Sales Strategy Introduction
Feb 21, 2016
Sales Strategy Introduction
Agenda
• Route to Market Strategy• DVQ ROS• Value of my role• Needs-based-selling• Selling on features and benefits• Summary• Next Steps
Route to Market
• Customer vs. Consumer• Our channels
DVQ ROSDistribution:
– The SKU availability of any given product – Offering the best SKU selection to a customer
Visibility:– The strategic placement of our product and promotional materials for
the consumer– Creating presence through placement of our product and materials
Quality:– Quality is defined by the consistency in experience of our brands– For Labatt quality is defined by a number of things including,
consistently fresh product, and the knowledge and ability of our customers to serve the beer to consumers in accordance with our brand standards
ROS (Rate of Sale):– Pricing our brand offerings competitively and clearly
DVQ ROS Activity
Visibility
Quality
ROS
Distribution
Each brand must have a minimum of 8 bottles and/or 1 keg any size in stock
Tap handles, towers, tent cards, patio umbrellas, chalk boards, sandwich boards, branded glassware
Materials must be clean, up-to-date graphics and visible to shopper
Bud campaign program to drive pull through
All Labatt GA SKU”s under their expiry date and packaging not damaged
75% of defined SKU list available for purchase? (Retail only)
Value of your role and understanding your customer
Identify customer needs through meaningful relationship building and the use of AB InBEV processes and tools to provide and execute world-class solutions that will
satisfy those needs.
Relationships
Insights
Solutions
Execution
Your asset!
Build relationships of mutual trust and confidence with your customer and their consumers, and you will
have a solid base for doing business.
Your leverage!
Learn about your customer’s business and their consumers. If you understand your customer’s
needs you will have more opportunities to sell.
Your profit!
Build your recommendations from your knowledge of your customer’s business, the consumer, and our
business to develop the most successful and profitable solutions.
Your success!
Execute brilliantly and flawlessly to ensure your solutions drive success. It will deepen your relationships and open new
opportunities
YOUR VALUE!
Value of needs-based-selling
• Demonstrates our commitment to helping our customers
• Provides us the knowledge we need to recommend relevant solutions
• Shows the customer we are providing solutions that are relevant for growing their business
• Builds our credibility, and strengthens our relationship
Features Vs. Benefits
Features• A characteristic of a product
or plan• Explains what is different or
better • Part of the intrinsic make-up
of the product (i.e., includes pack, price, support etc.)
Benefits• Drives Customer Profitability
(up-selling to bigger SKUs, more profitable brands, etc.)
• A future favourable result forecast promised upon taking certain action
• Answers the questions: “What’s in it for me?”, “What does it do for me?”, “So what?”
• Supported by features to explain why or how a benefit is possible
Example: Bud Camp
Feature: T-shirt with a purchase of a 24pack
Benefits:
• Potential to up-sell customers that were going to purchase a smaller pack size, thus increasing revenue for the retailer
• Customers intending to purchase a discount brand may be persuaded to purchase a Bud 24 pack, thus further increasing revenue for the retailer
Learning Checkpoint
1. Why is DVQ ROS so important to us and our customers?
2. What are the four key ways you bring value to your customers?
3. Why is needs-based selling important?
Summary
• Understanding how we do business is integral to your success
• As you develop your skills keep the value you bring to you customers as the forefront of all of your actions. It will ensure your success!
• Needs-based-selling will help you sell more and will position you as credible to your customers
• When providing a solution, always remember to communicate the benefit (e.g., “what’s in it for the customer?”)
Next Steps
THANK YOU!
Appendix 1 – Route to Market Slides
• Alberta: Slides 13 • British Columbia: Slide 14• Ontario: Slide 15• Quebec: Slides 16 – 17 • Newfoundland: Slides 18 – 19 • Nova Scotia: Slide 20• New Brunswick: Slide 21• Manitoba: Slide 22• Saskatchewan: Slide 23
Select the slides that are representative of your region.
RTM…distribution through brewer owned wholesaler (BDL) to private and government retail
PR
OD
UC
TD
ISTR
IBU
TIO
N Government
BrewerOwned
3rd PartyWholesaler
PO
C
Government(Retail)
Brewer Owned (Retail))
On-premise
Private (Retail)
Import (Out of Country)(i.e., Stella from Belgium)
Domestic(Large Brewer)
BDL
Government(BC Only)
On-premise
Private (Retail)
Domestic (Small Independent)
Connect Logistics (Alberta only)
none
Canada – Route to market Alberta Region
RTM…distribution through brewer owned wholesaler (BDL) to private and government retail
PR
OD
UC
TD
ISTR
IBU
TIO
N Government
BrewerOwned
3rd PartyWholesaler
PO
C
Government(Retail)
Brewer Owned (Retail)
On-premise
Private (Retail)
Import (Out of Country)(i.e., Stella from Belgium)
Domestic(Large Brewer)
BDL
Government(BC Only)
On-premise
Private (Retail)
Domestic (Small Independent)
Independent Distribution
none
Canada – Route to market: BC REGION
Canada - Route to market Ontario
Ontario Brewer
The Beer Store (TBS)
LCBO Retail Gov’t Beer Store Licensee
Consumer
Licensees = On premise, Bars, Restaurants, Pubs, - On Premise consumption
LCBO Retail = regular stores (6 packs), Combination stores (all products), Agents (Market demands)
TBS = The Beer Store, self serve palletised, self serve flow rack
Liquor Control Board of Ontario (LCBO)
Foreign Brewer / Out of Province
Canada - Route to market Quebec
Labatt Breweries
Distribution Centers (Labatt company owned = 30)
Licensed Outlets - On
Consumer
**This is somewhat like the US distribution system, however distribution centres are owned by the breweries
Molson has similar system in place
Distribution centres are exclusive for the 2 major breweries - Molson and Labatt
Licensed Outlets On = Bars, Restaurants
Licensed Outlets Off = Convenience stores & Supermarkets
Licensed Outlets - Off
Canada - Route to market Quebec - “Foreign” Brands
Out of Province Brewers
Licensed Outlets - On
Consumer
SAQ = Societe Alcohol Quebec - Government run
Licensed Outlets On = Bars, Restaurants
Licensed Outlets Off = Convenience stores & Supermarkets
Licensed Outlets - Off SAQ
Foreign Brewers
Distribution agencies
Canada - Route to market Newfoundland
Labatt Breweries
Independent Distributors (both for Molson and Labatt)
Licensed Outlets - On
Consumer
This is the most like the US distribution system
Molson has similar system in place
Independent distributors work exclusively with either Molson or Labatt
Licensed Outlets On = Bars, Restaurants
Licensed Outlets Off = Convenience stores, corner stores, gas stations, Liquor stores
Licensed Outlets - Off
Canada - Route to market Newfoundland - “Foreign brands”
Foreign brewers
Independent Distributors (both for Molson and Labatt)
Licensed Outlets - On
Consumer
Licensed Outlets On = Bars, Restaurants
Licensed Outlets Off = Convenience stores, corner stores, gas stations, Liquor stores
Liquor Stores - Off
Out of Province brewers
Canada - Route to market Nova Scotia
Labatt Breweries
Licensed Outlets - On
Consumer
Moosehead has similar system in place
Licensed Outlets On = Bars, Restaurants
Licensed Outlets Off = Government run Liquor stores
Liquor Stores - Off
Empty Bottle Depot
Draught only
Packaged beer
Canada - Route to market New Brunswick
Labatt Breweries
Licensed Outlets - On
Consumer
Moosehead has similar system in place
Licensed Outlets On = Bars, Restaurants
Licensed Outlets Off = Government run Liquor stores
Liquor Stores - Off
Empty Bottle Depot
Draught only
Packaged beer
Canada - Route to market Manitoba
Labatt Breweries / Molson Breweries
Beer Distributors Limited - Brewer Owned (BDL)
Liqour Board Stores Licensed Retail StoresLicensees
Empty Bottle Depot
Consumer
Licensees = On premise, Bars, Restaurants, can sell for home consumption
Licensed retail Stores = Hotel, Pubs, they also have an on-premise outlet in the same building
Canada - Route to market Saskatchewan
Labatt Breweries / Molson Breweries
Beer Distributors Limited - Brewer Owned (BDL)
Liqour Board Stores Licensed Retail StoresLicensees
Empty Bottle Depot
Consumer
Licensees = On premise, Bars, Restaurants, can sell for home consumption
Licensed retail Stores = Hotel, Pubs, they also have an on-premise outlet in the same building