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POC Mapping - PowerPoint PPT Presentation


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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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agenda
Agenda
  • POC Scenario
  • POC Criteria
  • POC Segments
  • Mapping Methodology
  • Activity
  • Summary
  • Next Steps
poc scenario
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%

poc scenario1
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%

poc criteria
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.
poc segments
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

mapping methodology
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

activity
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

converting pocs
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)?      

summary
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
next steps
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!