POC Mapping

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

POC Scenario POC #1 Industry Volume: 720 Labatt Share: 62.6% District Average Industry Volume: 320 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

POC Scenario POC #1 Industry Volume: 720 Labatt Share: 62.6% District Average Industry Volume: 320 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

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.

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

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

Average District Industry Volume: 350 Average District Share: 42% Activity POC # TR Level of Influence Industry Volume Labatt Share Average District Industry Volume: 350 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

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)?          

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

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!