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

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