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Mobile Research in Emerging Markets - Heineken Goes Mobile in Africa & the Middle East - Confirmit

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Presented by Sean Conry, Vice President Busines Development Mobile Solutions, Confirmit …

Presented by Sean Conry, Vice President Busines Development Mobile Solutions, Confirmit
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA

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

Published in Technology , Business
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  • 1. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry
  • 2. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  • 3. Copyright © 2012 Confirmit. All Rights Reserved Sean Conry Vice President Mobile Solutions Mobile Research in Emerging Markets Heineken Goes Mobile in Africa & the Middle East
  • 4. 2 Copyright © 2012 Confirmit. All Rights Reserved Mobile Adoption is a Global Phenomenon 96% Global Mobile-Cellular “Penetration” Rates 128% in developed countries 89% in developing countries
  • 5. 3 Copyright © 2012 Confirmit. All Rights ReservedPhil Lockyer ;-) Fundamental Premise More than an alternate collection channel Insights you can’t capture any other way One Size doesn’t fit all Confusing fragmented landscape Get It right or fail Immediate, personal timely, relevant Piece of a Large Puzzle Fully Integrated seamless journey
  • 6. 4 Copyright © 2012 Confirmit. All Rights Reserved Accidental Mobile On Their Terms Purposeful Mobile New Approaches & Opportunities Taking a Mobile-First ApproachValuing The Customer Experience 42% of email is now opened on a mobile device ***Litmus –”Email Analytics” (Jan 2013) You Are in the Mobile Business Whether You Like it or Not
  • 7. 5 Copyright © 2012 Confirmit. All Rights Reserved You Are in the Mobile Business Whether You Know it or Not
  • 8. 6 Copyright © 2012 Confirmit. All Rights Reserved You Are in the Mobile Business Whether You Know it or Not: Accidental Mobile The 2012 Confirmit Market Research Software Survey Ninth annual survey by meaning ltd bit.ly/cftstudy
  • 9. 7 Copyright © 2012 Confirmit. All Rights Reserved Mobile Everywhere – Seamless Integration
  • 10. 8 Copyright © 2012 Confirmit. All Rights Reserved “If Content Is King, Multiscreen Is The Queen…” Context Determines Device Choice
  • 11. 9 Copyright © 2012 Confirmit. All Rights Reserved Continuum of Consumer Engagement Smartphones are the most common starting place for online activities
  • 12. 10 Copyright © 2012 Confirmit. All Rights Reserved The Worlds Most International Brewer
  • 13. 11 Copyright © 2012 Confirmit. All Rights Reserved Mobile as a Competitive Advantage
  • 14. 12 Copyright © 2012 Confirmit. All Rights Reserved
  • 15. 13 Copyright © 2012 Confirmit. All Rights Reserved 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 ★ 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 BREWERY FOOTPRINT Consolidated Managed Heineken Has Deep Roots in Africa
  • 16. 14 Copyright © 2012 Confirmit. All Rights Reserved -0.0% -1.0% +0.9% +2.9% +4.1% +5.4% Battleground – Emerging Growth Markets
  • 17. 15 Copyright © 2012 Confirmit. All Rights Reserved Answering the Business Driver Questions • 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
  • 18. 16 Copyright © 2012 Confirmit. All Rights Reserved The Approach
  • 19. 17 Copyright © 2012 Confirmit. All Rights Reserved The Approach
  • 20. 18 Copyright © 2012 Confirmit. All Rights Reserved
  • 21. 19 Copyright © 2012 Confirmit. All Rights Reserved Finding the Gaps: Kinshasa DRC
  • 22. 20 Copyright © 2012 Confirmit. All Rights Reserved Action: Sales Routing
  • 23. 21 Copyright © 2012 Confirmit. All Rights Reserved Action: Branding
  • 24. 22 Copyright © 2012 Confirmit. All Rights Reserved Results Acted Upon
  • 25. 23 Copyright © 2012 Confirmit. All Rights Reserved Your Toolkit is Overflowing Mobile SMS—Browser—Application Social Media Monitoring Text & Audio Analytics Telephone (CATI) Active Dashboards Web (CAWI) Interactive Voice (IVR) Reporting & Analytics Panel
  • 26. Copyright © 2012 Confirmit. All Rights Reserved Sean Conry, VP Mobile Solutions
  • 27. WWW.MRMW.NET TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS WORKSHOP HOST SILVER SPONSORS PREMIERE SPONSOR NETWORKING EVENING SPONSOR BAG SPONSORPREMIERE SPONSOR
  • 28. JULY 16 - 18, 2013, Minneapolis, USA WWW.MRMW.NET The original, premier event for the Mobile Marketing Research Industry