Trade Marketing Rodolfo Chung Trade Marketing Director Connection - PowerPoint PPT Presentation

Trade Marketing Rodolfo Chung Trade Marketing Director

Connection with Strategy

Personal Introduction

In China, decisions are made inside the POC – Point of Connection Chinese shoppers are not loyal to beer brands. They care about brands but are switchers inside a basket of considered brands Therefore, they don’t leave home with a brand in mind… 66% of shoppers decide inside the POC! How to influence their decision?

The battle for Shoppers inside the POC in China is complex. It can be won through multiple ingredients. Impacting Consumer’s Decision in the POC Brand Visibility Promoter team Right Portfolio Availability Retailer Push Consumer Promotions

Since 2011, centralization of Trade Capabilities are driving efficiency and building a competitive advantage for ABI China Through Centralized Approach: Launch of Innovation pipeline 61% Discipline on Shopper Insights 14% National Consumer Promo Execution Machine Game Plan Campaigns Centralized Benchmarking, Quality of Solutions Economies of Scale Trade Programs Sales Promoter 2012 2015 Representatives POC Merchandising Materials Menu

“Trade Program” is how we pack solutions that address the insights of Trade and Shoppers. 5 pillars of a Trade Program A Selected POCs C  Channel B Clear ABI Clear POC  Volume Benefits E Benefits  Location Tracking D  Branding of Results Consumer  Upgraded ambience  SKU mix (trade up) Benefits  Guaranteed lower price  Availability  Volume  Special execution/visit  Share  Cleaner store  Execution compliance  Better and more attractive Menus

We have a standardized approach to ideate, screen and scale-up Trade Programs.

“Trade Program” is a long -term platform. We need to constantly identify and close gaps, refresh client base, stimulate excellence

China Trade Solution Roadmap - Out of Home Hyper/Super Formal KTV Western Bar Casual KTV Nightlife Modern Trade Convenience Stores Dancing Club Bar Traditional Liquor Store A Chinese Restaurants C Chinese Restaurants B Chinese Restaurants D Chinese Restaurants Traditional Trade Restaurants DaPaidangs LDA Food Streets E-Commerce Western Restaurants Beer Gardens Special Channels

Example of Proven Solution: “UP Trade Program” rationalize investments where decisions are made.

Example of Solution being scaled-up: DaPaidang Fun is key to owning the summer Show Mini-Rig (Live Band) Duo Singer + SPR Basic Execution

Innovative Programs: A pipeline of trade solutions based on latest channel trends and shopper insights. Hapiwifi Hot Pot Focus KTV 2.0 POC Manager Clubs Party at Home Engagement