the Operational Review from the 2015 Annual

Our business priorities
HEINEKEN is focused on six business priorities. They
help us to achieve sustainable growth in all markets and
to create value out of our heritage, global scale, people,
brands and the green thread that unites us all around
the world, the Heineken® brand.
Win in premium
led by Heineken®
Shape the
cider category
Lead by cool
marketing & innovation
Be commercially
assertive
SUPERMERCARDO
Drive end2end
productivity
Brewing a Better World
10 Heineken N.V. Annual Report 2015
Overview
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Other
Information
Win in premium
led by Heineken®
Heineken®
largest brand in
premium segment
EMIUM
N PR
SE
I
E
G
M
T
EN
M
VO
LU
l roll-ou
loba
to
g
f
ed
national bran
ter
d
in
Cont
inu
Heineken®, the undisputed leader in
the premium segment, is complemented
by a portfolio of other premium brands,
to ensure we win in premium.
30.5mhl
s
And we welcomed...
2
nd
by volume
in US Portfolio
2
nd
largest brand
by volume in
Asia-Pacific
Explore our regional and local brands:
theHEINEKENcompany.com
Heineken N.V. Annual Report 2015 11
Shape the
cider category
HEINEKEN is the global leader in cider.
With our established footprint, we are focusing
on growing the cider category and creating
a broader global cider portfolio.
FASTEST-
Strongbow
Apple Ciders
locally produced
Bulgaria, Nigeria,
Singapore and
Slovakia
GROWING CIDER MARKETS
Romania, USA and Ireland
Strongbow® 2nd largest
USA cider brand
gl e
t
w by m i d si n
gi
71
di
®
1
sold outside
UK for
first time
Strongbow® Cloudy Apple,
Strongbow® Dark Fruits,
Bulmers Zesty Blood Orange
es
countries
ol u
G l o b a l ci d e r v
m
mhl
EXPANDING UK
CIDER MARKET
gre
available in
Growing Strongbow®
Apple Ciders
flavour portfolio
internationally
Discover how we are growing at HEINEKEN:
theHEINEKENcompany.com
12 Heineken N.V. Annual Report 2015
Overview
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Other
Information
Lead by cool
marketing & innovation
HEINEKEN is committed to being part of the
conversation with consumers and we continue
to unleash the power of our innovation, a core
part of our DNA.
ovation
Inn
¤1.9bn
revenue from innovation
9.2%
Innovation rate
up from 7.7% in 2014
Partnership with
JAMES BOND
0.5bn
SPECIAL
90
Activated in
EDITION
BOTTLES
MARKETS
#CHAMPIONTHEMATCH
Win with low
and no alcohol
Radler 2.0% in
45 markets
ACROSS 5 CONTINENTS
0.0% beer
now in 10 MARKETS
Rugby World Cup 2015
109
markets activated
76
%
Share of Voice
Most activated global Heineken® campaign
Worldwide Partner of biggest ever tournament.
Final watched by more than
120 million fans
View our latest campaigns at HEINEKEN:
theHEINEKENcompany.com
Heineken N.V. Annual Report 2015 13
Be commercially
assertive
HEINEKEN is driving excellence in outlet
execution and ensuring availability, visibility,
and quality of our brands to win at point of sale.
Excellent
Outlet
Execution
GLOBAL ROLL-OUT
Common language… assessments… KPIs
BUILDING CAPABILITIES
Executing our
‘PICTURE OF SUCCESS’
1m
outlets in
scope
Driving
excellence
GOING DIGITAL
GLOBAL WAY
OF WORKING
NEW SALES FORCE
TECHNOLOGY
23,000
SALES FORCE... PUTTING MORE
FEET ON THE
STREET
Building a
world-class sales
community
In 37 OpCos
2,700+
Sales people trained
at Global Sales Academy
Read more at HEINEKEN:
theHEINEKENcompany.com
14 Heineken N.V. Annual Report 2015
Report of the
Executive Board
Overview
Report of the
Supervisory Board
Financial
Statements
Other
Information
Drive end2end
productivity
HEINEKEN is leveraging the global scale
of its operations to deliver increased
efficiencies across the business.
SUPERMERCADO
HEINEKEN GLOBAL SHARED SERVICES (HGSS)
FINANCE SHARED SERVICES
CENTRES ESTABLISHED IN
DELIVERING TRANSACTIONAL
FINANCE ACTIVITIES
EU
ICO
languages
increase in productivity
invoice processing
26
26%
nationalities
C
BRAZ
IL
25
25%
RE
AP
NG O
operating companies
NA
HI
63
orted
pp
untries su
Co
24
Covering
PE
RO
SI
Delivering efficiencies
MEX
Global
Procurement
reduction in
cost per invoice
2,700
procurement-led
cost reduction projects
Global Supply Chain
Improved customer service
REDUCED
66% 59%
water usage in
energy consumption in
of our breweries
of our breweries
INCREASED
69%
productivity in
of our breweries
Find out more at:
theHEINEKENcompany.com
Heineken N.V. Annual Report 2015 15
Brewing a Better World
Our approach to sustainability is embedded in the
Company strategy and focuses on creating sustainable
value for the business and our stakeholders.
CO RED
U
2E
MI CING
SSI
ONS
G
IN
AT L
OC IB ON
ADV ONS TI
RESP UMP
S
CON
Wo
perating comp
50 o
a
to address a nies have partnership
lcoho
l-relate
d harm
HP
PROT
W EC
RESO ATE TIN
UR R
CE
S
all
co n t
in u e s t o f
Redu
ce
a
Loca
l so
y
cit
br
in g
G
Göss
To be
first C02 neutral
brewery in Austria
t
ou
urced ra
wm
ly so
b
a
in
la
ur
n r brewery in S
ed by the
w
e
Brrgest solar roof installation a su
SOURCING
SUSTAINABLY
ingapore
als
eri
at
colleagues
Sus
ta
E
50 countries
50,000
s in brewer
ies
ent
d
i
a
cc
side produ
c
out
t
ion
nd
in
ew
joint stakeholder
water stewardship
workshops
WING W
GROMMUNITIITH
ES
CO
G
TIN D
MO AN
RO LTH TY
EASAFE
Water usage
Ethiopia
and
Nigeria
60%
0
202
by
get in A
g tar
fric
n
i
c
a
r
u
O
er
wat scar
ng toget
rki
r to tackle
he
Read more about sustainability at HEINEKEN:
theHEINEKENcompany.com
16 Heineken N.V. Annual Report 2015