AB InBev / Cosine 2013 Review Meeting 12th February 2014Sainsburys Support Centre

Copyright: The ideas presented here and their implementation are the intellectual property of Cosine UK, to which we shall exercise our rights as the authors. Direct or indirect imitation or use of any of the ideas or other documentation or their implementation is not permitted until we have issued our prior written permission.

Agenda

■ IntroductionsAll

■ Jess – slidesJM

■ Review of 2013 Campaigns and what went wellSMcD

■ Moving ForwardNL

■ Cosine innovationCR

■ SummaryAll

Compliance of 2013 Campaigns

Month and campaign

Com

plian

ce %

Average compliance for 2013 FSDU campaigns in

convenience stores is 94%

Merchandising

23,194

12,358

15,089

4,414

Comparison of 2013 Campaigns – Damaged FSDUsIn October Cosine highlighted that the number of damaged FSDUs had increased, as a result of this InBev were able to determine that the manufacturers had changed glue used. Extra rivets have now been added to the top shelf which has proved successful

Month and campaign

# o

f d

am

ag

ed

FS

DU

s

Cosine highlighted rise of damaged

FSDUs – transpires that manufacturers had changed type

of glue

As a result extra rivets were put

onto the top shelf and % of damaged

FSDUs has significantly

reduced

Review of 2013 ways of working…Availability of StockLack of stock is a barrier to

FSDU implementation in small % of stores. If this does happen

in store Cosine always either place or confirm an order is on

delivery

Exception ReportingEnd of day top line summary report sent on day one with compliance update and notification of any changes in store – eg promo change, not

ranged for promo space

Timing of FSDU deliveries

High compliance of obtaining the FSDUs in the warehouse - having PODs

is a real benefit to our success rate

In Call Photographs

Along with compliance updates a

selection of photos sent

CommunicationQueries responded to and

information shared in timely way

Activity briefings

Really clear format and includes all the important

information for our team

Finance ReconciliationClear activity invoicing tracker to ensure invoicing is taking

place promptly and for agreed final numbers

Cardboard MaximiseUsing our new tool Cosine highlight any stores which repeatedly refuse FSDUs

and give you the option to save costs by not sending an FSDU and a call from

Cosine

Stores Not Ranged For Products

Cosine now work with stock planner to highlight upon receipt of

call file any stores who are not ranged for product – giving you the

option to remove from call file

Year Planner Of Activity

Ability to plan in advance to ensure high level of

calls completed

Moving Forwards.…

Day One Activity Field Accompaniments

Meet the merchandiser at a store of your choice and shadow the merchandiser during the call

Finance ReconciliationContinue to use the financial

activity tracker to ensure prompt reconciliation

StockContinue to work with stock planner

to ensure products are range for stores on receipt of the call file

Post Call Review Review your call with NL and Field Manager. Feedback on what went well, what could be

improved etc….

Activity ReviewsNL to meet with DW & JM to review activity and

present results on regular basis

Working Together NL to work at AB Inbev offices / Holborn during activity where possible to ensure information is

shared in a timely manner

Cardboard analysis Continue to analyse the activity call file against the cardboard maximiser to identify problem stores and drive

efficiencies

Key informationContinue to supply Cosine with key information i.e. POD’s for FSDU’s and important information relating to the

brief. This is a real benefit to our merchandisers whilst in call

PortalCreate a web portal for AB Inbev to view store results, photographs and activity reviews – Anytime access !

Example of web portal

Cosine Innovation

Syndicated New System

Create a Client portal to give

access to results reporting

& photos

Create an agent portal to allow auto allocation of work, agents

to accept or reject work,

confirm availability and schedule calls

Provide a data capture ‘app’ that can be

downloaded and used off line

with additional functionality of GPS & photo

upload

End To End System

March MayApril

Completely fit for purpose and unique

Cosine App: Technology enabled team■ Providing simple / seamless tools to ensure that the team’s focus is

on adding value in every call■ Providing strong MI to ensure effective performance management

and control

Bespoke system designed by Cosine

Complete controlNot affected by platform

upgrades

Stand alone Cosine smart-phone app

Allows for high degree of flexibility

Web based team briefing with daily update feature

Data, anecdotal feedback and photographs fed to

portal

One stop shop for all field tools and data capture

Additional Services

12

Experiential Brand Events Road Shows

Our experiential offering

from Cosine

PlanogramCompliance

• Planogram visualisation

• Compare planogram vs. realogram

ConsumerInsight

• Virtual Focus Group

• Anecdotal Feedback

• Consumer Insights

Retail SpaceAnalytics

Implemented in conjunction with Audit Planogram Compliance:

• Total Fixture Analysis• Lost Sales Analysis• Category Space Report

serviceelements

A category management tool which allows for quick and accurate data collection at SKU level

Audit CP can help you answer the following questions…

Where are my SKUs under displayed or over-displayed, versus the planogram?

Are my competitors gaining additional space to the detriment of my brands?

What’s the value of sales that are being lost throughnon-compliance?

Which SKUs should I be negotiating for additional facings during the next range review?

Simple to execute

Design Stores are selected by retailer, where the audits will

take place Planogram and sku barcodes are uploaded into

Cosine’s Audit CP system

Execution Auditors work to a standard protocol in order to drive

quality and consistency in the outputs Barcodes are scanned using a CP Scanner, for speed

and accuracy All relevant information (number of facings, stack,

height), is input into the device by the auditor

Evaluation Analysis of data Development and production of insights

Accurate reporting with actionable insight

• Observations and conclusions inform category dialogue• Value of under-performance may be extrapolated to place a value

on lost sales opportunity • Credible, objective data will support team’s discussions• Identifies store-level actions to fix opportunities

Supplier’s brands compared with key competitors and own - brand

Shelf share benchmarked against POG share and value share

Relative under or over-performance in display quantified

Summary & Next Steps