POC Mapping

Agenda

• POC Scenario• POC Criteria• POC Segments• Mapping Methodology• Activity• Summary• Next Steps

POC Scenario

POC #1

Industry Volume: 720

Labatt Share: 62.6%

Level of Influence: Medium Influence

POC #2

Industry Volume: 645

Labatt Share: 26.2%

Level of Influence: Low Influence

District Average Industry Volume: 320 District Average Share: 45.1%

POC Scenario

POC #1

Industry Volume: 720

Labatt Share: 62.6%

Level of Influence: Medium Influence

POC #2

Industry Volume: 645

Labatt Share: 26.2%

Level of Influence: High Influence

District Average Industry Volume: 320 District Average Share: 45.1%

POC Criteria

• Industry Volume - The sum of how much beer each POC sells across all brands within a 12 month period

• Labatt Share - Labatt’s share (%) of volume at each POC

• Level of Influence - Thomas Research asks five questions to help determine the level of influence we have with a customer.

POC Segments

Below average volume & share Winning Gold

Opportunity Convert

Opportunity Hold

Basic Winning

Basic

Winning PlatinumAbove average share & below average volume

Above average volume & share with a high level of influence

Above average volume & below average share with a high level of influence

Above average volume & below average share with a medium or low level of influence

Above average volume & share with a medium level of influence

Mapping Methodology

WinningOpportunityHigh

LowHigh

Vol

ume

Share

W1 Platinum

O1 ConvertW2 Gold

Basic Basic Winning

O2 Hold

Priority

W1 Platinum

W2 Gold

O1 Convert

Non- priority

O2 Hold

Basic Winning

Basic

ActivityPOC # TR Level of Influence Industry Volume Labatt Share

Average District Industry Volume: 350 Average District Share: 42%

1 Low – Minimal / no advantage 228 58%

2 Medium – Considerable influence 500 62%

3 High – Extensive/exclusive 875 23%

4 High – Extensive/exclusive 780 75%

WinningOpportunityHigh

LowHigh

Vol

ume

Share

W1 Platinum

O1 Convert

O2 HoldW2 Gold

Basic Basic Winning

POC #1

POC #3 POC #4

POC #2

Converting POCs

Distribution: GA Brands available (min 3 brands) Visibility: Visible Labatt brand communication material for GA brands (min 1 hot spot) Quality: All GA Labatt brands sold at POC communicated on a beer list? Quality: All ready to serve Labatt GA SKU's (Package & Draught) under their expiry date?  

ROS: Everyday price points for Labatt SKUs equal to or lower than appropriate competitive brands?    

Distribution: Minimum 5 GA brands available for purchase? Visibility: Labatt GA brand exposure visible in 3 or more hotspots Visibility: Does Labatt have more draught lines than any other supplier?  Visibility: Is Stella Artois draught served exclusively in a Stella Artois chalice glass?  Quality: Staff training completed in past 12 months (minimum 30 minute training)?          

Summary

• POC mapping is important to help us identify which POCs to invest in

• The three POC Mapping criteria are:• Industry Volume• Labatt Share• Level of Influence

• The POC Mapping segments are:• Winning Platinum• Winning Gold• Opportunity Convert• Opportunity Hold• Basic Winning• Basic

Next Steps

• Do you have any questions?

• After this session your challenge is to map the POCs in your territory to determine which POCs are priority

• There will be POC Mapping questions included in your POC, POC Mapping and Product Quiz

THANK YOU!