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  1. 1. Presented by:-<br />SAHIL GARG<br />M100700051<br />Statutory warning: Consuming alcoholic drinks is injurious to health.<br />
  2. 2. Some things can not be STIRREDor SHAKEN<br />
  3. 3. Heineken History<br />Began as a family business in the 1800’s after a decline of beer drinking in the Netherlands. Over 251 years in the brewing business without much change to the closely guarded recipe.<br />Company developed Europe’s favorite beer and has become the most international brewer in the world.<br />
  4. 4. Heineken History cont.<br />June 2000, received King William’s I prize for Dutch Entrepreneurship.<br />Expands operations to China, Nigeria, Sweden, Belgium, Slovakia and Spain.<br />
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  6. 6. 12/11/2010<br />6<br />
  7. 7.
  8. 8. Heineken Now<br />After three generations, still family owned.<br />Makers of specialty beers, light and alcohol-free beers.<br />Operations in over 170 companies.<br />Acquire strong brands to create a new and larger company.<br />
  9. 9. <ul><li>No Additives; No Preservatives
  10. 10. No Fat
  11. 11. Vitamins B 1, 3 and 11
  12. 12. Minerals
  13. 13. Antioxidants</li></ul>Our Beers are 100% NaturalStorehouse of Nutrients<br />
  14. 14. Relatively Low in Calories<br />
  15. 15. Heineken’s Top-10 Brands<br />11<br /> Sales Volume hl millions<br />Brand<br />Country<br />22.8<br />Heineken<br />International<br />International<br />11.1<br />Amstel<br />5.3<br />Cruzcampo<br />Spain<br />Nigeria<br />3.2<br />Star<br />Poland<br />2.5<br />Zywiec<br />Chile<br />2.4<br />Cristal*<br />2.4<br />Ochota<br />Russia<br />D.R. Congo, Rwanda<br />2.0<br />Primus<br />Italy<br />2.0<br />Moretti<br />Nigeria, Ghana<br />1.9<br />Gulder<br />Poland<br />Tatra<br />1.6<br />Poland<br />1.5<br />Specjal<br />
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  17. 17. 12/11/2010<br />13<br />Other beers produced under the Heineken brand name include: <br />1.Heineken Pilsener<br />2.Heineken Premium Light 3.Heineken Oud Bruin<br />4.Heineken Tarwebok.<br />
  18. 18. PRODUCTS<br />12/11/2010<br />14<br />Heineken Pilsener<br />This is Heineken’s regular beer which is the same as the original Heineken started with. Its mildly bitter taste, fresh, fruity aroma, bright color and exceptional clarity are obtained using only the purest water, hops and barley malt.<br />Alcohol: 5% vol.<br />
  19. 19. PRODUCTS<br />12/11/2010<br />15<br />Heineken Premium light<br />Heineken’s Premium Light is a beer brewed by Heineken mostly for the US market. It was introduced in 2005 and took them 10 years of market research, and was chosen from twenty options.<br />Alcohol: 3.3% vol.<br />
  20. 20. PRODUCTS<br />12/11/2010<br />16<br />Heineken Oud Bruin<br />One of the most traditional Dutch beer types, ‘Old Brown’ derives its rich, dark color and taste from its dark malt and hops. Natural sugar gives it a mildly sweet, caramel taste.<br />It is available only in the Netherlands.<br />
  21. 21. PRODUCTS<br />12/11/2010<br />17<br />Heineken Tarwebok/Special Dark (USA)<br />Traditionally brewed and drunk in autumn, this aromatic, strong beer has a full-bodied, spicy taste derived from unique malts made with roasted spring barley and wheat.<br />It is available only in Netherlands and in US under the name Special Dark<br />
  22. 22. Heineken International Expansion<br />1863: Gerard Adriaan Heineken – brought brewery <br />1927: first international acquisition in Brussels<br />1928: exclusive beer provider for Amsterdam Olympics<br />Pre-1930s: Exporting<br />1931: JV with Fraser & Neave Singapore <br />export to North America<br />
  23. 23. Heineken International Expansion<br />1950s: Majority participating interest in holding companies in Western Europe<br />1980s: Strategic Alliance Brazil – Coca-Cola<br />South America<br />1980s: Licensing in Japan – Kirin<br />Asia Pacific<br />1990s: Africa, Latin America, Middle East<br />
  24. 24. Heineken in the 21st century<br />Brau Union – Central and Eastern Europe<br />Strategic Alliance with Femsa - Mexico<br />Purchase with Fraser & Neave - India<br />China<br />Russia<br />
  25. 25. Financial position of Heineken?<br />
  26. 26. Strategic Positioning<br />Heineken Reinforces Its Strategic Position in Russia by Acquiring the Sobol Beer Brewery.<br />AMSTERDAM, Netherlands -- Heineken N.V., the leading international brewer, today announced it has signed an agreement to acquire 100% of Sobol Beer LLC in Novosibirsk - West Siberia. The transaction will be funded from available cash resources. <br />With Heineken St Petersburg brewery growing by 15% to 20% per annum, the acquisition will provide for immediate additional production capacity for the national brands Bochkarev and Ohota. <br />12/11/2010<br />22<br />
  27. 27. COMPETITORS OF HEINEKEN<br />1. Budweiser beer<br />2. Kingfisher beer<br />12/11/2010<br />23<br />
  28. 28. Budweiser<br />12/11/2010<br />24<br />Anheuser-Busch Companies, Inc. traces its roots to 1852 and the Bavarian Brewery in St. Louis.<br />Budweiser was the first national beer brand, introduced in 1876.<br /> In 2008, it is the world’s largest brewer and one of the top 5 consumer goods companies in the world.<br />
  29. 29. 12/11/2010<br />25<br />Other beers produced under the BUDWEISER brand name include: <br />Bud Light <br />Bud Select<br />Bud Light Lime<br />
  30. 30. Product: Bud Light <br />12/11/2010<br />26<br />Introduced in 1982<br />It was one of the first light beers in the world<br />Bud Light is the best-selling beer in the U.S. and the #1 beer in the world<br />Bud Light is brewed with all-natural ingredients – water, barley malt, rice, premium hops and yeast.<br />There is 110 calories, 6.6 grams of carbohydrates and is 4.2 % alcohol<br />
  31. 31. Product: Bud Select<br />12/11/2010<br />27<br /><ul><li>Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor-despite weighing in at only 99 calories. Dark gold in color and pleasingly aromatic, Budweiser select is impressive from any angle.
  32. 32. The Exception to the Rule.</li></li></ul><li>Product: Bud Light Lime<br />12/11/2010<br />28<br />Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of 100% natural lime flavor.<br />A light beer with 4.2% ABV and 116 calories per 12 ounce serving<br />
  33. 33. 12/11/2010<br />29<br />
  34. 34. KINGFISHER<br />12/11/2010<br />30<br /><ul><li> The UB Group was founded by a Scotsman, Thomas Leishman in 1857.
  35. 35. VittalMallya was elected as the company's first Indian director in 1947.
  36. 36. Kingfisher, the Group's most visible and profitable brand, made a modest entry in the 60’s.
  37. 37. After VittalMallya's death in 1983, his son Vijay Mallya took up the mantle of the group. </li></ul>A brief look on the progress timelines of the UB Group:-<br />1948 - Mr. VittalMallya became the first Chairman. <br />1950 - Registered office moved to Bangalore. <br />1960 - Kalyani Breweries was set up. <br />1972 - High Range Breweries set up in Chertalla in Kerala. <br />
  38. 38. 12/11/2010<br />31<br />1974 - UB Beer exported to Aden and Middle East. <br />1981 - Canned Beer was introduced. <br />1982 - UB's Kingfisher Lager hit parlors in England and USA. <br />2000 - Associated Breweries & Distilleries Ltd. and Mangalore Breweries & Distilleries Ltd. were acquired. <br />2001-02 - Acquired GMR Vasavi, MP Breweries and 41% share of Inertia Industries Ltd. 65% share of Associated Breweries & Distilleries Ltd. 97% share of Mangalore Breweries & Distilleries Ltd. <br />
  39. 39. 12/11/2010<br />32<br />
  40. 40. 12/11/2010<br />33<br />Classification of Beer<br /><ul><li>Lager: It is stored for a specified period before being bottled or canned.
  41. 41. Pilsner:A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hop flavor.
  42. 42. Ale:Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%.
  43. 43. Stout:Dark with burnt flavor and strong malt aroma; it is heavily hopped and contains 5 - 6.5% alcohol.</li></li></ul><li>12/11/2010<br />34<br />Continued…<br /><ul><li>Creamy Ale: A highly carbonated beer that is produced by a combination of Ale and Lager.
  44. 44. Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors. </li></li></ul><li>Strategic Positioning<br />12/11/2010<br />35<br /><ul><li>Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out.
  45. 45. It has positioned itself as “The King of good times”.</li></li></ul><li>BEER MARKET SHARE IN INDIA<br />12/11/2010<br />36<br />
  46. 46. 12/11/2010<br />37<br />
  47. 47. Thank You<br />