VP, Sales Strategy - AB InBev

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VP, Sales Strategy

50 ‘Countries’ within a Country500 Wholesalers500,000 Retail Accounts across 10 ChannelsDiverse Brand & SKU PortfolioCompeting in all SegmentsDiverse Shopper ProfilesDiverse Retail Environments27,000 Sales Force

50 ‘Countries’ within a Country500 Wholesalers500,000 Retail Accounts across 10 ChannelsDiverse Brand & SKU PortfolioCompeting in all SegmentsDiverse Shopper ProfilesDiverse Retail Environments27,000 Sales Force

50 ‘Countries’ within a Country500 Wholesalers Strong Infrastructure Common PlatformDiverse Brand & SKU Portfolio Strategic Planning across 10 ChannelsDiverse Shopper Profiles 2-way CommunicationCompeting in all Segments500,000 Retail Accounts Disciplined Execution27,000 Sales Force Management SystemsDiverse Retail Environments

50 ‘Countries’ within a Country500 Wholesalers Strong Infrastructure Common PlatformDiverse Brand & SKU Portfolio Strategic Planning across 10 ChannelsDiverse Shopper Profiles 2-way CommunicationCompeting in all Segments500,000 Retail Accounts Disciplined Execution27,000 Sales Force Management SystemsDiverse Retail Environments

ChannelPlansPriority 1 (BIG BET)Priority 2Priority 3

ChannelPlansPriority 1 (BIG BET)PREMIUMLIGHTPREMIUMPriority 2Priority 3

DATA AND INSIGHTSMODELING (BIG DATA)RECOMMENDATIONS BY POC

200kAccountsJohn’s Grocery StoreBUSINESS PLAN INCLUDESDisplaysAssortmentTrade ProgramsSpace Targets

EXECUTION DASHBOARDRESULTSWHOLESALER SCALE UP% of Wholesalers Implemented90%70%3.3 million90% 1.4%Lift30%2012APT Applied Predictive Technologies20132014

GroceryOn PremiseConveniencePackage Liquor

GroceryGroceryCHANNEL quorOnPremisePackage LiquorSPECIFIC OBJECTIVESOn PremiseFLAWLESS EXECUTION

SEGMENTATION MODELIDENTIFYING OPTIMAL ROUTESDecision Tree MethodGEOGRAPHICACCOUNT SPLITBASIC(LEVEL 1)CHANNEL BASE(LEVEL 2)CHANNEL BASE(TURBO LEVEL 3)GroceriesGroceriesOff-PremiseC-Store ChainHigh DensityC-Store IndyPLSegmentedPackage n-PremiseOn-Premise-TurboNon-SegmentedSales Force SimulatorSegmentComboLow Density

EXECUTION DASHBOARDRESULTSC-StoreOn PremiseGroceryPackageLiquorRegion 1000 7Region 2 38 3 150Region 3 27 6 19 1Region 4 26 14 16-2Region 5 17 18 6 18Region 600 1 1Region 7 140 2-3Region 8 24 2 22-4Total 146 43 81 18% Change 29% 9% 26% 18%RegionAPT Applied Predictive TechnologiesWHOLESALER SCALE UP% of Wholesalers Implemented85%55% 3.4%Lift12%201220132014

IntroductionA 360 approach to the management of sales teams Routines7:00 AM7:15 AM7:30 AM7:45 AM8:00 AM8:15 AM8:30 AM8:45 AM9:00 AM9:15 AMMondayBegin in fieldOperational ControlMeetingVolume- 50%Volume- 50%Components % of VariableIn OfficeConference CallFrequency ofFrequency of Categories Sub CategoriesCategories Sub BudweiserBudweiserMegaMegaExecution- 50%Execution- port to officeTargeting Setting ProcessMonthly salerKPI/BudgetStrategicObjectivesApply aChallengeTargetsMonthlyMonthlyWholesalerSales DirectorTeam LeaderSales RepCommentsCommentsVolumedown toto 44 subsetssubsetstotoVolume brokenbroken downalignAOE KPIs:KPIs:align withwith wholesalerwholesaler AOETotalvolume(15%)Total volume (15%)BudMega (15%)(15%)Bud LightLight MegaBudweiser Mega (10%)(10%)High End nGameKPI11KPIX%X%HistoricalPerformanceSegment MeetingsWeekly PlanningMeetingComponents % of VariableFixedFixedX%X%TotalThursdayBegin in fieldGeneral Session Meeting3:45 PM4:00 PM4:15 PM4:30 PM4:45 PM5:00 PM5:15 PMCompensationTuesdayWednesdayBegin in fieldBegin in fieldMorning Team MeetingsAOE KPIsAOEKPIsKPI 2KPI 2Fixed PortionFixed PortionChoose upup toto 22 KPIsChooseKPIs perper segment:segment:Share ofof CasesShareCases onon DisplayDisplayShareofDisplayLocationsShare of Display LocationsShare of TapsShare of TapsBase DistributionBase DistributionGame Plan ExecutionGame Plan ExecutionSALES PROCESS PLAYBOOKSALES PROCESS PLAYBOOKSales Strategy – WOD DepartmentSales Strategy – WOD Department11

From Game Plan To POC Planning To POC Level Execution

OBJECTIVES CASCADING9mm Objectives500 Wholesalers27 k Sales Reps500k POCs

DASHBOARD KPIsVolume PerformanceShare of DisplaysBase DistributionShare of Taps

85.0%% of Objectives Executed with100% AccuracyYTD 2013:543,000SCORE THE STORE80.0%75.0%Lime A Rita70.0%Jan Feb Mar Apr May JunJul Aug SepConvenienceGroceryPackage LiquorOn Premise

SKU’s/POC10.310.820112012Share of Displays 16.5% 2.5pp69.7%12.02013Source: BudNET. Total US.67.2%67.5%201120122013Source: Mobility. Total US. 0.8ppShare of SpaceShare of Features47.4%46.6%46.6%2011201227.2%2013Source: Shelf Planning Plus. Total US. Off Premise Accounts 1.9pp201128.5%29.1%20122013Source: Feature Vision. Total US.*Share of Features YTD September (Feature Vision)

CATEGORY LEADERSHIPREVENUE MANAGEMENTSALES EXECUTIONTRADE MARKETING

SALES PROCESS PLAYBOOK Sales Strategy t WOD Department Introduction 1 SALES PROCESS PLAYBOOK Sales Strategy t WOD Department ïòì } Z } Z u vP u v }( o u Y Targeting Setting Process Monthly Targets Wholesaler Sales Director Team Leader Sales Rep Historical Performance Whole