Anheuser-Busch InBev SA/NV · EURONEXT:ABI
Anheuser-Busch InBev SA/NV — InBev — Investor Presentation (October 2008)
59 slides from Anheuser-Busch InBev SA/NV's investor presentation, Oct 6, 2008
Slide 1: Marketing @ InBev
Marketing @ !nBev Chris Burggraeve CMO London October 06, 2008 1
Slide 2: "Connect": Key in Our Growth Model
“Connect”: Key in Our Growth Model 2
Slide 3: Growing Topline, Sustainably
Growing Topline, Sustainably Raise The Bar: Live One !nBev Way of Marketing “Responsible Cool”: Think Younger in a Better World Rebalance Renovation Versus Innovation 3
Slide 4: Growing Topline, Sustainably
Growing Topline, Sustainably Raise The Bar - Live One !nBev Way of Marketing “Responsible Cool”: Think Younger in a Better World Rebalance Renovation Versus Innovation 4
Slide 5: How To Manage A Portfolio Of Brands?
How To Manage A Portfolio Of Over 200 Brands ? Global Country Multi […] Local […] […] 5
Slide 6: "Contract Brands": Selected Set Of Strictly Governed "Grow" And "Defend" Brands
“Contract Brands”: Selected Set Of Strictly Governed “Grow” And “Defend” Brands. GROW DEFEND STABLE SHARE AGGRESSIVE SHARE GROWTH Flat Share or Modest Share growth, at best. High Volume growth/decline depending on Disproportionally High Investment market trend Maintenance/Defense Long Term Investmen
Slide 7: WCCP Marketing Excellence Program Results
Results InBev Way Of Marketing – Benchmarked Versus Top FMCG 1. Brand Health WCCP Marketing EXcellence Program 2. Market Share 3. Volumes 4. Sustainable Contribution Management Renovation Brand Means Insights & Management Innovation People 7
Slide 8: InBev Way Of Marketing: Marketers Speak One Global Language
InBev Way Of Marketing: Marketers Speak One Global Language. A Quantified Capability Linked To Performance. Section 1: Understanding Consumers WCCP Section 2: Understanding Market & Category toolkits Section 0: WCCP Overview Section 3: Defining our Company Growth Strategy Process shared with EBM , F
Slide 9: "Connect" = Values Based Brands (VBB)
“Connect ” = Values Based Brands (VBB) Consumer Portrait Brand Attributes & Personality Brand Positioning 9
Slide 10: The "Art" to Bring VBB To Life 365/24
The “Art” to Bring VBB To Life 365/24 10
Slide 11: VBB Example QUILMES: "Argentinian pride in a bottle"
VBB Example QUILMES: “Argentinian pride in a bottle” 11
Slide 12: Quilmes = Music
Quilmes = Music 12
Slide 13: Quilmes = Football
TEABGEAE 012, te ue tia wk =< 5x aE zx O09 oo
Slide 14: "VBB" In All We Do: From…
“VBB” In All We Do: From… 14
Slide 15: To… VBB-Driven Point Of Connection Activation
To… VBB-Driven Point Of Connection Activation 15
Slide 16: "Draught Experience"… Key TO VBB
“Draught Experience”… Key TO VBB 16
Slide 17: 9-Step Pouring Ritual
9-STEP POURING RITUAL a evs 1) STELLA > (uo
Slide 18: Average account glassware line up
Average account glassware line up…… All things being equal…. VBB-Glassware Copyright © 2005 InBev – All rights reserved
Slide 19: VBB-Glassware Key In Marketing Mix
VBB-Glassware Key In Marketing Mix SHELF SET WOODED RACK BRANDED POS Copyright © 2005 InBev – All rights reserved
Slide 20: Contract Brand Focus Works
Contract Brand Focus Works 20
Slide 21: Choice + VBB = Growing Preference
Choice + VBB = Growing Preference 21
Slide 22: Stella Artois Argentina: Nr 1 Premium Beer, only 2,6 years after launch
Choice + VBB + Operational Excellence = Business Performance Stella Artois Argentina: Nr 1 Premium Beer, only 2,6 years after launch 22 SOURCE: ACNielsen – Argentina INB
Slide 23: Growing Topline, Sustainably
Growing Topline, Sustainably Raise The Bar - Live One !nBev Way of Marketing “Responsible Cool”: Think Younger in a Better World Rebalance Renovation Versus Innovation 23
Slide 24: Young Adults (LDA) Repertoire Determines Later Beverage Choices In Life
Young Adults (LDA) Repertoire Determines Later Beverage Choices In Life LDA Consumers not consuming beer in early 20’s very unlikely in later life If we do not talk to them, other Categories will (“Share of Throat battle”) Source; InBev UK Cohort Study 2001 & Labatt Cohort Analysis 2003 24
Slide 25: Building Competency To Recruit Every Upcoming New Drinker Generation (LDA)
Building Competency To Recruit Every Upcoming New Drinker Generation (LDA) • Today: Millenials... Born in 1990... • “They may have been given a 32 Million Nintendo Game Boy to play with in the LDA crib.” Every year • “Muscovites have (InBev Footprint) always been able to buy Big Macs.” • “Soft drink
Slide 26: Best Beer Company… in a Better World: "Responsible Cool"
Best Beer Company… in a Better World : “Responsible Cool” LDA Recruiting, not “Just Cool” Vivamos Responsabilamente 26
Slide 27: Digital Marketing Drives Preference For LDA
Digital Marketing Drives Preference For LDA Brand Preference – LDA24 25 Ranger Live or Die 20 Campaign Start 15 10 5 0 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul '07 '07 '07 '07 '07 '07 '07 '07 '08 '08 '08 '08 '08 '08 '08 27 Kokanee Molson Canadian
Slide 28: Consumption / Experiential / Creative / Media
CONSUMPTION CONSUMPTION EXPERIENTIAL EXPERIENTIAL CREATIVE CREATIVE MEDIA MEDIA 28
Slide 29: Understand Taste Of Young Adults
Understand Taste Of Young Adults 29
Slide 30: Responsible Cool: Every Marketing and Corporate Affairs Collaboration
o o l” l e C nsi b spo at ion irs “Re = r o l labo te Affa C a y o ra D rp ry Co Eve g and rk etin Ma 30
Slide 31: Growing Topline, Sustainably
Growing Topline, Sustainably Raise The Bar - Live One !nBev Way of Marketing “Responsible Cool”: Think Younger in a Better World Rebalance Renovation Versus Innovation 31
Slide 32: Believe / Reinvent / Renovate What Really Defines Us
Believe / Reinvent / Renovate What Really Defines Us 121+ 20+ years years 40+ years 32
Slide 33: Speaking ONE Global Language (IWOM)
Speaking ONE Global Language (IWOM) 33
Slide 34: Insight-Based Ideas To Surprise Tomorrow?
Insight-Based Ideas To Surprise Tomorrow? Liquid Packaging Equipment … 34
Slide 35: New Global Look for Beck's
New Global Look for Beck’s IMPORTED GERMANY
Slide 36: New Global Look: Beck's Trademark
New Global Look: Beck’s Trademark 36
Slide 37: Building Brands into Trademarks: Jupiler
Building Brands into Trademarks example: Jupiler (Belgium) Jupiler TRADEMARK Jupiler Jupiler Jupiler BLUE RED TAURO 37
Slide 38: Jupiler – before Renovation
Jupiler – before Renovation 38
Slide 39: Jupiler – After Renovation
Jupiler – After Renovation (Belgium - q3 08) 39
Slide 40: NEW: Jupiler Tauro (Strong Lager)
NEW: Jupiler Tauro (Strong Lager) 40
Slide 41: New Skol 630 ml RGB: More For Same
New Skol 630 ml RGB MORE FOR SAME • First proprietary RGB in Brazil (65% of Brazilian beer market is concentrated on 600ml RGB) • + 30 ml for same price: offering Value • Exclusive shape and new label design • Launch date: March 2008 • Place: Rio de Janeiro 41
Slide 42: New Skol 1 Liter RGB: More For Less
New Skol 1 Liter RGB MORE FOR LESS • First and proprietary 1 Liter RGB in Brazil • Targets growing in-home consumption • Better Value equation (lower price/ml) • More Skol = more friends = more fun • Launch date: July/August 2008 • Place: Southeast and South regions 42
Slide 43: Leveraging Heritage Smarter To Drive Sales
Leveraging Heritage Smarter To Drive Sales Brahma´s 120 years Actual Special Edition Special Edition Can
Slide 44: Brahma's 120 Years Can's Collection
Brahma´s 120 Years Can´s Collection 1888 1911 1925 1940 1933 1953 1998 2008 1967 1971 1980 1991
Slide 45: Brahma's 120 years celebration bottle pack
Brahma´s 120 years celebration bottle 12 pack
Slide 46: InBev/Philips "Perfect Draft" System
InBev/Philips “Perfect Draft” System: (“iPod+iTunes”, “Nespresso”, “Senseo”, “HP Printer”,…) 46
Slide 47: 600,000 Machines Sold Since Launch In 5 Western European Countries
> 600.000 Machines Sold Since Launch In Only 5 Western European Countries. 47
Slide 48: Leffe France – Innovating Total Marketing Approach
Leffe France – Innovating Total Marketing Approach Building a “Mass Luxury Brand” Despite Loi Evin... 2007 Media / ATL On-Trade LAP 360° frequency program Aperitif Call-to-action Direct Marketing & PR Off-Trade 1 Specialties Premium Pils Mainstream Pils 48
Slide 49: The Quest For Genuine Worth
The Quest For Genuine Worth fp Lawes WEE
Slide 50: Packaging - The Winning Mix
PACKAGING - THE WINNING MIX S Ss 3 § Ss ba tite DIZOG \\ < Sea fp Lauter v6 STELLA % ARTOIS
Slide 51: NEW: First Premium Light in Canada
NEW: First Premium Light in Canada (q2 08)
Slide 52: Born August 08 in UK
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Slide 53: Designed For Everyday Delight
DESIGNED FOR EVERYDAY DELIGHT
Slide 54: Draught Tower Innovation
DRAUGHT TOWER INNOVATION aie. ‘STELLA “4 | ARTOIS.
Slide 55: Stella Artois 4% Launch: In Style
Stella Artois 4% Launch: In Style
Slide 56: SA 4% UK launch: press coverage
SA 4% UK launch: some off/on-trade press coverage
Slide 57: Stella Artois: Genuine Worth We Will Nurture For Another 642 Years
Stella Artois: Genuine Worth We Will Nurture For Another 642 Years 57
Slide 58: Growing Topline, Sustainably
Growing Topline, Sustainably Raise The Bar - Live One !nBev Way of Marketing “Responsible Cool”: Think Younger in a Better World Rebalance Renovation Versus Innovation 58
Slide 59: "Connect": Key in Our Growth Model
“Connect”: Key in Our Growth Model 59