Presented by:-SAHIL GARGM100700051Statutory warning: Consuming alcoholic

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Some things can not be STIRREDor SHAKEN

Heineken History

Began as a family business in the 1800’s after a decline of beer drinking in the Netherlands. Over 251 years in the brewing business without much change to the closely guarded recipe.

Company developed Europe’s favorite beer and has become the most international brewer in the world.

Heineken History cont.

June 2000, received King William’s I prize for Dutch Entrepreneurship.

Expands operations to China, Nigeria, Sweden, Belgium, Slovakia and Spain.

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Heineken Now

After three generations, still family owned.

Makers of specialty beers, light and alcohol-free beers.

Operations in over 170 companies. Acquire strong brands to create a new

and larger company.

• No Additives; No Preservatives

• No Fat

• Vitamins B 1, 3 and 11

• Minerals

• Antioxidants

Our Beers are 100% NaturalStorehouse of Nutrients

Relatively Low in Calories

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Heineken’s Top-10 Brands

3.2Star

2.5Zywiec

2.4Cristal*

2.4Ochota

5.3Cruzcampo

2.0Primus

2.0Moretti

1.9Gulder

11.1Amstel

22.8Heineken

Sales Volume hl millionsBrand

Tatra

Specjal

International

International

Spain

Country

Poland

Chile

Russia

D.R. Congo, Rwanda

Italy

Nigeria

Poland

Poland

Nigeria, Ghana

1.61.5

Industry Beverages

Founded 1864

Headquarters Amsterdam, Netherlands

Products Beers

Revenue €14.70 billion (2009)

Operating income €1.757 billion (2009)

Profit €1.018 billion (2009)

Employees 55,300 (2009)

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Other beers produced under the Heineken brand name include: 1. Heineken Pilsener2.Heineken Premium Light 3.Heineken Oud Bruin4.Heineken Tarwebok.

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PRODUCTS

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Heineken PilsenerThis is Heineken’s regular beer which is the same as the original Heineken started with. Its mildly bitter taste, fresh, fruity aroma, bright color and exceptional clarity are obtained using only the purest water, hops and barley malt.Alcohol: 5% vol.

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PRODUCTS

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Heineken Premium light

Heineken’s Premium Light is a beer brewed by Heineken mostly for the US market. It was introduced in 2005 and took them 10 years of market research, and was chosen from twenty options.

Alcohol: 3.3% vol.

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PRODUCTS

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One of the most traditional Dutch beer types, ‘Old Brown’ derives its rich, dark color and taste from its dark malt and hops. Natural sugar gives it a mildly sweet, caramel taste.

It is available only in the Netherlands.

Heineken Oud Bruin

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PRODUCTS

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Heineken Tarwebok/Special Dark (USA)Traditionally brewed and drunk in autumn, this aromatic, strong beer has a full-bodied, spicy taste derived from unique malts made with roasted spring barley and wheat.

It is available only in Netherlands and in US under the name Special Dark

Heineken International Expansion

1863: Gerard Adriaan Heineken – brought brewery

1927: first international acquisition in Brussels

1928: exclusive beer provider for Amsterdam Olympics

Pre-1930s: Exporting 1931: JV with Fraser & Neave Singapore

export to North America

Heineken International Expansion

1950s: Majority participating interest in holding companies in Western Europe

1980s: Strategic Alliance Brazil – Coca-Cola South America

1980s: Licensing in Japan – Kirin Asia Pacific

1990s: Africa, Latin America, Middle East

Heineken in the 21st century

Brau Union – Central and Eastern Europe Strategic Alliance with Femsa - Mexico Purchase with Fraser & Neave - India China Russia

Financial position of Heineken?

2009 2008 2007 2006

Return On Equity

20.2% 7.3% 14.1% 21%

Profit Margin

7.77% 2.42% 6.42% 10.24%

Return On Assets

5.66% 1.69% 6.75% 9.31%

Total Debt Ratio

0.72 times 0.77 times 0.52 times 0.58 times

Total Asset Turnover

0.73 times 0.70 times 1.05 times 0.91 times

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Strategic Positioning

Heineken Reinforces Its Strategic Position in Russia by Acquiring the Sobol Beer Brewery.

AMSTERDAM, Netherlands -- Heineken N.V., the leading international brewer, today announced it has signed an agreement to acquire 100% of Sobol Beer LLC in Novosibirsk - West Siberia. The transaction will be funded from available cash resources.

With Heineken St Petersburg brewery growing by 15% to 20% per annum, the acquisition will provide for immediate additional production capacity for the national brands Bochkarev and Ohota.

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COMPETITORS OF HEINEKEN

1. BUDWEISER BEER 2. KINGFISHER BEER

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Budweiser

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Anheuser-Busch Companies, Inc. traces its roots to 1852 and the Bavarian Brewery in St. Louis.

Budweiser was the first national beer brand, introduced in 1876.

In 2008, it is the world’s largest brewer and one of the top 5 consumer goods companies in the world.

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Other beers produced under the BUDWEISER brand name include: 1. Bud Light 2. Bud Select3. Bud Light Lime

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Product: Bud Light

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Introduced in 1982It was one of the first light beers in the worldBud Light is the best-selling beer in the U.S. and the #1 beer in the worldBud Light is brewed with all-natural ingredients – water, barley malt, rice, premium hops and yeast.There is 110 calories, 6.6 grams of carbohydrates and is 4.2 % alcohol

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Product: Bud Select

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Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor-despite weighing in at only 99 calories. Dark gold in color and pleasingly aromatic, Budweiser select is impressive from any angle.

The Exception to the Rule.

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Product: Bud Light Lime

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Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of 100% natural lime flavor.

A light beer with 4.2% ABV and 116 calories per 12 ounce serving

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Industry Alcholic Beverages

Founded2004 (as InBev)2008 (Changed name, Anheuser-Busch InBev)

Headquarters Leuven, Belgium

Key peopleCarlos Brito(CEO)Peter Harf (Chairman of the board)

Products Beers

Revenue US $36.76 billion (2009)

Operating income US $11.57 billion (2009)[

Profit US $4.613 billion (2009)

Employees Approximately 116,000

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KINGFISHER

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The UB Group was founded by a Scotsman, Thomas Leishman in 1857.

Vittal Mallya was elected as the company's first Indian director in 1947.

Kingfisher, the Group's most visible and profitable brand, made a modest entry in the 60’s.

After Vittal Mallya's death in 1983, his son Vijay Mallya took up the mantle of the group.

A brief look on the progress timelines of the UB Group:-

1948 - Mr. Vittal Mallya became the first Chairman.

1950 - Registered office moved to Bangalore.

1960 - Kalyani Breweries was set up.

1972 - High Range Breweries set up in Chertalla in Kerala.

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1974 - UB Beer exported to Aden and Middle East.

1981 - Canned Beer was introduced.

1982 - UB's Kingfisher Lager hit parlors in England and USA.

2000 - Associated Breweries & Distilleries Ltd. and Mangalore Breweries & Distilleries Ltd. were acquired.

2001-02 - Acquired GMR Vasavi, MP Breweries and 41% share of Inertia Industries Ltd. 65% share of Associated Breweries & Distilleries Ltd. 97% share of Mangalore Breweries & Distilleries Ltd.

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Classification of Beer

Lager: It is stored for a specified period before being bottled or canned.

Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hop flavor.

Ale: Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%.

Stout: Dark with burnt flavor and strong malt aroma; it is heavily hopped and contains 5 - 6.5% alcohol.

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Continued…

Creamy Ale: A highly carbonated beer that is produced by a combination of Ale and Lager. Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors.

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Strategic Positioning

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• Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out.

• It has positioned itself as “The King of good times”.

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BEER MARKET SHARE IN INDIA

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Budweiser 21%

Kingfisher Brand 29%

Kingsisher36%

Foster 9%

Others 5%

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