Heineken

HeinekenHeineken

Paul HarlemanMKTG 6000Professor KohlerMay 8th, 2011

Heineken Holding N.V. heads the Heineken group

One of the world’s leading consumer and corporate brands for over 145 years

Located in the Netherlands

Shares are listed on the Euronext in Amsterdam

Brand portfolio contains more than 200 international premium beers and ciders

125 breweries in more than 70 different countries

I.Background

II. Market Positioning 192.3 million in sales (hectoliters) +21% change from 2009

EUR 1.6 billion in revenue +9.7% change from 2009

West-ern Eu-

rope24%

Central &

East-ern Eu-

rope26%

The Amer-

icas25%

Africa13%

Asia & Pacific13%

Global Sales Volume (mln hectoliters)

Anheuser Busch In Bev

(AIB)- Bel-gium19%

SAB Miller (UK)13%

Heineken11%

Carlsberg- Denmark7%

Others50%

The “Big-Four” brewers hold 50% of the global market share Heineken is the third largest brewer Leading beer brand in Europe, Amstel brand is 2nd in the mid-priced segment (largest market segment)

Global Competitors

Industry Dynamics

Sales volume decreased with -/- 1.5% in The Americas and -/-3.1% in Western Europe (Maturing markets ?) Sales volumes in emerging markets are increasing

Global Strategy

Premium segment leadership by acquiring strong brands Economies of scale that create distribution networks for

both the local beers and Heineken.

1. Acquisition of leading “local” premium beers

2. Penetration of emerging market

3. Access to local distribution networks

Heineken “2010 Full Year Results”, London, (16 Februari 2011)

III. Portfolio Performance

Heineken brand outperforms the overall portfolio Strong growth opportunities in emerging markets

VI. Brand Equity

Heineken has a strong brand equity

Taste

Premiumness

TraditionWinning Spirit

Friendship

Brand Values

Beer industry characterized by strong brand preferences & loyalties

Developed a distinct image and reputation as leading premium beer.

V. Holistic Marketing Strategy

Heineken has build a holistic marketing strategy around the themes:

1. Interaction – Customized and personalized products/merchandise

2. Exposure – Social corporate responsibility projects

3. Engagement – Heineken the City brand experience store (Amsterdam)

4. Relationships – Sports/entertainment sponsorships

Interaction

Integration of technology and social media.

E-Commerce website: www.jouwheineken.nl (your heineken)

Heineken branded products and merchandise that can be customized and personalized by the customer.

Exposure

Sector leader in SAM/Dow Jones Sustainability Index (2008)

Endorsed United Nations CEO Water Mandate (2009)

Included in the FTSE4 Good Index

Participates in The United Nations Global Compact Initiative

Engagement

Heineken “The City” is a state-of-art promotional store where visitors can interact and engage with non-branded products and services within the travel, entertainment, fashion and retail markets.

Relationships

Sponsor of the “Champions League” (soccer) which is the biggest sport tournament in Europe

Sponsor of several music events, and owner of the Heineken Music Hall in Amsterdam.

V. Conclusion The Heineken premium brand remains the

strongest within its portfolio of over 200 local beers and ciders.

The brand remains competitive by acquiring local leading premium beers and by the penetrating developing markets.

Heineken. “2010 Annual Report”. Retrieved from www.heinekeninternational.comThe Economist. “The Global Beer Industry: Sell Foam Like Soap”. May 5th 2011. Retrieved fromhttp://www.economist.com/node/18651308 CISCO. ‘Heineken Extends Brand Equity with First “Experience Store”. 2009.

References

“Refreshes the points other beers cannot reach””