1. Sales Menu Development

2. Agenda Sales Menu Development Benefits TM Checklist
Topics for Discussion
Sales Planning Grid
Legal Specifics
Where to find the Sales Menu
Rapid Question Round
Summary
Next Steps

3. Why build & present an MVP Sales Menu?
Organizes your time by presenting your key customers with a sales plan for the year
Provides a tool that you can use to review the year with your customer
Gains annual commitment from customer
Distribution
Programming windows
Volume
Secures programming details with customer
Feature pricing
Visibility commitments
Timing
Incremental orders
Provides a tracking tool that can be reviewed with customers
Monthly volume to plan
Volume to be taken from POC planning

4. Sales Planning Grid

5. TM Check List 1 5
Set appointment with customers with high investment
Review Sales Deck with Customer 2 6
Use POC Planning tool to build the Sales Menu
Monthly follow-up with Customer 7
Celebrate success & share best practices 3
Ensure Volume & Counterparts are in Sale Presenter 4
Validate Presentation with Sales Manager

6. Topics for Discussion Beer Industry Performance Labatt Support
Calendar Plan
Staff Training
Customer Support
Counterparts
Legal Specifications
Reconfirm

7. Beer Industry Performance
The Beer Industry Performance topic includes:
Top line Industry / Labatt Brand Information
Alcohol Sales by Type
Beer Sales by Segment
Top Performing Brands and growth
Brand Rankings

8. Labatt Support The Labatt Support topic includes:
Brand Programming Template Slides for all activity confirmed for that year
Generic Brand Slides for you to adapt customized programming information
Slides for Visibility tools support/training support
Calendar of Activity

9. Labatt Promotions Preset text boxes -Promotional Elements
-Specifics and commitment
-Value to customer
-Timing
$2000

10. Labatt Staff Support

11. Labatt Support Calendar
Built in Calendar of Activity to be updated by TM based on activity
-Promotional Support
-Tools Support
-Staff Support
Activity
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Promotional / Customized Support
Bud Light Super Bowl
Alexander Keith's St. Patty's Day
Budweiser NHL Hockey
Alexander Keith's East Coast Feast
Alexander Keith's Birthday
Golf Tournament
Custom Programming 2
Staff Training
Tools Support
Budweiser Neon
Sandwich Board
Tent Card Holders
Glassware (Stella/Keiths's)
Coasters
Umbrellas
Staff Support
Training
Staff Wearable's (Aprons, Shirts)
Hockey tickets

12. Account Support $10 500 3 1 Promotional Volume CRITICAL SLIDE
Anticipated Demand
Labatt Distribution
Partnership Agreements
Total Support
100 80
Keith’s Umbrellas on patio
Commitment to Quarterly Business Reviews
Product availability until Feb. 2011
Feature Point of Sale materials placed during consumer Promotions 1
200
150
100 2
550 80 2 3
Alexander Keiths
Keith’s Red
Budweiser
Bud Light
Labatt Blue
Stella Artois
Stella Leger
Blue Light
Brahma 4
$10 500 4

13. Account Support CRITICAL SLIDE Planned 2010 Volume
Review of Planned investment
Need to review monthly with customer 1 2 1 3 2 3

14. Tracking Counterparts1 1
Monthly Distribution tracking vs. counterparts (Document will be sent by national office to capture the data) 2 3 2
Monthly & YTD volume tracking vs. target 3
YTD spend tracking vs. target
*Monthly update on Distribution, Volume and spend is available in EBI.

15. Close – Why Labatt?

16. Legal Specifics
Except where permitted (in BC, AB and Quebec), it is not permissible to tie volume to promotional support and accordingly, nothing should be written in the presentation to that effect.  “EXPECTED DEMAND ONLY”
With respect to price, sales reps may recommend a price for Labatt brands but they must make absolutely clear that pricing is the licensee's decision and write (“Licensee Decision”) in presenter.  The sales rep should not make any recommendation about the price of competitor products.
Excluding a competitor is prohibited in all markets.
DO NOT leave presentation with Customer (Hard Copy or Electronic)
All items and promotions must be directed toward the consumer (and not the licensee).
Buy/sell agreements MUST be entered into in AB and BC.  The presentation is not sufficient.  
All tasting/sampling must be conducted under relevant provincial sampling guidelines.
Contests: (i) contest information and draw dates to be posted - no extension of contest deadlines is permitted; (ii) approved generic ballots or customized rules approved in advance by the Legal department are required; and (iii) all ballots/entries remain property of Labatt. 
All hard point of sale items remain property of Labatt.
Draught towers and equipment remain property of Labatt.
BC requires glassware to be purchased at Fair Market Value

17. Refection Questions Round
Why is Sales Menu Development important to you and the organization?
What are three tasks on your Sales Menu Development Checklist?
What is the time span for presenting the Sales Menu to all of your customers?

18. Refection Questions Round
What are the three topics included in the brand template?
What do you use to provide your customer with an overall view of monthly promotional activity, tools and training support?
Should you leave a copy of the Sales Menu with your customer?

19. 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?
Review your Sales menu presentations with your manager – practice before delivering.
Review Sales Menu proposals that your peers have used with success.
Build your Sales Menu plans for your MVP customers NOW!