mobile research in emerging markets - heineken goes mobile in africa and the middle east

Copyright © 2012 Confirmit. All Rights Reserved

Purposeful Mobile

Thoughts on Mobile Research

Dave King

Executive Vice PresidentMobile Solutions

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Copyright © 2012 Confirmit. All Rights ReservedPhil Lockyer ;-)

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, personaltimely, relevant

Honor & Consider History & Methodology

MR is not marketing

Fundamental Premise

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Two Situations to Consider

Accidental Mobile On their terms

Purposeful MobileNew approaches & opportunities

Exploiting the technology to capture richer insights

Valuing the respondent

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“My receipt invited me to take a survey – why did I get bounced out?? Thanks for almost valuing

my opinion”

“I can’t see all of the 3rd and 5th questions. They are cut off and

some are squished”

“Your logo is pink, shouldn’t it be red. Thought you would like to

know.”

Accidental Mobile

Smart boredom

In the cracks of their day

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Why Does it Matter?Are You Eroding Brand Equity?

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Technology is not the Barrier

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Accidental Mobile

How are we doing?

62% No smartphone policy

23% Detect & disallow

15% Adjust for smartphones

0% Route to another survey

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New Approach to Current ChallengeAfrica & Middle East

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Time for reflection…

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Over a hundred years of experience

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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Battleground – Emerging Growth Markets

-0.0% -1.0%+0.9%

+2.9%

+4.1%

+5.4%

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Answering the business driver questions:

…a lot of important outlets, but…

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?

Which brand should we promote in which outlet?

… and the list of questions goes on …

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The Approach

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The Approach

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Segmentation Check Map

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Coverage Check Map

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Outlet Concentration Map: Kinshasa

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Key Insights

Volume Density -Heat Map

Communes like Ngaba and Kalamu have relatively high volume density but have relatively low number of outlets.

Outlet and Volume Density-Kinshasa

Outlet Density -Heat Map

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Sales Routing


Results Acted Upon


Dave King

Executive Vice President, Mobile Solutions

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mobile research in emerging markets - heineken goes mobile in africa and the middle east

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