1. Category Management Case

2. Six Core Elements of Anheuser-Busch’s Category Management Program...
Focused Resources…a sales team focused on your business needs.
Objectivity…we will focus on your goals and your shopper’s needs, driving total beer category sales and profits.
Best of Class Category Management Process…our team will work with you to deliver results through industry leading category management practices.
Data Resources and Insights…we have invested in the best consumer information in the industry, enabling our team to make better business decisions.
Execution…we have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier.
Business Results…we will focus on innovation to deliver “breakthrough results” for the entire beer category.
The Foundation of Anheuser-Busch Category Management Initiatives

3. Anheuser-Busch Team Resources
Senior Management
Sales Director/ Team Leader
Wholesaler Organization
Key Account
Manager
Micromarketing
Marketing & Consumer
Research Managers
Geo Marketing
Retail Customers
Cross Functional
Department Managers
Retail Marketing
IRI, Spectra & ACNielsen
On-Sites
Information Technology
Business Analysts
Category Managers
Electronic
Commerce
Category
Space Manager
An Anheuser-Busch Team, Ready to Address Your Beer Category Needs

4. Anheuser-Busch Vision & Mission
To Be the First Choice of Customers Everywhere
Vision
Through all of our products, services and relationships, we will add to life’s enjoyment.
Mission
Be the world’s beer company; enrich and entertain a global audience; deliver superior returns to our shareholders.
Category Management Vision & Mission
To be the most sought after internal and external retail industry consultant by exceeding customer needs and expectations.
Create customer / consumer satisfaction that builds customer loyalty.
Anheuser-Busch Corporate and Category
Management Vision & Mission Statements

5. Category Management Something Old and Something New
Promotional Plan
Retail Pricing
Merchandising
Space Management
Product Mix
Consumer Behavior
Competitive Environment
Category Goals
Category
Management
Program
Category Management
Program
Category Management Takes Your Traditional Retail
Activities and Funnels Them Through Overall Strategy

6. Category Management
Consumer Equity = Retailer Equity plus Brand Equity
Consumer
Retailer Equity
Category
Management
Manufacturer Brand Equity
The Overall Purpose of Category Management…
Building Consumer Equity

7. A-B Category Management Process
Understand retailer goals, objectives and current market position
Uncover opportunities and provide solutions
Communication and tracking
The Anheuser-Busch Category Management Process Consists of Three Major Steps

8. A-B Category Management Process
Understanding Retailer Goals, Objectives and
Current Market Position
Profile,
Category Roles & Strategies
In-Store
Review
Definition
S.W.O.T.
Behind each process step, are the traditional industry Best Practices, along with modifications designed to meet specific needs of the Beer Category.
Uncover Opportunities/Provide Solutions
Category Assessment
Industry
Consumer/Shopper
Market/Retailer
Assortment/Space
Assessment & Solutions
Promotion
Assessment
& Solutions
Pricing Assessment
& Recommendations
Communication & Tracking
Communicate and Execute
Category Plan
Scorecard / Measure Results

9. A-B Category Management Process
Before any Category Management work starts, there are many Step I questions that must be addressed, such as:
From a consumer perspective, how is the Beer Category defined?
What is the retailer’s overall corporate mission and strategy, and how important is beer to the retailer?
What is the key role of the Beer Category?
What are the current in-store conditions?
What are the retailer’s Strengths, Weaknesses, Opportunities, & Threats (SWOT)?
I. Understanding Retailer Goals, Objectives and
Current Market Position
Definition
Profile,
Category Roles & Strategies
S.W.O.T.
In-Store
Review

10. A-B Category Management Process—Step I
I. Understanding Retailer Goals, Objectives and
Current Market Position
Profile, Category Roles & Strategies
Definition
S.W.O.T.
In-Store Review
The S.W.O.T. concept may be simple, but at Anheuser-Busch, we’ve found this technique to be a very effective way to tap the knowledge and insights of all focused on your objectives…

11. SWOT is Old Fashioned Yet Effective
Retailer Resources HQ
Div Offices
District
Stores
AB Resources HQ
Field
Wholesaler
Retailer
Goals
&
Objectives
The S.W.O.T. process, not typically found in industry Category
Management practices, allows all partners to concentrate on key
factors to insure success in achieving your overall Goals & Objectives…

12. Strengths Weaknesses Opportunities and Threats
Market Level
Strengths Weaknesses Opportunities and Threats
Merchandising
Display & Ad / Features
Space Management
Pricing
Market Positioning
Competition
Store Characteristics / Culture
Operations
Back Room
Delivery / Service Frequency
Market Level S.W.O.T.’s Focus on Identifying Opportunities in the Areas of Merchandising, Operations and Market Positioning