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VP, Trade Marketing
VP, Trade Marketing Learn Shopper Occasions Channel Drivers Path to Purchase Shopper Safaris Explore Week Prototype In-Store Test Launch & Measure Ideation Session Promo Screener Test & Learn Virtual Prototypes Shopper Metrics Program Dashboard Physical Prototypes Commercial Visibility Drill Down Tools Learn WE HAVE THIS FOR SIX WELL-DEFINED OCCASIONS 48.9% VOLUME 18.7% VOLUME C-Store includes Drug Store 15.5% 16.9% VOLUME VOLUME Source: AB Internal Sales Data 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 Explore Week 80-100 Ideas per priority SETS UP OUR RETAIL PILOTS PRIORITIZES PROTOTYPES IDEAS PROTOTYPED AND IMPROVED AT OUR RETAIL LAB BEFORE IN-MARKET TEST Prototype In-Store Test … 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 Launch & Measure Region Drill Down State Drill Down Wholesaler Drill Down Account Drill Down +1.8% LIFT C-STORE +.5% LIFT +1.3% LIFT +1.0% LIFT +1.5% LIFT PACKAGE / LIQOUR +.7% LIFT Source: APT 1.9 67% 64% 1.6 % of stores with Displays 2012 Source: IRI Perimeter View; NFL (5 wks ending 9/15/13) Avg # of Displays per Store 2013 MAJOR OPPORTUNITY EXISTS IN THE ON-PREMISE NORTH AMERICA MOSCOW Diverse, cosmopolitan cities in North America Key market for ABI and an emerging global market ANTWERP & LONDON Traditional markets with new retail environments SAO PAULO Key market for ABI and an emerging global market ENGAGED EXTERNAL SPECIALIST SUPPORT 1 CONSUMER MOTIVATION 2 DRINK-LED FOOD-LED ENTERTAINMENT-LED TRANSIT 3 DEGREE OF FORMALITY ENERGY LEVEL 56% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES 58% NEIGHBORHOOD BAR 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 76% 54% SPORTS & BEER BAR CASUAL RESTAURANT BEER 30% 29% FINE TRENDY DINING SPOTS 56% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES Aggressively Grow 76% Draught 58%Distribution NEIGHBORHOOD BAR 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 SPORTS & BEER BAR 54% CASUAL RESTAURANT BEER 30% 29% FINE TRENDY DINING SPOTS 5% 7% 12% 56% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES Aggressively Grow 76% Draught 58%Distribution 7% NEIGHBORHOOD BAR 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 SPORTS & BEER BAR 15% 54% CASUAL RESTAURANT BEER WINE Increase Relevance 47% with Food31% 30% 29% FINE TRENDY DINING SPOTS Recapture 36% 47% Party 7% Occasions 12% 56% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES 32% 18% 5% Aggressively Grow 76% Draught 58%Distribution 7% NEIGHBORHOOD BAR 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 22% 28% SPORTS & BEER BAR 38% Increase Relevance 47% with Food31% 15% 54% CASUAL RESTAURANT BEER WINE HARD LIQUOR 30% 29% FINE TRENDY DINING SPOTS 46% of Servings Recapture 36% 47% Party 7% Occasions 12% 56% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES 32% 42% of Servings 18% 5% Aggressively Grow 76% Draught 58%Distribution 7% NEIGHBORHOOD BAR 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 22% 28% SPORTS & BEER BAR 38% Increase Relevance 47% with Food31% 15% 54% CASUAL RESTAURANT BEER WINE HARD LIQUOR 30% 29% FINE TRENDY DINING SPOTS 46% of Servings Recapture 36% 47% Party 7% Occasions 32% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES 18% 58% NEIGHBORHOOD BAR 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 22% 28% 5% 7% 12% 56% 42% of Servings 38% Increase Relevance 47% with Food31% 15% 76% 54% SPORTS & BEER BAR CASUAL RESTAURANT BEER WINE HARD LIQUOR 30% 29% FINE TRENDY DINING SPOTS 46% of Servings Recapture 36% 47% Party 7% Occasions 32% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES 18% 58% NEIGHBORHOOD BAR 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 22% 28% 5% 7% 12% 56% 42% of Servings 38% 15% 47% 31% 76% 54% SPORTS & BEER BAR CASUAL RESTAURANT BEER WINE HARD LIQUOR 30% 29% FINE TRENDY DINING SPOTS 46% of Servings 36% 32% 7% 7% 47% 12% 56% 38% CLUBS &UPSCALE LOUNGES PARTY PLACES 58% NEIGHBORHOOD BAR 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 42% of Servings 18% 22% 28% 5% 38% 15% 47% 31% 76% 54% SPORTS & BEER BAR CASUAL RESTAURANT BEER WINE HARD LIQUOR 30% 29% FINE TRENDY DINING SPOTS +2.7% LIFT +1.0% LIFT SCALE UP 60% % of Volume Covered by Trade Programs 30% +0.7% LIFT 10% +12% LIFT 2012 Source: APT 2013 2014
