Heineken goes mobile in emerging markets

This paper discusses the value of mobile market research in emerging markets, particularly in Africa and the Middle East, with reference to a case study featuring Heineken, the beer brand.

Heineken goes mobile in emerging markets

Miguel RamosConfirmit, United Kingdom

Introduction

The lack of market data in Africa is proving to be a major difficulty for many brands that are looking to the emerging markets for growth potential. While opportunities exist for companies to break out of the traditional Market Research shell, standard approaches which are effective in developed markets cannot be simply applied with a cookie cutter approach to the various regions within Africa and the Middle East.

Until recently, technology would have been identified as the barrier to adoption of new methods. That is no longer the...

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