^Operational Review 1
Heineken has embarked on an ambitious programme with the aim to move
the Company to being even more consumer centred and brand led. This will
lead to reinvigorated top-line growth (organic revenue growth), which will
lead to sustainable profit growth. With a renewed commercial organisation,
the Company wants to fulfil its ambition to put the consumer at the centre
of our activities and decision-making processes, whilst driving global scale.
10
11
Report of the Executive Board
Heineken continues to focus on its premium
brands and the Heineken® brand in particular,
as a competitive advantage. Time and again, the
Heineken® brand has outperformed the economic
downturn. Based on this experience, more brands
beyond Heineken® and Amstel®, e.g. Strongbow®
and Desperados®, will be managed globally to
ensure consistency and economy of scale.
In terms of infrastructure and capability,
Heineken will improve its ability to generate
actionable consumer insights and will further
innovate across the portfolio. Last, but certainly
not least, developing skills in brand building and
sales, as well as developing people, remain the
backbone of the Company's commitment to be
consumer centred and brand-led.
The Heineken brand
In 2010, the Heineken® brand demonstrated the
strength and value of its leadership position within
the international premium segment (IPS). It showed
IPS market share development from 20.2 per cent
to 20.7 per cent and the brand continues to
outperform the rest of the Heineken portfolio
in both volume and profit growth.
This performance in a challenging economic
environment highlights the appeal of our premium
brand and its ability to permanently combine
timeless quality and progressiveness as ways to
engage with consumers. The brand's new 'Man of
the World' positioning, which was launched at the
end of 2010, is unique and underpins this.
Heineken volume by region
In millions of hectolitres
Western Europe*
Central and Eastern Europe 2.3
Americas 8.2
Africa and Middle East 2.7
Asia Pacific 5.4
Total 26.0
In premium segment.
28.5%
9.0%
31.5%
10.3%
20.7%
100%
Heineken N.V. Annual Report 2010
