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Mobile research in emerging markets - Confirmit

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Presented by Miguel Ramos, Mobile Practice Lead, Confirmit …

Presented by Miguel Ramos, Mobile Practice Lead, Confirmit
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

Published in: Business, Education
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  • 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  • 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  • 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  • 4. Mobile research in emerging markets Heineken goes mobile in Africa & the Middle East Miguel Ramos, TAM Mobile Solutions Copyright © 2012 Confirmit. All Rights Reserved 1 Copyright © 2013 Confirmit. All Rights Reserved
  • 5. 96% Global Mobile-Cellular Penetration Rates 128% in developed countries 89% in developing countries 2 Copyright © 2013 Confirmit. All Rights Reserved
  • 6. More than an alternate collection channel One Size doesn’t fit all Insights you can’t capture any other way Confusing fragmented landscape Get It right or fail Piece of a Large Puzzle Immediate, personal timely, relevant Fully Integrated seamless journey 3 Copyright © 2013 Confirmit. All Rights Reserved
  • 7. Shift from Personalisation to Contextualisation Contextualisation demands common data collection and analysis Multi-Device Multi-Screen Multi-Mode Multi-Country 4 Copyright © 2013 Confirmit. All Rights Reserved
  • 8. 5 Copyright © 2013 Confirmit. All Rights Reserved
  • 9. 6 Copyright © 2013 Confirmit. All Rights Reserved
  • 10. 7 Copyright © 2013 Confirmit. All Rights Reserved
  • 11. 8 Copyright © 2013 Confirmit. All Rights Reserved
  • 12. Case Study Copyright © 2013 Confirmit. All Rights Reserved 9 Copyright © 2013 Confirmit. All Rights Reserved
  • 13. 10 Copyright © 2013 Confirmit. All Rights Reserved
  • 14. 11 Copyright © 2013 Confirmit. All Rights Reserved
  • 15. A long history, some landmarks... ★ 1900 Heineken imported its first beer ★ 1923 DRC, the first brewery ★ 1946 Entering Nigeria ★ 2003 Entering Egypt ★ 2007 South Africa, greenfield brewery, now operational ★2010 Acquisition of SONA Nigeria ★2011 Acquisition of Harare and Bedele (Ethiopia) Total African footprint BREWERY FOOTPRINT Consolidated Managed ★ 20 countries ★ 34 breweries (consolidated) ★17breweries (managed) ★ 4 soft drink plants ★ 2 malteries ★ 2 packaging plants (1 glass, 1 plastic) ★ 2 wineries ★ 1 distillery ★ Export to virtually all countries 12 Copyright © 2013 Confirmit. All Rights Reserved
  • 16. +0.9% -1.0% -0.0% +5.4% +4.1% +2.9% 13 Copyright © 2013 Confirmit. All Rights Reserved
  • 17. • What are the top volume outlets? • What are the most popular pack types in channel X? • How does our prices compare with the competition in channel Y? • Is our distribution sufficient for each channel? • How many outlets are suitable for a trade promotion of brand X? • Which brand should we promote in which outlet? • Where should we locate distribution centers? • Which outlets should be externally branded 14 Copyright © 2013 Confirmit. All Rights Reserved
  • 18. 15 Copyright © 2013 Confirmit. All Rights Reserved
  • 19. 16 Copyright © 2013 Confirmit. All Rights Reserved
  • 20. 17 Copyright © 2013 Confirmit. All Rights Reserved
  • 21. 18 Copyright © 2013 Confirmit. All Rights Reserved
  • 22. 19 Copyright © 2013 Confirmit. All Rights Reserved
  • 23. 20 Copyright © 2013 Confirmit. All Rights Reserved
  • 24. 21 Copyright © 2013 Confirmit. All Rights Reserved
  • 25. • Largest Trade Census in Heineken • • • Digital data capturing GPS coordinates of all outlets Deep consumer and customer insights unveiled Business actions taken • Branding • Sales routing • Finding the gaps 22 Copyright © 2013 Confirmit. All Rights Reserved
  • 26. Thank You Miguel Ramos, Mobile Practice Lead Miguel.Ramos@confirmit.com Copyright © 2013 Confirmit. All Rights Reserved 23 Copyright © 2013 Confirmit. All Rights Reserved
  • 27. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  • 28. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  • 29. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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