1. Grow the Heineken® brand A major highlight for Heineken® in 2012 was the sponsorship of the most successful ever James Bond film, Skyfall. Operational Review continued The Heineken® brand is a key strategic asset and the undisputed leader in the international premium segment (IPS). Heineken® has consistently outperformed the overall beer market, the international premium segment, and our own portfolio over the past several years. We aim to excite our consumers with effective global marketing platforms, such as the current 'Open Your World' campaign. We continue to explore opportunities to introduce Heineken® in new markets in response to the growing consumer demand for high quality, premium beer brands around the world. In 2012, the Heineken® brand in the premium segment delivered solid organic volume growth of 5.3 per cent, outperforming the total Beer category as well as the international premium segment. This has led to additional share growth in key geographies. Brand performance was strong both in developed (e.g. US, France, UK) and emerging markets. It was particularly noticeable in Brazil, Russia, India, China and Nigeria where Heineken® enjoyed double digit growth. This development was largely due to a global approach to brand management and to effective marketing. Heineken® outperforming IPS and beer market (Volume growth CAGR 2005-2012F) Beer market IPS Heineken® 12 Heineken N.V. Annual Report 2012

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2012 | | pagina 14