BRAND MISSION E VISION

The company was founded in 1846 in Vigevano, which then belonged to the
Kingdom of Savoy, when Francesco Peroni launches the activities of a small brewery.
In 1864 the production Peroni splits, thanks to the opening of a second factory in
Rome. In the following decades Birra Peroni consolidates valuable industrial and
commercial synergies and become a leader in the brewing industry in Italy. " Birra
Peroni SpA " acquired a leading position in the local market.
At the beginning of the twentieth century , the company merges with the most
important ice factory in the capital giving life in one of the most important collections
business central-southern Italy in the field of industry brewing and cooling .
Favored by the growth of aggregate demand and consumption , in later years, " Birra
Peroni SpA " consolidates its leading position in the Italian territory and acquires
brands such as beer Raffo Taranto and then the Wuhrer produced in Brescia .
Moreover the company, run by the founder's sons, John and Caesar Peroni, expands
through the creation of two new plants (Bari and Naples) and with a greater diffusion
of the products achieved a leading position throughout the national.
The growth of the market share of " Birra Peroni SpA " continued after the Second
World War , up to that in the years 1980-1990 , supported placing in the market for a
new beer , the "Nastro Azzurro " and the start of incisive television advertising
campaigns ( An example can be the one who has linked the beer " Nastro Azzurro "
on one of the youngest champions in the world of motorcycling , Valentino Rossi ) ,
wins a leadership position in the premium segment is to be in the marketing of
products intended for large distribution .
In 2003, " Birra Peroni SpA " was acquired by the multinational SABMiller Ltd
( sub-holding company of the group SABMiller
plc ) and , in this way, enters the global market.
" Birra Peroni SpA " currently has about 730 employees, workers between
establishments of Rome, where there is also the administrative office , Padua and
Bari.

Nastro Azzurro was founded in 1963 when the group launched as a premium beer
Peroni and from the beginning has been synonymous of Italian . Its name , in addition

to being identification of the sea and nature , is a clear reminder of the prize awarded
the liner Rex , the Italian ship that in 1933 he was capable of traveling , in the
shortest possible time , the crossing of the Atlantic.
Thanks to the suggestions created by its name, Nastro Azzurro immediately
establishes a direct link with the sea, the great outdoors and with aspects of sunshine
and positivity, typically Italian and Mediterranean cuisine, which still characterize it.
His connection with the sailing continues to consolidate during the seventies, eighties
and nineties through a communication that focuses on the issues of travel, closely
following companies Azur in the America's Cup.
Since 1994 the brand lands in other worlds as the motorcycle Valentino Rossi and
later on in Italian Cinema Festival in Venice. The underlying theme of his
communication is the celebration of Italian style and Made in Italy , which since 2005
led her to triumph in the international markets , with a widespread distribution in over
75 countries around the world, becoming a fully-fledged beer Italian best-selling
abroad.
2013 is a special year .
Nastro Azzurro toasts to 50 years ago and rediscovered the past but with an eye to the
future, through a new packaging and a new creative platform . Mediterranean , bond
with the sea , sunshine has always been in his DNA .
The new campaign , as well as to emphasize the characteristics that make it so
special, projects it into the future as an ideal companion for all those who experience ,
explore , grow and bring into play in their personal growth path .

Success is built upon a clear strategic direction and shared commitment to the
companys vision, mission and values.
VISION

To be the most respected global company in the field of Beer

MISSION To manage and develop local and international brands that represent the
first consumer choice
VALUES People are our best and permanent investment
Accountability is clear and personal
We work as a team and we win
We understand and respect our customers and our consumers
Our reputation is the most important thing
The overall strategy of the Group is based SABMiller on four priorities :
stabilize the volume of business to attract investors ;
develop a solid portfolio of products and appropriate
to each market ;
continuously improve the commercial performance
in all markets ;
grow by leveraging the global dimension of
Group .
The Group operates both fostering the growth of subsidiaries in their respective
markets , enhancing both its size allows you to deploy international beers premium in
the local markets in which it operates.
In line with the global strategy , Birra Peroni has set some ambitious goals it aims to
achieve through a constant effort that goes in the direction of sustainable
development.
In particular, it aims to consolidate its position in the market through the leadership of
the brands Peroni , strengthening the position of its regional brands ,
develop its product portfolio in segments premium and super-premium brands with
Nastro Azzurro and Pilsen Urquell and enhance the business strategy focusing
attention on the development of people representing a key asset of the company .
THE MACRO ENVIRONMENT

A macro environment comprises the external factors that can influence a business.
These factors are often out of the control or management ability of a company.
Factors typically include economic, demographic, political, and technological forces

in business. Business owners and managers often spend copious amount of time and
effort to assess the overall economic environment in order to determine the number
and strength of each factor. Strategies and performance reviews can help owners and
managers use the macro environment factors to create a competitive advantage for
their respective companies.
General economic factors in the macro environment can include supply and demand,
number of competitors in the market, availability of economic resources, and efficient
production methods employed by companies. Each of these factors impact a
companys production output and potential profit margins when selling goods and
services to consumers. Free market economies often have more competition because
more individuals and businesses can avail themselves to the raw materials, labor, and
facilities in the market.
Demographics relates to information about the consumers in an economic market.
This information includes statistics on consumer age, sex, race, religion, education,
household size, marital status, and other similar information. Companies use this
information to create products and marketing strategies to meet the needs of each
consumer in the macro environment. This information also plays a role into general
economic factors. Companies must be able to determine consumer supply and
demand by measuring consumer income and the desire to spend money on various
goods and services.
MACRO ENVIRONMENT ANALYSIS of PERONI
Social
The company is committed to promoting responsible consumption Alcohol in all
activities , believing that its products can add pleasure and taste the life
of the most people if consumed on a moderate . This choice results in
specific actions they see the company engaged in the production
awareness-raising activities and information on drinking responsible for
both consumers and employees , well as setting up a self-regulatory code
relating to commercial communications. In this direction falls , for
example , one of the latest initiatives that involves the insertion of
messages on all responsible communication materials and on the labels of
products . The first message is spotted " OR DRINK OR DRIVE " for
counter the impact of driving while intoxicated . In addition, as a
member of AssoBirra - Association of Industrial Beer and Malt - the
company participates in numerous awareness initiatives carried out in
associative level of the whole country. The close link with the territory
pushes Birra Peroni in supporting the communities in which it operates
and to stand as a key interlocutor and reliable with all their stakeholders.
Although part of an important group corporation, the company is indeed
proud of its national roots and it is for this reason that, through the its

products, it is proposed to export the values Italian worldwide. In Italy,

the company supports various local communities interacting with
partners first plan as ministries, agencies and non-profit research. For
example, for some years, is supporting a project to help inclusion of
people with disabilities in the labor together with the Community of
Sant'Egidio.
Environmental
From the environmental point of view Birra Peroni is committed to protect and
conserve natural resources, recognizing the need for and the importance of preserving
them. The initiatives undertaken by the company in the consumption of water
allowed to reach levels of excellence to the point that a liter of beer, today, is product
with only a little more than 4 liters of water, considering both the use in the product
that the use in all stages of the production process. Also, on the front optimization of
the production process, also thanks to collaborations with external partners and
logistics, was minimized energy consumption and are CO2 emissions were reduced
direct and indirect. For example, the relationship between CO2 emissions and the
amount of beer produced has decreased by 8% in the last two years. A witness to the
commitment in this area is ISO 14001 certification obtained from all three the
company's plants.

Hedging Against the Macro Environment

Generally, businesses have little to no control over their macro environment. They
can, however, prepare for the unexpected by using a PEST or PESTEL analysis. For
example, if a business has a manufacturing plant in an area prone to hurricanes, they
could hedge against the possible loss by developing an action plan to relocate
employees or supplies if threatened by a hurricane. Many organizations conduct
regular analyses of the macro environment factors connected to them, and revise their
strategies accordingly.