We have made
strong and steady
progress in the
development of our
other global brands.
Sol
Strongbow Gold
Overview
Report of the
Executive Board
Report of the
Supervisory Board
Financial statements Other information
Capabilities
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.
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.
Made from 100 per
cent apples and
nothing else,
Strongbow Gold
provides a refreshing
alternative to
beer. The global
roll-out continued
during 2012.
C
Heineken N.V. Annual Report 2012
15
