AB InBev / Cosine 2013 Review Meeting 12 th February 2014 Sainsburys Support Centre Copyright: The ideas presented here and their implementation are the intellectual property of Cosine UK, to which we shall exercise our rights as the authors. Direct or indirect imitation or use of any of the ideas or other documentation or their implementation is not permitted until we have issued our prior written permission.

Agenda ■IntroductionsAll ■Jess – slidesJM ■Review of 2013 Campaigns and what went wellSMcD ■Moving ForwardNL ■Cosine innovationCR ■SummaryAll

Compliance of 2013 Campaigns Month and campaign Compliance % Average compliance for 2013 FSDU campaigns in convenience stores is 94%

Merchandising 23,194 12,358 15,089 4,414

Comparison of 2013 Campaigns – Damaged FSDUs In October Cosine highlighted that the number of damaged FSDUs had increased, as a result of this InBev were able to determine that the manufacturers had changed glue used. Extra rivets have now been added to the top shelf which has proved successful Month and campaign # of damaged FSDUs Cosine highlighted rise of damaged FSDUs – transpires that manufacturers had changed type of glue As a result extra rivets were put onto the top shelf and % of damaged FSDUs has significantly reduced

Review of 2013 ways of working… Availability of Stock Lack of stock is a barrier to FSDU implementation in small % of stores. If this does happen in store Cosine always either place or confirm an order is on delivery Exception Reporting End of day top line summary report sent on day one with compliance update and notification of any changes in store – eg promo change, not ranged for promo space Timing of FSDU deliveries High compliance of obtaining the FSDUs in the warehouse - having PODs is a real benefit to our success rate In Call Photographs Along with compliance updates a selection of photos sent Communication Queries responded to and information shared in timely way Activity briefings Really clear format and includes all the important information for our team Finance Reconciliation Clear activity invoicing tracker to ensure invoicing is taking place promptly and for agreed final numbers Cardboard Maximise Using our new tool Cosine highlight any stores which repeatedly refuse FSDUs and give you the option to save costs by not sending an FSDU and a call from Cosine Stores Not Ranged For Products Cosine now work with stock planner to highlight upon receipt of call file any stores who are not ranged for product – giving you the option to remove from call file Year Planner Of Activity Ability to plan in advance to ensure high level of calls completed

Moving Forwards.… Day One Activity Field Accompaniments Meet the merchandiser at a store of your choice and shadow the merchandiser during the call Finance Reconciliation Continue to use the financial activity tracker to ensure prompt reconciliation Stock Continue to work with stock planner to ensure products are range for stores on receipt of the call file Post Call Review Review your call with NL and Field Manager. Feedback on what went well, what could be improved etc…. Activity Reviews NL to meet with DW & JM to review activity and present results on regular basis Working Together NL to work at AB Inbev offices / Holborn during activity where possible to ensure information is shared in a timely manner Cardboard analysis Continue to analyse the activity call file against the cardboard maximiser to identify problem stores and drive efficiencies Key information Continue to supply Cosine with key information i.e. POD’s for FSDU’s and important information relating to the brief. This is a real benefit to our merchandisers whilst in call Portal Create a web portal for AB Inbev to view store results, photographs and activity reviews – Anytime access ! Example of web portal

Cosine Innovation

Syndicated New System Create a Client portal to give access to results reporting & photos Create an agent portal to allow auto allocation of work, agents to accept or reject work, confirm availability and schedule calls Provide a data capture ‘app’ that can be downloaded and used off line with additional functionality of GPS & photo upload End To End System March May April

Completely fit for purpose and unique Cosine App: Technology enabled team ■Providing simple / seamless tools to ensure that the team’s focus is on adding value in every call ■Providing strong MI to ensure effective performance management and control 10 Bespoke system designed by Cosine Complete control Not affected by platform upgrades Complete control Not affected by platform upgrades Stand alone Cosine smart- phone app Allows for high degree of flexibility Web based team briefing with daily update feature Data, anecdotal feedback and photographs fed to portal One stop shop for all field tools and data capture

Additional Services

12  Experiential  Brand Events  Road Shows Our experiential offering

from Cosine Planogram Compliance Planogram visualisation Compare planogram vs. realogram Consumer Insight Virtual Focus Group Anecdotal Feedback Consumer Insights Retail Space Analytics Implemented in conjunction with Audit Planogram Compliance: Total Fixture Analysis Lost Sales Analysis Category Space Report service elements

A category management tool which allows for quick and accurate data collection at SKU level

Audit CP can help you answer the following questions… Where are my SKUs under displayed or over- displayed, versus the planogram? Are my competitors gaining additional space to the detriment of my brands? What’s the value of sales that are being lost through non-compliance? Which SKUs should I be negotiating for additional facings during the next range review?

Simple to execute Design  Stores are selected by retailer, where the audits will take place  Planogram and sku barcodes are uploaded into Cosine’s Audit CP system Execution  Auditors work to a standard protocol in order to drive quality and consistency in the outputs  Barcodes are scanned using a CP Scanner, for speed and accuracy  All relevant information (number of facings, stack, height), is input into the device by the auditor Evaluation  Analysis of data  Development and production of insights

Accurate reporting with actionable insight Observations and conclusions inform category dialogue Value of under-performance may be extrapolated to place a value on lost sales opportunity Credible, objective data will support team’s discussions Identifies store-level actions to fix opportunities Observations and conclusions inform category dialogue Value of under-performance may be extrapolated to place a value on lost sales opportunity Credible, objective data will support team’s discussions Identifies store-level actions to fix opportunities Supplier’s brands compared with key competitors and own - brand Shelf share benchmarked against POG share and value share Relative under or over- performance in display quantified

Summary & Next Steps