Sales Strategy Introduction

Agenda Route to Market Strategy DVQ ROS Value of my role Needs-based-selling Selling on features and benefits Summary Next Steps

Route to Market Customer versus consumers. Who is your customer? Customer Definition: Person or group that buys goods or services An individual with whom one must deal Who is your consumer? Consumer Definition: An end user, and not necessarily a purchaser, of a product in the distribution channel.

Route to Market Our channels The Route To Market is the network of sales and logistics that moves our products from the breweries to the POCs – via distribution centers and sales teams. Our channels

Insert Slide From appendix, insert your market slide.

DVQ ROS Distribution: Visibility: Quality: Rate of Sale: Accelerates, Incidence, Value Add & Builds Loyalty Right Portfolio for Consumers Make it Easy for the Consumers to Purchase Give Consumers Quality Experience Distribution: The SKU availability of any given product Offering the best SKU selection to a customer Visibility: The strategic placement of our product and promotional materials for the consumer Creating presence through placement of our product and materials Quality: Quality is defined by the consistency in experience of our brands consistently fresh product knowledge and ability of our customers to serve beer to consumers in accordance with our standards Rate of Sale: Pricing our brand offerings competitively and clearly Brand building promotions Sampling to drive trial

DVQ ROS Activity Distribution Visibility Quality ROS Materials must be clean, up-to-date graphics and visible to shopper Distribution Right products available in the right POC types. Visibility All Labatt GA SKU’s under their expiry date and packaging not damaged Appropriate amount of product in stock (kegs & cases) for each brand Quality Tap handles, towers, tent cards, patio umbrellas, chalk boards, sandwich boards, branded glassware ROS Bud campaign program to drive pull through

Building Relationships – Your Value Identify customer needs through meaningful relationship building and the use of AB InBEV processes (R.I.S.E.) and tools to provide and execute world-class solutions that will satisfy the customer’s needs. Your asset! Build relationships of mutual trust and confidence with your customer and their consumers, and you will have a solid base for doing business. Your success! Execute brilliantly and flawlessly to ensure your solutions drive success. It will deepen your relationships and open new opportunities Relationships Insights Solutions Execution YOUR VALUE! Your profit! Build your recommendations from your knowledge of your customer’s business, the consumer, and our business to develop the most successful and profitable solutions. Your leverage! Learn about your customer’s business and their consumers. If you understand your customer’s needs you will have more opportunities to sell.

Value of needs-based-selling Demonstrates our commitment to helping our customers Provides us the knowledge we need to recommend relevant solutions Shows the customer we are providing solutions that are relevant for growing their business Builds our credibility, and strengthens our relationship

Features Vs. Benefits Benefits Features A characteristic of a product or plan Explains what is different or better Part of the intrinsic make-up of the product (i.e., includes pack, price, support etc.) Benefits Drives Customer Profitability (up-selling to bigger SKUs, more profitable brands, etc.) A future favourable result forecast promised upon taking certain action Answers the questions: “What’s in it for me?”, “What does it do for me?”, “So what?” Supported by features to explain why or how a benefit is possible

Features Vs. Benefits

Learning Checkpoint Why is DVQ-ROS important for Labatt? Need product to be available and visible to buy Quality drives consistency in experiences Rate of Sale drives volume and share What are the four key ways you bring value to your customers? Relationships Insights Solutions Execution Why is needs-based selling important? Builds relationships through trust Able to link solutions to drive business results for customer Demonstrates our commitment to growing our customers’ business

Summary Understanding how we do business is integral to your success As you develop your skills keep the value you bring to you customers as the forefront of all of your actions. It will ensure your success! Needs-based-selling will help you sell more and will position you as credible to your customers When providing a solution, always remember to communicate the benefit (e.g., “what’s in it for the customer?”)

It is your turn to “Shoot The Puck!!!” Development is owned by Employees, Supported by Managers, And enabled by the People Department. Discuss DVQ=ROS with you manager. Explore the Route to Market in your Region with a peer. Implement the RISE model when calling on customers today!

Appendix 1 – Route to Market Slides Select the slides that are representative of your region. Alberta: Slides 13 British Columbia: Slide 14 Ontario: Slide 15 Quebec: Slides 16 – 17 Newfoundland: Slides 18 – 19 Nova Scotia: Slide 20 New Brunswick: Slide 21 Manitoba: Slide 22 Saskatchewan: Slide 23

Canada – Route to market Alberta Region RTM…distribution through brewer owned wholesaler (BDL) to private and government retail PRODUCT DISTRIBUTION Government Brewer Owned 3rd Party Wholesaler POC (Retail) Owned (Retail)) On-premise Private Import (Out of Country) (i.e., Stella from Belgium) Domestic (Large Brewer) BDL (BC Only) Domestic (Small Independent) Connect Logistics (Alberta only) none

Canada – Route to market: BC REGION RTM…distribution through brewer owned wholesaler (BDL) to private and government retail PRODUCT DISTRIBUTION Government Brewer Owned 3rd Party Wholesaler POC (Retail) Owned (Retail) On-premise Private Import (Out of Country) (i.e., Stella from Belgium) Domestic (Large Brewer) BDL (BC Only) Domestic (Small Independent) Independent Distribution none

Canada - Route to market Ontario Foreign Brewer / Out of Province Ontario Brewer Liquor Control Board of Ontario (LCBO) The Beer Store (TBS) LCBO Retail Gov’t Licensee Beer Store Consumer Licensees = On premise, Bars, Restaurants, Pubs, - On Premise consumption LCBO Retail = regular stores (6 packs), Combination stores (all products), Agents (Market demands) TBS = The Beer Store, self serve palletised, self serve flow rack

Canada - Route to market Quebec Labatt Breweries Distribution Centres (Labatt company owned = 18) Licensed Outlets - On Licensed Outlets - Off Consumer **This is somewhat like the US distribution system, however distribution centres are owned by the breweries Molson has similar system in place Distribution centres are exclusive for the 2 major breweries - Molson and Labatt Licensed Outlets On = Bars, Restaurants Licensed Outlets Off = Convenience stores & Supermarkets

Canada - Route to market Quebec - “Foreign” Brands Out of Province Brewers Foreign Brewers Distribution agencies Licensed Outlets - On Licensed Outlets - Off SAQ Consumer SAQ = Societe Alcohol Quebec - Government run Licensed Outlets On = Bars, Restaurants Licensed Outlets Off = Convenience stores & Supermarkets

Canada - Route to market Newfoundland Labatt Breweries Independent Distributors (both for Molson and Labatt) Licensed Outlets - On Licensed Outlets - Off Consumer This is the most like the US distribution system Molson has similar system in place Independent distributors work exclusively with either Molson or Labatt Licensed Outlets On = Bars, Restaurants Licensed Outlets Off = Convenience stores, corner stores, gas stations, Liquor stores

Canada - Route to market Newfoundland - “Foreign brands” Foreign brewers Out of Province brewers Independent Distributors (both for Molson and Labatt) Licensed Outlets - On Liquor Stores - Off Consumer Licensed Outlets On = Bars, Restaurants Licensed Outlets Off = Convenience stores, corner stores, gas stations, Liquor stores

Canada - Route to market Nova Scotia Labatt Breweries Draught only Packaged beer Licensed Outlets - On Liquor Stores - Off Consumer Empty Bottle Depot Moosehead has similar system in place Licensed Outlets On = Bars, Restaurants Licensed Outlets Off = Government run Liquor stores

Canada - Route to market New Brunswick Labatt Breweries Draught only Packaged beer Licensed Outlets - On Liquor Stores - Off Consumer Empty Bottle Depot Moosehead has similar system in place Licensed Outlets On = Bars, Restaurants Licensed Outlets Off = Government run Liquor stores

Canada - Route to market Manitoba Labatt Breweries / Molson Breweries Beer Distributors Limited - Brewer Owned (BDL) Liqour Board Stores Licensees Licensed Retail Stores Consumer Empty Bottle Depot Licensees = On premise, Bars, Restaurants, can sell for home consumption Licensed retail Stores = Hotel, Pubs, they also have an on-premise outlet in the same building

Canada - Route to market Saskatchewan Labatt Breweries / Molson Breweries Beer Distributors Limited - Brewer Owned (BDL) Liqour Board Stores Licensees Licensed Retail Stores Consumer Empty Bottle Depot Licensees = On premise, Bars, Restaurants, can sell for home consumption Licensed retail Stores = Hotel, Pubs, they also have an on-premise outlet in the same building