date:Aug 24, 2012
als] price moves,Van Boxmeer said.
People buy brands because they see a value-price relation. It is not because you succeed in putting interesting value brands on the market, and growing quite a lot, that you can suddenly raise prices ahead of the price-value equation as the consumer sees it.
Van Boxmeer said Heinekens strategy involved using the value segment to pay for its infrastructure with good utilization rates across its eight Russian breweries driven by higher sales over the last 18 m