{"product_id":"theheinekencompany-marketing-mix","title":"Heineken Marketing Mix","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eReady-Made Marketing Analysis, Ready to Use\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eHeineken’s 4P’s combine a premium product lineup, value-based pricing, global distribution with strong on-trade presence, and bold sponsorship-led promotions to sustain brand equity and market share; the preview highlights strategy but only scratches the surface.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eroduct\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eGlobal Premium Brand Portfolio\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eHeineken keeps a flagship global profile through its namesake premium lager, which remains the backbone of its international identity and accounted for an estimated 18% of group revenue in 2024 (Heineken N.V. annual report 2024). By end-2025 the portfolio spans over 300 brands across international, regional, and local tiers, enabling targeted cultural appeal and distribution depth. This breadth supports premium pricing: Heineken’s premium brands delivered higher gross margins—about 12–15 percentage points above local mainstream ranges in 2024. The brand mix lets Heineken balance scale-driven volume with high-margin premium growth in developed markets.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHeineken 0.0 and Alcohol-Free Expansion\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eHeineken 0.0 anchors Heineken’s product strategy as the non-alcoholic growth pillar, holding roughly 30% global market share in alcohol-free beer by 2024 and driving category value growth of ~12% CAGR (2021–24).\u003c\/p\u003e\n\u003cp\u003eBy late 2025 the line added functional SKUs (electrolytes, low-cal) and five alcohol-free craft variants, lifting SKU count 40% and raising ASP ~6%.\u003c\/p\u003e\n\u003cp\u003eThe focus targets the sober-curious cohort—global demand up ~18% (2022–25)—and secures shelf and on-trade presence where alcohol is restricted, protecting volume and brand visibility.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eBeyond Beer and Cider Innovation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHeineken expanded Beyond Beer, scaling hard seltzers, RTD cocktails, and flavored malt beverages to target younger drinkers; global Beyond Beer volume rose ~14% in 2024, contributing ~6% of group net revenue (€7.5bn segment estimate in 2024).\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSustainable Packaging Initiatives\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eHeineken has shifted packaging to circular models by 2025: lightweight glass lowers weight by ~15% per bottle and cans now average 45% recycled aluminum, cutting packaging emissions ~12% company-wide in 2024 vs 2019.\u003c\/p\u003e\n\u003cp\u003eReturnable systems expanded to 20+ markets, delivering up to 30% lower lifecycle CO2 per unit and helping meet Heineken’s 2030 science-based targets; these moves attract eco-conscious consumers and institutional ESG investors.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eLightweight glass: −15% weight\u003c\/li\u003e\n\u003cli\u003eAluminum cans: ~45% recycled content\u003c\/li\u003e\n\u003cli\u003ePackaging emissions: −12% (2024 vs 2019)\u003c\/li\u003e\n\u003cli\u003eReturnable systems: 20+ markets, −30% lifecycle CO2\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDraft and Dispensing Technology\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eHeineken’s draft innovation includes proprietary systems like Blade and BrewLock that extend beer shelf life up to 30 days and cut dispense waste by ~20%, improving pour consistency and margins for on-trade partners.\u003c\/p\u003e\n\u003cp\u003eThese systems boosted Heineken on-trade revenue share; in 2024 Heineken reported a 7% rise in on-premise revenue partly driven by draft solutions, increasing operator loyalty and reducing keg returns.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e30 days shelf life\u003c\/li\u003e\n\u003cli\u003e~20% waste reduction\u003c\/li\u003e\n\u003cli\u003e7% on-trade revenue uplift (2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Product-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHeineken expands portfolio \u0026gt;300, boosts premium margins \u0026amp; sustainability gains\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHeineken’s flagship lager drove ~18% of group revenue in 2024; portfolio \u0026gt;300 brands by 2025 balancing premium margins +12–15ppt; Heineken 0.0 held ~30% alcohol-free market share (2024) and drove ~12% CAGR (2021–24); Beyond Beer ~14% volume growth in 2024 (~6% group revenue); packaging cuts: −15% glass weight, 45% recycled cans, −12% packaging emissions (2024 vs 2019).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eFlagship revenue share (2024)\u003c\/td\u003e\n\u003ctd\u003e~18%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBrands (2025)\u003c\/td\u003e\n\u003ctd\u003e\u0026gt;300\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHeineken 0.0 share (2024)\u003c\/td\u003e\n\u003ctd\u003e~30%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBeyond Beer vol growth (2024)\u003c\/td\u003e\n\u003ctd\u003e~14%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eGlass weight\u003c\/td\u003e\n\u003ctd\u003e−15%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRecycled cans\u003c\/td\u003e\n\u003ctd\u003e~45%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePack emissions vs 2019\u003c\/td\u003e\n\u003ctd\u003e−12%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eDelivers a concise, company-specific deep dive into Heineken’s Product, Price, Place, and Promotion strategies, ideal for managers, consultants, and marketers seeking a clear breakdown of the brand’s market positioning.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eSummarizes Heineken’s Product, Price, Place and Promotion in a concise, presentation-ready snapshot to streamline marketing alignment and decision-making.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003elace\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eExtensive Global Production Footprint\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eHeineken runs over 160 breweries, malteries, and cider plants in 70+ countries, producing global brands locally to cut tariffs and transport costs—estimated logistics savings ~8–12% per litre in 2024.\u003c\/p\u003e\n\u003cp\u003eThis decentralized model speeds local SKU changes and promotional responses, reducing lead times by ~20% versus centralized peers.\u003c\/p\u003e\n\u003cp\u003eBy end-2025, Heineken upgraded many sites with digital twin tech; pilots raised on-time delivery and inventory turns by ~15%.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eOn-Trade and Off-Trade Dominance\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eHeineken balances distribution between on-trade (bars, restaurants) and off-trade (supermarkets, liquor stores), with on-trade driving brand experience and premium positioning while off-trade delivered ~64% of global beer volumes in 2024, underpinning market share stability. The dual route reduced revenue volatility in 2023–2024: when on-trade volumes fell ~6% in H1 2023, off-trade growth of ~4% helped keep consolidated organic revenue up 3.5% for FY 2023. This mix mitigates hospitality-linked downturns and supports targeted premiumization investments in on-trade. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDirect-to-Consumer and E-commerce Growth\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHeineken has scaled digital sales, using B2B platform eBEES to reach 150,000+ small retailers across Latin America and Europe, speeding order-to-delivery times by ~20% in 2024.\u003c\/p\u003e\n\u003cp\u003eOn B2C, Heineken partnered with global e-commerce players and rolled out proprietary delivery apps in 12 markets, driving a 35% rise in home-consumption sales in 2024 versus 2021.\u003c\/p\u003e\n\u003cp\u003eThese channels generated first-party customer and SKU-level data, letting Heineken cut regional stockouts by 18% and improve SKU mix, lifting gross margin 1.2 percentage points in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eStrategic Emerging Market Penetration\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eHeineken has poured capital into Africa, Asia Pacific and Latin America via joint ventures and local buys, boosting capacity and market access; by end-2025 it reports double-digit volume growth in Vietnam, Mexico and Brazil, key for long-term volume expansion.\u003c\/p\u003e\n\u003cp\u003eRising middle-class incomes and urbanization—projected urban population growth of ~1.2% annually in these regions—are lifting premium beer demand, supporting Heineken’s higher-margin portfolio and FY-2025 revenue mix shift toward emerging markets.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDouble-digit volume growth in Vietnam, Mexico, Brazil by end-2025\u003c\/li\u003e\n\u003cli\u003eIncreased capex and M\u0026amp;A in EMs through 2023–2025\u003c\/li\u003e\n\u003cli\u003e1.2% regional urban pop growth driving premium demand\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLogistics and Cold Chain Excellence\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eHeineken's distribution network uses advanced logistics and cold-chain protocols to keep beer within optimal temperature from brewery to glass, reducing spoilage and preserving taste; in 2024 Heineken reported a 12% drop in cold-chain losses year-on-year.\u003c\/p\u003e\n\u003cp\u003eReal-time inventory systems and demand forecasting cut stockouts to under 2% across key markets and absorb seasonal spikes, like summer sales up ~35% in Europe.\u003c\/p\u003e\n\u003cp\u003eBy 2025 Heineken targets a 30% electric vehicle share in its European last-mile fleet, cutting transport CO2 by an estimated 120,000 tonnes annually.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e12% lower cold-chain losses (2024)\u003c\/li\u003e\n\u003cli\u003e\u0026lt;2% stockout rate; 35% summer demand spike\u003c\/li\u003e\n\u003cli\u003e30% EV last-mile target; −120,000 tCO2\/yr\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/MARKETING-MIX-Content-Place-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHeineken cuts logistics 8–12% via 160+ plants, boosts home sales 35% with eBEES\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHeineken’s decentralized production in 70+ countries cut logistics ~8–12%\/L (2024), with eBEES reaching 150,000+ retailers and B2C apps lifting home sales 35% (2021–24); off-trade = 64% volumes (2024). Digital twins and forecasting raised on-time delivery +15% and cut stockouts to \u0026lt;2% (2025).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eBreweries\/Plants\u003c\/td\u003e\n\u003ctd\u003e160+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOff-trade share\u003c\/td\u003e\n\u003ctd\u003e64%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eeBEES reach\u003c\/td\u003e\n\u003ctd\u003e150,000+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHome sales growth\u003c\/td\u003e\n\u003ctd\u003e35%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003eWhat You Preview Is What You Download\u003c\/span\u003e\u003cbr\u003eHeineken 4P's Marketing Mix Analysis\u003c\/h2\u003e\n\u003cp\u003eThe preview shown here is the actual Heineken 4P's Marketing Mix document you’ll receive instantly after purchase—no surprises; it covers Product, Price, Place, and Promotion in a ready-to-use, editable format.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"MatrixBCG","offers":[{"title":"Default Title","offer_id":56750217232761,"sku":"theheinekencompany-marketing-mix","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0911\/3554\/1625\/files\/theheinekencompany-marketing-mix.png?v=1772223223","url":"https:\/\/growthsharematrix.com\/products\/theheinekencompany-marketing-mix","provider":"Growth Share Matrix","version":"1.0","type":"link"}