Heineken NV · EURONEXT:HEIA
Heineken NV — Heineken Financial Markets Conference 2011
28 slides from Heineken NV's conference presentation, Dec 8, 2011
Slide 1: HEINEKEN: A leading premium brewer in Asia Pacific
HEINEKEN: A leading premium brewer in Asia Pacific Theo de Rond President, Asia Pacific Singapore | 8 December 2011
Slide 2: Agenda
Agenda HEINEKEN: A leading premium brewer in Asia Pacific 1 HEINEKEN growth strategy in Asia Pacific 2 Heineken®: A real success story 2
Slide 3: The Asia Pacific beer market
The Asia Pacific beer market Demographics Market Size 36 countries 658 mhl consumed in 2010 3.8 bn inhabitants Consumption levels vary widely from Life expectancy between 1-85 litres per capita ranges from 40-80 years Population growth rate 1% p.a. Large differences in income Beer Segm
Slide 4: HEINEKEN strategy for winning in Asia Pacific
HEINEKEN strategy for winning in Asia Pacific Built on six key strategic pillars Focus on Growth Markets Build on Create Value footprint and for our local know- Stakeholders how Be a Leading Brewer in Asia Pacific Win in Leverage on International our Global Premium Scale Segment Consumer Inspired; C
Slide 5: 1. Focus on growth markets (I)
Focus on 1. Focus on growth markets (I) Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow HEINEKEN expects to benefit from positive regional beer Win in Brewer in Asia Leverage market dynamics Internation on our al Premium Pacific Global Segment Cons
Slide 6: 1. Focus on growth markets (II)
Focus on 1. Focus on growth markets (II) Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow China: Focus on leadership in premium segment Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consumer Scale Inspired; Cust
Slide 7: 1. Focus on growth markets (III)
Focus on 1. Focus on growth markets (III) Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow India: Build on UBL’s strong market leadership position Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consumer Scale Ins
Slide 8: 1. Focus on growth markets (IV)
Focus on 1. Focus on growth markets (IV) Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Vietnam: APB has a strong number 2 position and winning Win in Brewer in Asia Leverage brand portfolio Internation on our al Premium Pacific Global Segment Con
Slide 9: 2. Build on footprint and local know-how
2. Build on footprint and local know-how Leading positions across the region Mongolia Japan #2 #1 China South Korea #2 Mongolia #2 Taiwan India #2 #1 Thailand #1 Vietnam Cambodia #2 #2 Papua New Guinea Malaysia #1 #1 Leadership New Zealand in the IPS #2 Broad Singapore market #1 leadership Indonesia
Slide 10: 2. Build on footprint and local know-how
2. Build on footprint and local know-how HEINEKEN’s economic interest by individual market* Mongolia Japan 23% 51% China South Korea 46% 100% Taiwan India 100% 38% Laos Thailand 28% 15% Vietnam Cambodia 26% 34% Papua New Guinea Malaysia 32% 10% New Zealand 42% Singapore 42% Indonesia Australia 41% 5
Slide 11: 2. Build on footprint and local knowhow
Focus on Growth 2. Build on footprint and local knowhow Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow APB has a stronghold position in South-East Asia Brewer in Win in Asia Leverage Internation on our al Premium Pacific Global Segment Consumer Scale Ins
Slide 12: 2. Build on footprint and local know-how
Focus on Growth 2. Build on footprint and local know-how Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Joint venture operations in Japan and Australia Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consumer Scale Ins
Slide 13: 2. Build on footprint and local knowhow
Focus on Growth 2. Build on footprint and local knowhow Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Strong local brands underpin broad leadership positions in Win in Brewer in Asia Leverage certain key markets Internation on our al Premium Pacific Glo
Slide 14: 3. Leverage on global scale
Focus on 3. Leverage on global scale Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow HEINEKEN offers support and know-how across supply chain Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consumer Scale Inspire
Slide 15: 3. Leverage on global scale
Focus on 3. Leverage on global scale Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Heineken® global activation platforms and innovation Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consumer Scale Inspired; C
Slide 16: 4. Consumer Inspired; Customer-oriented
Focus on Growth 4. Consumer Inspired; Customer-oriented Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Brewer in Win in Asia Leverage Internation on our al Premium Pacific Global Segment Consumer Scale Inspired; Customer- oriented 16
Slide 17: 5. Win in international premium segment
Focus on Growth 5. Win in international premium segment Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Heineken® and Tiger have a combined leadership position in Win in Brewer in Asia Leverage IPS in Asia Pacific Internation on our al Premium Pacific Glo
Slide 18: 5. Win in international premium segment
Focus on Growth 5. Win in international premium segment Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow The IPS offers attractive future growth potential Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consumer Scale In
Slide 19: 6. Create value for our stakeholders
Focus on 6. Create value for our stakeholders Growth Create Markets Build on Value for footprint our Be a and local Stakeholde rs Leading knowhow Profitability of our Asia Pacific business has been increasing Win in Internation Brewer in Asia Leverage on our al Premium Pacific Global Segment Consume
Slide 20: Agenda
Agenda HEINEKEN: A leading premium brewer in Asia Pacific 1 HEINEKEN growth strategy in Asia Pacific 2 Heineken®: A real success story 20
Slide 21: Expansion of the Heineken brand in Asia Pacific
Expansion of the Heineken® brand in Asia Pacific c.1910 Pioneer in the systematic 1980 1989 2005 export of Local production 1994 Local production Local production of Heineken® Local production of Heineken® Heineken® of Heineken® in Malaysia of Heineken® in in Singapore in NZ Australia 1993 1979 Loca
Slide 22: Heineken volume development since 2000
Heineken® volume development since 2000 Brand has grown at a CAGR of 10% since 2000 Top 4 Countries by Volume: Vietnam, Taiwan, Thailand and China 6.000 5.000 CAGR 10% 4.000 3.000 2.000 1.000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 22
Slide 23: Heineken brand has broad reach across Asia Pacific
Heineken® brand has broad reach across Asia Pacific Mhl 7 Budweiser (mainly China) Heineken® 6 brand 5 Heineken 4 Corona Budweiser 3 Stella Artois Carlsberg 2 Tuborg Beck's 1 Amstel 0 Source: 2004 2005 2006 2007 2008 2009 2010 Canadean and Plato 23
Slide 24: The three stages for Heineken brand building in Asia Pacific
The three stages for Heineken® brand building in Asia Pacific Star Category Leadership Building Build Desire Anchor Establish Brand Credibility India China Vietnam Indonesia Taiwan Malaysia Singapore 24
Slide 25: Vietnam: Heineken brand indicators are strong and growing
Vietnam: Heineken® brand indicators are strong and growing Consumer Perception 2006/07 – Q3 2010/11 100 A great brand I would like to drink 90 A brand worth the price 80 Is a premium quality beer 70 A great refreshing taste beer 60 Beer that is internationally recognised/accepted 50 Has good adverti
Slide 26: Vietnam: Heineken has highest brand equity versus competition
Vietnam: Heineken® has highest brand equity versus competition Brand Equity Study: Is Worth Paying More For Is Worth Paying More For - Total VBL 100 80 % of respondent 60 40 20 0 J- F- M- A- M- J- J- A- S- O- N- D- J - F - M- A- M- J- J- A- S- O- N- D- J- 09 09 09 09 09 09 09 09 09 09 09 09 10 10 10
Slide 27: Summary
Summary HEINEKEN has a broad and diverse business across Asia Pacific HEINEKEN’s strategy is clearly focused on realising the attractive potential of premium beer in Asia Pacific HEINEKEN adopts a broad or segment leadership approach in markets where it competes Strength of Heineken® brand a
Slide 28: Questions please
Questions please Singapore | 8 December 2011
Heineken — Heineken Financial Markets Conference 2011 on 6ix