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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
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JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
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WORKSHOP HOST
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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
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
3
Copyright © 2012 Confirmit. All Rights Reserved Phil 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
4
Copyright © 2012 Confirmit. All Rights Reserved
Accidental Mobile
On Their Terms
Purposeful Mobile New Approaches
& Opportunities
Taking a Mobile-First Approach Valuing 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
5
Copyright © 2012 Confirmit. All Rights Reserved
You Are in the Mobile Business
Whether You Know it or Not
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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
7
Copyright © 2012 Confirmit. All Rights Reserved
Mobile Everywhere – Seamless Integration
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Copyright © 2012 Confirmit. All Rights Reserved
“If Content Is King, Multiscreen Is The Queen…”
Context Determines Device Choice
9
Copyright © 2012 Confirmit. All Rights Reserved
Continuum of Consumer Engagement
Smartphones are the most common starting place for online activities
10
Copyright © 2012 Confirmit. All Rights Reserved
The Worlds Most International Brewer
11
Copyright © 2012 Confirmit. All Rights Reserved
Mobile as a Competitive Advantage
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Copyright © 2012 Confirmit. All Rights Reserved
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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
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Copyright © 2012 Confirmit. All Rights Reserved
-0.0% -1.0% +0.9%
+2.9%
+4.1%
+5.4%
Battleground – Emerging Growth Markets
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
16
Copyright © 2012 Confirmit. All Rights Reserved
The Approach
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The Approach
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Finding the Gaps: Kinshasa DRC
20
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Action: Sales Routing
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Copyright © 2012 Confirmit. All Rights Reserved
Action: Branding
22
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Results Acted Upon
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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
Copyright © 2012 Confirmit. All Rights Reserved
Sean Conry, VP Mobile Solutions
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR
GOLD SPONSORS
WORKSHOP HOST
SILVER SPONSORS
PREMIERE SPONSOR
NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR
JULY 16 - 18, 2013, Minneapolis, USA
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
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