VP, Trade Marketing

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
Learn
WE HAVE THIS FOR
SIX WELL-DEFINED
OCCASIONS
 48.9%
VOLUME

18.7% 15.5% 16.9%

VOLUME VOLUME
VOLUME

C-Store includes Drug Store 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
Prototype
RETAIL LAB BEFORE IN-MARKET TEST
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%
+1.3%
LIFT LIFT

+1.0%
LIFT

PACKAGE / LIQOUR
+1.5% +.7%
LIFT LIFT
Source: APT
 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)
MAJOR OPPORTUNITY EXISTS IN THE ON-PREMISE
 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
1 CONSUMER MOTIVATION
2 ENERGY LEVEL
DRINK-LED

FOOD-LED

ENTERTAINMENT-LED

TRANSIT

3 DEGREE OF FORMALITY
 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
BEER
 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; Consumer Survey; Booz & Company analysis
BEER
 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 servings
Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis
BEER WINE
 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 Bars, Outdoors Bars and Cafés, each has 0% of TA servings
Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis
BEER WINE HARD LIQUOR
 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 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
BEER WINE HARD LIQUOR
 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, Outdoors Bars and Cafés, each has 0% of TA servings
Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis
BEER WINE HARD LIQUOR
 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, each has 0% of TA servings
Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis
BEER WINE HARD LIQUOR
 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
Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis
BEER WINE HARD LIQUOR
 +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