3 POC Scenario POC #1 Industry Volume: 720 Labatt Share: 62.6% District Average Industry Volume: District Average Share: 45.1%POC #1Industry Volume: 720Labatt Share: 62.6%Level of Influence: Medium InfluencePOC #2Industry Volume: 645Labatt 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 #1Industry Volume: 720Labatt Share: 62.6%Level of Influence: Medium InfluencePOC #2Industry Volume: 645Labatt Share: 26.2%Level of Influence:High Influence
5 POC CriteriaIndustry Volume - The sum of how much beer each POC sells across all brands within a 12 month periodLabatt Share - Labatt’s share (%) of volume at each POCLevel 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 volumeWinning PlatinumBelow average volume & shareWinning GoldAbove average volume & share with a high level of influenceOpportunity ConvertAbove average volume & below average share with a high level of influenceOpportunity HoldBasic WinningAbove average volume & below average share with a medium or low level of influenceBasicAbove average volume & share with a medium level of influence
8 Average District Industry Volume: 350 Average District Share: 42% ActivityPOC #TR Level of InfluenceIndustry VolumeLabatt ShareAverage District Industry Volume: Average District Share: 42%1Low – Minimal / no advantage22858%2Medium – Considerable influence50062%3High – Extensive/exclusive87523%478075%OpportunityWinningHighPOC #3W1 PlatinumPOC #4VolumeO1 ConvertO2 HoldW2 GoldPOC #2BasicBasic WinningPOC #1LowShareHigh
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 hotspotsVisibility: 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 SummaryPOC mapping is important to help us identify which POCs to invest inThe three POC Mapping criteria are:Industry VolumeLabatt ShareLevel of InfluenceThe POC Mapping segments are:Winning PlatinumWinning GoldOpportunity ConvertOpportunity HoldBasic WinningBasic
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 priorityThere will be POC Mapping questions included in your POC, POC Mapping and Product QuizTHANK YOU!
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