Sales Excellence Program (SEP)

Introduction ABI’s Excellence Programs (EP’s) are one of our competitive advantages: it provides the necessary tools, processes and capabilities to support our people on their quest to create the very Best Beer Company in a Better World. AB InBev has chosen “the House concept” to structure the management of the Company.

Introduction Each function in the company has defined its own house, all of which are build using the single standard The roof of the house = results The vertical pillars = the means by which the results are reached and the technical/functional knowledge of each function/area The horizontal pillars = 3… Management: Crosses all knowledge pillars and ties them with results People: Foundation and describes the way of managing, leading and engaging our people Tech Sales: Supports our Sales Teams and the rest of the pillars to deliver EBITDA and MS

The logo… The abreviation and full description of the program’s name Each program is identified with a specific color code – Sales is red The wing represent the quest toward Excellence The boxing gloves is to represent the Sales Team always ready to fight the fight.

Objectives Improve results by providing the best practices known for each business unit Promote the sharing, replication and sustainability of best practices Stimulate the constant improvement through excellence in routine execution Create a healthy competitive mindset that inspires people to be the best in their area Recognize the best performance across the globe

PROGRAM IN GENERAL SEP 2012 CALENDAR JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC SEP BOOK CASCADE IN BU SELF-ASSESSMENTS LOCAL AUDITS 50% LOCAL AUDIT 50% GLOBAL AUDIT LOCAL RECOGNITION GLOBAL RECOGNITION 1ST EVALUATION PERIOD 2ND EVALUATION PERIOD

Categories in Canada 1 2 3 4 5 6 7 Management MEANS: 7 Categories applicable in Canada Management 1 People 2 Field Sales Management 3 Route to Market 4 Key Account Management 5 Revenue Management 6 Trade Marketing 7

EXECUTION! LEADERSHIP & THOUGHT, Our DREAM can only be achieved through EXCELLENCE IN THOUGHT, LEADERSHIP & EXECUTION!

It is your turn to “Shoot The Puck!!!” How are you going to apply what you learned today in trade? Confirm understanding of SEP with your manager. Discuss with a peer how they follow the SEP program. Follow the routine of the means, to deliver the results TODAY!