Slide 1: VP, Trade Marketing
VP, Trade Marketing
Slide 2: Sales Machine U.S.A.
Slide 3: Learn, Explore, Prototype, Test, Launch & Measure
Explore In-Store Launch & Learn Prototype Week Test Measure Shopper Ideation Session Promo Screener Test & Learn Program Occasions Dashboard Virtual Shopper Metrics Channel Drivers Prototypes Commercial Visibility Path to Purchase Physical Prototypes Drill Down Tools Shopper Safaris
Slide 4: Learn: Part with Deep Understanding
PART WITH DEEP UNDERSTANDING - SOCIAL BEER RUN BALANCE FUN AND CONTROL, SHARE AND CONNECT WATCHING TV, SPORTS, AND SOCIALIZING AT HOME BUD LIGHT, BUDWEISER, NATURAL LIGHT, ROLLING ROCK HANGING OUT OCCASIONS VN S77
Slide 5: We Have This for Six Well-Defined Occasions
WE HAVE THIS FOR SIX WELL-DEFINED OCCASIONS
Slide 6: Volume by channel
48.9% VOLUME 18.7% 15.5% 16.9% VOLUME VOLUME VOLUME C-Store includes Drug Store Source: AB Internal Sales Data
Slide 7: Segments purchased: demographic and economic profile
of Segments: Purchased” Demographic & Economic profile wri Beer erienary Weekday vs. Weekend
Slide 8: Category shopper insights
this category river an with the ityto engage ips are of the cons! 55% of unit 16% of c-Store t
Slide 9: 2014 Strategy, Channel Drivers, Initiatives
2014 Strategy Channel Drivers Initiatives Drive Conversion Trip Missions Merchandising Scale Up Win Immediate Consumption Single Serve Light Trade Programs Increase Total Store Performance Cold Space/PTCs Rock the POC Turbo
Slide 10: Explore Week sets up retail pilots and prioritizes prototypes
Explore Week 80-100 Ideas per priority SETS UP OUR RETAIL PILOTS PRIORITIZES PROTOTYPES
Slide 11: Ideas prototyped and improved at our retail lab
IDEAS PROTOTYPED AND IMPROVED AT OUR Prototype RETAIL LAB BEFORE IN-MARKET TEST
Slide 12: In-Store Test
2 DARDEN Ae ‘kljee cis)
Slide 13: Apply Test & Learn Methodology
… TO APPLY TEST & LEARN METHODOLOGY Test store sales data is indexed vs. Control store sales data to isolate the lift/impact of the trade marketing program
Slide 14: Launch & Measure: Drill Down
Launch & Measure Region Drill Down State Drill Down Wholesaler Drill Down Account Drill Down
Slide 15: Lift by channel
+1.8% LIFT C-STORE +.5% +1.3% LIFT LIFT +1.0% LIFT PACKAGE / LIQOUR +1.5% +.7% LIFT LIFT Source: APT
Slide 16: Accounts Executing PepsiCo Partnership Trending +1.0% vs. Control
Slide 17: Displays per store, 2012 vs 2013
67% 1.9 64% 1.6 % of stores with Displays Avg # of Displays per Store 2012 2013 Source: IRI Perimeter View; NFL (5 wks ending 9/15/13)
Slide 18: Sac
Sac
Slide 19: Sac
Sac
Slide 20: Major Opportunity Exists in the On-Premise
MAJOR OPPORTUNITY EXISTS IN THE ON-PREMISE
Slide 21: On-premise markets: North America, Moscow, Antwerp & London, Sao Paulo
NORTH AMERICA MOSCOW Diverse, cosmopolitan Key market for ABI and an cities in North America emerging global market ANTWERP & LONDON Traditional markets with new retail environments ENGAGED EXTERNAL SAO PAULO SPECIALIST SUPPORT Key market for ABI and an emerging global market
Slide 22: Consumer motivation and venue types
1 CONSUMER MOTIVATION 2 ENERGY LEVEL DRINK-LED FOOD-LED ENTERTAINMENT-LED TRANSIT 3 DEGREE OF FORMALITY
Slide 23: Beer share of servings by venue type
76% 56% 58% 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis B
Slide 24: Aggressively Grow Draught Distribution
Aggressively Grow 76% Draught 56% 58%Distribution 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Cons
Slide 25: Increase Relevance with Food
5% Increase 7% Aggressively 7% 15% Relevance 47% 12% Grow 76% Draught with Food31% 56% 58%Distribution 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA ser
Slide 26: Recapture Party Occasions
18% Recapture36% 32% 28% 22% 38% 5% Party 47% Increase Occasions7% Aggressively 7% 15% Relevance 47% 12% Grow 76% Draught with Food31% 56% 58%Distribution 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine
Slide 27: Share of servings by beverage type
46% of Servings 42% of Servings 18% Recapture36% 32% 28% 22% 38% 5% Party 47% Increase Occasions7% Aggressively 7% 15% Relevance 47% 12% Grow 76% Draught with Food31% 56% 58%Distribution 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER
Slide 28: Recapture Party Occasions
46% of Servings 42% of Servings 18% Recapture36% 32% 28% 22% 38% 5% Party 47% Increase 7% 15% Occasions7% Relevance 47% 12% 76% with Food31% 56% 58% 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine Bars,
Slide 29: Recapture Party Occasions
46% of Servings 42% of Servings 18% Recapture36% 32% 28% 22% 38% 5% Party 47% 7% 15% Occasions7% 47% 12% 31% 76% 56% 58% 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine Bars, Outdoors Bars and Cafés, eac
Slide 30: On-premise opportunity by venue
46% of Servings 42% of Servings 18% 22% 36% 32% 28% 5% 38% 47% 7% 7% 15% 47% 12% 31% 76% 56% 58% 54% 38% 30% 29% CLUBS &UPSCALE PARTY NEIGHBORHOOD BAR SPORTS & CASUAL RESTAURANT FINE TRENDY LOUNGES PLACES BEER BAR DINING SPOTS Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings
Slide 31: Scale Up
+2.7% LIFT SCALE 60% UP % of Volume Covered by +1.0% LIFT Trade Programs 30% +0.7% LIFT 10% +12% LIFT 2012 2013 2014 Source: APT
Slide 32: Sales Machine U.S.A.