Trade Marketing Lagos West 1 Region

1. Execution stages and summary

2. Top Influential/Basic execution
3. Cold execution for the region
4. Beer Hub Execution
5. TESS consumer activation in details
6. POS Dashboard with pictures and execution
7. Price anchor programme (Lagos Pilot rent subsidy for POCs)
8. 2 for N450 price point execution LW1 update
7. Competitors activities
Execution Pyramid – Stages of execution - LAGOS WEST 1

POC VOL. % LOOK & FEEL

No of POCs CONT.
THE
BEER ≥ 200
HUB 80 Cases 10%
(Urban Centre Monthly
& Stage 2)

Top
influential ≥ 100
EXECUTION
920 Cases 22%
(Urban Monthly
Centre &
Stage 2)

LEVEL 1 ≥ 80
EXECUTION 3,000 Cases 40%
Monthly
(Stage 1)

1 - 80
BASE EXECUTION
12,000 Cases 100%
(Stage 0) Monthly

2
 Regional cold execution – YTD
Cooler split by District YTD
Cold execution (Monthly, Quarter & Full Year)        
1600 District Qty BDR # Av cooler/BDR
1414 Lagos North 614 44 14
1400 1341 Lagos south 478 29 16
West 1 244 15 16
1200
Region 1341 88 15
1000

800
YTD cooler deployment split Plan by
District
600 Lagos North Lagos south West 1

400 367 400 West 1

20%
205
150 183
180 176 Lagos North
200 150 129 130 144 40%
110 104
60
0
Jan Feb Mar April May June July (Plan) Full year Lagos south
C21 40%

Target Actual

Districts/State C18 C19 C20 C21

Chart Title
1,545 1,836 1,817
1,341
Coolers
Lagos (North & South) 1,252 1,054 1,281 1,094
West 1 (Ogun & Oyo) 293 782 536 247
C18 C19 C20 C21

Lagos West 1 Region 1,545 1,836 1,817 1,341 6,539 Financial year
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 Top influential execution- YTD (TESS Expansion)
YTD Basic execution
1000 920
810
800
600
No of POCs

424
400 356

200
168150 150180
20 13 20 67 20 60 50 94
0
Jan Feb Mar April May June July Full Year
C21

Monthly Executions

Target Actual

1,417 Hls, Basic Execution By District YTD

19,550
cases

+40%
1,900 uplift over 21%
Branded weekly
beer
Lagos North
920 Lagos South
carrier 43%
POCs
West 1

36%
15,931 4,153
Glass Branded
ware T&Cs
4
 Element of execution
TESS 360 Degree
POC execution-TESS • Mainstream POC

Look of success • External Light Box

• Branded TESS ETDO

2,635 cases/ 190 hls +80%
42 POCs • Snapper frame for TESS ABS
Weekly growth
• TESS wall frame ( Point of Impact)

• TESS branded serve tray

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2
BEER HUB EXECUTION – August Plan & YTD
July Plan for Beer Hub execution

Month Plan Target Planned Actual Planned % Ach

August 10 7 70%
YTD 96% 80 Planned

bEER HUB EXECUTION YTD

80.5
80
80

# BEER HUBS EXECUTES

79.5
79
78.5
78
77.5
77
77
76.5
76
75.5
Y T D T a rg e t YTD Numbers Y T D A a c tu a l

District Beer Hub #

Lagos North 30
Lagos South 17
West 1 23
LW1 Region 77
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 Lagos – West 1 POS Dashboard YTD
Paper posters
Trophy 500ml/330ml
Districts Trophy Lager 2 for N450 Price Trophy Lager N200 TESS price poster N250 Malt Posters
Lagos North District 17,430 1,800 10,142 10,462 1,394
Lagos North District 11760 1200 8967 7413 1106
West 1 District 6615 700 7581 6006 800
Region 35,805 3,700 26,690 23,881 3,300

Durable Brand communication

Districts Price Grid ABS Trophy Lager ABS TESS ABS Hero ABS
Lagos North District 3,334 3,257 1,597 670
Lagos North District 2300 2425 1203 440
West 1 District 1488 2105 1800 300
Region 7,122 7,787 4,600 1,410

Infrastructure & Impactful visibility

elements Premiums   Back of Bar elements
Tables and Wall Glass
Districts Table mat TESS chairs frame Indoor Light Light Box ware Beer carrier Trays T shirt
Lagos North District 496 2,187 49 14 53 7,516 531 238 556
Lagos North District 338 1337 28 11 32 5020 439 123 590
West 1 District 149 1493 26 10 23 3829 313 169 372

Region 983 5,017 103 35 108 16,365 1,283 530 1,518

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 TESS Consumer Activation – Week 1
Activation reach & Spread
Sales location weekly POC execution / Activation reach
State District Total No Of Pocs Actual POCs executed % Achieved
Oyo West 1 145 145 100
Lagos North 624 619 99
Lagos Lagos South 467 465 100
Ogun West 1 95 95 100
Total LW1 Region 1 ,3 3 1 1 ,3 2 4 99

Primary sell in to POCs

Sales location Volume TESS s old into POCs
State District Target sell in Actual sell in % Achieved
Oyo West 1 1 ,4 5 0 1 ,3 3 1 92
Lagos North 6 ,2 4 0 5 ,2 6 3 84
Lagos Lagos South 4 ,6 7 0 4 ,5 7 3 98
Ogun West 1 950 982 103
Total LW1 Region 1 3 ,3 1 0 12,149 91 1,331 POCs

Actual Depletion in the POCs

Sales location
State District
Depletion performance
Target cases to be depleted Actual cases depleted % Achieved
880 hls 849 hls
Oyo West 1 1,331 1,278 96
Lagos North 5,263 5,100 97
Lagos Lagos South 4,573 4,447 97
Ogun West 1 98 2 900 92
Total LW1 Region 12 ,1 49 11,72 5 97 8
 Execution of the Consumer activation
BA arrival @ 4pm Sat & Sun Consumer engagement Consumption & Repeat purchase Repeat Purchase

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 TESS % share of sell out vs other Stout brands
Sales  Lagos North has huge Stout
Locations consumer acuvation 2 Day sell out     opportunities
Total  TESS having 53% sell out
States Districts Legend Turbo King Guinness TESS %TESS share of sell out
Oyo West 1 50 111 145 900 75
share across the region
Lagos North 512 1,400 2,789 5,200 53  Strong hold for stout been
Lagos South 490 300 870 2,500 60 North Lagos
Ogun West 1 178 178 400 1,712 69
Total   1,180 1,878 4,059 9,412 57

Total Stout Cases across 1,114

Total sell out stout category across brands week 1 surveyd POCs
12,000
Oyo; 1211;
Ogun; 2436;7%
13%
10,000

8,000 5,184
Sell out in cases

6,000
Lagos South; 4118;
4,000
23%
2,413
2,000 1,637 Lagos North; 10344;
831 57%
0
West 1 North South West 1
Oyo Lagos Lagos Ogun
States / Districts

Legend Turbo King Total Guinness TESS

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 Comparative analysis ( week 2 vs week 1)
Primary sell in to POC Weekly sell into POCs trend
Locations week 1 week 2 growth/decline 8,000
6,923
7,000

Sell in to POCs in cases

Oyo 1,082 1,331 23 6,000
5,000 5,263
Lagos North 6,923 5,263 -24 4,016
4,573
4,000
Lagos South 4,016 4,573 14 3,000
2,000 1,082
Ogun 862 982 14 1,331 862
1,000 982
0
Total 12,883 12,149 -6 Oyo Lagos North Lagos South Ogun
weely Trend in cases

Depletion from the POCs

week 1 week 2

Locations week 1 week 2 growth/decline

Oyo 830 1,278 54 weekly depletion from POCs

Lagos North 5,722 5,100 -11 7,000
6,000 5,722
Lagos South 3,774 4,447 18 5,100
5,000
4,447
3,774

Axis Title
Ogun 603 900 49 4,000
3,000
Total 10,929 11,725 7 2,000
8301,278 603900
1,000
0
• Inability to redeem recharge cards was an issue in Oyo Lagos North Lagos South Ogun
Lagos North Districts/states
• Affected about 25% of POCs executed in Lagos
North week 1 week 2 11
Consumer Engagement in
numbers- week 2
State Consumers engaged Cases Depleted Bottles per Consumer engaged
Lagos 49,978 9,547 2.292
Oyo 6,050 1,278 2.535
Ogun 5,050 900 2.139
Total 61,078 11,725 2.304

 Survey Link /survey

monkey
https://www.surveymonkey.co.uk/r/7DRPS3Z

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 Trophy Lager price point “2 for N450”
LAGOS: • Planned No of Outlets
RRP: 1 Bottle for 250 (LOP + MOP)
Executed and validated
PROMO: 2 Bottles for 450 (LOP + through POCEYE –
EXECUTION
MOP) 12,500
• Price Poster (Internal &
External)
• Cooler Price Strip
• BIG Wall Frame External
(Human Size)
• Anchor Price Program in A/B
Volume Outlets Control:
• Keke Visibility Pricing for
Distributors (unserviced • POCM: Image Recognition (POC Eye)
• Anchor Price Program: Image Recognition
Outlets)
+ Team Leader Validation

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 Execution touch points

Cooler price strips

Region 6,000 units
Target- POCs via Cooler
Wall frame & Price sticker
Lagos – 3,000 units Keke with Price point
West 1- 1000 units communication
Target - POCs Region – 13 Units

Unserviced
Sales Location BDR serviced POC Total
POC

Lagos 10,000 60,000 70,000

Price
Communication
Poster
West 1 5,000 10,000 15,000

Region 15,000 70,000 85,000

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 Pilot price anchor – “POC rent subsidy”
The Anchor Price Champions - Lagos Districts Pilot

Outlet Selection Monthly

   
No Of Outlets Total
Criteria Payment Reached Budget

Weekly volume
  growth 10,000   1,000 1,000,000

LOP MOP
Districts Total POCs
Average
POCs Average Price Ave week vol POCs Price Ave week vol

Lagos North 511 249 32 49 264 38 560

Lagos South 410 255 38 30 272 51 440

Total Lagos 921 252 35 79 268 40 1000

 List of Validated POCs submitted on 18th August

 Execution of Price point comms & Wall frame
 Tracked on POC eye to ensure sell out at Price
point & SF

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 “2 for N450”price execution.
District View
Sales area POC
District Sales strenght Census POC executed Balance POCs Av POCs daily Execution Level %
Lagos North 42 5,459 4,873 586 293 89
Lagos South 26 3,290 3,069 221 74 93
West 1 15 4,214 3,102 1,112 371 74
Lagos West 1
Region 83 12,963 11,044 1,919 737 85

Lagos West 1 "Price anchor execution"  June Posters

6,000 5,542 came late
 Increased
5,000
execution in July
POCs executed by Region

4,089
4,000  Performance
dropped in Aug
3,000
week 1
2,000  Intense
1,148 performance
1,000 548
248
458 review
7
0
May June July Aug wk 1 Aug wk 2 Aug wk 3 Aug wk 4
Period /Time line of execution

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 Competitors Activities BTL – Stout category (in-bar) - Premium stout

• Guinness Consumer
offer, buy get free
drink or airtime
across High volume
POCs in Lagos
• Total of 800 POCs
• Duration 12 weeks
(June-August)
• Purchase 12 cases of
Guinness FES and
get 3 cases for FBI,
balance item as
airtime

Impact banner for Communication BA executed at point of decision Cases bought & FBI Execution full Brief

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 Competitors Activities BTL – Stout category (in-bar)
Guinness Extra smooth & Legend Mainstream stout

• BA used to engage Consumers

• Consumers buy 2 get 1
• Consumers buy 2 get 1 • Duration = 8 weeks ( August –
• BA used to engage Free
Free • Paper poster for September)
Consumers • POCs – estimated 1,000 POCs
• Duration = May – August • Paper poster for communication
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• POCs – estimated 1,800 communication
BTL executions in Trade competition

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 Competitors Activities

Brief
Execution full
Paper poster for
communication
BA executed at point of 330ml used as FBI
decision

• Guinness Consumer offer, buy get free drink or airtime across

High volume POCs in Lagos • Huge impactful Mega event at Epe &, Lagos ( Abule
• Total of 25 POCs so far reported across Lagos Egba)
• Duration 4 weeks • Effect is the conversion of consumers to Goldberg
consumers even if its at the introductory/ trial stage

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