Chris Burggraeve, Anheuser-Busch InBev

2,580 views

Published on

Chris Burggraeve, CMO, Anheuser Buch InBev presents at WFA Global Marketer Week 2012 in NYC

Published in: Business
  • Be the first to comment

  • Be the first to like this

Chris Burggraeve, Anheuser-Busch InBev

  1. 1. BEER: THE REAL SOCIAL NETWORK ?THE VALUE OF REAL INTERACTIONS IN VIRTUAL FACEBOOK TIMESChris BurggraeveCMO Anheuser-Busch InBevWFA Global Marketer WeekMarch 14, 2012, New York City
  2. 2. Is Beer the real social network ?
  3. 3. The nr 1 Global Brewer since 2004 1987 1995 2000 Small local 2002 breweries 2004 2008 Fully owned operations and minority stakes Well over 200 Brands around the world
  4. 4. Balanced Global Exposure FY11 Volumes FY11 EBITDA APAC 2% WE CEE WE 8% 2% 8% APAC NA 14% 32% LAS 8% NA 43%CEE6% LAS LAN 38% 9% LAN 31% Developed Emerging Volume 40% 60% EBITDA 50% 50% Note: Does not depict Global Export & Holding Companies, which represent 2% of volumes and -1% of normalized EBITDA. Figures may not sum due to rounding
  5. 5. 200+ Brands globallyGlobal Brands Multi-Country Local Champions
  6. 6. 14 “Billion Dollar Brands” (13 beer + Guarana softdrink)Source: USD exchange rate: CAD 1.28, BRL 1.75, ARS 3.73, GBP 0.64, EUR 0.72, UAH 7.74, RUB 33.13, CNY 6.80.Volumes from AB InBev 2009 sales records, retail value based on gross revenue and internal calculations
  7. 7. Strong Global Brands performance: +3.3% in 2011Budweiser +3.1% Stella Artois Beck’s +0.8% +5.9%
  8. 8. MILLWARD BROWN BrandZ INTERBRAND#1 # 29(only beer in top 50 of Top 100; (1st competitor ranks 91)6 of top 10 beers = ABI)
  9. 9. How become an even better global FMCG ?Source: Company Information. Heineken volume: consolidated numbers Source: Company Filings 2009. AB InBev Estimates
  10. 10. Existential (Growth)Question:How much more relevant couldwe be in people’s lives……if we would truly understandour PURPOSE in Society ?
  11. 11. Role of Beer in Life?
  12. 12. How we see “our target”
  13. 13. Consumer EmpathyHow people see “themselves”
  14. 14. Virtual life replacing Real life ? Possible ? Desirable ?
  15. 15. How do people spent time here ? Why ?
  16. 16. How much do Friends protect Friends?
  17. 17. How many (real) Friends ?
  18. 18. Rediscovering a Universal Truth
  19. 19. Beer shapes culture, and culture shapes beer Safety Health Self-confidence, Enjoyment, Passion, Well-being, LIFE !
  20. 20. Beer: the original social network
  21. 21. Fuse all social networks to drive relevance
  22. 22. Technology allows Brands to connect with and between People ever more “direct” and “experiential”
  23. 23. “Fans first”> 30Million BillionsFans and ofmillions Fansmore eachmonth
  24. 24. Built an eco-system around “Fans First” in the ABI Way of Marketing, to drive Brand Health
  25. 25. “Fans First” 24/7 Content creation per Brand
  26. 26. “Fans First” - Annual Report 2011
  27. 27. She’s Out There
  28. 28. Responsible social network
  29. 29. Responsible Environment Community Drinking
  30. 30. Beer: the real social network

×