POC Planning Next Steps

POC Planning Feedback Process Participants: SPMs TM Dirs Panel Wslrs SECs RVPs Sr. Mgmt Brands

Wholesaler Panel Feedback Summary 100% of wholesalers believe that this process will help Sell More Beer Funnel concept adds a lot of value…need to ensure it is implemented with discipline Will drive accountability across the system Lots of feedback…that can be broadly broken into 5 buckets The majority of the issues were on the Process side, not with the Tool itself

Wholesaler Panel Key Asks Ensure all programs flow through the funnel Limit targets outside window Chain plans need to meet deadlines All Brand / Trade plans details available during planning cycle Training the system Realistic KPI expectations

POC Planning Feedback Results Training Gap - 40% PPC Changes - 20% Timing Concerns - 15% Target Quality/Quantity - 15% Positive Comments - 10% How many of you have SECs? Don’t dismiss Gaps to improve Benefits through out the year Reselling the process Following Slides Address Changes To Each Topic Above

Training – Changes/Enhancements Enhance navigation features of existing POC Planning WBTs (Computer Based Training) Develop new WBTs to showcase changes in the POC Planning process Delivery Target Date: 3/1/2013

Training – Changes/Enhancements Produce many new brief video vignettes showing users how to complete small specific tasks in the POC Planning These will be organized in quick sort filing so user can go straight to key tasks to get help Delivery Target Date: 3/15/2013

Training – Changes/Enhancements Offer Regional webcasts to all POC Planning Stakeholders Each webcast will be two hours in duration 30 minutes of content (Tri 3 updates) 90 minutes devoted to Q & A Monday March 18 Regions 2 & 3 8:00am – 10:00am Audience: Wholesalers, Region personnel NRS / Region KAMs 10:00am – 12:00pm All Chain Selling Team members Regions 7 & 8 3:00pm – 5:00pm Tuesday March 19 Regions 5 8:00am – 10:00am Audience: Wholesalers, Region personnel Regions 1 & 6 10:00am – 12:00pm All Chain Selling Team members Regions 4 1:00pm – 3:00pm Delivery Target Date: 3/19/2013

Training – Changes/Enhancements Offer “Frequently Asked Questions” Link On Site Offer “Submit A Question” Box On Site and 800 Hotline Delivery Target Date: 3/25/2013

PPC Updates – Changes/Enhancements Planning Multiple Brands on Display within Family Budweiser/Bud Light/Select GOTO Button Allow Planning Across the POC Copy Custom Group Button Investment Summary Add Wholesaler CPC Eligibility Total Carton Count Reduce more items to a carton factor of “1” New Reporting Features Trade Programs/Big Bets/XM/POCM Totals Delivery Target Date: 3/25/2013

PPC Updates – Changes/Enhancements Limited Order Windows Ability to open a LOW in PPC for critical additions Shared Cost on POCM Item In Chains KAMs and Wholesalers share cost of POCM items Account Filter Filter by Active & Inactive accounts DP Budget Management Allow central person to limit KAM from spending above budget without approval Budget Adjustment Visibility Shows who and by how much AB budget $’s changed Delivery Target Date: 3/25/2013

PPC Updates – Changes/Enhancements Assortment & Space 2.0 Show recommendations instead of preloading Target ticker to keep track of planned vs. required Show Additional POC Attributes Include data by POC (display share, hispanic, etc) Display Filter Filter by account POC capacity Activity Notification Planning is complete Confirmed in KAM Portal Objective created Delivery Target Date: 7/1/2013

Timing - Changes/Enhancements KAM Timing – Tri 3 Beyond KAMs will go first (2 weeks before Whlrs each Tri) Reduce last minute asks/changes Length of Time Spent – Tri 3 Beyond Most of Tri 2 planned in 4 weeks Less time needed due to learning curve and number of pillars PPC Site Upgrades will increase planning time Shorten Objective Lockout Window – Tri 3 Allows more time to make adjustments Time of year – 2014 Beyond Looking to avoid holidays in the future Evaluating Bi-mester planning to adjust dates in 2014/2015

Target Quality/Quantity – Changes/Enhancements Developing simplistic sell-in deck on how models target AB Incrementality – 3/15 Will publish 2013 testing results to improve recommended target acceptance – 6/1 How many of you have SECs? Don’t dismiss Gaps to improve Benefits through out the year Reselling the process

Target Quality/Quantity – Changes/Enhancements ALREADY ADJUSTED KPIs FROM 90% to 80% Assortment & Space – Targeted Distribution KPI 80% Displays – Game Plan Monthly KPI 80% Location is suggestion Only Mandated KAM targets count towards KPI Permanent POCM – Game Plan Year Long KPI 80% Promotions – Game Plan Monthly KPI 80%

You Have Our Commitment… To Continuously Improve The POC Planning Process