This document discusses Carlsberg's journey to build scalable marketing technology. It outlines how Carlsberg aims to become not just a brewing company but also a software company, in order to create value for customers and remain competitive. It describes clashes between the marketing and IT departments over technology. It then provides an overview of Carlsberg's existing technology ecosystem and initiatives, and emphasizes that scale, people, processes, and technology are important. The document concludes by calling for a shift in mindset to focus more on digital innovation and an outside-in perspective.

1. CARLSBERGS JOURNEY
BUILDING SCALABLE MARKETING
TECHNOLOGY FOR TRADE
Martin Majlund
Group Marketing Technologist
@majlund
dk.linkedin.com/in/martinmajlund

2. Prediction:
”By 2017 20% of all market leaders will lose their number one
position to a company founded after year 2000 because of
lack of digital business advantage.”
GARTNER

3. NOT JUST A BREWERY – WE PROVIDE E2E SERVICE!
But we are also a:
Merchandiser Company
Consultants Company
Technical Support Company
Logistics Company
Customers
& Consumers
Tomorrow:
We should also be a Software
Company!
We are a:
Brewing Company
Employees
WHY - because it creates value to our customers and consumers
and it is still a differentiating capability!

4. CLASH OF CULTURE
IT’S VIEW ON
MARKETING
MARKETING’S
VIEW ON IT
VS.

5. BUT IN REALITY…
EXCELLENT AT IDENTIFYING GOODS
AND SERVICES DESIRED BY A SET OF
CONSUMERS, AS WELL AS THE
MARKETING OF THOSE GOODS AND
SERVICES.
EXCELLENT AT ADVISING ORGANIZATIONS
ON HOW BEST TO USE INFORMATION
TECHNOLOGY IN ACHIEVING THEIR
BUSINESS OBJECTIVES.
VS.

6. #HAPPYBEERTIME
6

7. SCALE IS SEXY
- AND SIZE MATTERS!

8. PEOPLE
PROCESSES
TECHNOLOGY

9. Eastern Europe Western Europe Asia
C1Monolit
Nav Nav Nav Nav
Nav Nav Nav Nav
Nav Nav SAP SAP
Nav Nav Nav Nav
Core
Foundation
Digital
Innovations
BarBox
BarBanditsHappy Beer time
Pegasus
Brand Sites Campaign Sites
Other Concepts
Other Initiatives
TECHNOLOGY IN A DIGITAL BUSINESS
Oth.
Oth.
Oth.
Oth.
Oth.
Oth.
Oth.
Oth.
CoreDigital
Enablers
Digital Asset
Management
Social
Ecommerce
Mobile Platforms
Mobile Solutions
EcommerceWeb
WebSocial
B2C
B2B
B2E
Consumer
Identity
Management

11. #QUIZCUP #BARBANDITS

12. LONG JOURNEY TO AN EXITING & PROMISING PLACE WITH GLOBAL POTENTIAL
• NEW CHALLENGES: BUDGET, DEVELOPMENT & SUPPORT
BONFIRES & FIREWORKS
• BARBOX SHOULD BE A BONFIRE!
• ECOSYSTEM FIT IS IMPORTANT
SAME PLATFORM DRIVES:
• MORE SYNERGY
• LARGER LOCAL FLEXIBILITY
• LONGER SOLUTION LIFETIME
• LOWER COST
THE BARBOX ”LEARNINGS”

13. DIGITAL ISN’T A MARKETING OR IT PHENOMONA.
IT’S A COMPANY POTENTIAL!
A SHIFT IN MINDSET:
I. From product focus to include experience focus
II. From product & packaging innovation to include digital innovation
III. From inside-out perspective to include outside-in perspective
IV. From wealth perspective to include value perspective
V. From standalone systems thinking to include agile Eco-systems thinking

14. CHEERS!

15. experience
ü