Heineken Reaction to COVID-19 Pandemic
Heineken is a close rival of SABMiller within the beer industry, and this brewery company has restricted its operations in South African and across the globe to react to coronavirus outbreak. The firm has introduced precautionary measures to ensure that its staff members are safe. For instance, it has suspended beer all production activities in Pretoria and Johannesburg to prevent workers from contracting COVID 19. According to the Centers for Disease Control and Prevention, the decision helps corporations to comply with the preventive measure that holds that people should avoid close contact and keep social distance to minimize the spread of coronavirus. The suspension of beer production has made Heineken respond to the whole situation effectively because it has enabled workers to stay at home to avoid interacting with the crowd. Heineken has reacted to COVID 19 pandemic by suspending its businesses to allow employees to stay at home to avoid contracting coronavirus.
Heineken has remained authentic to save the lives of staff members by using digital platforms to share information regarding coronavirus. The firm has acknowledged that human element matters when it comes to enhancing its business productivity, and this recognition has stimulated it to stay true to workers. The management has continued to apply the official website to encourage employees to clean their hands regularly and disinfect touched surfaces such as sinks, light switches, and doorknobs to stay protected from COVID 19 (Heineken). Authenticity is a crucial ingredient that has encouraged Heineken to shift from creating brand awareness through online avenues to influencing workers to observe preventive measures to avoid coronavirus.
Heineken has reacted appropriately to coronavirus, but the marketing team should engage with customers to enhance a healthy relationship during this trying time. I think the firm has made a significant step by suspending its operations in South African and other affected countries. The move demonstrates that the business values employees’ lives, and it does not want to lose workers through this pandemic. COVID 19 would fade the bond between Heineken and its customers in the long-term if it does not communicate with them. The marketing department should interact with beer drinkers through social media to update and promise them that the business would resume soon after handling the pandemic. I believe Heineken has made an informed decision, and it only needs to connect with consumers to continue building trust.
