Ü.I
Key City
COUNTRY FOCUS
Amstel Malta
Malta Gold
Population: 980,000.
Known fo Being one of the
few purpose-built capital
cities in Africa.
Main industries: Government
and politics, financial
institutions.
Key city because: One of the
wealthiest cities in Nigeria
and the nation's capital.
we missed one critical element: a
sophisticated tool to better listen to
our consumers and understand what's
relevant to them," says Walter. "This year
we've set up NB Mission Control, a digital
control centre. It runs specific software
that is able to track, measure and drive all
social media conversations and to respond
appropriately if needed. The initial
successes are already there: Heineken®
led the conversation during our UEFA
Champions League activation, including
the 'Trophy Tour' and 'Share the Sofa' with
ambassador Ruud Gullit. And in keeping
with football, Star's 'Shine on Nigeria'
campaign was the trending topic during
the World Cup 2014 in Nigeria, despite the
fact that there was no official sponsorship
status."
Giving Back
HEINEKEN's dedication to 'Winning
with Nigeria' includes a clear
commitment to the long-term
sustainable future of the country. Key
within this is increased use of locally
sourced raw materials, benefitting and
empowering farmers and communities.
HEINEKEN has a target to source 60%
of raw materials used in its operations
in Africa locally by 2020.
Great strides are being made towards this
target through increased use of the cereal
plant sorghum. "Nigerian Breweries Pic
has committed significant resources to
the commercial cultivation of sorghum,"
says Nico. "In 2012, we completed
research on two new sorghum varieties
with the potential to yield four times
more per hectare. We have collaborated
with a number of partners in our efforts,
including the United States Agency for
International Development, Institute for
Agricultural Research, seed producers and
regional production coordinators.
"The 2013 Socio-Economic Impact
Assessment of Nigerian Breweries Pic
concluded that our investment into local
sorghum supports a total of NGN8.8
billion of added value into the economic
supply chain. The employment associated
with our local sorghum procurement is
almost 50,000 jobs, of which more than
90% are at local farmer level."
Furthermore, in June 2014, the company
signed a memorandum of understanding
(MOU) with Psaltry, a Nigerian cassava
processing company, and three other
partners. Under the terms of the MOU,
the partners will support small-scale
cassava farmers by guaranteeing a
market for their crops and through
technical assistance, training and easier
access to finance.
Nico concludes, "As with other areas
of HEINEKEN business in Nigeria, our
sorghum and cassava strategy offers
the opportunity to lead sustainable
development on a national scale. This
reinforces our philosophy: 'Winning with
Nigeria'."
Overview: Premium malt drink with the original
low-sugar, rejuvenating formula.
Renovation: Label re-design.
Target group: Discerning urban 20-34-year-olds
who are full of life and want to stand out.
Position in market: #2 in malt segment.
i
Overview: A quality value-for-money malt drink,
enriched with vitamins and minerals for extra
energy.
Target group: Self-assured 16-28-year-old young
adults living in semi-urban and rural areas who
enjoy life with the means they have.
Position in market: #4 in malt segment.
Edition 2 2014 World of HEINEKEN
