1. Segmentation 2013

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. New Segmentation Model: 13 Segments only

9. 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

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

11. 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

12. 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!

13. 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!