Maximize Distribution Effective distribution On Premise (Assortment) Effective distribution Retail (Power Play)

On Trade

Why Assortment? Opportunity to Maximize Distribution Opportunity exists to increase distribution & accessibility for the right brands in the right POC’s. Provide consistency and focus to the sales team Increasing Distribution for the RIGHT brands in the RIGHT POC’s will deliver incremental MACO

What is Assortment Assortment is the strategy of identifying the right fit brand lineup per POC segment. Aligns the best fit brands by priority for the POC type. Allows for consistency and focus on effective distribution for the sales team.

Example of Assortment ONTARIO/ATLANTIC Took these insights and created the ideal lineup per segment per province These brands will replace current bonusable brands for M1s Launching February 2013 Note: This is only an example. Please refer to your regions approved assortment list

Maximize Our Accounts Assortment – Company Insight From the example chart, what should be the first two lines you list in a Neighbourhood Pub? The third line? #1 #2 #3 Ipa and Stella, BL ASSORTMENT = Choosing the best lineup in a segment to generate the MOST Volume/MACO possible Note: This is only an example. Please refer to your regions approved assortment list

Maximize Our Accounts Assortment From the example chart, what should be the first line you list in a Sports Bar? The second line? #1 #2 Budweiser, keith’s ASSORTMENT = Choosing the best lineup in a segment to generate the MOST Volume/MACO possible Note: This is only an example. Please refer to your regions approved assortment list

Maximize Our Accounts Assortment From the sample chart, what should be the first line you list in a Night club? The second line? #1 #2 Bud light, stella ASSORTMENT = Choosing the best lineup in a segment to generate the MOST Volume/MACO possible Note: This is only an example. Please refer to your regions approved assortment list

Maximize Our Accounts Assortment Focus on the best assortment per segment – drive the RIGHT brands in the RIGHT POC’s. Review GAP reports and make the appropriate changes Once the distribution is in place, ensure high visibility to maximize ROS!

Off Trade

Why Power Play? Opportunity to Maximize Distribution Opportunity exists to increase distribution & accessibility on Labatt Top 20 SKUs in each region Provide consistency and focus to the sales team Increasing Distribution on our Top 20 SKUs will deliver incremental MACO

Project Powerplay Methodology Step 1: SKU analysis by region and banner Step 2: Distribution and MACO opportunity assessed Step 3: Top 20 list finalized – with input from Regional SI Teams and RVPs For each province/channel, an initial list of 40+ SKUs were considered based on sales performance from the past 12 months. From this list both sales potential, and profitability were closely considered to identify the right mix for the business. Result: The top 20 SKUs that maximize Volume, Share, & MACO in each unique sales environment.

Project Powerplay Insights Right skus in the right place at the right time The right portfolio in store ensures you are meeting customer needs 14% of consumers will leave the store empty-handed if their brand is not available Simplifies inventory management Focus on key skus Some studies suggest that ~14% of shoppers will leave the store if their brand isn’t found.

Project Powerplay Look of Success + Right Distribution Maxim Visibility

Project Powerplay Look of Success =

Project Powerplay Call to Action Know where to access your Top sku’s by channel! Secure key distribution, and ensure that it is displayed and merchandised for impact! Ensure distribution focus is on the top 20 skus. If one-in, one-out policy exists be prepared with sku delist options

It is your turn to “Shoot The Puck!!!” Development is owned by Employees, Supported by Managers, And enabled by the People Department. How are you going to apply what you learned today in trade? Ensure you have your Regions updated Assortment matrix and Power play list! Drive focus against focus and high priority brands. Identify the GAP’s and close TODAY!