BY ALLISTON ACKERMAN
AND ALARICE PADILLA
QUICK TAKES
Process Definition
<< At Heineken USA, category management means providing value to its
retail partners by understanding their
unique daily challenges and goals.
Company at a Glance
Heineken USA is a subsidiary of
Heineken International NV and the
nation’s premier importer of beer brands.
Tapping Insights
HEINEKEN USA IMPROVES DATA ANALYSIS
TO MAXIMIZE SALES OPPORTUNITIES
There isn’t a one-size-fits-all approach to category management. Each retailer and each region presents its own
opportunities and challenges. For Heineken USA
(
www.heineken.com), the way it best provides value to
retail partners is by understanding their daily challenges
and goals. “As consultants, we aim to monitor category
performance, identify opportunities and deliver solutions to improve business results,” says Larry Gray,
senior category manager, Heineken USA.
But not too long ago, Heineken USA was challenged
to deliver insights and solutions to retail partners in a
timely manner based on its wealth of commercial data,
including Nielsen, household panel and internal sales
Product Portfolio
Popular brands include Heineken
Lager, Heineken Light, Amstel Light
and Newcastle Brown Ale.
