Appendix 1: Organisational Structure Heineken

Appendix 3: Products and Packaging

Beers

Brand Packaging (in liters) Type

Primus 0.72 Main blond

Turbo King 0.72 Main brown Mützig 0.33 Premium blond

Guiness* 0.33 Premium brown Licensed Heineken 0.25 Imported Blond

Maltina 0.33 Nutricious Malt

Soft Drinks

Brand Packaging (in liters) Type

Coca Cola* 0.30 Soda

Fanta* 0.30 Soda

Sprite* 0.30 Soda

Schweppes Tonic* 0.30 Soda Licensed Schweppes Soda* 0.30 Soda

Vitalo Grenadine 0.60 Soda Vitalo Eau de Table 0.60 Table Water

* Produced under license. Guiness is licensed from the Guiness breweries All licensed soft drinks are licensed from the Coca Cola Company.

Appendix 4: Outlet Segmentation

Bar/Terrasse

One of the more common sales outlets in Kinshasa. Sales volume range from several crates a week to more than 500. Most outlets have one or two persons personnel and consist of little more than several plastic chairs and tables and a refrigerator to cool the products.

Ngandas

Nganadas are Bar/Terrasses where besides drinks local dinners can be consumed. They are distinguishable from regular restaurants by the more simple refurbishment and

absence of western cuisine.

Menage

The most numerous of all the sales outlets present in Kinshasa. It generally lacks any kind of infrastructure besides an icebox. In general it has at most one table with several chairs. It' stock of products is generally around 2-3 crates and sales can be as low as 1 crate a week. Products are often sold to people living in the area and who take away the products.

Bar/Dancing

Bar/Dancings are similar to Bar/Terrasses but on average tend to be larger . They also contain a dance area and have music, which is rare for Bar/Terrasses.

Disco/Night Club

Disco/Night Clubs are similar to Bar/Dancing but are enclosed. In addition to this, this type of outlet has more sophisticated furnishings. It is generally more upstream with higher prices.

Ice Box (Glaciere Fixe)

Ice boxes are sales outlets located mainly alongside roads or squares. It has no

refrigerators and sells mainly soft drinks kept colld in ice boxes. Some have small terraces where clients can consume the products

Depot Relais

The most common centre of distribution in the Kinshasa market It is most commonly a small building or container where crates of beer and soft drinks are stored. Proprietors of outlets in the nearby area can buy products here. Depots are most commonly supplied by Bralima directly or by wholesaler. Smaller depots may be supplied by other larger depots.

Appendix 5 Terminology and Translations

A small shop where products are sold over the counter

Cité

The neighbourhoods in Kinshasa outside the city centre. These are the most populous parts of the city and are generally less developed, with roads and public services such as water and electricity in a bad state the farther away from the main thoroughfares

Consumer

The end consumer of Bralima's Products

Customer

Within the thesis the term customer will be applied to direct clients of Bralima, that exploit either a sales point or a distribution point.

Frequence Star

A Congolese form of idols organized by Bralima starring live bands and performances throughout the city.

Glaciere Fixe

Ice Box

Eglises et Ecoles

Churches and Schools

Salle de Fetes