Conducting Marketing Research and Forecasting Demand

1. BudNet: Making Customer Information the Lifeblood of the Organization Conducting Marketing Research and Forecasting Demand

2. Group 3 - Members My - Eli - Ocha - M987Z247 M987Z254M987Z212 Fernando- Loan – Joice - M987Z257 M987Z234 M987Z224

3. In 1997, Anheuser started using BudNet system to collect the consumer data. The result was extensive and finely-tuned consumer and market data network. Works hand-in-hand with distributors both wholesalers and store retailers; e.g. 7-eleven, Buy N Save, liquor marts and restaurants to collect useful information of consumer. Distributors compile information and transmit it daily to Anheuser corporate headquarters. COMPANY OVERVIEWS

4. Sales reps. Collect new orders and rack competitors’ marketing efforts on PDAs and laptops. • Data from BudNet can be reveals trends by city, social class, holiday activities, etc. • Since 1876, Market Share: 50% • Annual Revenue: $16 billion USD • Bought in 2008 by InBev for US$52 billion. COMPANY OVERVIEWS

5. What is BudNet? • BudNet is widely considered to be the most advanced, thorough consumer gather system in the marketing industry. • A system that uses aspects from technology, accounting, and inventory in order to create the most accurate MIS possible

6. What is BudNet? (cont’d) • A marketing system that accurately pinpoints who is buying their products, and from where. Then, the marketing becomes persuasive; thus increasing sales. • The MIS network that has increased sales and allowing Anheuser-Bush to be the market-leader in their industry

7. The Marketing Research Process

8. Research Objectives Step Defining the Problem and the Research Objectives1:

9. Data Sources Step 2:Develop Research Plan

10. Research Approaches Step 2:Develop Research Plan

11. Step 3: Collect the Information

13. Secondary Data

14. Analyzing the information in order to: Steps 4:Analyze the Information

15. The information gathered and analyzed was sent directly to BUDNET data network, which provides information about the market preferences, inventory, packaging types used by competitors, new products, the brand space in the shelves, discounts, promotions, etc. In conjunction with U.S. census and other sources of additional data was used by managers to develop marketing campaigns with a local precision never seen before (city, neighborhood, holidays, and even store) Step 5:Present the Findings

16. Anheuser through the utilization of budnet was able to identify the specific needs of their customers, and most important moves made by its competitors. • This management tool gave to Anheuser a big advantage in the beer market, because with the available data the company could be constantly changing its marketing strategy, design new products directed at each segment of its market and anticipate the movements of their competitors. STEP 6: Make the Decisions

17. Marketing research is of the important tasks to conduct decision making and planning. By market research, companies can have a picture of market situation in current and in the future time. By understanding market situation, the company could decide which is the strongest strategy that would encourage its company’s objectives. Summary

18. The market information plays a crucial role in any organization for the development and application of their marketing strategies. • Like we can see on the budNet example, the market information system must be focused on two points: • The first is referred to obtain valuable information for the company and • the second about protecting the valuable company’s information from its competitors CONCLUSIONS

19. Kotler, et al. (2006), Marketing Management, Pearson, 12th Edition Ferrell, et al. (2008), Marketing Strategy, Thomson, 4th Edition Reference