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POC Mapping

POC Mapping. Agenda. POC Scenario POC Criteria POC Segments Mapping Methodology Activity Summary Next Steps. POC #1 Industry Volume: 720 Labatt Share: 62.6% Level of Influence: Medium Influence. POC #2 Industry Volume: 645 Labatt Share: 26.2% Level of Influence:

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POC Mapping

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  1. POC Mapping

  2. Agenda • POC Scenario • POC Criteria • POC Segments • Mapping Methodology • Activity • Summary • Next Steps

  3. POC #1 Industry Volume: 720 Labatt Share: 62.6% Level of Influence: Medium Influence POC #2 Industry Volume: 645 Labatt Share: 26.2% Level of Influence: Low Influence POC Scenario District Average Industry Volume:320 District Average Share: 45.1%

  4. POC #1 Industry Volume: 720 Labatt Share: 62.6% Level of Influence: Medium Influence POC #2 Industry Volume: 645 Labatt Share: 26.2% Level of Influence: High Influence POC Scenario District Average Industry Volume:320 District Average Share: 45.1%

  5. POC Criteria • Industry Volume- The sum of how much beer each POC sells across all brands within a 12 month period • Labatt Share -Labatt’s share (%) of volume at each POC • Level of Influence -Thomas Research asks five questions to help determine the level of influence we have with a customer.

  6. POC Segments Above average share & below average volume Below average volume & share Winning Platinum Winning Gold Above average volume & share with a high level of influence Opportunity Convert Above average volume & below average share with a high level of influence Opportunity Hold Basic Winning Above average volume & below average share with a medium or low level of influence Basic Above average volume & share with a medium level of influence

  7. Mapping Methodology Opportunity Winning High Priority W1 Platinum W2 Gold O1 Convert W1 Platinum O1 Convert Volume W2 Gold O2 Hold Basic Winning Non- priority O2 Hold Basic Winning Basic Basic Low High Share

  8. Activity Opportunity Winning High POC #3 W1 Platinum POC #4 Volume O1 Convert O2 Hold POC #2 W2 Gold Basic Winning Basic POC #1 Low High Share

  9. Converting POCs Distribution: GA Brands available (min 3 brands) Visibility: Visible Labatt brand communication material for GA brands (min 1 hot spot) Quality: All GA Labatt brands sold at POC communicated on a beer list? Quality: All ready to serve Labatt GA SKU's (Package & Draught) under their expiry date?   ROS: Everyday price points for Labatt SKUs equal to or lower than appropriate competitive brands?    Distribution: Minimum 5 GA brands available for purchase? Visibility: Labatt GA brand exposure visible in 3 or more hotspots Visibility: Does Labatt have more draught lines than any other supplier?   Visibility: Is Stella Artois draught served exclusively in a Stella Artois chalice glass?   Quality: Staff training completed in past 12 months (minimum 30 minute training)?      

  10. Summary • POC mapping is important to help us identify which POCs to invest in • The three POC Mapping criteria are: • Industry Volume • Labatt Share • Level of Influence • The POC Mapping segments are: • Winning Platinum • Winning Gold • Opportunity Convert • Opportunity Hold • Basic Winning • Basic

  11. Next Steps • Do you have any questions? • After this session your challenge is to map the POCs in your territory to determine which POCs are priority • There will be POC Mapping questions included in your POC, POC Mapping and Product Quiz THANK YOU!

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