Heineken Nv · EURONEXT:HEIA
Heineken Nv — Heineken Financial Markets Conference 2016
30 slides from Heineken Nv's conference presentation, May 11, 2016
Slide 1: Passion for Commercial Excellence
HEINEKEN FINANCIAL MARKETS CONFERENCE 2016 HO CHI MINH CITY, VIETNAM Passion for Commercial Excellence Laurent Theodore Commercial Director, Vietnam Brewery Ltd Nguyen Phuong Hoang Marketing Manager Tiger, Vietnam Brewery Ltd Ho Chi Minh City, Vietnam | May 11-12, 2016 | Heineken NV
Slide 2: Agenda
Agenda Passion for Commercial Excellence Consumer and market structure Commercial strategy to win Summary 1
Slide 3: A new Vietnamese consumer is emerging…
A new Vietnamese consumer is emerging… 2
Slide 4: …With new trends in consumer behaviour
…With new trends in consumer behaviour Increasing number of middle class consumers Individualisation Regional differences Health-conscious More demand to express Consumer demand and Health increasingly important Increasing modernisation personal characteristics — characteristics differ by region, an
Slide 5: Changing market structure & consumer preference
Changing market structure & consumer preference Home consumption OFF PREMISE CONSUMPTION PREMIUM SEGMENT increasing in BECOMING MORE POPULAR INCREASING SHARE preference Premium showing 16% 19% OFF OFF OFF 21% fastest growth and 29% 31% 35% gaining importance 3.1%-5.5% (ABV) is the most popular 70% 7
Slide 6: Preferred pack type is also changing
Preferred pack type is also changing Preference for cans is Cans are becoming Increasing demand for Within the bottle increasing, although increasingly important smaller bottles segment VBL bottles are still preferred outperforming in the On Trade 8% 8% 9% 22% Demand for smaller 33% 40% bottles is i
Slide 7: Agenda
Agenda Passion for Commercial Excellence Consumer and market structure Commercial strategy to win Summary 6
Slide 8: Commercial Strategy to Win
Commercial Strategy to Win 1 2 3 Reignite growth Fuel Tiger growth Build Larue to secure broad in Heineken® momentum portfolio leadership 4 5 6 Lead market Develop and deliver Excellent Strengthen innovation Outlet Execution Route to Market 7
Slide 9: Reignite growth in Heineken
Reignite growth in Heineken ® Through innovation and brand investment to build iconic cities 4 key cities identified as Heineken® iconic cities with strong opportunity and potential to grow Continue to drive excitement with innovation through new packaging formats to grow volume and revenue Ex
Slide 10: Heineken UCL campaign 2015
Heineken UCL campaign 2015 ® ATL – Advertising BTL – Promotion TVC – TV Commercial 9 OOH – Out of Home PR – Public Relations
Slide 11: Heineken cities 360° campaign
Heineken cities 360° campaign ® ATL – Advertising BTL – Promotion TVC – TV Commercial 10 OOH – Out of Home PR – Public Relations
Slide 12: James Bond 360° integrated campaign
James Bond 360° integrated campaign ATL – Advertising BTL – Promotion TVC – TV Commercial OOH – Out of Home 11 PR – Public Relations
Slide 13: Fuel Tiger growth momentum
Fuel Tiger growth momentum Leverage strong Tiger brand performance to drive market share Further drive market share in attractive affordable premium segment REMIX WALL Strengthen and further leverage the UNCAGE CRYSTAL ASIAN FOOD successful UNCAGE platform with new and exciting consumer engageme
Slide 14: Tiger Uncage – 'Awake your courage'
Tiger Uncage – ‘Awake your courage’ Bring to life new brand essence, inspiring & engaging consumers via 360 degree campaign Vietnamese famous HipHop Dancer & Creative Entrepreneur VIETMAX TVC PRINT OUT OF HOME (OOH) DIGITAL PR AWAKE YOUR COURAGE PACKAGING OFF PREMISE ON PREMISE BEER CLUB VISIBILITY
Slide 15: Tiger festive campaign
Tiger festive campaign 360 degree campaign to engage consumers OOH PR PR initiatives with EVENT 2016 calendar Billboards insertion & in strategic Tiger Vietnam’s cities 1st audio magazine SOCIAL MEDIA LIVE STREAMING Remix event live streaming on FPT play & 4 online Significant views on channels to g
Slide 16: Tiger Remix events
Tiger Remix events The ultimate Tiger music experience in 5 cities ATTENDANCE REACH ~260,000 ~36 million 15
Slide 17: Tiger Wall – Awake your courage
Tiger Wall – Awake your courage The unique & impressive 30-metre high Tiger Wall is a symbol of courage TIGER WALL AWAKE YOUR COURAGE 16
Slide 18: Tiger Asian food
Tiger Asian food The first ever food platform, ‘Uncage’ the pride of 200 masterchefs across Vietnam PR with celebrities TVC launch: 1 March 2016 TIGER Digital amplification Dominant SOV across 3 key cities ASIAN via online food portal FOOD Outlet visibility with Luke Nguyen (local food celebrity) Un
Slide 19: Tiger Crystal – a successful innovation
Tiger Crystal – a successful innovation Ambition to be the no.1 refreshing beer brand for male and female consumers in Vietnam VOL. CAGR 21% Delivering a strategic role Invigorating the mother Tiger brand SINCE 2015 with a more premium variant TVC PRINT ADS Price point 10% above mother brand C
Slide 20: Build Larue to secure broad portfolio leadership
Build Larue to secure broad portfolio leadership Two fold strategy to consolidate position in existing strong markets and expand beyond them Founded in 1909 by two French brothers in Cho Lon Acquired by VBL in 2007 Da Nang Identification of core markets and conquer markets for the brand Quang
Slide 21: Build Larue to secure broad portfolio leadership
Build Larue to secure broad portfolio leadership 360 degree integrated campaign on new “Friendship Forever” platform TVC/Print Consumer ON & OFF engagement Visibility Outlet PR/Digital activation Friendship packaging 20 TVC – TV Commercial PR – Public Relations
Slide 22: Lead market innovation
Lead market innovation Innovation - a key strategic priority for the portfolio 2016 - 2018 x3 Seize innovation opportunities with strategic brands, and leverage existing brand equity Identify opportunities for new brands and new categories Build a strong innovation pipeline 2015 2018F Ambition
Slide 23: Launching Global Priority Brands
Launching Global Priority Brands Continue to develop and launch successful global premium innovations Create and lead the Cider category in Vietnam, with game changer ambition Seed Desperados to attract super premium and party orientated consumers Establish Affligem in the specialty beer segment 22
Slide 24: Develop and deliver Excellent Outlet Execution
Develop and deliver Excellent Outlet Execution Leveraging technology Clear guidance on Daily coaching to optimise visits & provide focus at point of sale for higher performance on-time information & support (EOE score) & rewards (SRP) NET NUMERIC FORWARD DISTRIBUTION STOCK TOUCH POINT PERFECT SERVE
Slide 25: Develop and deliver Excellent Outlet Execution
Develop and deliver Excellent Outlet Execution Winning at the point of sale Coverage rate by Key benefits sales force (%)1 Strengthening route to market EOE platform was introduced March 2015 and is now + 500 BPS Empowering the sales force with a firmly embedded in sales strong system and clear
Slide 26: Strengthening Route to Market
Strengthening Route to Market Enhancing the quality of Route to Market in the On and Off Trade ~ 10% Driving volume growth through distributors, encouraging loyalty and maximising direct delivery via an effective incentivisation system Supermarket & Distributors CVS (~19 chains) Focused on deliv
Slide 27: Strengthening Route to Market
Strengthening Route to Market Developing quality distributors for now and for the future Nearly 90% of VBL volume through Increasing volume Higher direct delivery distributors per distributor ratio for direct volume Current strong performance means x 2.3 + 23 percentage points that VBL and distribut
Slide 28: Strengthening Route to Market
Strengthening Route to Market Leading in the beer category in the fast developing modern trade Modern trade customer development Capturing share in modern trade in Vietnam, especially in convenience stores Establishing category captainship for key accounts Minimising any downside of channel co
Slide 29: Agenda
Agenda Passion for Commercial Excellence Consumer and market structure Commercial strategy to win Summary 28
Slide 30: Summary
Summary Passion for Commercial Excellence Consumer behaviour and preferences are changing with a need to satisfy new trends and demands VBL has a commercial and targeted strategy to win in this new evolving marketplace Confident in ability to reignite Heineken®, fuel further growth momentum in
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