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  • Your slideshow was very informative. It captured how well Heineken competes in the beer market compared to its global competitors. I also liked that you explained what Heineken was doing to limit its carbon footprint and what organizations it was involved in; this is something that a lot of consumers are interested in nowadays. Great briefing!

    Sarah Ellis
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  1. 1. Heineken<br />Heineken<br />Paul Harleman<br />MKTG 6000<br />Professor Kohler<br />May 8th, 2011<br />
  2. 2. I. Background<br /><ul><li>Heineken Holding N.V. heads the Heineken group
  3. 3. One of the world’s leading consumer and corporate brands for over 145 years
  4. 4. Located in the Netherlands
  5. 5. Shares are listed on the Euronext in Amsterdam
  6. 6. Brand portfolio contains more than 200 international premium beers and ciders
  7. 7. 125 breweries in more than 70 different countries</li></li></ul><li>II. Market Positioning<br /><ul><li>192.3 million in sales (hectoliters) +21% change from 2009
  8. 8. EUR 1.6 billion in revenue +9.7% change from 2009</li></ul>Global Sales Volume(mln hectoliters)<br />
  9. 9. Global Competitors <br /><ul><li>The “Big-Four” brewers hold 50% of the global market share
  10. 10. Heineken is the third largest brewer
  11. 11. Leading beer brand in Europe,
  12. 12. Amstel brand is 2nd in the mid-priced segment </li></ul> (largest market segment)<br />
  13. 13. Industry Dynamics<br /><ul><li>Sales volume decreased with -/- 1.5% in The Americas and</li></ul> -/-3.1% in Western Europe (Maturing markets ?)<br /><ul><li>Sales volumes in emerging markets areincreasing</li></ul>Global Strategy<br /><ul><li>Premium segment leadership by acquiring strong brands
  14. 14. Economies of scale that create distribution networks for both the local beers and Heineken.</li></li></ul><li>III. Portfolio Performance<br />Heineken “2010 Full Year Results”, London, (16 Februari 2011)<br /><ul><li>Heineken brand outperforms the overall portfolio
  15. 15. Strong growth opportunities in emerging markets</li></li></ul><li>VI. Brand Equity<br /><ul><li>Beer industry characterized by strong brand </li></ul> preferences & loyalties<br /><ul><li>Heineken has a strong brand equity</li></ul>Brand Values<br /><ul><li>Developed a distinct image and reputation as </li></ul>leading premium beer.<br />
  16. 16. V.Holistic Marketing Strategy<br /><ul><li>Heineken has build a holistic marketing strategy around the themes:</li></ul>Interaction – Customized and personalized products/merchandise<br />Exposure – Social corporate responsibility projects<br />Engagement – Heineken the City brand experience store (Amsterdam)<br />Relationships – Sports/entertainment sponsorships<br />
  17. 17. Interaction<br /><ul><li>Integration of technology and social media.
  18. 18. E-Commerce website: www.jouwheineken.nl (your heineken)
  19. 19. Heineken branded products and merchandise that can be customized and personalized</li></ul> by the customer.<br />
  20. 20. Exposure<br /><ul><li>Sector leader in SAM/Dow Jones Sustainability Index (2008)
  21. 21. Endorsed United Nations CEO Water Mandate (2009)
  22. 22. Included in the FTSE4 Good Index
  23. 23. Participates in The United Nations Global Compact Initiative</li></li></ul><li>Engagement<br />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.<br />
  24. 24. Relationships<br /><ul><li>Sponsor of the “Champions League” (soccer)</li></ul> which is the biggest sport tournament in Europe <br /><ul><li>Sponsor of several music events, and owner of the Heineken Music Hall in Amsterdam.</li></li></ul><li>V. Conclusion<br /><ul><li>The Heineken premium brand remains the strongest within its portfolio </li></ul> of over 200 local beers and ciders.<br /><ul><li>The brand remains competitive by acquiring local leading premium beers and by the penetrating developing markets. </li></ul>References<br />Heineken. “2010 Annual Report”. Retrieved from www.heinekeninternational.com<br />The Economist. “The Global Beer Industry: Sell Foam Like Soap”. May 5th 2011. Retrieved fromhttp://www.economist.com/node/18651308 <br />CISCO. ‘Heineken Extends Brand Equity with First “Experience Store”. 2009. <br />
  25. 25. “Refreshes the points other beers cannot reach””<br />