DEO GRACIAS ILUNGA AHMAD REZA PAKRAY JASPER CONIJN BRETT SCHWEMMER “ Heineken Experience .”
HISTORY <ul><li>1864 – 1875 </li></ul><ul><ul><li>Birth of an Empire – Gerard Adriaan Heineken </li></ul></ul><ul><ul><li>...
HEINEKEN JOURNEY <ul><li>Innovative Beer </li></ul><ul><li>Traditional Top Fermentation “Workman’s Ale” vs. Bottom Ferment...
Global Structure of Heineken <ul><li>  </li></ul>
Ownership of Heineken <ul><li>Heineken Holding N.V. owns 50.005% share of Heineken N.V. </li></ul><ul><li>Heineken family ...
Management of Heineken <ul><li>Standing at the head of the Heineken Group is Heineken Holding N.V. with a Board of Directo...
Strategy & company <ul><li>115 breweries in 65 countries </li></ul><ul><li>Largest Brewer in Europe! </li></ul><ul><li>Foc...
Goals of Heineken <ul><li>Broad international market leader </li></ul><ul><li>Niche marketing </li></ul><ul><li>To acceler...
Risk Management <ul><li>Strategic risk </li></ul><ul><li>Brand Value </li></ul><ul><li>Alcohol Consumption </li></ul><ul><...
Risk Management <ul><li>Operational risk </li></ul><ul><li>Acquisitions </li></ul><ul><li>Business  continuity </li></ul>
Risk Management <ul><li>Financial & Regulatory </li></ul><ul><li>Currency & Capital </li></ul><ul><li>Tax  </li></ul><ul><...
Brands <ul><li>Heineken Beer is a Premium Beer </li></ul><ul><li>Heineken and Amstel are their strongest brands </li></ul>...
Brewing <ul><li>Use only 4 ingredients in their beer: water, malted barley, hops, and yeast </li></ul><ul><li>Heineken has...
Africa <ul><li>Building Breweries </li></ul><ul><li>DRC and Nigeria vs. Egypt </li></ul><ul><li>Recent Situation in the Co...
Middle East <ul><li>Entry Barriers – ISLAM </li></ul><ul><li>Intensive Import </li></ul><ul><li>Brand Loyalty </li></ul>
Asia Pacific <ul><li>Heineken operates through Asia Pacific Breweries (APB), its joint venture with Fraser and Neave.    <...
Asia Pacific <ul><li>Heineken  premium brand profit up: +12.3% </li></ul><ul><li>EBIT slightly up despite additional marke...
The Americas <ul><li>Made up of North America, Central America, and South America </li></ul><ul><li>Has 14 breweries in Ce...
Europe <ul><li>Labor & Human Resources </li></ul><ul><li>Growth </li></ul><ul><li>Acquisition & Packaging </li></ul><ul><l...
Heineken Sponsorship <ul><li>Heineken Cup </li></ul><ul><li>Partnership with UEFA </li></ul><ul><li>Sponsorship with music...
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Heinekein

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Heinekein Company

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Heinekein

  1. 1. DEO GRACIAS ILUNGA AHMAD REZA PAKRAY JASPER CONIJN BRETT SCHWEMMER “ Heineken Experience .”
  2. 2. HISTORY <ul><li>1864 – 1875 </li></ul><ul><ul><li>Birth of an Empire – Gerard Adriaan Heineken </li></ul></ul><ul><ul><li>Buying out “Haystack” </li></ul></ul><ul><li>1911 – 1945 </li></ul><ul><ul><li>Henry Pierre Heineken, New Head of the Executive Board </li></ul></ul><ul><ul><li>World War I and II, and Path toward the Global Market </li></ul></ul><ul><li>1876 – 1910 </li></ul><ul><ul><li>Wilhlem Feltman as New Chief in Command </li></ul></ul><ul><ul><li>Aim to enter Third World </li></ul></ul><ul><li>1946 – Present </li></ul><ul><ul><li>Alfred Heineken, the New CEO </li></ul></ul><ul><ul><li>Entry to USA and True Global Company </li></ul></ul>
  3. 3. HEINEKEN JOURNEY <ul><li>Innovative Beer </li></ul><ul><li>Traditional Top Fermentation “Workman’s Ale” vs. Bottom Fermentation “Gentleman's Beer” </li></ul><ul><li>Business Strategy to Capture Europe </li></ul><ul><li>International Growth Patent </li></ul>
  4. 4. Global Structure of Heineken <ul><li>  </li></ul>
  5. 5. Ownership of Heineken <ul><li>Heineken Holding N.V. owns 50.005% share of Heineken N.V. </li></ul><ul><li>Heineken family owns 88.42% share of L’Arche Green N.V. </li></ul><ul><li>L’Arche Green N.V. owns 58.78% share of Heineken Holding N.V. </li></ul>
  6. 6. Management of Heineken <ul><li>Standing at the head of the Heineken Group is Heineken Holding N.V. with a Board of Directors. </li></ul><ul><li>The management of Heineken N.V. is run by the Executive Board, which has two members and is chaired by Jean-François van Boxmeer.  </li></ul><ul><li>Heineken has five operating regions: Western Europe, Central and Eastern Europe, The Americas, Africa and the Middle East as well as Asia-Pacific. Each region is headed by a Regional President.  </li></ul><ul><li>The two members of the Executive Board, the five Regional Presidents and five Group Directors together form the executive committee.  </li></ul>
  7. 7. Strategy & company <ul><li>115 breweries in 65 countries </li></ul><ul><li>Largest Brewer in Europe! </li></ul><ul><li>Focus on Emerging market </li></ul><ul><li>1. Respect </li></ul><ul><li>2.Enjoyment </li></ul><ul><li>3.Passion for Quality </li></ul>
  8. 8. Goals of Heineken <ul><li>Broad international market leader </li></ul><ul><li>Niche marketing </li></ul><ul><li>To accelerate sustainable top-line growth. </li></ul><ul><li>To accelerate efficiency and cost reduction. </li></ul><ul><li>to speed up implementation: Making faster decisions without any useless delay </li></ul><ul><li>To focus on those markets where they believe they can win </li></ul>
  9. 9. Risk Management <ul><li>Strategic risk </li></ul><ul><li>Brand Value </li></ul><ul><li>Alcohol Consumption </li></ul><ul><li>Attractiveness of the Product </li></ul>
  10. 10. Risk Management <ul><li>Operational risk </li></ul><ul><li>Acquisitions </li></ul><ul><li>Business continuity </li></ul>
  11. 11. Risk Management <ul><li>Financial & Regulatory </li></ul><ul><li>Currency & Capital </li></ul><ul><li>Tax </li></ul><ul><li>Legislation </li></ul>
  12. 12. Brands <ul><li>Heineken Beer is a Premium Beer </li></ul><ul><li>Heineken and Amstel are their strongest brands </li></ul><ul><li>Own over 120 top-selling brands that include: Cruzcampo, Zywiec, Birra Moretti, Murphy's, and Star </li></ul><ul><li>Allied with Budweiser in Russia and Argentina </li></ul>
  13. 13. Brewing <ul><li>Use only 4 ingredients in their beer: water, malted barley, hops, and yeast </li></ul><ul><li>Heineken has four distinct beers </li></ul><ul><ul><li>Heineken Pilsner </li></ul></ul><ul><ul><li>Heineken Pilsner Light </li></ul></ul><ul><ul><li>Heineken Tarwebok/ Special Dark (USA) </li></ul></ul><ul><ul><li>Heineken Oud Bruin(Netherlands Only) </li></ul></ul>
  14. 14. Africa <ul><li>Building Breweries </li></ul><ul><li>DRC and Nigeria vs. Egypt </li></ul><ul><li>Recent Situation in the Continent </li></ul>
  15. 15. Middle East <ul><li>Entry Barriers – ISLAM </li></ul><ul><li>Intensive Import </li></ul><ul><li>Brand Loyalty </li></ul>
  16. 16. Asia Pacific <ul><li>Heineken operates through Asia Pacific Breweries (APB), its joint venture with Fraser and Neave.   </li></ul><ul><li>Volume of the Heineken brand grew 11% to 3.9 million hectoliters </li></ul><ul><li>Breweries are under construction in India and Laos, the brewery in Mongolia was completed in 2007. </li></ul><ul><li>Consolidated beer volume grew by over 1 million hectoliters in 2007 </li></ul>
  17. 17. Asia Pacific <ul><li>Heineken premium brand profit up: +12.3% </li></ul><ul><li>EBIT slightly up despite additional marketing investments </li></ul><ul><li>China: </li></ul><ul><ul><li>Robust volume growth in Shanghai and Hainan </li></ul></ul><ul><ul><li>Price pressure continues </li></ul></ul><ul><li>Rest of Asia: </li></ul><ul><ul><li>Profits up in all markets </li></ul></ul><ul><ul><li>Strong Heineken growth in Vietnam (+20%), Taiwan (+20%) </li></ul></ul>
  18. 18. The Americas <ul><li>Made up of North America, Central America, and South America </li></ul><ul><li>Has 14 breweries in Central and South America </li></ul><ul><li>Imports into the United States and Canada </li></ul><ul><li>The United States is Heineken’s largest market for its European and Mexican brand beers </li></ul><ul><li>Growth rate of 5.9% regionally </li></ul>
  19. 19. Europe <ul><li>Labor & Human Resources </li></ul><ul><li>Growth </li></ul><ul><li>Acquisition & Packaging </li></ul><ul><li>Population </li></ul><ul><li>Currency </li></ul><ul><li>Sponsor </li></ul>
  20. 20. Heineken Sponsorship <ul><li>Heineken Cup </li></ul><ul><li>Partnership with UEFA </li></ul><ul><li>Sponsorship with music events such as Heineken OPEN’ER Festival </li></ul>
  21. 21. Questions?

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