an overview of heineken

This logo has become a familiar symbol and is recognized worldwide.- Logo with a smiling "E": The letters ''''e'''' in the Heineken line are intentionally tilted like smiley faces to bring a f

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1 CEO (Chief Executive Office) and Chairman: Dolf van den Brink

- Experience: Appointed Chairman of the

Board/Chief Executive Officer in 2020 Dolf joined HEINEKEN in 1998 as a Commercial Management Trainee He became CEO of .

HEINEKEN USA in 2009 and was appointedCEO of HEINEKEN Mexico in 2015 Dolf was appointed President of Asia Pacific in 2018

+ Senior Brand Director, Trade Marketing at VRUMOMA

+ Commercial Director ( BRALIMA HEINEKEN SUBSIDIARY IN DRC)

+ Channel Development Manager (The HEINEKENCompany)

+ Member of Advisory Board Academy for Systems Change, etc

2 CFO (Chies Financal) at HEINEKEN: Harold van den Broek.

Nationality: Dutch

Date of birth: 1967

-Education:

+ Chartered Accountant, economics

Chartered Accountant at Tilburg University

-Experience: Appointed Executive Board

Member/CFO in 2021 Harold joins

HEINEKEN from Reckitt Benckiser Group

plc Previously joining RB Harold spent 23

years at Unilever in a variety of finance roles

spanning both developed and emerging

markets

+ CFO, Hygiene & Home at RECKITT

+VP Finance, Global Supply Chain at UNILEVER

+Finance and IT Director Mora Grootverbruik

+Investor Relations Unilever N.V,etc

3 CMO ( Chief Marketing Office) at HEINIKEN: Anna Bizon

- Experience:

+ HEINEKEN VietnamMarketing Director, MT Member

Marketing DirectorJun 2020 - Present · 3 yrs 5 mosHead Of Marketing

A10 mos Aug 2019 - May 2020 · 10 mos+ Locco Co-Founder

+Marketing Manager at Grupa Żywiec S.A

+Global Brands Regional Marketing Manager CEE at HEINIKEN, etc

4 CTO ( Chief Digital Officer), CTO (Chief Technology Offcer): Ronald den Elzen

- Experience: Appointed Chief

Technology & Digital Officer in

2020 Ronald joined HEINEKEN in

1995 From 1995 to 2012, he held various roles in Finance & Sales In

2012 Ronald was appointed CEO of Central Cervejas, Portugal, and became CEO of HEINEKEN USA

in 2015.

+ President & CEO HEINEKEN USA

+ Programme Director Data-Driven Transformation

+ Business Control Manager

+ President & CEO Sociedade Central de Cervejas e Bebidas S.A., etc

1 LOGO

- Green: Green is the main color in the Heineken logo It symbolizes freshness, nature, and freshness Green is also associated with values such as freshness, vibrancy, and socialinteraction

- Red star: The Heineken logo has a prominent red star in the center This star represents the superior quality and spirit of the product It can also symbolize pride, prominence, and generosity

-Circle: The Heineken logo is placed in a circle, symbolizing completion and connection

It can also represent Heineken's unity and connection with customers and the community

- Name: Heineken's name is written in a distinctive and bold font It shows

professionalism and respect for the brand Overall, the Heineken logo represents the product's quality, freshness, and outstanding spirit It also represents Heineken's connection, unity, and pride This logo has become a familiar symbol and is recognized worldwide

- Logo with a smiling "E": The letters 'e' in the Heineken line are intentionally tilted like smiley faces to bring a feeling of comfort when enjoying Heineken, this can be seen as a sign It has created Heineken's success for more than 150 years and has become one of thebrands that own a quality brand identity

- Houblon flower shape is a raw material for beer production

2

SLOGAN

“It Could Only Be Heineken” – “It Could Only Be Heineken”

Strong branding of the Slogan when placing Heineken in the Slogan, as a highlight to retain the brand name with users

The slogan is full of confidence, a strong affirmation that: The product you are holding inyour hand, your choice is us Every business wants to affirm the brand in a slogan, but making it witty and random without being too over the top is difficult

3 PACKAGING

-The beer packaging design has been adjusted to be more compact and slimmer than the old version, giving users comfort when holding the beer bottle The Heineken logo design

is embossed so users can touch and feel it logo icon easily

-1931: For the first time in Amsterdam, Heineken introduced the brand's new logo: the red star With 5 points, Heineken's red star symbolizes 5 types of ingredients that create beer quality: barley, hops, pure water, unique A yeast, and a long-standing beer brewing secret To date, the red star is still present on every Heineken product

-1962: Dutch beer maker Alfred Heineken came up with the idea of creating a bottle designed as a construction material with high durability and bearing capacity in 1962 This novel design helps the bottle become more sturdy That is also Heineken's dedication

to creating sustainable value for a brand more than 50 years ago

-2013: Marking its 140-year journey, Heineken introduced an impressive embossed bottle The new design has recognizable features such as a taller bottle neck; Unique embossed curves; Transparent labels on the front, neck, and back of the bottle body, and anew cap pattern The impressive design makes the Heineken beer bottle look more premium The ink dots embossed on the surface of the can give customers a feeling of solidity and comfort

-2016: This summer, Heineken has just introduced a new design for all products The can body and logo are covered in the original blue color, bringing a close and familiar image

to brand fans The red star is sharper and more prominent

4 MISSION

-“Heineken is a symbol of premium taste and tradition in the world Unlike other brewers Heineken is committed to traditional taste and pride in producing a light, high-quality, flavorful beer Excellent taste gives friends a winning spirit There is no other company in the world that can claim superiority in taste and credibility as much as Heineken."

-Preserving traditional flavors and passion for quality

Heineken is a global beer company that offers a diverse product mix to cater to different consumer preferences and markets Here is an overview of Heineken's product mix:

1 Core Beer Brands :

- Heineken's core product line includes its flagship brand, Heineken Lager Beer, which is a premium lager known for its distinctive green bottle and balanced taste Other core beer brands include Amstel, Desperados, and Sol

2 Craft and Specialty Beers:

- Heineken also offers a range of craft and specialty beers to cater to the growing demand for unique and artisanal brews This includes brands like Lagunitas, Affligem, Mort Subite, and Wieckse

3 Non-Alcoholic and Low-Alcohol Beers:

- Recognizing the trend towards healthier lifestyle choices, Heineken offers a variety of non-alcoholic and low-alcohol beer options These include Heineken 0.0, Amstel 0.0, and Buckler, which provide the same taste experience as their alcoholic counterparts but with reduced or no alcohol content

4 Cider:

- Heineken produces and markets a range of cider brands, including Strongbow, which is one of the world's leading cider brands known for its refreshing and crisp taste

5 Ready-to-Drink (RTD) Beverages:

- Heineken offers a selection of RTD beverages, such as mixed drinks and cocktails,

to cater to consumers looking for convenient and pre-mixed options Examples of these include Desperados Mojito, Desperados Red, and Strongbow Dark Fruit

6 Draught Beer Systems:

- Heineken also provides draught beer systems and equipment to bars, restaurants, and other hospitality establishments These systems ensure the delivery of high-quality draught beer to consumers

7 Sponsorship and Partnerships:

- Heineken actively engages in sponsorship and partnerships with various sports events, music festivals, and cultural events This allows the brand to connect with consumers and promote its products through these platforms

1 Marketing campaign "Know the signs" - Social responsibility strategy

- This campaign was launched on November 14, 2008, and has received support and appreciation from the community

- Main developer: KANISH PATEL

- Agency: Ruby/Red Brick Roa

- UNIT9 collaborated with television production company Outsider to establish interactive logic and also assisted in filming a bar under surveillance, providing alternate realities at certain key moments

- The "Know the Signs" campaign is one of the classic examples of Heineken's marketingstrategy In this campaign, the message that Heineken wants to send to customers is

"Enjoy Heineken responsibly." This is a social advertising campaign of Heineken, aimed

at increasing awareness of alcohol consumption Excessive drinking and driving behaviorafter drinking alcohol The campaign aims to provide comprehensive information on all aspects of excessive beer drinking Heineken's website encourages users to keep an eye out for surveillance cameras in crowded bars They will see the typical embarrassing expressions of people who drink a lot of beer such as falling asleep, groping, showing off,fighting, or crying

- The main goal of the campaign is to warn consumers about the signs that they have drunk too much and should avoid driving while drinking Heineken wants to encourage people to choose safe transportation after consuming alcohol and at the same time emphasize each person's responsibility to society Besides warning about the

consequences of drunk driving, Heineken also emphasizes respect for the law and promotes each person's responsibility The "Know the Signs" campaign is not just a regular advertising campaign, but also a way for the brand to contribute to building a safeand conscious community about reasonable alcohol consumption

- Through this campaign, the message of responsible drinking is conveyed in a completely new way, not too rigid but leaving a deep impression on viewers

2 Marketing campaign "Cheer to all" - Gender equality message

- This campaign was launched in 2020 and has received support and appreciation from the community

- Heineken Brand Development & Communication Director: Maud Meijboom – van Wel

- Creative agency: Publicis Italy Publicis advertising company is a global advertising company that has cooperated with Heineken in developing advertising and marketing campaigns They have created many successful campaigns for Heineken

- Production company: Iconoclast Paris

- With a subtle gender equality message, Cheers to All shows that beer is for everyone and the campaign seeks to challenge the status quo, breaking down outdated stereotypes The less than one-minute TVC captures the entertainment scene in bars, where modern women are always assigned to drink cocktails while men default to beer drinks However,there have been many changes in the harmony between the sexes to be able to use the type of food that suits their properties Sometimes people assume who ordered what, based on the label associated with the drink, but at Heineken, we believe that drinks have

no gender, starting with our beer! Instead of ending with the message "Women also drink beer" to directly promote the product, "Congratulations to all" reverses to "Men also drink cocktails" to claim equality for themselves, but in reality, I want to encourage beautiful people to do what they want

- Through this campaign regardless of your gender – anyone can drink beer… or cocktails What's new and different about this ad is that it eliminates stereotypes about femininity and masculinity and shows human diversity

3 "Share the sofa" marketing campaign - a campaign created from customers' thoughts

- Heineken's "Share the Sofa" marketing campaign took place in 2014, within the framework of the World Cup soccer tournament

- Heineken's "Share the sofa" marketing campaign is cooperated and run by advertising agency Wieden + Kennedy Amsterdam

- Heineken's "Share the sofa" advertising campaign was launched to increase interaction and connection between football fans around the world Heineken is one of the main sponsors of the UEFA Champions League and Europa League, and the launch of this campaign helps Heineken strengthen its presence among football fans and create a uniqueexperience for customers mine In addition, this campaign also helps Heineken strengthen its brand and increase its sales during the tournament

- This Heineken campaign allows customers to chat with famous stars such as Ruud Gullit, Nistelrooy, Owen Hargreaves, Hernan Crespo, and Fernando Morientes while the football match is taking place During the match, fans asked questions via Twitter and had closer conversations with the football stars The players will answer questions and turn fans' thoughts into reality At the same time, Heineken also created and posted humorous videos to create interaction with the audience

- Share the Sofa – Heineken's marketing campaign is created from customers' thoughts The truth about Heineken's customers is that 76% of them watch the European Cup alone

on the sofa at home At the same time, they also use phones or tablets during the match

+ 1 The slogan “Share the Sofa”

+ 2 The advertisement's promise and/or call to action

Results: The campaign reached more than 1 billion people and 1.2 billion views Increased the purchase intent of target customers by 7%

4 Marketing campaign “A Lockdown Love Story”

- Heineken's "A Lockdown Love Story" campaign is a social media advertising campaignreleased in May 2020

- According to published information, Heineken's "A Lockdown Love Story" campaign isrun by Heineken's brand management team and in cooperation with advertising agency Publicis Italy/Milan

- This campaign tells the love story between two people during the lockdown due to the COVID-19 pandemic The campaign begins by introducing two main characters, a boy and a girl, who are living apart during the lockdown They started sending messages to each other and sharing moments from their daily lives Heineken then created an online game for users to participate in, in which they can help these lovers meet each other by solving puzzles and challenges Finally, the campaign ends by offering a message of love and hope during these difficult times, along with a thank you to those who participated in the game and supported the campaign

- There is no specific information about the results of Heineken's "A Lockdown Love Story" campaign on sales However, the published information states that the goal of the campaign is to increase awareness of the Heineken brand and create a connecting experience with customers during the difficult time of the COVID-19 pandemic

In millions of € Note 2022 2021

Revenue

Excise tax expense

6.16.1

Share of profit of associates and

joint ventures

Attributable to:

Shareholders of the Company (net profit) 2.682 3.324