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CategoryManagement

OverviewCategoryManagement

Overview1SixCoreElementsofAnheuser-Busch’sCategoryManagementProgram...FocusedResources…asalesteamfocusedonyourbusinessneeds.Objectivity…wewillfocusonyourgoalsandyourshopper’sneeds,drivingtotalbeercategorysalesandprofits.BestofClassCategoryManagementProcess…ourteamwillworkwithyoutodeliverresultsthroughindustryleadingcategorymanagementpractices.DataResourcesandInsights…wehaveinvestedinthebestconsumerinformationintheindustry,enablingourteamtomakebetterbusinessdecisions.Execution…wehavethefinestwholesalersystemintheindustry,capableofexecutingcategoryplansatstorelevel,betterthananyothersupplier.BusinessResults…wewillfocusoninnovationtodeliver“breakthroughresults”fortheentirebeercategory.TheFoundationofAnheuser-Busch

CategoryManagementInitiatives2SixCoreElementsofAnheuserAnheuser-BuschTeamResourcesAnAnheuser-BuschTeam,ReadytoAddressYourBeerCategoryNeedsRetailCustomersRetailMarketingWholesalerOrganizationInformationTechnologyCategorySpaceManagerIRI,Spectra&

ACNielsenOn-SitesGeoMarketingKeyAccountManagerMarketing&ConsumerResearchManagersMicromarketingBusinessAnalystsSalesDirector/TeamLeaderElectronicCommerceSeniorManagementCategoryManagersCrossFunctionalDepartment

ManagersAnheuser-BuschTeamResourcesA3ToBetheFirstChoiceofCustomersEverywhereAnheuser-BuschVision&MissionVisionThroughallofourproducts,servicesandrelationships,wewilladdtolife’senjoyment.MissionBetheworld’sbeercompany;enrichandentertainaglobalaudience;deliversuperiorreturnstoourshareholders.CategoryManagementVision&MissionTobethemostsoughtafterinternalandexternalretailindustryconsultantbyexceedingcustomerneedsandexpectations.Createcustomer/consumersatisfactionthatbuildscustomerloyalty.Anheuser-BuschCorporateandCategoryManagementVision&MissionStatements4ToBetheFirstChoiceofCustSomethingOldandSomethingNewConsumerBehaviorCompetitiveEnvironmentCategoryGoalsCategoryManagementCategoryManagementTakesYourTraditionalRetailActivitiesandFunnelsThemThroughOverallStrategyProductMixPromotionalPlanRetailPricingMerchandisingSpaceManagementCategoryManagementProgramCategoryManagementProgram5SomethingOldandSomethingNeConsumerEquity=RetailerEquityplusBrandEquityCategoryManagementTheOverallPurposeofCategoryManagement…BuildingConsumerEquityConsumerManufacturerBrandEquityRetailerEquityCategoryManagementConsumerEquity=RetailerEqu6

A-BCategoryManagementProcessUnderstandretailergoals,objectivesandcurrentmarketpositionUncoveropportunitiesandprovidesolutionsCommunicationandtrackingTheAnheuser-BuschCategoryManagementProcessConsistsofThreeMajorStepsA-BCategoryManagementProc7Scorecard/MeasureResultsUncoverOpportunities/ProvideSolutionsAssortment/SpaceAssessment&SolutionsPromotionAssessment&Solutions Behindeachprocessstep,arethetraditionalindustryBestPractices,alongwithmodificationsdesignedtomeetspecificneedsoftheBeerCategory.Communication&TrackingPricingAssessment&RecommendationsCategoryAssessmentIndustryConsumer/ShopperMarket/RetailerDefinitionProfile,CategoryRoles&StrategiesS.W.O.T.In-StoreReviewA-BCategoryManagementProcessUnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionCommunicateandExecuteCategoryPlanScorecard/MeasureResultsUnc8 BeforeanyCategoryManagementworkstarts,thereare

manyStepIquestionsthatmustbeaddressed,suchas:Fromaconsumerperspective,howistheBeerCategorydefined?Whatistheretailer’soverallcorporatemissionandstrategy,andhowimportantisbeertotheretailer?WhatisthekeyroleoftheBeerCategory?Whatarethecurrentin-storeconditions?Whataretheretailer’sStrengths,Weaknesses,Opportunities,&Threats(SWOT)?DefinitionProfile,CategoryRoles&StrategiesS.W.O.T.In-StoreReviewA-BCategoryManagementProcessI.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPosition BeforeanyCategoryManagemen9I.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionA-BCategoryManagementProcess—StepIProfile,

CategoryRoles

&StrategiesDefinitionS.W.O.T.In-Store

Review TheS.W.O.T.conceptmaybesimple,butatAnheuser-Busch,we’vefoundthistechniquetobeaveryeffectivewaytotaptheknowledgeandinsightsofallfocusedonyourobjectives…I.UnderstandingRetailerGoa10ABResourcesHQFieldWholesalerRetailerResourcesHQDivOfficesDistrictStoresRetailerGoals&ObjectivesSWOTisOldFashionedYetEffectiveTheS.W.O.T.process,nottypicallyfoundinindustryCategoryManagementpractices,allowsallpartnerstoconcentrateonkeyfactorstoinsuresuccessinachievingyouroverallGoals&Objectives…ABResourcesRetailerResources11

StrengthsWeaknessesOpportunitiesandThreatsMerchandisingDisplay&Ad/FeaturesSpaceManagementPricingMarketLevelS.W.O.T.’sFocusonIdentifyingOpportunitiesintheAreasofMerchandising,OperationsandMarketPositioningMarketLevelMarketPositioningCompetitionStoreCharacteristics/CultureOperationsBackRoomDelivery/ServiceFrequency12StrengthsWeaknessesOpportunCategoryManagement

OverviewCategoryManagement

Overview13SixCoreElementsofAnheuser-Busch’sCategoryManagementProgram...FocusedResources…asalesteamfocusedonyourbusinessneeds.Objectivity…wewillfocusonyourgoalsandyourshopper’sneeds,drivingtotalbeercategorysalesandprofits.BestofClassCategoryManagementProcess…ourteamwillworkwithyoutodeliverresultsthroughindustryleadingcategorymanagementpractices.DataResourcesandInsights…wehaveinvestedinthebestconsumerinformationintheindustry,enablingourteamtomakebetterbusinessdecisions.Execution…wehavethefinestwholesalersystemintheindustry,capableofexecutingcategoryplansatstorelevel,betterthananyothersupplier.BusinessResults…wewillfocusoninnovationtodeliver“breakthroughresults”fortheentirebeercategory.TheFoundationofAnheuser-Busch

CategoryManagementInitiatives14SixCoreElementsofAnheuserAnheuser-BuschTeamResourcesAnAnheuser-BuschTeam,ReadytoAddressYourBeerCategoryNeedsRetailCustomersRetailMarketingWholesalerOrganizationInformationTechnologyCategorySpaceManagerIRI,Spectra&

ACNielsenOn-SitesGeoMarketingKeyAccountManagerMarketing&ConsumerResearchManagersMicromarketingBusinessAnalystsSalesDirector/TeamLeaderElectronicCommerceSeniorManagementCategoryManagersCrossFunctionalDepartment

ManagersAnheuser-BuschTeamResourcesA15ToBetheFirstChoiceofCustomersEverywhereAnheuser-BuschVision&MissionVisionThroughallofourproducts,servicesandrelationships,wewilladdtolife’senjoyment.MissionBetheworld’sbeercompany;enrichandentertainaglobalaudience;deliversuperiorreturnstoourshareholders.CategoryManagementVision&MissionTobethemostsoughtafterinternalandexternalretailindustryconsultantbyexceedingcustomerneedsandexpectations.Createcustomer/consumersatisfactionthatbuildscustomerloyalty.Anheuser-BuschCorporateandCategoryManagementVision&MissionStatements16ToBetheFirstChoiceofCustSomethingOldandSomethingNewConsumerBehaviorCompetitiveEnvironmentCategoryGoalsCategoryManagementCategoryManagementTakesYourTraditionalRetailActivitiesandFunnelsThemThroughOverallStrategyProductMixPromotionalPlanRetailPricingMerchandisingSpaceManagementCategoryManagementProgramCategoryManagementProgram17SomethingOldandSomethingNeConsumerEquity=RetailerEquityplusBrandEquityCategoryManagementTheOverallPurposeofCategoryManagement…BuildingConsumerEquityConsumerManufacturerBrandEquityRetailerEquityCategoryManagementConsumerEquity=RetailerEqu18

A-BCategoryManagementProcessUnderstandretailergoals,objectivesandcurrentmarketpositionUncoveropportunitiesandprovidesolutionsCommunicationandtrackingTheAnheuser-BuschCategoryManagementProcessConsistsofThreeMajorStepsA-BCategoryManagementProc19Scorecard/MeasureResultsUncoverOpportunities/ProvideSolutionsAssortment/SpaceAssessment&SolutionsPromotionAssessment&Solutions Behindeachprocessstep,arethetraditionalindustryBestPractices,alongwithmodificationsdesignedtomeetspecificneedsoftheBeerCategory.Communication&TrackingPricingAssessment&RecommendationsCategoryAssessmentIndustryConsumer/ShopperMarket/RetailerDefinitionProfile,CategoryRoles&StrategiesS.W.O.T.In-StoreReviewA-BCategoryManagementProcessUnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionCommunicateandExecuteCategoryPlanScorecard/MeasureResultsUnc20 BeforeanyCategoryManagementworkstarts,thereare

manyStepIquestionsthatmustbeaddressed,suchas:Fromaconsumerperspective,howistheBeerCategorydefined?Whatistheretailer’soverallcorporatemissionandstrategy,andhowimportantisbeertotheretailer?WhatisthekeyroleoftheBeerCategory?Whatarethecurrentin-storeconditions?Whataretheretailer’sStrengths,Weaknesses,Opportunities,&Threats(SWOT)?DefinitionProfile,CategoryRoles&StrategiesS.W.O.T.In-StoreReviewA-BCategoryManagementProcessI.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPosition BeforeanyCategoryManagemen21I.UnderstandingRetailerGoals,ObjectivesandCurrentMarketPositionA-BCatego

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