Theo de Rond
HEINEKEN: A leading premium brewer in Asia Pacific
Theo de Rond
President, Asia Pacific
Singapore | 8 December 2011
Agenda
HEINEKEN: A leading premium brewer in Asia Pacific
1 HEINEKEN growth strategy in Asia Pacific
2 Heineken®: A real success story
2
The Asia Pacific beer market
Demographics
36 countries
3.8 bn inhabitants
Life expectancy ranges from 40-80 years
Population growth rate 1% p.a.
Large differences in income
Beer Segmentation
Beer markets at different stages of development Markets characterised by strong local mainstream brands and growing premium beer presence
Significant potential for premium beer segment in the region
3
Market Size
658 mhl consumed in 2010
Consumption levels vary widely from between 1-85 litres per capita
Competitive Structure
Top 4 local players have 60% of profit pool
Presence of strong number 1 in most countries China and Hong Kong remain relatively fragmented markets
HEINEKEN strategy for winning in Asia Pacific
Built on six key strategic pillars
Focus on
Growth
Markets
Build on footprint and local knowhow
Create Value for our
Stakeholders
Be a Leading
Brewer in
Asia Pacific
Win in
International
Premium
Segment
Leverage on our Global
Scale
Consumer
Inspired;
Customeroriented
4
Focus on
1. Focus on growth markets (I)
Growth
Create
Value for our Stakeholde rs HEINEKEN expects to benefit from positive regional beer market dynamics
Markets
Build on footprint Be a
Leading
and local knowhow Brewer in
Win in
Internation
al Premium
Segment
Asia
Leverage
Pacific
on our
Global
Consumer
Scale
Inspired;
Customeroriented
Per capita consumption growth:
2010-2020F CAGR %
8.7%
Incremental beer consumption by market:
2010-2020F (mhl)
224
8.5%
25.6 25.5
7.2%
6.3%
3.3% 3.2%
8.3
2.0%
6.8
4.4
1.7%
1.2%
1.7 1.7
0.4%
Theo de Rond
President, Asia Pacific
Singapore | 8 December 2011
Agenda
HEINEKEN: A leading premium brewer in Asia Pacific
1 HEINEKEN growth strategy in Asia Pacific
2 Heineken®: A real success story
2
The Asia Pacific beer market
Demographics
36 countries
3.8 bn inhabitants
Life expectancy ranges from 40-80 years
Population growth rate 1% p.a.
Large differences in income
Beer Segmentation
Beer markets at different stages of development Markets characterised by strong local mainstream brands and growing premium beer presence
Significant potential for premium beer segment in the region
3
Market Size
658 mhl consumed in 2010
Consumption levels vary widely from between 1-85 litres per capita
Competitive Structure
Top 4 local players have 60% of profit pool
Presence of strong number 1 in most countries China and Hong Kong remain relatively fragmented markets
HEINEKEN strategy for winning in Asia Pacific
Built on six key strategic pillars
Focus on
Growth
Markets
Build on footprint and local knowhow
Create Value for our
Stakeholders
Be a Leading
Brewer in
Asia Pacific
Win in
International
Premium
Segment
Leverage on our Global
Scale
Consumer
Inspired;
Customeroriented
4
Focus on
1. Focus on growth markets (I)
Growth
Create
Value for our Stakeholde rs HEINEKEN expects to benefit from positive regional beer market dynamics
Markets
Build on footprint Be a
Leading
and local knowhow Brewer in
Win in
Internation
al Premium
Segment
Asia
Leverage
Pacific
on our
Global
Consumer
Scale
Inspired;
Customeroriented
Per capita consumption growth:
2010-2020F CAGR %
8.7%
Incremental beer consumption by market:
2010-2020F (mhl)
224
8.5%
25.6 25.5
7.2%
6.3%
3.3% 3.2%
8.3
2.0%
6.8
4.4
1.7%
1.2%
1.7 1.7
0.4%