Sinergias

FEMSA - HEINEKEN
Monterrey, Mexico, January 11, 2010 - Fomento Económico Mexicano, S.A.B. de C.V. ("FEMSA" "FMX") (NYSE: FMX; BMV: FEMSAUBD), the largest beverage company in Latin America, todayannounced that its Board of Directors has unanimously approved a definitive agreement under which FEMSA will exchange its FEMSA Cerveza business unit for a 20% economic interest in Heineken (HEIA.NA;HEIN.AS; HEIO.NA; HEIO.AS), one of the world's leading brewers.
The transaction combines FEMSA Cerveza's beer brands, including Dos Equis, Sol and Tecate, with Heineken's global platform and Premiumbrand portfolio, including Heineken, the iconic and only truly global premium beer brand, as well as Amstel, Birra Moretti and Cruzcampo. Heineken will gain important market positions in Mexico andBrazil, further strengthening Heineken's worldwide footprint. Under a long-standing agreement, Heineken currently distributes FEMSA Cerveza's beer brands in the U.S., and the two companies also share jointownership of their beer operations in Brazil.
The transaction, which is expected to be completed in the first half of 2010, is subject to customary regulatory approvals, as well as approval byFEMSA, Heineken N.V. and Heineken Holding N.V. shareholders.
PRODUCT | PLACE | PROMOTION | PRICE |
Heineken Beer | Monterrey, NL, México | Unknown | Unknown |

Abraham Maslow`sHierarchy of Needs
Physiological Needs: We think that in this case as beer is not a basic necessity does not play an important role but, we think that are some special cases like beer addicts in whichmaybe for them a need could be satisfied.
Security Needs: This product definitely does not satisfy any type of security need.
Social Need: We think that this could be the need in which the product playsan important role because some people believe or may consider that get an imported product give them social status.
Esteem Needs: we think that this need is not affected by this product just if...