,
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MARKETING AMSTEL PREMIUM PILSENER

MARKETING
AMSTEL
PREMIUM PILSENER



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18

Amstel Premium Pilsener,


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Amstel Premium Pilsener,
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2011



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3 1 2 2011,
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2012

15

AMSTEL...

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(8/06), (12/06) (16/06).
Amstel .

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50 cl 33 cl
33 cl:
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Amstel
1870,
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Amstel ,
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!
MARKETING AMSTEL

Amstel

- Amstel
Amstel
Premium Pilsener

- Amstel

AMSTEL ...

Amstel ! , , Amstel
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Amstel. Amstel... !
MARKETING AMSTEL & BRAND SPONSORSHIPS MANAGER

20

THN

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2012

15

HEINEKEN !

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M A

22

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Heineken, Heineken , , Heineken Serenade!
Heineken, , , , fun ,
facebook.com/Heineken.
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star , !

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com/heineken) ,
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Mega, ANT1, LPHA ..,
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Heineken
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, views 190.000,
Heineken facebook.com/
Heineken, www.youtube.com/
heineken.
MARKETING EINEKEN
BRAND PR
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HEINEKEN STAR PLAYER!
eineken Heineken Star

Player, UEFA Champions


League !
30"; ; , ,
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website Heineken, www.heineken.gr,
iphone /application Star Player iTunes
app Store!
, , Heineken Star Player!
MARKETING EINEKEN

HEINEKEN !


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; Heineken , ... www.heineken.gr!
... , Heineken!
MARKETING EINEKEN

23

2012

-1
HEINEKEN!

15

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4
HEINEKEN BAR!

Heineken bar
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bar
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Heineken,
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bar

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OMA MARKETING
KEY ACCOUNT

Heineken,
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330 ml,
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6pack 330 ml -1,
Draught Keg -5, 4 500 ml
-1, 4pack 500 ml -1,
,
tailor made!

MARKETING EINEKEN


HEINEKEN

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Heineken (tactile can)
HIC Debossed.
HIC
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MARKETING EINEKEN

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MARKETING FISCHER

FISCHER

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MARKETING FISCHER
BRANDS SPONSORSHIP

25

2012

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TRADE MARKETING / MODERN TRADE


Tailor made , in-store branding,

28

Lex Ronteltap Marja Hollemans

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2010

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cross merchandising
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2012. Supply Chain ,
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burgers country style potato wedges.
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lager (Heineken, Fosters), pilsener (Amstel
Premium Pilsener, Kruovice Imperial), weiss (Erdinger),
red ale (McFarland) (Kruovice ern Murphys
Stout). Kruovice
Rezane, Kruovice Imperial Kruovice
ern . , .
!

MARKETING AREA CHANNEL ACTIVATION MGR

33

1/11/2011

(/)
34,5

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30,5


()

1/1/2012

Purchaser NPR Business Services ()


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33,5

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29,5

Supply Chain HR Manager

1/2/2012

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31

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BIRRAMISU

TPM Manager ()

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Acting Wholesales Regional Manager


. ()

BROWNIE HN KEMA

Wholesales Area Sales Manager ()

Sales Audit Manager & POS Manager ()

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Wholesales Regional Manager


(/)

150 . ,
64%
130 .
105 .
105 .
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80 ml


2011 2012


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6/6/11
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