152,000 of our beers are enjoyed around the world every minute Focus on consumers and portfolios We have continued to utilise our 'Building Winning Portfolio' process, providing a clear competitive advantage to our markets. Portfolio reviews were completed in France, Spain, Ireland, Romania and Plungary, while another three will be completed early 2012. A new initiative in 2011 was the creation of the global consumer segmentation framework that identifies the common drivers of beer consumption in countries representing roughly 80 per cent of our turnover. This helps with our targeting, product innovation and creation of campaigns. The knowledge developed in the area of portfolio management has become an integral part of the Marketing Capabilities training programme, ensuring the required competencies are transferred to marketers in our businesses across the world. Capability building We made considerable investments in both the marketing and the sales capability teams in Global Commerce during the year. These allow us to embed more rigorous, standardised and professional tools and processes in the fields of brand, portfolio, channel and customer management. The Marketing Capability programme has been developed on the basis of our Brand Building Framework - a simple three-step approach that will establish a consistent way of working in all geographies for all our brands: 1) Where to Play, identifying the consumer opportunities in the market; 2) How to Win, developing consumer centric and brand-led strategies; and 3) What to Do, defining the most effective marketing executions. All courses of the Marketing stream are based on the Brand Building Framework, and provide marketers with principles and best practices on fundamental brand building capabilities. The Introduction to the Brand Building Framework, Foundations of Consumer Insights and TV Advertising training programmes were launched in 2011, with participant satisfaction exceeding 95 percent. A clear and tangible example of our commitment to being consumer-inspired, customer-oriented and brand-led has been the establishment of the Global Commerce University (GCU) in Amsterdam. This learning centre, equipped with the most recent technology to make the learning experience effective and engaging, will train all our marketing and sales teams in leading-edge consumer marketing approaches. We have also embedded the Rules on Responsible Commercial Communication within the curriculum of the GCU. All course materials are made available on the GCU website, accessible by all Commerce employees anywhere in the world. They can also blog and exchange experiences on brand building matters and create a community based on the line: 'Only strong brand builders build strong brands'. Additionally, we have created a high level, condensed, consumer insights and trends course for all General Managers to support them in their roles. The Sales Capability programme is all about winning with customers. In 2011the GCU sales capability department developed, piloted and started to deploy a number of priority programmes for further roll-out in 2012. Firstly, a sales capability assessment tool called Sales NAVIGATOR has been developed and implemented across Europe to identify key development areas in sales and trade marketing capabilities. As a result, a prioritised roadmap of key programmes has been developed. We have defined a global Category Vision on how to regain growth of the beer and cider category based on solid Consumer, Shopper and Customer insights. This Category Vision will be the platform for our customer collaboration and drive joint business-planning as a fundamental way of working. Other programmes are Shopper Insights, Channel Strategy, Distributor Management and Customer Planning. Heineken N.V. Annual Report 2011 15

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2011 | | pagina 17