JIRI RAKOSNIK
MARKETING DIRECTOR HEINEKEN MALAYSIA
On how social media has impacted or promoted your business brand.
Malaysia has the second highest social media usage among internet population and consumers are actively using it to explore and discover brands, products and its features, with direct impact on their future purchase decisions. Therefore, we are tailoring our messaging accordingly. For example, for our Guinness limited edition packaging going to the market as of next week, celebrating the multicultural heritage, we are letting consumers discover on social media what is behind each individual design element used in the packaging.
On the company’s digitalisation efforts and how it has helped in branding.
With the possibilities of programmatic buying and the data available, we have managed to be more relevant to our consumers, and to be able to offer them what they need at relevant places, and occasions.
Challenges faced by your company in a challenging economic environment.
Declining consumer sentiment has impacted a variety of industries. Limited spending for non-essential goods, smaller purchases, move from eating and drinking out to cook and eat/drink home, and bigger focus on perceived value, that is quality versus price ratio – which fuelled both growth of lower mainstream segment as well as premium where people may not have enough money to buy a lot but rather buy less with higher quality. It’s essential during times like these to keep building equity of the brands and give reasons for consumers to understand its value.
On strategies put in place to boost the company’s brand image.
As part of a global and responsible brewer, we are always brand-led and consumer-inspired in our approach to doing the right things. The Heineken brand’s global partnership with Formula 1, for example, advocates a bold message to consumers – “When You Drive, Never Drink”
Our sustainability strategy, Brewing A Better World, ensure we operate with the future of our people and the planet in mind. Heineken Malaysia is working hard to achieve our 2020 targets on protecting water resources, reducing CO2 emissions, sourcing sustainably, advocating responsible consumption, promoting health and safety, as well as growing with communities.
Water is not just a crucial ingredient in our products, it is the source of all life. Through GAB Foundation’s W.A.T.E.R Project (Working Actively Through Education and Rehabilitation), we engage and empower various stakeholders from corporations, government agencies and local communities to conserve our rivers, which are the main source of water.
The importance of a meaningful connection between a brand and a consumer in brand-building.
Loh Ee Lin, Heineken Marketing Manager: Born in Amsterdam, raised by the world, Heineken has always been about crossing boundaries and opening horizons. Staying true to this inventive spirit, we invite consumers to “Open Your World”. As the world’s number one international premium beer, Heineken continues connecting people through progressive world-class experiences.