Consumer-inspired, customer-oriented and brand-led
HEINEKEN is committed to being part of the conversation with consumers and being recognised as the preferred partner for its customers.
We have more than 250 international, regional, local and specialty brands and other beverages meeting a diverse range of consumer tastes and preferences. In addition to our flagship Heineken® brand we are investing in the expansion of our other global brands including Desperados, Strongbow Gold, Amstel Premium Pilsener and Sol and are increasing the rate of innovation to drive top-line growth. Strong customer management capabilities and world-class in-store execution enables us to create value for customers and drive long-term business success.
To further develop the premiumisation of our portfolio, we have made strong and steady progress in the development of our other global brands – Desperados, Sol, Strongbow Gold and Amstel Premium Pilsener – supporting each of them with world-class marketing programmes.
Innovation remains a strategic focus area for HEINEKEN and we are well on track to reach our target innovation rate of 6 per cent of annual revenues by 2020. At the end of 2012, the innovation rate was 5.3 per cent, corresponding to innovation revenue growth of EUR1 billion. This reflects the roll-out of both local innovations as well as an accelerated roll-out of global innovations - Desperados was launched for the first time in Africa and South America, Sol in Finland and Greece with a new marketing mix, Amstel Premium Pilsener in Serbia and Argentina and Strongbow Gold in Hungary. Significant progress has been made across all regions.
The ‘Building Winning Portfolio’ brand reviews continue to be the foundation of successful brand and portfolio development in markets. In 2012, reviews were completed and updated for the Democratic Republic of Congo, Russia, Poland, US, Greece, UK and Egypt.
We are step-changing our common understanding and analysis of consumer and market metrics transferring incompatible tools and methods into single, state-of-the-art approaches to innovation testing, advertising protocols, brand health measures and market measures. These actions are critical to take full advantage of the global scale and broad footprint of the Company. This ‘One version of the truth’ will help us to speed up the roll-out of winning ideas, to accelerate powerful advertising for core markets, and to focus management attention on areas of underperformance.
The Consumer & Market Intelligence function has been re-designed, aligning central and local teams for core deliverables and accountability. The launch of the global Market Research sharing tool has created greater efficiency in the function through enhancing capabilities and improving organisational alignment. This in turn ensures that the consumer and market perspective remains at the heart of our decision making process.
The Global Commerce University (GCU) was established in 2010 to support business capability building across the commercial function. In 2012, thousands of commerce professionals were trained across marketing, sales and general management positions. Six masterclasses are running at the GCU Campus: Portfolio and Revenue (where to play), Consumer and Brand Strategy (how to win) and Advertising and Digital Marketing (what to do). All courses focus on developing stronger brands with the consumer perspective at the centre.
The GCU sales module is all about winning with Consumers, Shoppers and Customers. In 2011, our focus was on designing a number of priority programmes, while in 2012 we deployed the programme globally. During the year, 19 Sales NAVIGATOR capability assessments were made globally, enabling us to prioritise three-year capability development roadmaps for our main operating companies. These ranged from strategic programmes, including Category Vision, Channel Strategy and Route-to-Market, to Planning and Execution programmes such as Shopper Insights, Channel Activation, Customer Planning, Draught Beer Management, Distributor Management and Sales Execution Excellence.
Other global brands
- Amstel Premium Pilsener
- A heritage that dates back to 1870, the Premium Pilsener brand extension continues to prove popular with consumers who understand that you need ‘time for quality’.
- A tequila flavoured beer. The brand positioning of ‘turning good moments into unforgettable experiences’ has driven strong performance in many markets.
- A brand born in Mexico in 1899 that has a premium proposition based on ‘resisting the pressure to conform’. A new marketing campaign was launched in Finland during 2012 with exciting results.
- Strongbow Gold
- Made from 100 per cent apples and nothing else, Strongbow Gold provides a refreshing alternative to beer. The global roll-out continued during 2012.
We have made strong and steady progress in the development of our other global brands.