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Carlsberg's Journey: Building Scalable Marketing Technology for Trade By Martin Majlund

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From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Carlsberg's Journey Building Scalable Marketing Technology for Trade. PRESENTATION: Carlsberg's Journey Building Scalable Marketing Technology for Trade - Given by Martin Majlund - @majlund - Group Marketing Technologist - Carlsberg Group. #MarTech DAY1

Publicada em: Marketing
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Carlsberg's Journey: Building Scalable Marketing Technology for Trade By Martin Majlund

  1. 1. CARLSBERGS JOURNEY BUILDING SCALABLE MARKETING TECHNOLOGY FOR TRADE Martin Majlund Group Marketing Technologist @majlund dk.linkedin.com/in/martinmajlund
  2. 2. Prediction: ”By 2017 20% of all market leaders will lose their number one position to a company founded after year 2000 because of lack of digital business advantage.” GARTNER
  3. 3. NOT JUST A BREWERY – WE PROVIDE E2E SERVICE! But we are also a: Merchandiser Company Consultants Company Technical Support Company Logistics Company Customers & Consumers Tomorrow: We should also be a Software Company! We are a: Brewing Company Employees WHY - because it creates value to our customers and consumers and it is still a differentiating capability!
  4. 4. CLASH OF CULTURE IT’S VIEW ON MARKETING MARKETING’S VIEW ON IT VS.
  5. 5. BUT IN REALITY… EXCELLENT AT IDENTIFYING GOODS AND SERVICES DESIRED BY A SET OF CONSUMERS, AS WELL AS THE MARKETING OF THOSE GOODS AND SERVICES. EXCELLENT AT ADVISING ORGANIZATIONS ON HOW BEST TO USE INFORMATION TECHNOLOGY IN ACHIEVING THEIR BUSINESS OBJECTIVES. VS.
  6. 6. #HAPPYBEERTIME 6
  7. 7. SCALE IS SEXY - AND SIZE MATTERS!
  8. 8. PEOPLE PROCESSES TECHNOLOGY
  9. 9. Eastern Europe Western Europe Asia C1Monolit Nav Nav Nav Nav Nav Nav Nav Nav Nav Nav SAP SAP Nav Nav Nav Nav Core Foundation Digital Innovations BarBox BarBanditsHappy Beer time Pegasus Brand Sites Campaign Sites Other Concepts Other Initiatives TECHNOLOGY IN A DIGITAL BUSINESS Oth. Oth. Oth. Oth. Oth. Oth. Oth. Oth. CoreDigital Enablers Digital Asset Management Social Ecommerce Mobile Platforms Mobile Solutions EcommerceWeb WebSocial B2C B2B B2E Consumer Identity Management
  10. 10. #QUIZCUP #BARBANDITS
  11. 11. LONG JOURNEY TO AN EXITING & PROMISING PLACE WITH GLOBAL POTENTIAL •  NEW CHALLENGES: BUDGET, DEVELOPMENT & SUPPORT BONFIRES & FIREWORKS •  BARBOX SHOULD BE A BONFIRE! •  ECOSYSTEM FIT IS IMPORTANT SAME PLATFORM DRIVES: •  MORE SYNERGY •  LARGER LOCAL FLEXIBILITY •  LONGER SOLUTION LIFETIME •  LOWER COST THE BARBOX ”LEARNINGS”
  12. 12. DIGITAL ISN’T A MARKETING OR IT PHENOMONA. IT’S A COMPANY POTENTIAL! A SHIFT IN MINDSET: I.  From product focus to include experience focus II.  From product & packaging innovation to include digital innovation III.  From inside-out perspective to include outside-in perspective IV.  From wealth perspective to include value perspective V.  From standalone systems thinking to include agile Eco-systems thinking
  13. 13. CHEERS!
  14. 14. experience ü

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