Segmentation 2013

Own Our Accounts Segmentation Are these the same POC? (Ask crowd) Do the same people go to these bars? Should we execute the same programs in this bar vs. this one? Grouping POCs into like categories to improve planning/targeting Evolved over the years – from 31 types and subtypes to 13 simpler/more direct types Typically updated 1x per year during Thomas Research – leaving many POCs unclassified

Own Our Accounts Segmentation Why is Segmentation Important? Target different consumers Target different occasions Plan brand programs More POCs accurately classified Better Insights Better Data Stronger Execution

Own Our Accounts Segmentation What is Segmentation Used for? Sales Planning Distribution (Assortment) Innovation Launches Trade Marketing Programs Marketing Programs Sales Structure (Test in Toronto) Our Goal is to target right consumer in the right place

The experiential objective of consumers on trade There are three fundamental on-trade experiences: food-led drink-led entertainment-led Consumers segment POCs by experience type Occasion & resulting POC decision is ultimately motivated by a single, primary experiential objective

Own Our Accounts Segmentation degree of formality casual There are 2 key dimensions to drink led and food led POCs degree of formality energy level relaxed stimulating Energy level formal

Own Our Accounts Segmentation 2013 relaxed stimulating casual formal energy level degree of formality Entertainment Bar – For Your Eyes Only Venue Venue - ACC Bar Student Bar - Madison Student Bar Sporting Active Sporting Active – Glen Abbey Neighbourhood Pub Neighbourhood Pub – Split Crow Sports Bar – St. Louis Bar & Grill Sports Bar Other Other – Pearson Airport Casual Dining – Swiss Chalet Casual Dining Favorite Eats Favorite Eats – Jack Astor’s Classy Bars – Thompson Hotel Classy Bars Urban Trendy – Drake Hotel Urban Trendy Ontario/Atlantic High End Dining – Upper Deck Steak House High End Dining Night Club – Brant House/Liquordome Night Club Drink First Food First

New Segmentation Model: 13 Segments only

Own Our Accounts Segmentation 2013 YES NO Primary Focus – Alcohol? STUDENT BAR Primary Purpose Dancing? SPORTS BAR Is the POC Formal? Greater than 8 Brands on Tap? Primary Focus Watching Sports? Primary Focus Food? (Food-Led) Primary Focus Students? YES NO NEIGHBORHOOD PUB BAR

Own Our Accounts Segmentation 2013 Segmentation will be conducted via Decision Tree

Own Our Accounts Segmentation 2013 Primary Focus is Alcohol (Drink Led) Not Formal Not Student Focused Main Purpose is to watch Sports Sports Bar Tools Programs Assortment

Own Our Accounts Segmentation 2013 Spend the time during POC Planning to classify ALL FIELD SALES/KA POCs in your world Have reduced complexity of POC planning to give M1s the time to do this Reach out to National Team if you need assistance!

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? Discuss segmentation on your next travel day with your manager. Clarify any existing questions with your Peer Advisor or a colleague. Now that you understand segmentation, learn about assortment so you can maximize our priority brands in the right accounts!