1. POC Mapping

2. Agenda POC Scenario POC Criteria POC Segments Mapping Methodology
Activity
Summary
Next Steps

3. POC Scenario POC #1 Industry Volume: 720 Labatt Share: 62.6%
District Average Industry Volume: District Average Share: 45.1%
POC #1
Industry Volume: 720
Labatt Share: 62.6%
Level of Influence: Medium Influence
POC #2
Industry Volume: 645
Labatt Share: 26.2%
Level of Influence:
Low Influence

4. POC Scenario POC #1 Industry Volume: 720 Labatt Share: 62.6%
District Average Industry Volume: District Average Share: 45.1%
POC #1
Industry Volume: 720
Labatt Share: 62.6%
Level of Influence: Medium Influence
POC #2
Industry Volume: 645
Labatt Share: 26.2%
Level of Influence:
High Influence

5. POC Criteria
Industry Volume - The sum of how much beer each POC sells across all brands within a 12 month period
Labatt Share - Labatt’s share (%) of volume at each POC
Level of Influence - Thomas Research asks five questions to help determine the level of influence we have with a customer.

6. POC Segments Winning Platinum Winning Gold Opportunity Convert
Above average share & below average volume
Winning Platinum
Below average volume & share
Winning Gold
Above average volume & share with a high level of influence
Opportunity Convert
Above average volume & below average share with a high level of influence
Opportunity Hold
Basic Winning
Above average volume & below average share with a medium or low level of influence
Basic
Above average volume & share with a medium level of influence

7. Mapping Methodology Opportunity Winning Volume Share Priority
High
Priority
W1 Platinum
W2 Gold
O1 Convert
W1 Platinum
Volume
O1 Convert
W2 Gold
O2 Hold
Basic
Basic Winning
Non- priority
O2 Hold
Basic Winning
Basic
Low
Share
High

8. Average District Industry Volume: 350 Average District Share: 42%
Activity
POC #
TR Level of Influence
Industry Volume
Labatt Share
Average District Industry Volume: Average District Share: 42% 1
Low – Minimal / no advantage
228
58% 2
Medium – Considerable influence
500
62% 3
High – Extensive/exclusive
875
23% 4
780
75%
Opportunity
Winning
High
POC #3
W1 Platinum
POC #4
Volume
O1 Convert
O2 Hold
W2 Gold
POC #2
Basic
Basic Winning
POC #1
Low
Share
High

9. Converting POCs Distribution: GA Brands available (min 3 brands)
Visibility: Visible Labatt brand communication material for GA brands (min 1 hot spot)
Quality: All GA Labatt brands sold at POC communicated on a beer list?
Quality: All ready to serve Labatt GA SKU's (Package & Draught) under their expiry date?  
ROS: Everyday price points for Labatt SKUs equal to or lower than appropriate competitive brands?    
Distribution: Minimum 5 GA brands available for purchase?
Visibility: Labatt GA brand exposure visible in 3 or more hotspots
Visibility: Does Labatt have more draught lines than any other supplier?  
Visibility: Is Stella Artois draught served exclusively in a Stella Artois chalice glass?  
Quality: Staff training completed in past 12 months (minimum 30 minute training)?          

10. Summary
POC mapping is important to help us identify which POCs to invest in
The three POC Mapping criteria are:
Industry Volume
Labatt Share
Level of Influence
The POC Mapping segments are:
Winning Platinum
Winning Gold
Opportunity Convert
Opportunity Hold
Basic Winning
Basic

11. Next Steps THANK YOU! Do you have any questions?
After this session your challenge is to map the POCs in your territory to determine which POCs are priority
There will be POC Mapping questions included in your POC, POC Mapping and Product Quiz
THANK YOU!