Crucial to the group's success is learning what works in one market and applying it in others to generate growth. To this end, the system of SABMiller 'Ways' has codified best practice in key areas of the business to allow learning and innovation to spread rapidly and efficiently across the group.
Building on The Marketing Way, SABMiller's marketing team has developed progressive but formal methods of disseminating knowledge, to improve on the ad hoc methods previously used. One result was the creation of BigM, the global marketing intranet for the sharing of best practice. BigM was the first component of WEBrew, the group-wide intranet launched in 2008.
WEBrew also hosts the Mercatus awards programme and the innovative Quencher, SABMiller's first global marketing e-zine. The former recognises marketing excellence across the business and encourages the adoption of award-winning examples. The e-zine has proved to be a valuable source of news for the marketing community. New to the mix is the Knowledge Library, currently being piloted in response to demand for greater exchange of knowledge.
Through these innovations, the global marketing function has created a sophisticated platform for new learning to travel quickly and efficiently to all parts of the group. This will prove essential in the rolling out of new initiatives such as 5 to Drive.
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