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Heineken presentation

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Steven Gerards

on 19 August 2014

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Transcript of Heineken presentation

Welcome to my presentation
Steven Gerards
Analysis of Heineken

Heineken Holding NV or Heineken International operates for about 150 years. At the moment they are presented in 70 countries
More than 80% are pale lager beers
Five sectors of operation
1. Western Europe
2. Eastern - and Middle Europe
3. Americas
4. Africa and Middle East
5. Asia Pacific
164 breweries in 70 countries
and consumers in more than 130 countries
Biggest market flagship brands:
Amstel, Desperados
Western-Europe
Strong local brands purchased Flagships:

- Zlatý Bažant (Golden Pheasant)
- Gösser(Gut, Besser...)

Central and Eastern Europe
Revenue 2012

Highest from the five
regions
They have 2 strong positions in the States
(2 out of top 4 producers)
Americas - North and South
- Kaiser
- Heineken
- Second biggest market

- Multicultural customers over
represented latino brands
Revenue 2012

Highest from the five
regions
Middle east and Africa
Flagships:
- Star
- Primus
Revenue 2012

Strong gaining in the sector violation
and Religious barrages
Asia & Pacific
- Tiger
New market

Strong expansion with more than
1 billion potential consumers
Key Figures & Country Portfolio
Some figures
Source: Annual Report 2012
- Revenue: € 18,383 Million Euros
- 7,4% profit

- Consolidated beer volume:
171.7 million hectolitre
- 4,3% gained

- Net profit: € 1,696 Million Euros
- 7,1% increase
Some figures
Source: Annual Report 2012
- 76,191 employees

- 160 breweries in 70 countries

- Over 250 brands globally
Introduction
- Introduction
- About the Company
- Swot Analysis
- Key Figures
- Competitors Benchmark
- Marketing Strategy
- Critical Success Factor
- Conclusion
The presentation of the analysis of Heineken
Did you know
that in the name Heineken,
the letters 'e' are turned a little bit more
up, to create a friendlier appearance?
History of the brewery
About the Company
Fun fact!
15th of February 1864
First Brewery 'De Hooiberg', Amsterdam
Founded by Gerard Adriaan Heineken
The continuance
of Heineken
- Gerard Adriaan Heineken had a different vision
Constant high quality
Good approach towards employees
Good approach towards customers
- Heineken won 2 prizes for it's quality beers in Paris.
Diplome d'honneur in 1883
Grand prix de Paris in 1889
The prizes are still visible on the etiquette
Heineken's current mission and vision
Mission: bring enjoyment to life
- big passion for quality,
- respect for individuals,
- society and the planet and an
- enjoyed responsibility
Vision:
Being a leading brewer in each of the markets in which they operate and to have the world’s most valuable brand portfolio.
Heineken Experience
Museum
On the location of their 3th brewery which
replaced the first brewery in Amsterdam.
One of the first commercials
Competitors benchmark
Heineken's
biggest competitors:
• Anheuser-Busch InBev


• SABMiller


• Carlsberg Group
Anheuser-Busch InBev
Nearly 25 percent global market share
Approximately 150,000 employees based in 24 countries worldwide
Realized 39.8 billion USD revenue
Global Beer Brands:
Budweiser, Corona, Stella Artois, Brahma and Beck's

Smaller multi-country brands:
Alexander Keith's, Leffe
and Hoegaarden.

Regional brands:
Spaten, Hasseröder, Löwenbräu,
Bud Light, Skol, Quilmes, Harbin, Cass, Jupiler, Presidente.
Budweiser
Corona
Stella
Beck's
Brahma
Global beer brands:
SABMiller
World's second-largest brewer measured by revenues
Operations in 75 countries
Market capitalization of approximately £35.6 billion
Major bottler of Coca-Cola
Brands: Fosters, Grolsch, Miller Brewing Company, Peroni Nastro Azzurro and Pilsner Urquell.
Carlsberg Group
Danish brewing company
5th largest brewery group in the world
Around 45,000 employees
40 percent market share in Russia
Flagship:
Carlsberg Beer
Also beers like Tuborg, and Kronenbourg, Baltika, Grimbergen abbey beers and 500+ local beers
1. Interaction

- Integration in social media
- Personalized products:
Design your very own bottle here:
http://www.yourheineken.heineken.com/ie
Marketing strategy
Global strategy
Many Acquisition of leading « local » premium beers
Penetrating emerging markets
Access to local distribution network
Vertical integration:
- Make own ingredients
- Look into recycled glass
- Supply chain efficiency
- Built their own power plant to cut the cost of power
Holistic Marketing
Strategy (1)
3. Engagement
The Heineken City: visitors interact and engage with non-branded products and services: travel, entertainment, fashion and retail
Holistic Marketing
Strategy (2)
4. Relationships:
The Sponsorship
- Champions League
- Heineken Music Hall Amsterdam
Holistic Marketing
Strategy (3)
Heineken ran a campaign in Britain with a tremendous USP built into the advertising tag line. It was this: "Heineken refreshes the parts other beers cannot reach." 
The company claimed "superior refreshment" as its USP
http://www.youtube.com/watch?v=j5Ftu3NbivE
http://www.youtube.com/watch?v=S1ZZreXEqSY

Holistic Marketing
Strategies
2. Exposure
CSR projects:
- United Nations
Global Impact Initiative



- Sector leader in Dow Jones
Sustainability Index (2008)



- Endorsed United Nations (2009)
Holistic Marketing
Strategy (2)
Targeting
- 73% men
- Aged 21-34
- Sport fan
- Mid to High Income
- College educated
- More than sports


Marketing positioning strategy and Unique Selling Point
Heineken channels
Marketing investement
Heineken uses a transformational positioning: This means that the benefit of a brand associated with the values ​​and lifestyles of consumers.

So, Heineken tries to be part of a lifestyle for the customers and be more than just a beer. (Emotionally bounded)
Swot analysis
Key success factors
Highest safety
Faithful to every consumer
Nature process
Highest standard
Highest quality
Strict control
Good management system
Old and premium brand
Conclusion
- Big multinational
- Well organized
- Good future
Final Fun Fact:
Did you know that If you put all the Heineken bottles produced in one year next to each other the line will go 4 times around the world?
Thank you for your attention!
Any questions or comments
?
Full transcript