Heineken is a global brewing company founded in 1864 in Amsterdam. It has grown over the past 150 years through strategic acquisitions and international expansion to become the third largest brewer in the world. Heineken now operates 115 breweries across 65 countries and owns over 120 beer brands. It focuses on premium beers and continues to see growth in emerging markets in Asia and Africa.

1. DEO GRACIAS ILUNGA AHMAD REZA PAKRAY JASPER CONIJN BRETT SCHWEMMER “ Heineken Experience .”

2. HISTORY 1864 – 1875 Birth of an Empire – Gerard Adriaan Heineken Buying out “Haystack” 1911 – 1945 Henry Pierre Heineken, New Head of the Executive Board World War I and II, and Path toward the Global Market 1876 – 1910 Wilhlem Feltman as New Chief in Command Aim to enter Third World 1946 – Present Alfred Heineken, the New CEO Entry to USA and True Global Company

3. HEINEKEN JOURNEY Innovative Beer Traditional Top Fermentation “Workman’s Ale” vs. Bottom Fermentation “Gentleman's Beer” Business Strategy to Capture Europe International Growth Patent

4. Global Structure of Heineken

5. Ownership of Heineken Heineken Holding N.V. owns 50.005% share of Heineken N.V. Heineken family owns 88.42% share of L’Arche Green N.V. L’Arche Green N.V. owns 58.78% share of Heineken Holding N.V.

6. Management of Heineken Standing at the head of the Heineken Group is Heineken Holding N.V. with a Board of Directors. The management of Heineken N.V. is run by the Executive Board, which has two members and is chaired by Jean-François van Boxmeer. 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. The two members of the Executive Board, the five Regional Presidents and five Group Directors together form the executive committee.

7. Strategy & company 115 breweries in 65 countries Largest Brewer in Europe! Focus on Emerging market 1. Respect 2.Enjoyment 3.Passion for Quality

8. Goals of Heineken Broad international market leader Niche marketing To accelerate sustainable top-line growth. To accelerate efficiency and cost reduction. to speed up implementation: Making faster decisions without any useless delay To focus on those markets where they believe they can win

9. Risk Management Strategic risk Brand Value Alcohol Consumption Attractiveness of the Product

10. Risk Management Operational risk Acquisitions Business continuity

11. Risk Management Financial & Regulatory Currency & Capital Tax Legislation

12. Brands Heineken Beer is a Premium Beer Heineken and Amstel are their strongest brands Own over 120 top-selling brands that include: Cruzcampo, Zywiec, Birra Moretti, Murphy's, and Star Allied with Budweiser in Russia and Argentina

13. Brewing Use only 4 ingredients in their beer: water, malted barley, hops, and yeast Heineken has four distinct beers Heineken Pilsner Heineken Pilsner Light Heineken Tarwebok/ Special Dark (USA) Heineken Oud Bruin(Netherlands Only)

14. Africa Building Breweries DRC and Nigeria vs. Egypt Recent Situation in the Continent

15. Middle East Entry Barriers – ISLAM Intensive Import Brand Loyalty

16. Asia Pacific Heineken operates through Asia Pacific Breweries (APB), its joint venture with Fraser and Neave. Volume of the Heineken brand grew 11% to 3.9 million hectoliters Breweries are under construction in India and Laos, the brewery in Mongolia was completed in 2007. Consolidated beer volume grew by over 1 million hectoliters in 2007

17. Asia Pacific Heineken premium brand profit up: +12.3% EBIT slightly up despite additional marketing investments China: Robust volume growth in Shanghai and Hainan Price pressure continues Rest of Asia: Profits up in all markets Strong Heineken growth in Vietnam (+20%), Taiwan (+20%)

18. The Americas Made up of North America, Central America, and South America Has 14 breweries in Central and South America Imports into the United States and Canada The United States is Heineken’s largest market for its European and Mexican brand beers Growth rate of 5.9% regionally

19. Europe Labor & Human Resources Growth Acquisition & Packaging Population Currency Sponsor

20. Heineken Sponsorship Heineken Cup Partnership with UEFA Sponsorship with music events such as Heineken OPEN’ER Festival

21. Questions?