Anheuser-busch Inbev Sa/nv · EURONEXT:ABI
Anheuser-busch Inbev Sa/nv — Investor Day (2019)
60 slides from Anheuser-busch Inbev Sa/nv's investor day presentation, 2019
Slide 1: Anheuser-Busch InBev Investor Seminar 2019
Anheuser-Busch InBev Investor Seminar 2019 ABInBev
Slide 2: Legal Disclaimer
Legal Disclaimer Certain statements contained in these presentations that are not statements of historical fact constitute forward-looking statements, notwithstanding that such statements are not specifically identified. In addition, certain statements may be contained in the future filings of the C
Slide 3: Marcel Marcondes
Marcel Marcondes US Chief Marketing Officer Hometown: Sao Paulo, Brazil Time at ABI: 14 years Favorite Beer: Michelob ULTRA Pure Gold
Slide 4: We Have Evolved Our Strategy
WE HAVE EVOLVED OUR STRATEGY Build Winning Stabilize Capture Growth y Brands Mainstream Beyond Beer sz » Cy Bx : 20 Dream. People. Culture Operational Efficiency
Slide 5: Lead Future Growth
Lead Future Growth Changing The Way We Think To Change The Way We Work
Slide 6: Leading by Putting People First
PORTFOLIO REBALANCE LEADING BY PUTTING PEOPLE FIRST PEOPLE FIRST INNOVATION CONNECTIONS
Slide 7: Re-connecting with Consumers and Addressing Unstoppable Trends
RE-CONNECTING WITH CONSUMERS AND ADDRESSING UNSTOPPABLE TRENDS UNSTOPPABLE TRENDS 1 HEALTH & WELLNESS 2 PREMIUMIZATION 3 PURPOSE DRIVEN BRANDS DEMOGRAPHIC SHIFTS AGING MALE 28-49 HISPANICS WOMEN LDAs
Slide 8: Better Understanding of What People Think and Say
BETTER UNDERSTANDING OF WHAT PEOPLE THINK AND SAY TO ONLINE PANEL POWERED FROM TRADITIONAL RESEARCH BY ARTIFICIAL INTELLIGENCE WEEKS to connect with DOZENS Connect with +6 THOUSAND DAILY
Slide 9: Better Understanding of What People Feel Using Neuroscience
BETTER UNDERSTANDING OF WHAT PEOPLE FEEL USING NEUROSCIENCE EMOTIONAL INTENSITY MEMORY ENCODING
Slide 10: Better Understanding of What People Talk About
BETTER UNDERSTANDING OF WHAT PEOPLE TALK ABOUT What is Trending Now Inspired By
Slide 11: Portfolio Rebalance
PORTFOLIO REBALANCE PORTFOLIO REBALANCE
Slide 12: Consumers Are Trading Up Within Beer and Out of the Category
CONSUMERS ARE TRADING UP WITHIN BEER COMPRESSING THE CORE, AND OUT OF THE CATEGORY Trading UP in Beer BEYOND EASY CLASSIC OTHER BEER - 4TH DRINKING LAGER STYLES CATEGORY Trading OUT of the Category
Slide 13: We Must Rebalance Our Portfolio to Stay Ahead of Consumer Trends
WE MUST REBALANCE OUR PORTFOLIO TO STAY AHEAD OF CONSUMER TRENDS 5 PRIORITIES SIZE OF SEGMENT GROWING OR AB SHARE WITHIN IN THE INDUSTRY DECLINING SEGMENT THE SEGMENT Core + Core + 1 Expand 7% 93% 2 Super Lead Premium & Develop Super Premium 7% 20% 3 Premium Disrupt Premium 14% 3% 4 Mainstream Stabi
Slide 14: We Have the Broader Portfolio to Meet Consumer Needs
WE HAVE THE BROADER PORTFOLIO TO MEET CONSUMER NEEDS CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER
Slide 15: We Have the Broader Portfolio to Meet Consumer Needs
WE HAVE THE BROADER PORTFOLIO TO MEET CONSUMER NEEDS CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER
Slide 16: Michelob Ultra
MICHELOB ULTRA Health & Wellness is the new premium & biggest trend SUPERIOR LIGHT BEER 95 Calories 2.6 Carbs TRADE UP ACTIVE LIFESTYLE
Slide 17: Michelob Ultra Accelerating Growth Across All Metrics
MICHELOB ULTRA ACCELERATING GROWTH ACROSS ALL METRICS AND HAS ROOM TO GROW #1 Category Share Gainer for 4,0 P4W Penetration 6 Consideration 4 Years and Counting 3,5 R3M Change vs LY R3M Change vs LY 5 3,0 0,72 4 0,65 0,61 0,66 2,5 2,0 3 0,43 1,5 2 1,0 1 #1 #1 #1 #1 #1 0,5 0,0 0 2015 2016 2017 2018 Y
Slide 18: We Have the Broader Portfolio to Meet Consumer Needs
WE HAVE THE BROADER PORTFOLIO TO MEET CONSUMER NEEDS CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER
Slide 19: Stella Artois
STELLA ARTOIS Making every occasion more special DISTANT RELATABLE
Slide 20: Growing Brand Health Metrics, Addressing Frequency
GROWING BRAND HEALTH METRICS, ADDRESSING FREQUENCY AND ESTABLISHING PROXIMITY 4,0 P4W Penetration Consideration R3M Change vs LY 6,0 R3M Change vs LY Connecting to Consumers with 3,0 4,0 Cultural Icons 2,0 2,0 1,0 0,0 0,0 -2,0 -1,0 -4,0 -2,0 -6,0 2016 2017 2018 2019 2016 2017 2018 2019 Source: KMB,
Slide 21: We Are Building the Portfolio to Meet Consumer Needs
WE ARE BUILDING THE PORTFOLIO TO MEET CONSUMER NEEDS CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER
Slide 22: Premium: Not a Mexican Imports Segment
PREMIUM NOT A MEXICAN IMPORTS SEGMENT
Slide 23: Growing Segment Share +1.7pp YTD
GROWING SEGMENT SHARE +1.7PP YTD +12% $100M ~ Purpose Driven Volume Q1 Revenue Source: IRI End 03-31-19
Slide 24: We Have the Broader Portfolio to Meet Consumer Needs
WE HAVE THE BROADER PORTFOLIO TO MEET CONSUMER NEEDS CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER
Slide 25: Bud Light
BUD LIGHT Becoming truly relevant again CULTURAL DIFFERENTIATION RELEVANCE
Slide 26: Bud Light Turnaround Is Happening
BUD LIGHT TURNAROUND IS HAPPENING, ALL BRAND HEALTH METRICS BACK TO GROWTH P4W Penetration 3,0 Consideration 2,0 R3M Change vs LY R3M Change vs LY Acting as a leader 2,0 1,0 in a Bud Light way 0,0 1,0 -1,0 0,0 -2,0 -1,0 -3,0 -2,0 -4,0 -3,0 -5,0 -4,0 2016 2017 2018 2019 2016 2017 2018 2019 Worth ‘Hig
Slide 27: Budweiser
BUDWEISER BRINGING A STORY TO QUALITY & PURPOSE 100% American-Grown Barley CULTURAL DIFFERENTIATION RELEVANCE
Slide 28: Budweiser Stabilizing Growth for Key Brand Health Metrics
BUDWEISER STABILIZING GROWTH FOR KEY BRAND HEALTH METRICS P4W Penetration 4 Consideration Human stories to 2,5 R3M Change vs LY R3M Change vs LY 2,0 3 1,5 2 address quality 1,0 0,5 1 0,0 0 -0,5 -1,0 -1 -1,5 -2 -2,0 2016 2017 2018 2019 2016 2017 2018 2019 8 Worth 6 ‘High Quality Brand’ Attribute R3M
Slide 29: We Have the Broader Portfolio to Meet Consumer Needs
WE HAVE THE BROADER PORTFOLIO TO MEET CONSUMER NEEDS CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER
Slide 30: Beyond Beer
BEYOND BEER Growth through innovation DISRUPTIVE INNOVATION WINE & SPIRITS 4TH CATEGORY
Slide 31: Beyond Beer on Track to Deliver $1B Ambition
BEYOND BEER ON TRACK TO DELIVER AMBITION AB GROWING REVENUE, ON TRACK TO MEET 10YP AMBITION VOLUME TREND VS LY 3,0% 0,5% $1B AMBITION -13,3% 2017 2018 YTD 2019 Source: IRI End 03-31-19
Slide 32: Brand Health Growing Across the Portfolio
BRAND HEALTH GROWING ACROSS THE PORTFOLIO CORE PLUS SUPER PREMIUM PREMIUM MAINSTREAM BEYOND BEER R3M R3M R3M R3M R3M R3M R3M CONSIDERATION TREND PENETRATION TREND Source: Kantar Brand Guidance Program YTD Mar 2019 TREND Growth Decline Neutral
Slide 33: We Must Rebalance Our Portfolio to Stay Ahead of Consumer Trends
WE MUST REBALANCE OUR PORTFOLIO TO STAY AHEAD OF CONSUMER TRENDS SIZE OF SEGMENT GROWING OR AB SHARE WITHIN AB SEGMENT 5 PRIORITIES IN THE INDUSTRY DECLINING SEGMENT THE SEGMENT SHARE TREND Expand Core + 1 7% 93% 2 Lead & Develop Super Premium 7% 20% 3 Disrupt Premium 14% 3% 4 Stabilize Share of Mai
Slide 34: Innovation
INNOVATION INNOVATION
Slide 35: Renewed Focus on Leading Future Growth
RENEWED FOCUS ON LEADING FUTURE GROWTH AND BRINGING NEW PROPOSITIONS TO THE MARKET INNOVATION RATE AB INNOVATION RATE % of Total Volume that is Innovation Lower than the Beer Category 8,9 6,5 2013 2014 2015 2016 2017 ABI Beer Category Source: IRI Source: PATSI, Volume
Slide 36: Agile Process Starting and Ending with People at the Center
AGILE PROCESS STARTING AND ENDING WITH PEOPLE AT THE CENTER FOR A BETTER INNOVATION SUCCESS RATE CONSUMER 1000s of 100s EXPERTS 100s CONCEPTS “Jobs to be Won” CONSUMERS
Slide 37: One Team, One Dream, One Portfolio: iWeek 2019
ONE TEAM DREAM PORTFOLIO iWeek 2019 BIGGER. BOLDER. FASTER. $y BREWERS ; COLLECTIVE
Slide 38: In 2018 We Delivered 7 Prototypes, Each in Less Than 100 Days
THROUGH THIS PROCESS, IN 2018 WE DELIVERED 7 PROTOTYPES, EACH IN LESS THAN 100 DAYS
Slide 39: Bud Light Orange, Michelob Ultra Pure Gold, Budweiser Reserve Series
BUD LIGHT MICHELOB ULTRA BUDWEISER ORANGE PURE GOLD RESERVE SERIES #7 2018 #8 2018 #14 2018 Category Share Gainer Category Share Gainer Category Share Gainer
Slide 40: Leading Industry Growth Through Our New Agile Innovation Approach
LEADING INDUSTRY GROWTH THROUGH OUR NEW AGILE INNOVATION APPROACH 50 50%% 9.6% 6.5% 10% RATE OF SHARE OF INNOVATION AB ‘17 AB ‘18 INNOVATION AB ‘17 AB ‘18 AB IS OUTPACING BEER UP TO 20% 16.3% 12.6% 9.6% 8.9% INCREMENTALITY Wine Liquor AB Beer TO THE CATEGORY Source: IRI YTD Mar 2019 Source: Numerato
Slide 41: Alcohol Company Powered by the Innovator's DNA
Powered by THE INNOVATOR’S DNA 4: 4 ALCOHOL | COMPANY
Slide 42: Starting 2019 Strong by Continuing to Lead Innovation Growth
STARTING 2019 STRONG BY CONTINUING TO LEAD INNOVATION GROWTH LEADING INDUSTRY VOLUME 4 OF TOP 10 LEADING INNOVATIONS % INNOVATION VOL YTD 2019 50% 52% #1 Inno volume YTD 2019 12% 2017 2018 YTD 2019 Source: IRI New Launch Volume, YTD End 03-31-19
Slide 43: Connections
CONNECTIONS CONNECTIONS CONNECTIONS
Slide 44: To Stay Relevant, We Needed to Evolve How We Connect with Consumers
TO STAY RELEVANT, WE NEEDED TO EVOLVE HOW WE CONNECT WITH CONSUMERS TRADITIONAL SPONSORSHIP MODEL TV-FIRST MODEL TV Viewership 2014 2015 2016 2017 2018 Source: TPPUT Prime Time TV, Ages 21-49
Slide 45: Taking the Lead in Redefining the Traditional Model
TAKING THE LEAD IN REDEFINING THE TRADITIONAL MODEL SPORTS AGENCY SUMMIT ASSEMBLY
Slide 46: Moving from Sponsorship to Partnership
MOVING FROM SPONSORSHIP TO PARTNERSHIP
Slide 47: This Bud's For All-Stars
THIS BUD’S FOR ry : ALL-STARS | 4 yir~
Slide 48: Bud Light Brings Its Love of Music
a ae [sks : Bud Light Brings Its Love of Music
Slide 49: More Local, More Personal, More Agile: Creativity
MORE LOCAL | MORE PERSONAL | MORE AGILE LOCAL DATA CREATIVITY +
Slide 50: More Local, More Personal, More Agile
MORE LOCAL | MORE PERSONAL | MORE AGILE TRADE ASSETS PACKAGING OOH SOCIAL DIGITAL
Slide 51: Greater Opportunity for Agencies to Come with Disruptive Ideas
GREATER OPPORTUNITY FOR AGENCIES TO COME WITH DISRUPTIVE IDEAS Creative Digital CREATIVE 20 ECOSYSTEM Design Influencers PR
Slide 52: Digital Content with the Same Reach as a Super Bowl, Every Month
DIGITAL CONTENT WITH THE SAME REACH AS A SUPER BOWL, EVERY MONTH
Slide 53: Shifting from Share of Voice to Share of Conversation
SHIFTING FROM SHARE OF VOICE TO SHARE OF CONVERSATION SHARE OF BEER SOCIAL CONVERSATION YTD 2019 67% ~1.5x Fair Share Source: Crimson Hexagon YTD Mar 2019
Slide 54: Our People
PORTFOLIO REBALANCE OUR PEOPLE PEOPLE PEOPLE FIRST INNOVATION FIRST CONNECTIONS
Slide 55: Fueled by Diversity of Thought and Taking Leadership in the Industry
FUELED BY DIVERSITY OF THOUGHT AND TAKING LEADERSHIP IN THE INDUSTRY OUR MARKETING TEAM EXTERNAL PARTNERSHIPS 42% 58% SEEHER First brewer to join this leading MEN WOMEN organization to accurately portray women in advertising YEARS OF SERVICE 8 NATIONALITIES ADFELLOWS 0 38YEARS Together with Verizon
Slide 56: Re-energizing Our People and Building the Pipeline of the Future
RE-ENERGIZING OUR PEOPLE AND BUILDING THE PIPELINE OF THE FUTURE CAPABILITIES TEAM ENGAGEMENT 125 Hours of Learning 100% Mkt Team trained 1 renowned speaker/mo 2017 2018
Slide 57: Marketing Team of the Year
S Marketing Team 2 On of the Year ABInBev
Slide 58: Recognized Throughout the Industry
RECOGNIZED THROUGHOUT THE INDUSTRY AB InBev, Apple and P&G are most-awarded brand owners at Cannes Lions 2018 Nike, Budweiser, Tide among brands that won Twitter in 2018 Agency of the Year
Slide 59: Portfolio Rebalance, People First, Innovation, Connections
9 OUT OF 15 TOP SHARE PORTFOLIO GAINERS REBALANCE +50% OF 67% OF INNOVATION SOCIAL MEDIA VOLUME PEOPLE FIRST CONVERSATION INNOVATION CONNECTIONS
Slide 60: Who Are You Going to Meet Today...
WHO ARE YOU GOING TO MEET TODAY…