1. DIAGEOcelebrating life,every day,everywhere,responsibly Sharing the Benefits of Category Management across a wider platform of Retailers

2. No 1 premium vodka in the world No 1 scotch whisky No 1 stout in the world No 1 Liqueur in the world No 2 scotch whisky in the world No 2 rum in the world No 1 premium tequila in the world No 1 selling premium gin in the U.S. 3. DIAGEO 4. Total Market 65%35% 5. Readiness Satisfaction' at thDefinition,Point of Purchase 'Driving Shopper Segmentation RoleAssessment ReviewObjective StrategiesTactics eImplementation 6. The Irish Market An ever changing Ireland 7. Drinking at home growing 8. 1.5 billion, Split 3 ways. Macro Layout Plan-o-grams 170 GRP500MULT Visibility outlets25%outlets34% Off-sales 1,000 Distribution outlets RangeIND41% Others 9. The Challenge & The Opportunity 10. The Challenge and The Opportunity Driving Shopper Satisfaction The OpportunitiesThe ChallengeCategory management success with large retailers (34%)Space to Sales > Macro Layout > Plan-o-gramsManaging off-sales How do we spread > Visibility the word of > Off-sales Shopper FocusedLayouts > Distribution Driving Shopper > Range Removing Barriers fromSatisfactionthe path purchase 66% of the Market Control at the Point of across the whole ? PurchasemarketProtecting our sales 1,500 outlets 11. The SolutionUse our sales forceComponentsRegular visits/calls 1. Commercial arguments Weekly to monthly Relationships already established2. Tools of the Trade Regional difference understood3. Building Capabilities Eager to learn Category Management principles ThemeDriving Shopper Satisfaction 12. 1. Commercial Arguments BeforeUnderstanding the Shopper & The The Shopperindependent Likes & Dislikes Definition & segmentation Decision treeUnderstanding the Beers & Spirits MotivationBeers, Spirits, Adding Value to your visit WinesShopper After Barriers to path toimplementing the What effect does purchaseUnderstanding the Independent Retailer Store designshopper segmentation have Store designWhat your ideal store would look like Sales & Profit Merchandising Off-sales The Retailer Its contents Range The flow Horizontal V Vertical blocking Shoppers What first inrange Maximum flow, why? Role of categories 13. Readiness 2. Tools of the Trade Definition,SegmentationGASPP ObjectivesRole Consumer MonitoringReviewConsumer Insights AssessmentShopper Assessment Satisfaction Review The Rep Space MonitorPresent Planning Tool ObjectiveStrategies AgreeImplementation ObjectivesVisibilityThe Ideal & TacticsPresenceIndependent Implementation GoldSilverBronze 14. 2. Tools of the Trade GASPP Quick Simple The Rep Space Planning Tool Live Image capability PrintableThe IdealIndependent 15. 2. Tools of the Trade GASPP The Rep Space Planning ToolThe IdealDIAGEOIndependent Driving Shopper Satisfaction 16. 3. Building Capabilities Driving Shopper Satisfaction Merchandising for successDIAGEOLooking forDriving Shopper Satisfactionopportunities 17. Ready to spread the word The MacroShopperOverviewMarketSales Team Information 18. Case Study Newcastle Co. Down Pat Maginn, Owner Terence OHagan, DIAGEO 19. Setting ObjectivesMacro Store levelFloor buildsCategory LocationsCategory space allocationPath to Purchase DriveShopper Plan-o-GramsSatisfaction Shopper SegmentationShopper Decision TreeSpace to salesSignageRangeStrategiesJustification 20. AssessmentThe Macro Store levelShopper Floor builds Category Locations Category space allocation Path to PurchaseMarket Plan-o-GramsInformation Shopper Segmentation Shopper Decision Tree Space to sales SignageMacro RangeOverviewEPOS StrategiesInformation Justification 21. AssessmentInformation AnalysisActions Macro Level Plan-o-grams Range 22. Presentation/Finalise objectiveAisle to highCreating clutter Macro Store level Floor builds Category Locations Category space allocation Path to Purchase Counter blocking Plan-o-Gramssection Shopper Segmentation Minerals Shopper Decision Tree Space to salesWines Signage Beers Wines Fridge Wines Range Strategies CounterSnacks JustificationCoolerMisc Spirits Wines 23. 23 Implementation1Minerals Wines BeersWines Fridge Wines Snacks 4 Counter Misc Spirits Mixers 5 24. Review My Customers Easy to find what theywant Added Value to their visit Understanding what theywant and acting on it Quicker serving times Chilled products Efficiencies Quicker packing of section Less packing of section More control of stock Less breakagesDriving SSalesSatishopp 7% overall store er Improved cash flow facti Loyal Shoppers on 25. Closing Summary Commercial ArgumentsTools of the trade Build Team CapabilitiesDriving Shopper Satisfaction 26. DIAGEOcelebrating life,every day,everywhereresponsibly Sharing the Benefits of Category Management across a wider platform of Retailers