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Corona Light
Discover the Opportunity
2
Corona Light Initiative
• Corona Light Focus Introduction• State of the Industry• Long Term Objective• Account Segmentation
Targeting with SPECTRA and SMART• On-Premise Tri-mester programming• Consumer Group• Top 10 Objections• Selling Solutions
Sell Sheets
3
Corona Light Focus• Task Force Game Plan
Source and analyze all relevant information to better determine a more logical approach to programming and communication.
Develop information materials to enable field and wholesaler personnel to better address selling opportunities and potential objections at retail.
Develop on-premise programming to create a more impactful and sustained level of awareness and acceptance for Corona Light.
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Tri-mester On-Premise ProgrammingIntroduction
Why: The Corona Light deck was developed to provide you with anadditional selling tool in order to support your efforts in gaining a greater sense of focus and urgency for our Corona Light
business.
What: The Corona Light deck contains information that will better enable you to target and segment the right accounts for Corona Light business.
How: The deck should be utilized when presenting the Corona Light brand information to wholesalers and / or key retailers. When developing sales, promotion and distribution initiatives with wholesalers, the segmentation and targeting section can be used as a guide.
Corona Light
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Tri-mester On-Premise ProgrammingState of the Industry
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Top 5 Beer Brands
-10.0
-8.0
-6.0
-4.0
-2.0
0.0
2.0
4.0
6.0
8.0
10.0
BUD LIGHT BUDWEISER MILLER LITE COORS LIGHT CORONA EXTRA
Do
llar
Sal
es %
Ch
g Y
A
-1.0
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
Do
llar
Sh
are
Ch
g Y
A
Dollar Sales % Chg YA
Dollar Share Chg YA
Rank 1 3 4 52
Corona Extra Showing the Strongest Trend and Share Change of All Top 5 Beer Brands.
Source: IRI, YTD 9/10/06, Total US – Food, Ranked on Dollar Volume
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Segment Performance
The Import Light Segment is Showing Strong Trends.
Light Imports account for 14% of the Import Volume but make up 29% of the Segment Growth.
Source: IRI, YTD 9/10/06, Total US – Food
Dollar SalesDollar Sales
Chg YADollar Sales
% Chg YACATEGORY - BEER 5,471,960,576 117,146,624 2.2DOMESTIC 4,017,661,000 -15,320,576 -0.4IMPORT 1,139,863,168 119,886,656 11.8
IMPORT LIGHT 163,765,900 36,918,496 29.1
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Top 5 Import Light Beers
$ Share (Total Beer)
1.5 0.5 0.3 0.10.5
New Brands are rapidly being Introduced to the Import Light Category. Corona Light remains the Strong Leader.
Source: IRI, YTD 9/10/06, Total US – Food, Ranked on Dollar Volume
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
CORONA LIGHT AMSTEL LIGHT HEINEKEN LIGHT LABATT BLUE LIGHT BECKS PREMIERLIGHT
Do
llar
Sal
es
New
New
+11.4%
-3.5%
+0.6
10
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SWOT Analysis&
Key InitiativesThe Corona Light Consumer
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Target Demographic:
Adults 25 – 34 Attended College/College Degree HHI $40,000 +Import beer drinkers who will appreciate the quality of drinking a light import
brand. Domestic light beer drinkers who appreciate the quality of an import beer and will trade-up and pay the higher price for an imported light beer.
Brand Personality:Reflective Anticipatory Reward / Escape
Creative Strategy:Corona Light lives on the same beach as Corona Extra, but provides a different
perspective. The pace is slower, the mood is anticipatory & reflective.The lime ritual and appetite appeal are an integral part of all communications.
Corona Light Consumer Group
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Corona Light Consumer
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Consumer Target&
Top 10 On-Premise ObjectionsObjectives
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Corona Light Objectives
• Build on momentum: Imported Light Segment
Maximize support gained during summer 2006
Hispanic market growth
• On-Premise – take programming, make it work for youTarget “Trend Setter” Bars & Nightclubs Gain traction in a small controlled universe
Repeat your successes, methodically & tactically expand distribution
• Continue Dual Branding
• Build 24packs along with Corona Extra
Segmentation and Targeting
SPECTRA and SMART
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Segmentation and Targeting
• Objective: Identify the true opportunity on-premise accounts in each market for Corona Light distribution focus initiative. Utilize SPECTRA and SMART tools to identify the right accounts for Corona Light that have potential for
sustained distribution and long term sales growth. Analyze high volume Corona Extra accounts for Corona Light distribution and sales growth opportunities.
Why SPECTRA?:Spectra is tool to ensure that Marketing’s view of the Brand will filter down to Trade Marketing and Sales in a manner that can be executed to management’s expectation. By integrating syndicated and custom consumer information, Spectra helps our clients paint a picture of their consumer. Using our sophisticated segmentation models, clients can develop superior insights about who and where to target.
• ProcessConsumer insights are worth twice as much if they can be linked to actionable strategies. To help you execute marketing and sales strategies, Spectra uses proprietary Consumer Trade Area methodology to capture consumers on the ground - in numbers, dollars, demography, and store preference around an account or store that you and wholesalers can effectively reach and potentially influence.
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Segmentation and Targeting
• Process Start with the SPECTRA tool to identify high demand indexing
stores/markets for Corona Light focus initiatives. Analyze SPECTRA demand index reports and select those
markets/wholesalers to run SMART reports for account targeting. Develop incentive programs targeting the accounts identified in the
SPECTRA and SMART analysis.
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Using SPECTRA - Logging Into the website
Step 1.) Login to Spectra at:https://www.spectrainfinet.com/login/index.jsp
Enter Login Information Here:Company: CbrandsCDM’s will have password information
Step 2.) Go to Report Name Section and click the arrow to the Right of Choose a Report
Choose “Demand Ranking by Stores”
You will be working on this screen to enter all report information. To select an entry, follow the steps outlined below for each field.
Click on Grocery Stores
1.
Click Add Selection2.
3.Click Next Step
To begin the process of identifying the highest potential stores / markets for Corona Light sales, start by logging into Spectra. You will go through a series of steps within the website to create your “Demand Ranking by Store” report.
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Demand Ranking Report
Your selection will appear on the left Selections section. To make any future changes to the selection, click on it and the system will take you back to that step.
Step 3.) In the next step, open the Nielsen TV Market folder by double clicking.
Scroll through the list, find your market, click on it. Click Add selection at the top.
Then Click Next Step
In this example, San Francisco was selected
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Demand Ranking ReportStep 4.) Make the following selection for the next steps:
Group Store by: Grocery Account HQsCluster Group: NoneData Source: Open Syndicated Data Sources (by double clicking the folder)
Open the Products FolderSelect ACN Homescan Product Library
Product(s): Open the Beer Folder, Light Beer (Low Calorie/Alcohol) Folder, Select Corona Light
Reference Type: Other Geography In this example, California was selected
Reference Area: Open States Folder, Select State where Market resides.Report Columns:
# of StoresPercent DemandDemand Index% Estimated Annual ACV
Mapping: NoReport Name: Corona Light Demand in San Francisco Change name according to Market nameClickA Box Titled “Report Submitted” Pops Up
Click on the Report Manager
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Demand Ranking Report - SPECTRA
The Report Manager will Show the Status of all Reports you have run.
Click the “Refresh” button until Report Status changes to Complete.Click on the name of the report and click “open” on the next pop-up to open the report in Excel.
The Title tab will give a recap of the selected dimensions.
The Stores tab will list out all stores in the chosen market ranked on % Demand.
The Account Overview provides a high level Demand for each Grocery Chain.
The Report Manager will house all the reports you create and develop in one location. Select your report and you can begin to analyze the list of stores and the demand index.
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Identifying Corona Light Opportunities with SPECTRATo begin the process of identifying Corona Light opportunities in your market, begin by reviewing your
market’s SPECTRA Report. You want to identify cities that have accounts with a HIGH Demand Index. This verifies that people are buying Corona Light in that market.
Identify which wholesaler sells within that territory, and look up possible opportunity Accounts in SMART.
Corona Light (Beer : Lt Beer) Pints *
% Demand
Demand Index
Est. Annual ACV
1829489 SAFEWAY STORE 2621 3110 Balfour Rd: Brentwood CA: 94513 0.08% 162 $28,461,250 0801251 ALBERTSONS STORE 7012 4500 Lonetree Way: Antioch CA: 94509 0.06% 160 $19,416,373 1685310 RALEYS SUPERMARKET 336 2400 Sandcreek Rd: Brentwood CA: 94513 0.06% 158 $20,647,097 1787590 WINCO FOODS 52 6700 Lone Tree Way: Brentwood CA: 94513 0.10% 152 $37,456,858 0432754 SAFEWAY STORE 1211 3496 Camino Tassajar: Danville CA: 94506 0.14% 151 $51,868,702 0380198 SAFEWAY STORE 1505 905 1st St: Gilroy CA: 95020 0.08% 148 $30,958,238 0124184 ROCCAS MARKET 13335 Monterey Hwy: San Martin CA: 95046 0.00% 148 $1,190,559 0122922 ALBERTSONS STORE 7056 460 Diablo Rd: Danville CA: 94526 0.02% 147 $9,079,584 0912364 NOB HILL FOODS 2 777 1st St: Gilroy CA: 95020 0.07% 147 $25,800,236 0124369 PW MARKETS 7 6938 Almaden Expy: San Jose CA: 95120 0.02% 146 $9,081,839 0746838 GROCERY OUTLET 78 727 W 1st St: Gilroy CA: 95020 0.01% 146 $3,613,335 1768114 PW MARKETS 13 1600 N Vasco Rd: Livermore CA: 94550 0.02% 145 $6,450,618 1418174 EL CHARRITO MARKET 7638 Monterey St: Gilroy CA: 95020 0.00% 145 $1,032,034 0527410 ARTEAGAS SUPER SAVE FOOD CENTER 211 1st St: Gilroy CA: 95020 0.02% 144 $7,740,867 0122924 ALBERTSONS STORE 7014 660 San Ramon Valley Blvd: Danville CA: 94526 0.02% 143 $9,074,185 0142943 ALBERTSONS STORE 7020 3181 Crow Canyon Pl: San Ramon CA: 94583 0.04% 141 $15,536,066 0403407 RALEYS SUPERMARKET 316 5420 Sunol Blvd Ste 1: Pleasanton CA: 94566 0.07% 133 $29,742,541 1478172 ALBERTSONS STORE 7005 5190 Clayton Rd: Concord CA: 94521 0.05% 126 $20,688,584
Store AddressStore NameTDLinx
Corona Light Demand Index Report
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1) Log into SMART2) In Cognos Upfront, open up the “Distribution Reports” Folder within your Divisions Folder3) Double click on the “Corona Light Initiative Opportunity Report” on the right hand side.4) Your report will open up and you can continue with the process of identifying accounts.
Identifying Corona Light Sales Opportunities in SMART
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How to Filter on a Wholesaler1. Open up the wholesale Folder by left clicking the + sign next to the folder.2. Continue to open up folders until you are at wholesaler level.3. Place your pointer on the wholesaler.4. Right click to show option box.5. Left click to select “Filter”.
Corona Light Initiative Opportunity Report1) Filter on your desired wholesaler2) This report will rank all On-Premise accounts by their CYTD Corona Extra volume.3) It will also state their Corona Light CYTD volume and the ratio of Corona Light to Corona Extra.4) All accounts that have under 8% CL volume to CX will be identified by YELLOW.5) The Corona Light Opportunity is the number of cases which make up 8% of Corona Extra.6) Export to excel and customize for your wholesaler.
Export to Excel Button
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Customize Corona Light Opportunity Account ListOnce you have exported the report to Excel, you can begin identifying Corona Light On-Premise opportunity
accounts that are within markets that have a HIGH Demand Index.
What to look for in identifying a Corona Light opportunity account:•High Corona Extra volume•Below 8% Corona Light to Corona Extra ratio – Shaded in Yellow•Similar market (City) as identified by the SPECTRA Report
Corona Light On-Premise Opportunity AccountsMarkstein Bev. - Pittsburgh
AccountCorona Extra
CL Opportunity
Corona Light
CL Ratio to CX
El Rodeo 3315 Willow Pass Rd Pittsburg 1,353 108 0 0.0%Las Montanas Restaurant 1839 Willow Pass Rd Concord 1,048 84 19 1.8%El Rancho Restaurant 1450 Monument Blvd Ste A Concord 989 79 0 0.0%Aracelys Restaurant 1903 D St Antioch 977 78 0 0.0%Aramark Chronicle Pavillion 2000 Kirker Pass Rd Concord 898 72 50 5.6%Ovations Alameda County Fair 4501 Pleasanton Ave Pleasanton 851 68 0 0.0%La Huasteca Restaurant 3821 Railroad Ave Pittsburg 841 67 0 0.0%La Pinata 2301 Willow Pass Rd Concord 829 66 32 3.9%Crogans Bar & Grill 1387 Locust St Walnut Creek 772 62 0 0.0%Agave Rest 1985 Willow Pass Rd Concord 760 61 6 0.8%The Bank Club 2344 Willow Pass Rd Pittsburg 721 58 0 0.0%Grover Bar 2445 Willow Pass Rd Pittsburg 686 55 0 0.0%La Finca Restaurant 706 Port Chicago Hwy Pittsburg 686 55 1 0.1%Shboom 4825 Hopyard Rd Pleasanton 635 51 40 6.3%Masses Billiards Sports Bar 2721 N Main St Walnut Creek 563 45 30 5.3%Rancho Grande Sport Bar 1970 Concord Ave Concord 542 43 0 0.0%Genos Deli & Grill 1000 N Vasco Rd Livermore 521 42 26 5.0%Calif Grand Casino 5867 Pacheco Blvd Martinez 509 41 0 0.0%Tailgaters 8065 Brentwood Blvd Ste 6 Brentwood 489 39 6 1.2%Farringtons Waterhole 1938 Contra Costa Blvd Pleasant Hill 452 36 11 2.4%Vinnies Bar & Grill 2045 Mt Diablo St Concord 449 36 1 0.2%Time Out 1822 Grant St Concord 415 33 1 0.2%Pee Wee Muldoons 8900 Brentwood Blvd C Brentwood 410 33 13 3.2%Sunshine Saloon 1807 Santa Rita Rd Ste K Pleasanton 344 28 5 1.5%
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Tri-mester On-Premise ProgrammingOn-Premise Trimester Programming
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On-Premise Programming
• Focused efforts against the on-premise segment in order to build sampling and exposure for Corona light
• Develop on-premise programming to create a more impactful and sustainable level of awareness and acceptance for Corona Light.
• Put our energy behind brand building activities on an on going basis that puts Corona Light front and center with our targeted consumer
• Attention will be given to the gatekeeper’s and we will interact, engage and train them, with the intent of creating Corona Light brand ambassador's
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Tri-mester Program Calendar
Corona Light focused On-Premise programs will continue throughout the year to align with the fields trimester plans.
20071st Trimester 2nd Trimester
Own The Patio
3rd Trimester
Corona "LimeLight"
Corona Light Foosball tournament
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Tri-mester Programming• Chill
2007 1st Trimester execution Targeted at more upscale accounts – Lounge feel Happy Hour focus or specific day of the week Custom Specific Merchandising and POS all with an
upscale feel, Targeted at specific markets and specific accounts
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Tri-mester On-Premise ProgrammingOn-Premise Sampling
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On-Premise Sampling
SUCCESSFUL ON-PREMISE SAMPLINGWrap the sampling around a program•Promote the brands around a monthly Beer-of-the-Month or weekly special.•The sampling may have a 2-3 case pull-through the night of the sampling. A month long program may have 30-40 cases.•This is important to the secondary brands.•Brands are more likely to stay on the menu if the results are substantial.•Know what type of program is most effective for your account – will custom table tents work or maybe large banners or both – will Corona girls be effective – or Corona boys – or both?
Wholesaler involvement•Involve the wholesaler from the beginning. •Wholesaler needs to be vested in the program: dollars, promotional support, actual attendance at events.•Example of Hyatt: wooden table tents, custom inserts – which were approved by retailer before final print - , Corona girls, merchandising.•Accountability important for success.
Communication •Lay out expectations, planning, time frame of program(s), elements, support, cost breakout.•Communication of promotion should be applicable to a chain or a small regional group of restaurants/bars.•Communicate all details/brands to retailer throughout the process.•When retailer is involved in the process, they are more likely to be pleased with the results and recommit for another event.•Provide results recap to retailer following the program.
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AppendixTop 10 ObjectionsAnswers
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10 Objections to Overcome on Sales Call1) I had it in here before and it didn’t sell
• Corona Light is now the #1 imported light beer in grocery store sales.• Corona Light is the #7 Imported beer in the US.• Corona Light has grown a CAGR of 18.7% over the last 9 years.
2) I already carry Corona and it’s a light style beer• Imported Light Beer segment is growing at 29.1% in the Grocery Channel.
3) I carry Heineken Light and Amstel Light, I don’t need a third import light• 7 out of 10 customers will trade down to a less profitable beer if Corona Light isn’t available.
4) I don’t get any calls for Corona Light• Corona Light represents 49% of Import Light segment sales.• Customers tend not to ask for products they don’t see on the back-bar. And, if Corona Light is
not available, consumers will trade down to a less profitable beverage.
5) Import drinkers don’t like light beer• Imported Light beer segment will represent 14% of the Imported category and is growing at
double digit rates.• Corona Light embodies the cache of Corona in a light beer.
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10 Objections to Overcome on Sales Call
6) Heineken Light is spending X on media in my market, I’ve never seen a Corona Light commercial.• Corona Light will benefit from a media spend of over +$20MM in 2007.
7) People who ask for Corona Light will drink Corona if I don’t have • Corona Light offers the largest trade-up opportunity for domestic low-cal consumer.• Corona Light is the fastest growing imported light beer brand and is delivering profits to all
channels of distribution.
8) I don’t have the space for another bottle beer• Imported light beer is projected to deliver in excess of $210 Million in Sales CY ’06.
9) My customers won’t drink Corona Light• Imported Light beer segment is growing at +26.2% in the on-premise class of trade.
10) I didn’t know Corona made a light beer• Corona Light was introduced into US market in 1986 and was the first imported brand to sell
1million cases in its first year.
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AppendixSelling Solutions
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Dollar Share of Segment Total US - Food, YTD Ending 7/16/06
58%
42% 86%14%
Light Beer now represents 58% of Domestic Light Beer now represents 58% of Domestic Premium volume, while Import Light represents Premium volume, while Import Light represents
only 14% of Import volume.only 14% of Import volume.Source: IRI, Total US - Food, YTD wks ending 9/10/06
A Great Opportunity in the A Great Opportunity in the Beer Category!Beer Category!
The Import Light The Import Light Segment:Segment:
Domestic Premium Light
(trend -0.6%)
Domestic Premium Regular
(trend -0.1%)
Import Light (trend +29.1%)
Import Regular (trend +9.3%)
49%
18%
17%
9%4%
Import Light Segment
(Share)
Corona LightAmstel LightHeineken Prm. LightLabatt Blue LightBeck’s Light
