Transcript Managing Marketing Information

Managing Marketing
Information
Managing Marketing
Information
Group 5
Presented by:
Mauricio Gonzales-quint
Nina Krapf
Bui Thi Thuy
Chantharas Kanchanakool
Vincent G. Tenchavez
Julia Vassiljeva
Managing Marketing
Information
Group 5 Members
Vince
M987Z251
Julia
M987Z202
Mod
M987Z258
Nina
0980F001
Mauricio
M987Z215
Thuy
M987Z204
Managing Marketing
Information
Outline
I. Anheuser-Busch/Bud Light – Thuy
II.Anheuser-Busch's Budnet – Mod and Nina
III.Marketing Intelligence
a.) Marketing Intelligence and Sources - Mauricio
b.) Extraordinary Sources - Vince
c.) Marketing Intelligence Protection - Julia
IV. Discussion Points
Managing Marketing
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Thuy
Brief Introduction
Anheuser-Busch/Bud Light
Managing Marketing
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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
Managing Marketing
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Anheuser-Busch/Bud Light
• 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
Managing Marketing
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Anheuser-Busch/Bud Light
• Anheuser-Busch International, Inc.
was established in 1981, and is
responsible for the company's foreign
beer operations and equity investments
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Anheuser-Busch/Bud Light
• 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
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Anheuser-Busch/Bud Light
Here are some products of Anheuser-Busch
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Mod/Nina
Introduction
Anheuser-Busch’s Budnet
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Anheuser-Busch's Budnet
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.
Managing Marketing
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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.
Managing Marketing
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Anheuser-Busch's Budnet
BudNet’s performance by…
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
Managing Marketing
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Anheuser-Busch's Budnet
BudNet’s performance by…(continued)
- 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
Managing Marketing
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Anheuser-Busch's Budnet
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
Managing Marketing
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Anheuser-Busch's Budnet
How to use BudNet data
• 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)
Managing Marketing
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Anheuser-Busch's Budnet
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
Managing Marketing
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Anheuser-Busch's Budnet
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
Managing Marketing
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Anheuser-Busch's Budnet
Advantages of BudNet
• 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
Managing Marketing
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Anheuser-Busch's Budnet
Advantages of BudNet
• Easier to tailor marketing campaigns:
 By city
 By neighborhood
 By holidays
 By class
Managing Marketing
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Mauricio
Marketing Intelligence
Definition and Sources
Managing Marketing
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Marketing Intelligence
Definition and Sources
Much intelligence can be controlled from
people inside company:
– Executives
– Engineers and Scientist
– Purchasing Agents
– Sales Force
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Marketing Intelligence
Definition and Sources
…the company also obtain important
intelligence information from:
– Suppliers
– Resellers
– Key Customers
– Observing competitors and monitoring
their publish information
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Marketing Intelligence
Definition and Sources
Examine Physical Evidence
…for example competitors´ parking lots:
• Full lots plenty
work and prosperity
• Half-full lots
hard times
Managing Marketing
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Marketing Intelligence
Definition and Sources
COMPETITORS OFTEN REVEAL
INTELLIGENCE INFORMATION
– Annual Reports
– Business Publications
– Trade Exhibits
– Press Releases
– Advertisements
– Web Pages
Managing Marketing
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Marketing Intelligence
Definition and Sources
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
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Vince
Marketing Intelligence
Extraordinary Sources
Managing Marketing
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Marketing Intelligence
Extraordinary Sources
INFORMATION
Dumpster Dving!!!
Managing Marketing
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Marketing Intelligence
Extraordinary Sources
INFORMATION
Web search!!!
Managing Marketing
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Marketing Intelligence
Extraordinary Sources
Based 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.
Managing Marketing
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Marketing Intelligence
Extraordinary Sources
Connections!!!
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Julia
Marketing Intelligence
Protection
Managing Marketing
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Marketing Intelligence Protection
• Marketing Intelligence Protection is a
set of certain steps to prevent a
company’s information from being
used by competitors.
Managing Marketing
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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
Managing Marketing
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Marketing Intelligence Protection
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
Managing Marketing
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Group 5
Discussion Points
Questions
Managing Marketing
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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?
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Discussion Points/Questions
From a customer’s point of view What is the point when a marketer
crosses the line between healthy
information gathering and invasive
prying?
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Discussion Points/Questions
How can a small company with
limited resources employ and
manage marketing information
effectively and efficiently?
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Discussion Points/Questions
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
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Thank you!
Managing Marketing
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Group 5
Presented by:
Mauricio Gonzales-quint
Nina Krapf
Bui Thi Thuy
Chantharas Kanchanakool
Vincent G. Tenchavez
Julia Vassiljeva