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HEINEKEN FINANCIALMARKETS CONFERENCE 2016HO CHI MINH CITY, VIETNAM
Ho Chi Minh City, Vietnam | May 11-12, 2016 | Heineken NV
Passion forCommercial ExcellenceLaurent Theodore Commercial Director, Vietnam Brewery Ltd
Nguyen Phuong HoangMarketing Manager Tiger, Vietnam Brewery Ltd
1
AgendaPassion for Commercial Excellence
Consumer and market structureCommercial strategy to win
Summary
2
A new Vietnamese consumer is emerging…
3
…With new trends in consumer behaviour
Source: Nielsen, Kantar World Panel
Increasing number of middle class consumers
Increasing modernisationand online activities
Consumer more optimistic about the future
IndividualisationMore demand to express
personal characteristics —“It’s All About Me” concept
Connect me to the worldMore digital social engagement
and use of e-commerce increasing
ConvenienceDemand for more ready to use format and proximity channels to fit with fast
pace lifestyle
Health-consciousHealth increasingly important
to consumers, and one of his or her top concerns
Regional differencesConsumer demand and
characteristics differ by region, and between rural and urban
4 Source: Canadean
Home consumption increasing in
preference
Premium showing fastest growth and
gaining importance
3.1%-5.5% (ABV) is the most popular
lager strength (>99% share)
OFF PREMISE CONSUMPTION BECOMING MORE POPULAR
PREMIUM SEGMENT INCREASING SHARE
ON71%
ON69%
ON65%
OFF29%
OFF31%
OFF35%
2011 2013 2015
14% 10% 8%
70% 71% 71%
16% 19% 21%
2011 2013 2015
Economy Mainstream Premium
Changing market structure & consumer preference
5
Preferred pack type is also changing
Source: Canadean 2015, Company dataVBL – Vietnam Brewery Ltd
Preference for cans is increasing, although bottles are still preferred in the On Trade
Demand for smaller bottles is increasing
...with VBL’s bottlebusiness outperformingthe market
Cans are becoming increasingly important
Increasing demand for smaller bottles
Within the bottle segment VBL
outperforming
58% 52% 49%
33% 40% 43%
9% 8% 8%
2011 2013 2015 2011 2013 2015
Small bottles(330/355ml)
Big bottles(450/640ml) 0% 1%
6%
1%
5%
22%
2013 2014 2015Market VBL
6
AgendaPassion for Commercial Excellence
Consumer and market structure
Commercial strategy to winSummary
7
Commercial Strategy to Win
Reignite growth in Heineken®
Fuel Tiger growth momentum
Build Larue to secure broad portfolio leadership
Lead market innovation
Develop and deliver Excellent Outlet Execution
Strengthen Route to Market
1 2 3
4 5 6
8
Reignite growth in Heineken®
Through innovation and brand investment to build iconic cities
4 key cities identified as Heineken® iconic cities withstrong opportunity and potential to grow
Continue to drive excitement with innovation throughnew packaging formats to grow volume and revenue
Extend and amplify scale of the brand through global 360 degree campaigns
Make the brand locally relevant through experiential and local top spin
Satisfy shopper needs using insight-based channelactivation to reinforce brand presence at outlet level
9
Heineken® UCL campaign 2015
ATL – AdvertisingBTL – PromotionTVC – TV CommercialOOH – Out of HomePR – Public Relations
10
Heineken® cities 360° campaign
ATL – AdvertisingBTL – PromotionTVC – TV CommercialOOH – Out of HomePR – Public Relations
11
James Bond 360° integrated campaign
ATL – AdvertisingBTL – PromotionTVC – TV CommercialOOH – Out of HomePR – Public Relations
12
2012 2013 2014 2015
Fuel Tiger growth momentum Leverage strong Tiger brand performance to drive market share
Further drive market share in attractiveaffordable premium segment
Strengthen and further leverage the successful UNCAGE platform with new and exciting consumer engagement
Leverage innovation and maximise the potential of Tiger Crystal to recruit more young legal drinking age consumers
Clear geographic strategy – identification of super star, 2nd and 3rd tier cities
VOL. CAGR +36%
REMIX
CRYSTAL
WALL
ASIAN FOODUNCAGE
Source: Company data
13
Tiger Uncage – ‘Awake your courage’ Bring to life new brand essence, inspiring & engaging consumers via 360 degree campaign
AWAKE YOUR COURAGEPACKAGING OFF PREMISE ON PREMISE BEER CLUB VISIBILITY
VIETMAX TVC PRINT DIGITAL PROUT OF HOME (OOH)
VIETMAX
Vietnamese famous HipHopDancer & Creative Entrepreneur
TVC – TV CommercialPR – Public Relations
14
Tiger festive campaign
OOH – Out of HomePR – Public RelationsFPT Play – famous Vietnamese app on smart phone
360 degree campaign to engage consumers
SOCIAL MEDIA
OOH PR
LIVE STREAMING
ACTIVATION
EVENTBillboards
in strategic Tiger
cities
Significant views on
social media
PR initiatives with
2016 calendar
insertion &
Vietnam’s
1st audio magazine
Remix event live
streaming on FPT
play & 4 online
channels to gain 2
million reach
15
Tiger Remix eventsThe ultimate Tiger music experience in 5 cities
ATTENDANCE
~260,000REACH
~36 million
16
Tiger Wall – Awake your courage The unique & impressive 30-metre high Tiger Wall is a symbol of courage
AWAKE YOUR COURAGETIGER WALL
17
Tiger Asian food
TVC – TV CommercialSOV – Share of VoicePR – Public Relations
The first ever food platform, ‘Uncage’ the pride of 200 masterchefs across Vietnam
TIGERASIAN FOOD
Outlet visibility with Luke Nguyen (local food celebrity)
PR with celebrities
TVC launch: 1 March 2016 Dominant SOV across 3 key cities
Uncage food event
Digital amplification via online food portal
18
Tiger Crystal – a successful innovationAmbition to be the no.1 refreshing beer brand for male and female consumers in Vietnam
Invigorating the mother Tiger brand with a more premium variant
Price point 10% above mother brand
Capturing young legal drinking ageconsumers in growing affordablepremium segment
Delivering a strategic role
TVC
OOH
PRINT ADS
PR
-1°C INTENSE REFRESHMENT
EXPERIENTIAL NEW FORMATS TO RAISE BRAND VISIBILITYREFERENCE OUTLET
2012 2015
VOL. CAGR 21%
SINCE 2015
SINCE 2008
TVC – TV CommercialOOH – Out of HomePR – Public Relations
19
Build Larue to secure broad portfolio leadership
Two fold strategy to consolidate position in existing strong markets and expand beyond them
Founded in 1909 by two French brothers in Cho Lon Acquired by VBL in 2007
Identification of core markets and conquer markets for the brand Core markets - strategy to consolidate mainstream leadership
Conquer markets - replicate success of Ca Mau and expand footprint into
rural markets
New “Uncap Friendship” campaign to build brand equity, enhanced by TVC and on the ground consumer engagement activities Ca Mau
Da Nang
Quang Nam
Core
TVC – TV CommercialVBL – Vietnam Brewery Ltd
20
TVC/Print
ON & OFF Visibility
Outlet activation
Friendship packaging
PR/Digital
Consumer engagement
Build Larue to secure broad portfolio leadership360 degree integrated campaign on new “Friendship Forever” platform
TVC – TV CommercialPR – Public Relations
21
Lead market innovation
Source: Company data
Innovation - a key strategic priority for the portfolio 2016 - 2018
Seize innovation opportunities withstrategic brands, and leverage existingbrand equity
Identify opportunities for new brandsand new categories
Build a strong innovation pipeline
2015 2018F
x 3
Ambition to triple innovation rate in 3 years
22
Launching Global Priority BrandsContinue to develop and launch successful global premium innovations
Create and lead the Cider category in Vietnam, withgame changer ambition
Seed Desperados to attract super premium and party orientated consumers
Establish Affligem in the specialty beer segment
23
Develop and deliver Excellent Outlet Execution
EOE – Excellent Outlet ExecutionSRP – Sales Reward Programme
Clear guidance on focus at point of sale
(EOE score)
Leveraging technology to optimise visits & provide
on-time information & support
Daily coaching for higher performance
& rewards (SRP)
NET NUMERIC DISTRIBUTION
FORWARD STOCK
TOUCH POINT SCORE
PERFECT SERVE
PRODUCT DISPLAY
PERSUASION
24
Develop and deliverExcellent Outlet Execution
Source: Company data1Coverage rate is the percentage of outlet coverage in total outlet universe
Winning at the point of sale
EOE platform was introducedMarch 2015 and is nowfirmly embedded in sales force operations
Through improving EOE scores, Sales teams are achieving better volume
Coverage rate by sales force (%)1
Key benefits Strengthening route to market
Empowering the sales force with a strong system and clear guideline on delivery focus at point of sale
Promoting accountability withstandardised scorecards and tracking
Optimising time spent in the market
Promotes continuous improvementby sales force
Driving EOE into all levels within the organisation for better alignment2014 2015
+ 500 BPS
25
Strengthening Route to MarketEnhancing the quality of Route to Market in the On and Off Trade
Driving volume growth through distributors, encouraging loyalty and maximising direct delivery via an effective incentivisation system
Focused on delivering on the 3Ms (“Mass, Margin, Momentum”) for distributors, with a focus on
commercial competency development
Developing Sub-Distributors to enhancedistribution and provide a back up for futuresustainability of distributors
Leading development of beer category in modern trade through perfect in-store execution
Distributors
Sub-Distributors
Outlets
Supermarket & CVS (~19 chains)
4 Breweries
~ 60%
~ 40%
~ 10%
~ 90%
26
Strengthening Route to MarketDeveloping quality distributors for now and for the future
Nearly 90% of VBL volume through distributors
Current strong performance means that VBL and distributors are aligned and working very well together. This also enables us to work with the best distributors
Increasing volume per distributor
Higher direct delivery ratio for direct volume
2009 2015
x 2.3
2009 2015
+ 23 percentage points
Source: Company data
27
Strengthening Route to Market
Source: Company data
Leading in the beer category in the fast developing modern trade
Capturing share in modern trade in Vietnam, especially in convenience stores
Establishing category captainship for key accounts
Minimising any downside of channelconflict with distributors
CVS
2013 2015
CAGR +26%
Volume Performance
Modern trade customer development
28
AgendaPassion for Commercial Excellence
Consumer and market structure
Commercial strategy to win
Summary
29
SummaryPassion for Commercial Excellence
Consumer behaviour and preferences are changing with a need to satisfy new trends and demands
VBL has a commercial and targeted strategy to win in this new evolving marketplace
Confident in ability to reignite Heineken®, fuel further growth momentum in Tiger, and through Larue to secure broad portfolio leadership
Strong agenda and pipeline to lead market innovation
Targeting excellent outlet execution through EOE
Clear strategy to strengthen Route to Market and relationships with distributors
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