1. Sales Strategy Introduction

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

3. 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.

4. 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

5. Insert Slide
From appendix, insert your market slide.

6. 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

7. 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

8. 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.

9. 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

10. 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

11. Features Vs. Benefits

12. 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

13. 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?”)

14. 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!

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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