Francisco Sá Head of Soft Drinks

Transcription

1 Francisco Sá Head of Soft Drinks

2 Soft Drinks Agenda Profitability Evolution The Brazilian Soft Drinks Market AmBev s Soft Drink Strategy

3 Profitability Evolution EBITDA Margin 7.3% 15.4% 18.5% 29.4% EBITDA CAGR = 79%

4 Profitability Evolution Relevance of Soft Drink Business 12% 429 4% SD Total

5 Profitability Evolution Right Fews Strategy Right Fews Few Brands Few Channels Few Programs

6 Profitability Evolution The Right Fews Strategy Full integration of soft drinks into beer operation, without deriving focus from beer COGS advantage to KO Bottlers (avg-13%) COGS advantage to KO Bottlers (avg-13%) System bigger than KOI Brazil 8 oz csmm 04 AmBev KO Beer in Brazil Non-Alc. In Brazil 1, ,069 1,353 1,219 Total AmBev (ex-beer) 2,68 2, / 2004 *R$ per CS KOF - Brazil 2,90 2, / 2004 Andina - Brazil 2,96 2, / 2004 Internal AmBev Costing Exercise conservatively shows the added value for soft drinks to be in Beer Trucks in terms of Cost to Serve. Full Costing: CSD Incremental Approach: CSD Cost to Serve (RTM) R$ 21,01 / hl -16% R$ 17,83 / hl

7 Profitability Evolution The Right Fews Strategy Full integration of soft drinks into beer operation, without deriving focus from beer Discipline to terminate nonmost profitable SKUs core products focusing on the Consistent price gap policy in relation to market leader Close relationship with PepsiCo Leverage pricing expertise developed for beer Focus on few geographies

8 Market Overview Relevance of the Brazilian Market 80 60% 70 47% 52% 50% 60 41% 50 40% 40 25% 33% 30% 30 20% % 0 Brazil - Beer Brazil Soft Drink China Germany Russia 0% 1% Soft Drink = 0,6% Beer (Brazil)

9 Market Overview Flavor Segmentation Others 16% Flavors 49% Lemon 12% Guaraná 50% Cola 51% Orange 22% AmBev s Guaraná Antarctica is the #1 Guarana Brand 2005 YTD

10 Market Overview Channel & Packaging Segmentation Sales Channels Packaging Bars Self Service 25% 50% Single Serve 22% Mom & Pop s 25% 78% Multi Serve

11 Market Overview Share Evolution Coca Cola 50,2% 50,6% 50,2% 50,6% 52,9% Price for 2L PET OW Bottle R$2.58 Others 32,7% 33,0% 33,2% 32,5% 30,2% R$ ,1% 16,4% 16,6% 16,9% 16,9% R$ YTD

12 Market Overview Regional Market Scenarios 55,4 51,6 53,9 36,2 17,5 27,1 12,1 24,7 24,4 Area 1 Area 2 Area 3 AMBEV KO BR BRANDS

13 Market Overview Market Share by Channel 25,0% 18,8% 11,5% 18,5% 14,5% 18,0% Bar M & P SS SS 1-4 SS 5-19 SS +20

14 Market Overview Multi Serve Price Evolution Price per Liter 1,40 Multi Serve 1,20 1,00 0,80 0,60 0,40 ago/03 out/03 dez/03 fev/04 abr/04 jun/04 ago/04 out/04 dez/04 fev/05 abr/05 jun/05 AmBev Coke Others

15 Market Overview OW 2L Pet Real Price Evolution 105 Real Price Index L OW PET jul/00 jan/01 jul/01 jan/02 jul/02 jan/03 jul/03 jan/04 jul/04 jan/05

16 Soft Drink Strategy Market Share + Profitability Strong Brands Availability Price Execution RTM Cost to Serve PepsiCo Relationship

17 Strong Brands AmBev Portfolio Leader in the flavor segment Second in cola segment Leader in sports drinks

18 Strong Brands Opportunity in the Diet / Light Segment Development AmBev Share 8,0% 8,4% 36% 92,0% 91,6% AmBev Diet/LightBrand Equity PT L GA D CC L CC L L PT L GA D CC L CC L L PT L GA D CC L CC L L PC L PT L CC L GA D CC L L PC L PT L GA D CC L CC L L PC L GA D PT L CC L GA D PT L CC L K L PC CC L PC L L CC L L A B C D E F G

19 Strong Brands Key Brand Indicators Preference 17 Consideration 76 Awareness 100

20 Strong Brands Preference & Switchers Preference Guaraná Antarctica Pepsi Cola 13 12, Switchers Coca Loyal YTD J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A

21 Availability Gap in Execution Coverage Total Coca Cola PET 2L 86,0% 85,0% 84,0% 86,0% 85,0% 78,0% 74,0% 74,0% 76,0% 72,0% PET 2L 50,0% 50,0% 52,0% 55,0% 53,0% YTD

22 Availability Gap in Portfolio Consumer Occasion Out of Home In Home Benefits Purchase Occasion Immediate Routine Stock Up Out of Pocket AmBev CSD Value BIB Portfolio Convenience AmBev # of packs Coca Cola # of packs 5 9 2/3

23 Availability Package Decision based on sales algorithm 20% 15% 10% 5% 0% -5% -10% -15% -20% Scenario 1 Scenario 2 Scenario 3 Market Share Contribution Margin

24 Availability Simulation Tool Introduction of a 2.5L PET presentation for Pepsi Cola in the South of Brazil 30,6% 29,1% Estimated Share Performance 28,2% 29,4% 28,8% 26,5% 27,6% Actual Share Performance 26,3% May 29 June June June 19

25 Availability Gatorade Per Capita Per Capita (Annual 8oz servings) 7,2 6,8 1,0 Mexico Venezuela Brazil

26 Execution Relationship Programs Programs focused in execution in the point of sale Points scored in accordance to the quality of category management Outsourced monitoring Increase refrigeration capacity

27 Strong Relationship with Pepsico Track record of value creation Best Practice Alluminum cans New 2L PET bottle Product Innovation Pepsi Twist Non Carbonated Soft Drinks

28 Strong Relationship with Pepsico Track record of value creation Brand innovations adapted to local consumers to boost share with profitability Improved brand equity indicators with the correct mix of local/global initiatives Stronger local team structure to support the business

29 Soft Drinks EBITDA Pool & Share Total R$ 2.5B 30% 17% B Brands Ambev Coke 53% R$ 0.5B AmBev EBITDA Pool Soft Drinks Market Share