Managing Marketing Information Group 5

1. Managing Marketing Information Group 5 Presented by: Mauricio Gonzales-quint Chantharas Kanchanakool Nina Krapf Vincent G. Tenchavez Bui Thi Thuy Julia Vassiljeva

2. Group 5 Members Vince M987Z251 Julia M987Z202 Nina 0980F001 Mod M987Z258 Thuy M987Z204 Mauricio M987Z215

3. Outline • Anheuser-Busch/Bud Light – Thuy • Anheuser-Busch's Budnet – Mod and Nina • Marketing Intelligence • a.) Marketing Intelligence and Sources - Mauricio • b.) Extraordinary Sources - Vince • c.) Marketing Intelligence Protection - Julia • IV. Discussion Points

4. Thuy Brief Introduction Anheuser-Busch/Bud Light

5. 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

6. 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

7. 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

8. 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

9. Here are some products of Anheuser-Busch Anheuser-Busch/Bud Light

10. Mod/Nina Introduction Anheuser-Busch’s Budnet

11. Anheuser-Busch's 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. What is BudNet?

12. Coverage Level and Collection of Data Anheuser-Busch's Budnet Collecting wholesaler and store-level data and making use of customer information has become the lifeblood of the organization.

13. 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

14. 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

15. How to use BudNet data Anheuser-Busch's Budnet • 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

16. Anheuser-Busch's Budnet • 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

17. Anheuser-Busch's Budnet • 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

18. Advantages of BudNet Anheuser-Busch's 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

19. Anheuser-Busch's 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 Advantages of BudNet

20. Anheuser-Busch's Budnet • Easier to tailor marketing campaigns: • By city • By neighborhood • By holidays • By class Advantages of BudNet

21. Mauricio Marketing Intelligence Definition and Sources

22. Much intelligence can be controlled from people inside company: Executives Engineers and Scientist Purchasing Agents Sales Force Marketing Intelligence Definition and Sources

23. Marketing Intelligence Definition and Sources • …the company also obtain important intelligence information from: • Suppliers • Resellers • Key Customers • Observing competitors and monitoring their publish information

24. …for example competitors´ parking lots: Full lots plenty work and prosperity Half-full lots hard times Examine Physical Evidence Marketing Intelligence Definition and Sources

25. Marketing Intelligence Definition and Sources COMPETITORS OFTEN REVEAL INTELLIGENCE INFORMATION • Annual Reports • Business Publications • Trade Exhibits • Press Releases • Advertisements • Web Pages

26. 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

27. Vince Marketing Intelligence Extraordinary Sources

28. Marketing Intelligence Extraordinary Sources INFORMATION Dumpster Dving!!!

29. Marketing Intelligence Extraordinary Sources INFORMATION Web search!!!

30. 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.

31. Marketing Intelligence Extraordinary Sources Connections!!!

32. Julia Marketing Intelligence Protection

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

34. How to protect? Marketing Intelligence Protection • 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

35. Marketing Intelligence Protection A real case recently happened in Estonia Two competitive companies launch the sameproject at the same time on the same radiostation. 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

36. Group 5 Discussion Points Questions

37. 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?

38. 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?

39. Discussion Points/Questions How can a small company with limited resources employ and manage marketing information effectively and efficiently?

40. 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?

41. Thank you! Managing Marketing Information Group 5 Presented by: Mauricio Gonzales-quint Chantharas Kanchanakool Nina Krapf Vincent G. Tenchavez Bui Thi Thuy Julia Vassiljeva