Mobile research in emerging markets - Confirmit

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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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Mobile research in emerging markets - Confirmit

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 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. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 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. 5. 96% Global Mobile-Cellular Penetration Rates 128% in developed countries 89% in developing countries 2 Copyright © 2013 Confirmit. All Rights Reserved
  6. 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. 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. 8. 5 Copyright © 2013 Confirmit. All Rights Reserved
  9. 9. 6 Copyright © 2013 Confirmit. All Rights Reserved
  10. 10. 7 Copyright © 2013 Confirmit. All Rights Reserved
  11. 11. 8 Copyright © 2013 Confirmit. All Rights Reserved
  12. 12. Case Study Copyright © 2013 Confirmit. All Rights Reserved 9 Copyright © 2013 Confirmit. All Rights Reserved
  13. 13. 10 Copyright © 2013 Confirmit. All Rights Reserved
  14. 14. 11 Copyright © 2013 Confirmit. All Rights Reserved
  15. 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. 16. +0.9% -1.0% -0.0% +5.4% +4.1% +2.9% 13 Copyright © 2013 Confirmit. All Rights Reserved
  17. 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. 18. 15 Copyright © 2013 Confirmit. All Rights Reserved
  19. 19. 16 Copyright © 2013 Confirmit. All Rights Reserved
  20. 20. 17 Copyright © 2013 Confirmit. All Rights Reserved
  21. 21. 18 Copyright © 2013 Confirmit. All Rights Reserved
  22. 22. 19 Copyright © 2013 Confirmit. All Rights Reserved
  23. 23. 20 Copyright © 2013 Confirmit. All Rights Reserved
  24. 24. 21 Copyright © 2013 Confirmit. All Rights Reserved
  25. 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. 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. 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. 28. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  29. 29. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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