carlsberg's journey: building scalable marketing technology for trade by martin majlund
TRANSCRIPT
CARLSBERGS JOURNEY BUILDING SCALABLE MARKETING
TECHNOLOGY FOR TRADE
Martin Majlund Group Marketing Technologist
@majlund dk.linkedin.com/in/martinmajlund
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
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!
CLASH OF CULTURE
IT’S VIEW ON
MARKETING MARKETING’S VIEW ON IT
VS.
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.
#HAPPYBEERTIME
6
SCALE IS SEXY - AND SIZE MATTERS!
PEOPLE PROCESSES TECHNOLOGY
Eastern Europe Western Europe Asia
C1
Monolit
Nav Nav Nav Nav
Nav Nav Nav Nav
Nav Nav SAP SAP
Nav Nav Nav Nav Cor
e Fo
unda
tion
Dig
ital
Inno
vatio
ns
BarBox
BarBandits Happy Beer time
Pegasus
Brand Sites Campaign Sites
Other Concepts
Other Initiatives
TECHNOLOGY IN A DIGITAL BUSINESS
Oth.
Oth.
Oth.
Oth.
Oth.
Oth.
Oth.
Oth.
Cor
e D
igita
l E
nabl
ers Digital Asset
Management
Social
Ecommerce
Mobile Platforms
Mobile Solutions
Ecommerce Web
Web Social
B2C
B2B
B2E
Consumer Identity Management
#QUIZCUP #BARBANDITS
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”
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
CHEERS!
experience
ü