Presented by Dave King, Executive Vice Preseident, Mobile Solutions - Confirmit at Market Research in the Mobile World Asia-Pacific 30-31 January 2013, Kuala Lumpur, Malaysia This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. Purposeful Mobile
Thoughts on Mobile Research
Dave King
Twitter: @daveking123
Executive Vice President
Mobile Solutions
Copyright © 2012 Confirmit. All Rights Reserved

4. More than an One Size
alternate doesn’t fit all
collection channel
Confusing
Insights you can’t fragmented
capture any other landscape
way
Get It right or fail Honor &
Consider
Immediate, History &
personal Methodology
timely, relevant
MR is not
marketing
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Copyright © 2012 Confirmit. All Rights Reserved Lockyer ;-)
Phil

5. Accidental Mobile Purposeful Mobile
On their terms New approaches
& opportunities
Exploiting the technology
Valuing the respondent
to capture richer insights
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Copyright © 2012 Confirmit. All Rights Reserved

6. Smart boredom “My receipt invited me to take a
In the cracks of their day survey – why did I get bounced
out?? Thanks for almost valuing
my opinion”
“I can’t see all of the 3rd and 5th
questions. They are cut off and
some are squished”
“Your logo is pink, shouldn’t it be
red. Thought you would like to
know.”
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9. How are we doing?
62% No smartphone policy
23% Detect & disallow
15% Adjust for smartphones
0% Route to another survey
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Copyright © 2012 Confirmit. All Rights Reserved

13. A long history, some landmarks...
★ 1900 Heineken imported its first beer
★ 1923 DRC, the first brewery
★ 1946 Entering Nigeria
★ 2003 Entering Egypt
★ 2007 South Africa, greenfield brewery, now operational
★2010 Acquisition of SONA Nigeria
★2011 Acquisition of Harare and Bedele (Ethiopia)
Total African footprint
★ 20 countries
BREWERY FOOTPRINT
★ 34 breweries (consolidated)
CONSOLIDATED
★17breweries (managed)
★ 4 soft drink plants
MANAGED ★ 2 malteries
★ 2 packaging plants (1 glass, 1 plastic)
★ 2 wineries
★ 1 distillery
★ Export to virtually all countries
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14. +0.9%
-0.0% -1.0%
+5.4%
+4.1%
+2.9%
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Copyright © 2012 Confirmit. All Rights Reserved

15. …a lot of important outlets, but…
What are the top volume outlets?
What are the most popular pack types in
channel X?
How does our prices compare with the
competition in channel Y?
Is our distribution sufficient for each
channel?
How many outlets are suitable for a trade
promotion of brand X? Which?
Which brand should we promote in which
outlet?
… and the list of questions goes on …
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21. Outlet Density -Heat Map Volume Density -Heat Map
Key Insights
Communes like Ngaba and Kalamu have relatively high volume density but have relatively
low number of outlets.
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23. Copyright © 2012 Confirmit. All Rights Reserved

24. 14.5M Responses & 5.9M photos per year
Copyright © 2012 Confirmit. All Rights Reserved

25. Dave King @daveking123
Executive Vice President, Mobile Solutions
Copyright © 2012 Confirmit. All Rights Reserved

26. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

27. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET