Managing Marketing Information Group 5 Presented by: Mauricio Gonzales-quint Chantharas Kanchanakool...

Managing Marketing Information

Managing Marketing InformationGroup 5

Presented by: Mauricio Gonzales-quint Chantharas Kanchanakool

Nina Krapf Vincent G. TenchavezBui Thi Thuy Julia Vassiljeva


MauricioM987Z21

5

ModM987Z25

8

Nina0980F001

VinceM987Z25

1

ThuyM987Z204

JuliaM987Z202

Group 5 Members


Outline

I.Anheuser-Busch/Bud Light – ThuyII.Anheuser-Busch's Budnet – Mod

and NinaIII.Marketing Intelligence a.) Marketing Intelligence and

Sources - Mauricio b.) Extraordinary Sources - Vince c.) Marketing Intelligence Protection

- JuliaIV. Discussion Points


Brief IntroductionAnheuser-Busch/Bud Light

Thuy


Anheuser-Busch/Bud Light

• 1860 - Eberhard Anheuser acquires Bavarian Brewery and renames it E. Anheuser & Co. • 1879 - Brewery changes

name to Anheuser-Busch Brewing Association



• 1852 - George Schneider establishes the Bavarian Brewery - located on Carondelet, between Lynch and Dorcas streets in St. Louis • Anheuser-Busch became the

largest brewer in the United States in 1957



• Anheuser-Busch International, Inc. was established in 1981, and is responsible for the company's foreign beer operations and equity investments



• Today, Anheuser-Busch produces the two best-selling beers in the world, Budweiser and Bud Light; operates 12 breweries in the United States; and has operations around the globe



Here are some products of Anheuser-Busch


Introduction

Anheuser-Busch’s Budnet

Mod/Nina


What is BudNet?

BudNet is the extensive finely-tuned consumer and market data network of Anheuser-Busch, one of the U.S. major breweries. It is a primary reason for 75-billion US dollar of Anheuser’s volume share.

Anheuser-Busch's Budnet


Coverage Level and Collection of Data

Collecting wholesaler and store-level data and making use of customer information has become the lifeblood of the organization.



Goes through stores after stores and records every detail of beer customers’ purchasing behaviours; what, when, where and why

- Keeps selling records of its brand and competitors’ products, prices and displays

BudNet’s performance by…



- Goes through shelves which brands are being sold and how much the space used to all the beer brands- Gets data from Information Resources, Inc. which tracks every bar-coded product swiped and does Nielsen-style consumer surveys- Conducts its own monthly survey of what consumers buy and why

BudNet’s performance by…(continued)



How to use BudNet data• Gaining as much information as possible

from distributors and wholesalers

• Hand-in-hand work with them to improve system and get recent information

• Having several thousand reps and drivers to serve as the eyes and ears of their data network



• Taking all the useful information to create a proper picture of the status of BUDLIGHT in the sores

• Detailed information about time, place, display, competitors and promotion to understand consumers wants, needs and thoughts better

• Constantly checking all the stores to see the problems or be able to forecast them (competitors, bad position of displays)

How to use BudNet data



• Use for: creating marketing strategies, promotions targeted to certain markets, determine where competitors may have an edge

• tracking, monitoring, and analyzing inventory throughout the entire supply chain

How to use BudNet data



Advantages of BudNet

• Give detailed information about consume, place, time, brand, and amount of each product

• Information stored for every outlet better control and support

• Easy way to forecast problems (early warning radar) exact information about place, display and competitors



• Really close to customers wants and needs easy to create products for them

• Better understanding what may be helpful in ADS to persuade customers to buy their products




• Easier to tailor marketing campaigns:

By city

By neighborhood

By holidays

By class




Marketing IntelligenceDefinition and Sources

Mauricio


Much intelligence can be controlled from people inside company:

–Executives–Engineers and Scientist–Purchasing Agents–Sales Force

Marketing Intelligence

Definition and Sources


…the company also obtain important intelligence information from:

– Suppliers– Resellers– Key Customers– Observing competitors and

monitoring their publish information




Examine Physical Evidence

…for example competitors´ parking lots:

• Full lots plenty work and prosperity

• Half-full lots hard times




COMPETITORS OFTEN REVEAL INTELLIGENCE INFORMATION

– Annual Reports – Business Publications – Trade Exhibits– Press Releases– Advertisements– Web Pages




INTERNET A VAST SOURCE OF COMPETITOR-SUPPLIED

INFORMATION Most companies now place volumes

of information on their web sites, proving details to attract customers, partners, suppliers investors, or franchisees.

…this provide a wealth of useful information about competitors´ strategies




Marketing IntelligenceExtraordinary Sources

Vince



Extraordinary Sources

INFORMATION

Dumpster Dving!!!


INFORMATION



Web search!!!



Extraordinary SourcesBased on own experience…

In the Philippines, valuable and important competitor data can easily be gotten via connections (friends, relatives) in the competitor company, because of the “utang na loob” mentality.




Connections!!!


Marketing IntelligenceProtection

Julia


• Marketing Intelligence Protection is a set of certain steps to prevent a company’s information from being used by competitors.

Marketing Intelligence Protection


How to protect?• Employee training about how to

protect information • Employee benefits (ex. extra salary,

not allowed to work in the competitive company during next year or two)

• Random checks • Limit the number of employees having

access to information• Choose partners carefully



A real case recently happened in Estonia

Two competitive companies launch the same project at the same time on the same radio station. How it happened and what should have been done to avoid this situation?

- To choose a partner (radio station) more carefully

- To determine marketing intelligence protection conditions in the partnership agreement /contract



Discussion Points

Questions

Group 5


Discussion Points/Questions

If Person A who works for Company A asks Person B who works for competitor Company B for valuable data and information about Company B, and Person B gives the information to Person A…Who is being unethical? Is it Person A because of the way he got the data? Or Person B because he gave away the data?


From a customer’s point of view - What is the point when a marketer crosses the line between healthy information gathering and invasive prying?



How can a small company with limited resources employ and manage marketing information effectively and efficiently?




If Company A manages to get hold of important data such as marketing strategies and tactics from Company B, and deploys similar but more improved strategies and tactics to counteract Company B, would this be unethical?


Managing Marketing InformationGroup 5

Presented by: Mauricio Gonzales-quint Chantharas Kanchanakool

Nina Krapf Vincent G. TenchavezBui Thi Thuy Julia Vassiljeva

Thank you!

Managing Marketing Information Group 5 Presented by: Mauricio Gonzales-quint Chantharas Kanchanakool...

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