Heineken is one of the world's largest brewers and has been operating for over 145 years. It has over 200 beer and cider brands and 125 breweries worldwide. In 2010, Heineken saw sales volume increase 21% and revenue increase 9.7% despite declines in some major markets. Heineken has built a holistic marketing strategy around interaction, exposure, engagement, and relationships to strengthen its premium brand equity. This includes sponsorships, social media integration, and an experiential retail store. The Heineken brand remains the strongest in its portfolio and it continues expanding in emerging markets.

1. HeinekenHeinekenPaul HarlemanMKTG 6000Professor KohlerMay 8th, 2011

2. I. BackgroundHeineken Holding N.V. heads the Heineken group

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

4. Located in the Netherlands

5. Shares are listed on the Euronext in Amsterdam

6. Brand portfolio contains more than 200 international premium beers and ciders

7. 125 breweries in more than 70 different countriesII. Market Positioning192.3 million in sales (hectoliters) +21% change from 2009

8. EUR 1.6 billion in revenue +9.7% change from 2009Global Sales Volume(mln hectoliters)

9. Global Competitors The “Big-Four” brewers hold 50% of the global market share

10. Heineken is the third largest brewer

11. Leading beer brand in Europe,

12. Amstel brand is 2nd in the mid-priced segment (largest market segment)

13. Industry DynamicsSales volume decreased with -/- 1.5% in The Americas and -/-3.1% in Western Europe (Maturing markets ?)Sales volumes in emerging markets areincreasingGlobal StrategyPremium segment leadership by acquiring strong brands

14. Economies of scale that create distribution networks for both the local beers and Heineken.III. Portfolio PerformanceHeineken “2010 Full Year Results”, London, (16 Februari 2011)Heineken brand outperforms the overall portfolio