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

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

3. 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

4. Managing Marketing Information Brief Introduction Anheuser-Busch/Bud Light Thuy

5. Managing Marketing Information 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. Managing Marketing Information 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. Managing Marketing Information 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. Managing Marketing Information 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. Managing Marketing Information Anheuser-Busch/Bud Light Here are some products of Anheuser-Busch

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

11. Managing Marketing Information 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

12. Managing Marketing Information 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. Anheuser-Busch's Budnet

13. Managing Marketing Information 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… Anheuser-Busch's Budnet

14. Managing Marketing Information - 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) Anheuser-Busch's Budnet

15. Managing Marketing Information 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 Anheuser-Busch's Budnet

16. Managing Marketing Information 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 Anheuser-Busch's Budnet

17. Managing Marketing Information 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 Anheuser-Busch's Budnet

18. Managing Marketing Information 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 Anheuser-Busch's Budnet

19. Managing Marketing Information 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 Anheuser-Busch's Budnet

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

21. Managing Marketing Information Marketing Intelligence Definition and Sources Mauricio

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

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

24. Managing Marketing Information Examine Physical Evidence …for example competitors´ parking lots: Full lots plentywork and prosperity Half-full lotshard times Marketing Intelligence Definition and Sources

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

26. Managing Marketing Information 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 Intelligence Definition and Sources

27. Managing Marketing Information Marketing Intelligence Extraordinary Sources Vince

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

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

30. Managing Marketing Information 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. Managing Marketing Information Marketing Intelligence Extraordinary Sources Connections!!!

32. Managing Marketing Information Marketing Intelligence Protection Julia

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

34. Managing Marketing Information 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 Marketing Intelligence Protection

35. Managing Marketing Information 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 Marketing Intelligence Protection

36. Managing Marketing Information Discussion Points Questions Group 5

37. Managing Marketing Information 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. Managing Marketing Information From a customer’s point of view - What is the point when a marketer crosses the line between healthy information gathering and invasive prying? Discussion Points/Questions

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

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