BCG-百威英博中国空白市场进入战略蓝图报告-201202.pptx

1、AB InBev Volume-drive Market&Blueprint Final Presentation February 2012 1 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.ABI blueprint project-final presentation Feb.29 2012.pptx Todays agenda Whitespace segmentation and priority for entry Whitespace RTM strategy Implementatio

2、n plan and resource Tracking and reporting P&L projection Pilot study 2 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.ABI blueprint project-final presentation Feb.29 2012.pptx White Space defined as counties/cities without direct sales coverage and premium market share 5%As-i

3、s Premium market share 20%market share Source:BCG database,ABI internal data Competitor Market Share Recommend to focus on Top 20 clusters with largest potential Concentrated in BUNO and BUCE 19 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.ABI blueprint project-final present

4、ation Feb.29 2012.pptx Or,prioritized 28 clusters with large potential but relatively less competition from beginning 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 BU Province(省省)-E PLC Parent (地区地区)-E#Counties Market Potential1 Competitor Breweries2(#)TST Snow YANJ Rank

5、-by Potential1 Strong Local3 BUCE BUW BUCE BUCE BUS BUCE BUCE BUNO BUCE BUCE BUCE BUCE BUW BUNE BUCE BUS BUW BUW BUCE BUSE BUCE BUW BUCE BUS BUCE BUNE BUS BUNO Hubei Chongqing Henan Hubei Guangxi Hubei Henan Inner Mongolia Anhui Hubei Hubei Hubei Sichuan Liaoning Hubei Guangxi Sichuan Sichuan Hubei

6、Zhejiang Hunan Sichuan Hubei Guangxi Hubei Liaoning Guangdong Hebei Jingzhou Chongqing Pingdingshan Jingmen Yulin Huanggang Luoyang Chifeng Anqing Huangshi Suizhou Xiaogan Yibin Chaoyang Yichang Guilin Guangan Deyang Xiangfan Lishui Hengyang Dazhou Ezhou Wuzhou Xianning Dandong Maoming Qinhuangdao 6

7、 11 5 4 4 7 4 3 5 2 2 4 6 4 1 5 5 4 4 5 3 2 1 2 4 1 1 4 1.34 1.31 1.03 0.81 0.79 0.79 0.76 0.65 0.59 0.56 0.53 0.51 0.49 0.48 0.48 0.47 0.42 0.40 0.40 0.39 0.37 0.37 0.35 0.35 0.34 0.34 0.32 0.32 15 20 24 12 8 18 17 8 22 16 20 18 15 16 9 5 15 16 9 18 12 11 16 13 18 13 4 25 0%0%0%0%7%6%0%0%4%6%6%6%7%

8、2%3%7%7%0%6%0%34%0%25%7%3%0%14%13%34%1%10%18%0%34%10%5%74%48%34%34%68%76%52%0%68%65%34%19%0%67%58%0%52%42%0%24%21%0%0%13%74%39%0%63%0%0%39%39%6%0%0%74%6%8%39%68%33%19%0%74%0%0%10%31%0%67%51%0%0%0%51%0%0%0%0%0%0%0%0%0%0%0%0%0%21%0%0%0%0%41%38%0%1.2014 Core and above volume in MnHL 2.Approximate numbe

9、r of competitor breweries within 200km radius 3.Local players with 20%market share Source:BCG database,ABI internal data Competitor Market Share 20 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.ABI blueprint project-final presentation Feb.29 2012.pptx Backup:The full list of

10、35 clusters prioritized based on market potential,competition and ABI presence 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 BU Province(省省)-E PLC Parent (地区地区)-E#Counties Market Potential1 Index Competitor Breweries(Index)ABI presence(Mkt Share Inde

11、x)ABI Infrastructure(Existing M1 Index)Rank-by Potential1 BUCE BUNO BUCE BUNO BUCE BUNO BUNO BUCE BUNO BUNO BUCE BUNO BUNO BUNO BUNO BUW BUCE BUCE BUNO BUNO BUCE BUCE BUCE BUW BUCE BUCE BUCE BUW BUCE BUW BUS BUS BUW BUS BUS Hubei Shandong Hubei Hebei Henan Shandong Shandong Henan Shandong Shandong H

12、enan Shandong Hebei Shandong Shandong Chongqing Henan Hubei Shandong Hebei Hubei Hubei Hubei Sichuan Hubei Hubei Hubei Sichuan Hubei Sichuan Guangxi Guangxi Sichuan Guangxi Guangdong Jingzhou Jinan Jingmen Handan Shangqiu Heze Liaocheng Zhoukou Dezhou Weifang Luoyang Jining Shijiazhuang Zaozhuang Ya

13、ntai Chongqing Pingdingshan Xiaogan Dongying Qinhuangdao Xianning Huanggang Yichang Deyang Suizhou Huangshi Ezhou Yibin Xiangfan Guangan Yulin Wuzhou Dazhou Guilin Maoming 6 3 4 14 7 8 5 5 6 4 4 5 7 2 6 11 5 4 2 4 4 7 1 4 2 2 1 6 4 5 4 2 2 5 1 97 91 87 99 98 100 90 96 92 94 84 94 89 95 99 97 93 76 9

14、0 56 58 85 72 66 78 79 59 74 64 68 86 59 62 71 57 38 99 27 98 96 95 100 86 93 90 48 85 80 88 66 56 63 50 71 64 52 49 14 43 58 43 44 38 15 39 11 32 22 6 4 37 0 100 5 0 0 0 0 0 0 1 0 4 0 0 10 1 30 0 25 42 14 52 9 0 6 22 0 26 0 2 1 3 1 4 100 34 0 5 9 5 5 12 9 9 58 9 14 2 19 14 6 6 2 12 0 0 9 22 0 2 0 2

15、 3 0 7 2 6 6 9 1.2014 Core and above volume in MnHL Source:BCG database,ABI internal data 21 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.ABI blueprint project-final presentation Feb.29 2012.pptx Agenda Whitespace segmentation and priority for entry Whitespace RTM strategy I

16、mplementation plan and resource Tracking and reporting P&L projection Pilot study 22 Copyright 2012 by The Boston Consulting Group,Inc.All rights reserved.ABI blueprint project-final presentation Feb.29 2012.pptx Simplified RTM models designed for three types of whitespace markets to guide the evolution Blank Stage Market evolution for premium counties Market evolution for core/core+counties Blank Stage Authorized WS=Yes Premium MKT share 25%Core/Core+MKT share Authorized WS=Yes Premium 1 Premiu