By Mwita Mwaikenda,
2012 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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