This
has been an exceptional year
in the Tanzania market for Dutch beer company, HEINEKEN. Although
HEINEKEN has been present in the Tanzanian market for decades, it was
this year that HEINEKEN fully committed to the market and setup
offices in Dar es Salaam.
HEINEKEN
made major waves in the market when they launched the Heineken
Champions Planet in Masaki. The HCP was an exclusive location where
football fans could watch all of the UEFA Champions Cup action on big
screen TV’s while enjoying the
Heineken brand with
friends. HEINEKEN is a global sponsor of the UEFA Cup and was able
to give HCP guests unparalleled access to most
of
the Champions Cup action.
HEINEKEN
also used their global sponsorship of the James Bond Movie brand to
create an exclusive black carpet premier event at Century Cinemas
that rewarded 300 loyal consumers and
their partners as
well as A list celebrities with a private premier of the latest James
Bond movie Skyfall in Dar es Salaam one day before the movie
premiered in London or Hollywood. Something that is virtually
unheard of in Tanzania.
On
the ground, HEINEKEN has partnered with key outlets in Dar es Salaam
and have gone well beyond the usual activity of most beer brands
which are notorious for limiting their support to placing signboards
and posters, at Didi’s Pub in Dar, HEINEKEN invested in complete
renovation of the Oyster Bay landmark. Some of the upgrades that
HEINEKEN provided include new lighting, new seating, tiled flooring,
and windows.
Heineken
also formalized their local operations and opened the HEINEKEN
Tanzania Limited offices in Oyster Bay. With these offices now open,
HEINEKEN is relying upon their local team of majority Tanzanian’s
to manage the everyday marketing of the brand. HEINEKEN also
confirmed a new distribution partner, Maxam, who is slated with the
task of ensuring that the Heineken brand is available everywhere in
Tanzania thus tying up loopholes that previously existed within the
distribution chain.
HEINEKEN
Country Manager, Mr. Uche Unigwe said that this year’s activities
are just a beginning for the Heineken brand in Tanzania and East
Africa as a whole. “We are here for the long haul and have some
amazing things on the horizon for 2013” said Unigwe who is a 25
year veteran with the HEINEKEN Company.
“HEINEKEN
has always been known for being a market leader in creativity and
innovative ways to reach our target consumers, our events this year
in Tanzania have proven that fact and in 2013 we intend to take the
Heineken brand to the next level” added Unigwe.
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