Anheuser-busch Inbev Sa/nv · EURONEXT:ABI
Anheuser-busch Inbev Sa/nv — Investor Presentation (2015)
66 slides from Anheuser-busch Inbev Sa/nv's investor presentation, 2015
Slide 1: Slide 1
Slide 2: Miguel Patricio
Miguel Patricio • CMO since July 2012 • Joined AB InBev in 1998 • Bachelor in Business Administration, FGV Brazil • Career Path • President Asia Pacific Zone • President North America Zone • VP Marketing North America Zone • VP Marketing Ambev
Slide 3: We own 4 of the top 5 most valuable beer brands in the world
We own 4 of the top 5 most valuable beer brands in the world, and 7 of the top 10 Top brands Company Brand value in US$ Billion 1 13.8 2 12.9 3 Heineken Heineken 9.7 4 8.7 5 8.5 6 8.5 7 Guinness Diageo 5.0 8 4.2 9 Coors Light Molson Coors 3.9 10 3.6 Source: 2015 BrandZ Beer Report – http://www.brand
Slide 4: Slide 4
Slide 5: To drive top line we need to sell more beer
To drive top line we need to sell more beer Sell to more More often Better mix people In a sustainable way
Slide 6: Insights show the world is more similar than different
Insights show the “world is more similar than different” Consumer types Experience Traditionalist Aspirer found in each market Maximizer • Over 57,400 alcohol US drinkers interviewed China Canada • Research across 25 UK countries Belgium Brazil • 73% of the global Argentina beer volume covered Mexic
Slide 7: Let's Understand Need States
Let’s Understand Need States Relaxation and Bonding Food and Need States: reasons why people drink Savor Changing the What the consumer is seeking from an emotional and Mood functional perspective when drinking Night Out
Slide 8: Relaxation and bonding
Relaxation and bonding I want to… Relax and bond with friends With a drink that… Is refreshing and easy to drink In occasions like… At-home watching TV, socializing with friends in home or bar
Slide 9: Food and Savor
Food and Savor I want to… Make an occasion more special With a drink that… Goes well with food, is good for savoring, has superior quality In occasions like… Entertaining at-home or at a restaurant
Slide 10: Changing the Mood
Changing the Mood I want to… Reward myself and escape With a drink that… Is sweet, mixes well, fun to drink In occasions like… Hanging out at a bar or partying at home
Slide 11: Night Out
Night Out I want to… Have a great time, interact with others With a drink that… Is high ABV and mixes well In occasions like… Partying at home or at nightclubs
Slide 12: From theory to action: ABI Growth Driven Platforms
From theory to action: ABI Growth Driven Platforms ae am bia: ae Laaad Dy ae | | ene , r ne ‘ t
Slide 13: ABI Growth driven platforms = GDP
ABI Growth driven platforms = GDP
Slide 14: 3 GDPs based on Consumer Needs
3 GDPs based on Consumer Needs Relaxation and Bonding Food and Savor Changing Mood and Night Out
Slide 15: For each GDP we have a leading Global Brand
For each GDP we have a leading Global Brand Relaxation Savor the Changing mood & Bonding Moment & Night Out Global Local (non exhaustive) Global Brands represented in 2014 approximately 20% of our total Net Revenues
Slide 16: All we need is GROW
All we need is GROW Topline , GROW Growth »* oe. et Mee f
Slide 17: All we need is GROW
All we need is GROW Topline Growth - G Gather Population above legal drinking s age that rinks Reach ABI Penetration during past 4 wee: Occassions Frequency of ABI consumption occasions during past 4 weeks Worth Value spent on ABI products per consumption occasion
Slide 18: Anheuser-Busch InBev
4 | udweise, , | 9 BUDWEISER ) UAGERBEER RED S705 ING OF BEES Vi our original pr n the Chott i Ftice o! Bewl y Malt leuser =D — GENUINE 42NFTANAD
Slide 19: Budweiser is the King of Relaxation & Bonding
BUDWEISER IS THE KING OF RELAXATION & BONDING
Slide 20: Budweiser GROW Initiatives
BUDWEISER GROW INITIATIVES Key Initiatives for Topline Growth GATHER REACH OCCASIONS WORTH New markets New Positioning Bud & Burger New Design INDIA VIETNAM KOREA
Slide 21: Budweiser GROW Initiatives
BUDWEISER GROW INITIATIVES Key initiatives for Topline Growth GATHER REACH OCCASIONS WORTH New markets New Positioning Bud & Burger New Design INDIA VIETNAM KOREA
Slide 22: Reach: New Global Positioning
REACH: NEW GLOBAL POSITIONING Using our brewing philosophy to recruit new consumers… VIDEO 1 – Budweiser BTHW
Slide 23: Reach: Global Brand Campaign
REACH: GLOBAL BRAND CAMPAIGN One Global Brand, One Global Campaign, in all focus markets
Slide 24: Budweiser GROW Initiatives
BUDWEISER GROW INITIATIVES Key initiatives for Topline Growth GATHER REACH OCCASIONS WORTH New markets New Positioning Bud & Burger New Design INDIA VIETNAM KOREA
Slide 25: Occasions: Bud & Burgers
OCCASIONS: BUD & BURGERS Owning the American couple… VIDEO 2 – Budweiser Bud & Burgers
Slide 26: Occasions: Bud & Burgers 360
OCCASIONS: BUD & BURGERS 360 Extending the program to multiple touch points Partnership: David Chang & Tastemade Retail Out of Home Food Festivals
Slide 27: Budweiser GROW Initiatives
BUDWEISER GROW INITIATIVES Key initiatives for Topline Growth GATHER REACH OCCASIONS WORTH New markets New Positioning Bud & Burger New Design INDIA VIETNAM KOREA
Slide 28: Worth: New Visual Identity
WORTH: NEW VISUAL IDENTITY Elevating Budweiser design for premium worth… VIDEO 3 – Budweiser CCI
Slide 29: Worth: New Visual Identity
WORTH: NEW VISUAL IDENTITY Design adds excitement and authenticity for Budweiser New Design Aluminum Bottle Designs
Slide 30: Worth: New Visual Identity
WORTH: NEW VISUAL IDENTITY Boldly inspiring confidence with a united tone of voice.
Slide 31: Budweiser growth continues to accelerate since the AB InBev combination
BUDWEISER’S GLOBAL TRACK RECORD OF SUCCESS Budweiser growth continues to accelerate since the AB InBev combination Net Revenues (2014) $ 5.3 Bn Volumes (Hl Mi) 44.0 41.7 41.6 38.4 39.1 38.2 37.5 36.5 36.8 35.5 34.6 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Slide 32: This Bud's For You
A /oiatecie, THIS BUD'S FOR YOU. _=\\ . TTT TT ml ee TT a
Slide 33: Slide 33
Slide 34: Stella Artois: The most sophisticated beer brand in the world
STELLA ARTOIS THE MOST SOPHISTICATED BEER BRAND IN THE WORLD
Slide 35: Stella Artois perfectly matched for the Food and Savor need state
STELLA ARTOIS PERFECTLY MATCHED FOR THE FOOD AND SAVOR NEED STATE
Slide 36: We need to GROW
WE NEED TO GROW GATHER REACH OCCASIONS WORTH Bold Experience of ABI Continue to Geographic Maximizers consumption Elevate the Expansion Category
Slide 37: Reach: Opportunity for Stella Artois
R EACH: OPPORTUNITY FOR STELLA ARTOIS STYLE SUBSTANCE
Slide 38: Stella Artois: The Jeweller
STELLA ARTOIS: THE JEWELLER Video 4 – Stella Artois
Slide 39: Reach: Bring more depth to Stella Artois
R EACH: BRING MORE DEPTH TO STELLA ARTOIS
Slide 40: Stella Artois: Buy a Lady a Drink
STELLA ARTOIS: BUY A LADY A DRINK Video 5 – Buy a Lady a Drink – Matt Damon
Slide 41: Stella Artois: Buy a Lady a Drink
STELLA ARTOIS: BUY A LADY A DRINK Video 6 – Buy a Lady a Drink – Summary
Slide 42: Occasions: Own Food and Savor
O CCASIONS: OWN FOOD AND SAVOR Holidays: “The art of Giving Beautifully”
Slide 43: Occasions: Own Food and Savor
O CCASIONS: OWN FOOD AND SAVOR NOVA
Slide 44: Stella Artois: SA Nova
STELLA ARTOIS: BUY A LADY A DRINK Video 7 – SA NOVA
Slide 45: Worth: Premiumization is everywhere
W ORTH: PREMIUMIZATION IS EVERYWHERE OLD NEW
Slide 46: Stella Artois: New Design
STELLA ARTOIS: NEW DESIGN Video 8 – SA CCI
Slide 47: Stella Artois driving global growth
STELLA ARTOIS DRIVING GLOBAL GROWTH Volumes (Hl Mi) +3% 9.5 Net Revenues (2014) 9.1 9.1 $ 1.5 Bn 9.0 8.3 +9% Net Revenues HY 2014 vs. HY 2015 2010 2011 2012 2013 2014
Slide 48: 48 48
48 48
Slide 49: A little Corona history
For each A little Corona history… • Acquired 2013 • Sold in approximately 200 countries, our most international Brand • Captain of “Changing the mood & Night out” GDP Our challenge: Grow internationally and become the #1 brand in the “Changing the mood” need state 49 49
Slide 50: We are building on established Mexican Pride
We are building on established Mexican Pride Mexico Corona Net Revenue Growth (June YTD) +5.3% • #1 in Mexico • +20% Market Share in Mexico • Corona in Mexico represents 70% of Global Corona Revenues H1 2014 H1 2015 50 50
Slide 51: Corona has natural credentials to expand internationally
Corona has natural credentials that make it the perfect brand to further expand internationally Appeals to men Sweet Drinks Authentic Unique and and women Unpretentious 51 51
Slide 52: Corona has a strong GROW strategy
Corona has a strong GROW strategy to expand the brand in a globally harmonized way GATHER REACH OCCASIONS WORTH Premium Scale LDA Recruitment New Formats Visual Identity Spiritual Homes 52 52
Slide 53: Brought to life through partnership between marketing and sales
Brought to life through a strong partnership between marketing and sales 1. Distribution 2. Built from 3. Packaging 4. Experiences 5. Harmonized Route-to-Market the Trade Communications 53 53
Slide 54: Distribute Corona only in premium places
Distribute Corona only in premium places with the right sales force in the right way Full Tailor Made POCM Influential POCM Premium POCM Lime ritual ALWAYS 54 54
Slide 55: Creating Spiritual Homes at the point of sale
For each Creating “Spiritual Homes” at the point of sale to build brand positioning 55 55
Slide 56: Premium packaging and new formats to drive trial and frequency
For each Premium packaging and new formats to drive trial and frequency 1 Visual Identity 2 New Formats CORONITA 3-PACK SLEEK CAN MULTIPACK 56 56
Slide 57: SunSets celebrates Corona, the beach & mood shift
SunSets celebrates Corona, the beach & the ultimate mood shift moment all in one festival 57 57
Slide 58: Corona SunSets
Corona SunSets Video 9 – Corona Sunsets 58 58
Slide 59: Partnering with aspirational sports
For each Partnering with one of the most aspirational sports to tap into a universally appealing lifestyle 59 59
Slide 60: Corona Surf
Corona Surf Video 10 – Corona WSL 60 60
Slide 61: Harmonizing communications across markets
For each Harmonizing communications across markets 61 61
Slide 62: Partnered with the best in the business
For each And we just partnered with the best in the business to take it to the next level 62 62
Slide 63: Programs driving consistent expansion across markets
These programs are driving consistent expansion across markets to build a truly global brand SUNSETS ON-TRADE OFF-TRADE MEXICO BRAZIL ARGENTINA JAPAN ITALY CANADA 63 63
Slide 64: That strategy is driving incremental market share
For each That strategy is driving incremental market share Corona Market Share H1 2014 H1 2015 +4% +8% 5.4 5.6 +49% +20% 2.1 2.3 0.7 1.1 1.0 1.2 Canada Australia UK Italy 64 64
Slide 65: Significant top line growth across all operations
As a result, we have achieved significant top line growth across all of our operations Global Net Revenue Growth YTD (June - excl. Mexico) +77% H1 2014 H1 2015 65 Note: Growth in Corona revenues includes the repatriation of the margin pool from former distributors. 65
Slide 66: Let's GROW in a profitable way
LET'S Fees . GROW 8 INA PROFITABLE | Way ! !