Transcript Marketing At Work

Lifeblood of the Organization
Li Merlina (Merlin)
M987Z246
Huynh Than Phong
(phong) M987Z242
Victor Marbun
(victor) M987Z259
Nguyen Thi Thanh Nhan
(Nhan)M987Z232
Thidarat
Prasitpornphakdee
(Nok) M987Z245
江孟唐
Chiang Meng-Tang (Johnson)
M98C0242
Do you think that every time you pick Budlight off the
shelf at the store there is a system recording your
action?
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Anheuser-Busch operates 12 breweries in the United
States. Anheuser-Busch's operations and resources
are focused on adding to life's enjoyment not only
through the responsible consumption of beer by
adults, but through theme park entertainment and
packaging.
Anheuser-Busch Overview

Based in St. Louis, Anheuser-Busch is the leading
American brewer, holding a 48.5 percent share of
U.S. beer sales. The company brews the world’s
largest-selling beers, Budweiser and Bud Light.
Anheuser-Busch also owns a 50 percent share in
Grupo Modelo, Mexico’s leading brewer
Anheuser-Busch ranked No. 1 among beverage
companies in FORTUNE Magazine’s Most
Admired U.S. and Global Companies lists in
2008. Anheuser-Busch is one of the largest theme
park operators in the United States, is a major
manufacturer of aluminum cans and one of the
world’s largest recyclers of aluminum cans.
Anheuser-Busch Overview

The company is a wholly owned subsidiary of
Anheuser-Busch InBev, the leading global brewer,
and continues to operate under the AnheuserBusch name and logo.
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Anheuser-Busch purchased by InBev in the fall of
2008.
InBev focused on cost-cutting and profit margins.
Let go about 1,400 employees in the U.S. and 415
contractor positions.
Changed contracts with suppliers.
Lower profits than expected.
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Anheuser-Busch’s passion for beer and commitment to
quality have allowed the company to offer a diverse
range of beers and beverages, loved by consumers
across the United States and the world. This includes
the world’s largest selling beers, Bud Light and
Budweiser.
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The company’s principal subsidiary, the U.S. industry
leader since 1957, and a leader across the world.
Produces more than 100 beers, flavored alcohol
beverage and nonalcohol brews at 12 breweries in
the United States and 15 around the world and
imports other beers for distribution in the United
States.
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The secret to their superior data mining and
collection.
An online system that connects wholesalers,
retailers, and other business partners by allowing
them to gather data on sales, products, customers,
and competitors.
The advanced technology allows AB to link to
other data sources which include portable
transaction computers carried by delivery
personnel and bar code scan information.
Information is entered into BudNet nightly from
several thousand beer distributors and sales
representatives.
BudNet Flows Diagram
Sales Representatives; Collect new orders and rack competitors’
marketing efforts on PDAs and laptop
Distributors sales representatives compile information and transmit
it
daily to Anheuser corporate headquarters
Anheuser brand managers analyze the information
and make decisions for distributors
Distributors sales representatives log on to BudNet to get the latest
information of marketing intelligence.
Sales representatives rearrange displays and rotate
stock based on the recommendations.
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MIS consist of :
 Collecting
the data from all stores about the sales,
consumer behavior when they bought beers and
performs additional data from every sources they might
have to complete the data.
 Tailor Marketing campaign and products for each
different local trends city.
 They gathering all the data that are needed and
mining the aggregate data (data mining).
 Classify the data to make customizes marketing
strategy for each local city.
1.Helps the marketers to choose right strategy.
2.Useful in the constantly changing market Deadly
accurate science out of determining what beer
lovers are buying and when, where, and why.
3.Adds efficiency to the beer supply chain.
4.Changing the dynamics of the industry.
1. Disadvantage of promotion via the Internet is that
the customers and businesspersons are isolated.
There is little personal contact between customer
and salesperson prior to and after the sales is
closed. Thus, the prospect for repeat sales may be
diminished.
2. The cost of software, hardware, website design,
maintenance of your site, online distribution costs
and time, all must be factored into the cost of
providing the result
3. Competitors is easy to get the data from Budnet.
The competitor will look the marketing information
system in website to collect some information , like
product , sales information , others data to counter
the company strategy.
4. when the stores lose the connections with internet or
the database, then budnet can't immediately get
those information. The operators have the extra
digital devices which are handheld computer and
cellphone.
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The information of consumers will be collected from Budnet
without permissions. Budnet will use the public statistics to their
own marketing research.
Company have to follow the Information ethic code in internet.
so that Bud Weiser advertising in internet not "bother" its rival
illegally, or make some bad issue to their competitor.
Bud weiser have to look the social environment. So their
information system not make bad ethical issues by their
advertising to people. because they not just give information to
their customers but also others that is not use their product.
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Internet is proving to be a vast new source of
competitor supplied information, making BUD still
one of the best beer company which can be seen
by their stock value
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BudNet is definitely helping A-B. During the past 20
quarters, A-B has had double digit profitability, while
none of its competitors have posted more than 4
straight quarters of such growth. They increased their
market share in 2003 from 48.9 to 50.1 percent of
the nearly $75 billion U.S. beer market.
1.Why do you believe a system like BudNet is so
important to a company like Anheuser-Busch?
2. How could the BudNet system be used as a
distributor motivator?
3.What ethical implications, if any, do you see in
a company having this much knowledge about
customers?
1.
2.
Answer – BudNet is important because it allows for real-time
responses to the market by A-B; without such state of the art
technology, company would not be able to react to changing
trends, tastes, and demographics of their customers.
Answer – Student answers may vary, but it could create closer
ties between the customer and the supplier, and allow for better
collaboration. Moreover, the distributor should be able to sell
more product as it will have accurate numbers for the customers
and will be able to get enough inventory to cover any
immediate increases in demand. It will motivate distributes
because it will allow for eventual increased sales and profits.
3
Answer – Again, student answers will vary---some will think
it’s another case of “Big Brother” watching us at all times,
while others will feel that if it’s not through BudNet , it’s some
other way that companies are keeping tabs on who is buying
their products and therefore it’s not a big issue.