Segmentation 2013 Own Our Accounts Segmentation Own Our

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Segmentation 2013

Segmentation 2013

Own Our Accounts Segmentation

Own Our Accounts Segmentation

Own Our Accounts Segmentation Why is Segmentation Important? • Target different consumers • Target

Own Our Accounts Segmentation Why is Segmentation Important? • Target different consumers • Target different occasions More POCs accurately classified • Plan brand programs Better Insights Better Data Stronger Execution

Own Our Accounts Segmentation • What is Segmentation Used for? • Sales Planning •

Own Our Accounts Segmentation • What is Segmentation Used for? • Sales Planning • Distribution (Assortment) • Innovation Launches • Trade Marketing Programs • Sales Structure (Test in Toronto) Our Goal is to target right consumer in the right place

The experiential objective of consumers on trade • There are three fundamental on-trade experiences:

The experiential objective of consumers on trade • There are three fundamental on-trade experiences: food-led drink-led entertainment-led Consumers segment POCs by experience type l Occasion & resulting POC decision is ultimately motivated by a single, primary experiential objective

Own Our Accounts Segmentation relaxed degree of formality casual There are 2 key dimensions

Own Our Accounts Segmentation relaxed degree of formality casual There are 2 key dimensions to degree energy of formality level drink led and food led POCs Energy level formal stimulating

Own Our Accounts degree of formality Segmentation 2013 casual Entertainment Venue - ACC Venue

Own Our Accounts degree of formality Segmentation 2013 casual Entertainment Venue - ACC Venue Sporting Active –Active Glen Abbey Other – Pearson Airport Bar – For Your Eyes Bar. Only Student Bar Madison Bar Neighbourhood Pub – Split Crow Pub Sports Bar – St. Louis Bar Sports Bar& Grill Casual Dining – Swiss Chalet Dining Favorite Eats – Favorite Eats Jack Astor’s relaxed stimulating energy level Classy Bars– Thompson Hotel Urban Trendy – Drake Hotel Trendy High End Dining – High End Night Club – Brant Night Club House/Liquordome Upper Deck Steak Dining House Drink First formal Food First

New Segmentation Model: 13 Segments only

New Segmentation Model: 13 Segments only

Own Our Accounts Segmentation 2013 YES NO Primary Focus – Primary Purpose Alcohol? Greater

Own Our Accounts Segmentation 2013 YES NO Primary Focus – Primary Purpose Alcohol? Greater Primary than Focus 8 Brands Food? Primary Focus Is STUDENT the SPORTS POC Formal? BAR Dancing? Watching (Food-Led) on Tap? Sports? Students? YES NEIGHBORHOOD PUB NO BAR

Own Our Accounts Segmentation 2013 Segmentation will be conducted via Decision Tree

Own Our Accounts Segmentation 2013 Segmentation will be conducted via Decision Tree

Own Our Accounts Segmentation 2013 Primary Focus is Alcohol (Drink Led) Not Student Focused

Own Our Accounts Segmentation 2013 Primary Focus is Alcohol (Drink Led) Not Student Focused Not Formal Main Purpose is to watch Sports Bar Tools Programs Assortment

Own Our Accounts Segmentation 2013 • Spend the time during POC Planning to classify

Own Our Accounts Segmentation 2013 • Spend the time during POC Planning to classify ALL FIELD SALES/KA POCs in your world • Have reduced complexity of POC planning to give M 1 s the time to do this • Reach out to National Team if you need assistance!

It is your turn to “Shoot The Puck!!!” Development is owned by Employees, Supported

It is your turn to “Shoot The Puck!!!” Development is owned by Employees, Supported by Managers, And enabled by the People Department. How are you going to apply what you learned today in trade? Discuss segmentation on your next travel day with your manager. Clarify any existing questions with your Peer Advisor or a colleague. Now that you understand segmentation, learn about assortment so you can maximize our priority brands in the right accounts!

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DEPARTMENTAL ACCOUNTS Introduction Departmental accounts are accounts relatingDEPARTMENTAL ACCOUNTS Introduction Departmental accounts are accounts relating
National accounts Environmental accounts Economywide Material Flow AccountsNational accounts Environmental accounts Economywide Material Flow Accounts
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Image Segmentation Chapter 10 Image Segmentation Image segmentationImage Segmentation Chapter 10 Image Segmentation Image segmentation
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BY OUR OWN FOR OUR OWN Active DutyBY OUR OWN FOR OUR OWN Active Duty