MillerCoors/Integer

Promo Specialist Training - Dallas/Fort Worth

April, 2011

I. Training Agenda

A. History/Profiles of MillerCoors and The Integer Group L360

B. The Goal of MillerCoors and Integer

C. The Logistics (Scheduling & Payment)

D. Defining & Achieving our Goals

How to Sell

E. The Do’s & Dont’s of a Promotion

F. Know What you are Selling

MC Portfolio

MC Brand Identities

Budweiser (the competition)

G. Promotion Role Playing

H. Presentation QUIZ!

HISTORY of MillerCoors and The Integer Group

A RICH HISTORY

• Founded in 1855 by Frederick J. Miller, a German immigrant that purchased the Plan Road Brewery in Milwaukee for $8,000 in gold

• His children ran company until 1969 when Philip Morris purchased the company

• South African Breweries purchases Miller in 2002 to become a global powerhouse

• Key facts – MBCo is an innovator:

– 1975 introduced the first light beer

– 1903 the first beer in a clear bottle, patented hops

– 1986 introduced the first draft beer in a bottle

• Controversies / boycotts:

– 2007 boycott from Catholic church for inappropriate logo usage in GLBT event

A RICH HISTORY

• Founded in 1873 by Adolph Coors, a German immigrant that established a brewery in Golden Colorado for $2,000 (and an $18,000 investment from a businessman named Jacob Schueler)

• For much of its history, was a western regional beer and established national distribution in early 90’s

• Merged with Molson Canadian in 2005

• Key facts – Coors Brewing is an innovator: – 1959 introduced the first aluminum can

– 1978 introduced first cold-filtered beer

– 2007 introduced first cold-activated bottle

• Controversies / boycotts: – 1970’s strike by minorities groups (49 share in CA

in 1975 – drop 10%)

A NEW BEGINNING/2008

Molson Coors

Brewing Company

MillerCoors Established

July 1, 2008

Molson

Canada

U.S. & Puerto Rico Business

SABMiller

Coors

Brewers

Ltd.

Global Brands

& Market

Development

Miller Brewing

International

SABMiller

International

Business

The Integer Group

The Integer Group is one of the largest sales-promotion agencies in the world.

TIG has eight full service offices nationwide and locations in Europe and Asia.

Integer’s headquarters is located in Lakewood, CO where the majority of our

1000+ employees reside.

TIG’s clients portfolio includes AT&T, Fed Ex, Polaris, Michellin, MillerCoors and

many more.

Coors Light has been a client of TIG since the mid-1990’s but it was in 2004 that Integer formed the

Latino Street Wise program, now better known as Latino 360. This program concentrates on targeting

sales efforts against the Latino community through off and on premise sales and promotional efforts.

The L360 program continue to thrive in Los Angeles, CA, San Diego, CA, Sacramento, CA, San Jose,

CA, Las Vegas, NV, Dallas/Fort Worth, TX, Phoenix, AZ, Denver, CO, Chicago, IL, New York, NY and

Miami, FL

The L360 program contains over 250 promotional specialist nationwide. All Promotional Specialists are temporary employees of the Integer Group and receive employees benefits such as… •Employee Assistance Plan •Holidays •Worker’s Compensation •State Disability, if applicable •Set up paydays •Payroll Deductions •Direct Deposit •Bereavement

The Integer Group

The Integer Group is one of the largest sales-promotion agencies in the world.

TIG has eight full service offices nationwide and locations in Europe and Asia.

Integer’s headquarters is located in Lakewood, CO where the majority of our

1000+ employees reside.

TIG’s clients portfolio includes AT&T, Fed Ex, Polaris, Michellin, MillerCoors and

many more.

Coors Light has been a client of TIG since the mid-1990’s but it was in 2004 that Integer formed the

Latino Street Wise program, now better known and Latino 360. This program concentrates on targeting

sales efforts against the Latino community through off and on premise sales and promotional efforts.

The L360 program continue to thrive in Los Angeles, CA, San Diego, CA, Sacramento, CA, San Jose,

CA, Las Vegas, NV, Dallas/Fort Worth, TX, Phoenix, AZ, Denver, CO, Chicago, IL, New York, NY and

Miami, FL

The L360 program contains over 250 promotional specialist nationwide. All Promotional Specialists are temporary employees of the Integer Group and receive employees benefits such as… •Employee Assistance Plan •Holidays •Worker’s Compensation •State Disability, if applicable •Set up paydays •Payroll Deductions •Direct Deposit •Bereavement

The Goal of MillerCoors/Integer

The Goal of our MillerCoors Promotions

MillerCoors has two very specific goals for our L360 promotions and they are…

1. EDUCATE: To touch, inform and educate Bicultural

Latino consumers about the great quality and benefits of

our MillerCoors product

2. Increase SALES

The target audience we are trying to touch and sell to

These promotions specifically are targeted towards

Bicultural Latino beer drinkers between the ages

of 21 and 35….

This segment is what we consider KBD (Key Beer Drinkers).

Why target Latino KBD’s?

Not only is the Latino community a significantly large segment that we are targeting but it is one that

continues to grow. Latinos have accounted for 50% of the U.S. population growth since 2000. Latinos

are projected to account for 30% of the entire U.S. population by the year 2050. It is critical that

MillerCoors targets and obtains brand loyalty from this large and booming segment.

Unacculturated Acculturated Bicultural

Integer Scheduling, Time Tracking & Payroll

MillerCoors Promotions

What type of promotions will I be required to execute as a Promotional Specialist?

Typically we execute MillerCoors Off Premise and On Premise Promotions. Off Premise

Promotions are conducted in grocery / liquor / convenient stores, while On Premise Promotions are

those conducted in bars / nightclubs / restaurants

What do MillerCoors Off & On Premise Promotions consist of?

The themes and set ups of our promotions will vary, but the consistent pieces found in all of our

promotions are our MillerCoors Promotional Specialists, the on-site Integer promotion manager, and

branding materials (such as MillerCoors logoed banners, tables, floor mats and stand ups)

What is the objective of these promotions and when and how long are they scheduled for?

The sole mission of our promotions is to

SELL and EDUCATE consumers on our product

The promotional specialists are the KEY to our

promotions… they are given aggressive sales goals,

persuading consumers to buy our product by relaying to

them the quality of our brand

Promotions can be scheduled any day of the week,

between 1 – 3 hours in length, depending on the promotional

needs and product stock of the account. But It is customary

to book promotions on key consumer shopping days: Friday,

Saturday or Sunday, scheduling 2 – 4 promotions a day

Off Premise vs On Premise

Off Premise (Grocery, Liquor C Stores)

Multi pack sales, opportunity to have

longer and clearer sales pitches,

physical room for promo set up

On Premise (Bars, restaurants)

Brand building focus, sampling,

follow up on sample, energetic

interaction, blending in the

social “party” setting

MillerCoors Promotions… continued

How are MillerCoors Promotional Models Scheduled?

The MillerCoors, Dallas team contains a Promotion Coordinator that is responsible for scheduling

MillerCoors Promotional Specialists for all promotions:

ROSA ALVAREZ: 972-375-8581 / RosaAlvarez@integer.com

The Promotion Coordinator receives all promotion information from the MillerCoors Key Accounts Reps,

a week in advance. She/he then contacts all Promotional Specialists via phone calls in order to schedule

you for these upcoming promotions

Once the Coordinator has booked a Promotional Specialists for promotions, she/he will email and/or

text message you your schedule. She/he will also email this information to the applicable KAR managing

your promotions to relay your confirmation and contact information.

You will be be required to call your managing KAR

one day prior to your promotions so they may receive a

verbal confirmation from you, verifying you will be attending

the scheduled promotions.

It is required that you have your managing KARs’

cell phone number saved in case you will need to contact

him/her the day of your scheduled promotion.

In case you will not arrive or will be late, please contact

the managing KAR with as much prior notice as possible.

Cancellations and no shows to promos should always be avoided. If you can’t attend

your promo you will be expected to find a promotional specialist on our team to cover you, and you will be

required to communicate this promo specialist change to the Promo Coordinator and your managing KAR

with at least a 24 hour notice.

Integer Spokes Model Payroll

The Integer Group spokes models pay rate is $25 an hour. Spokes models are paid bi weekly via

direct deposit or mailed checks.

The method of payment to all spokes models is based on documented promotions and hours that

are logged on an official Integer website. The hours you log on line are approved by your

designated Key Account Rep so that your payment may be processed.

It is very important that Integer Spokes models always logs her hours after all promotions (before

Monday at Noon).

If there are any questions or concerns regarding payment that your managing local Key Account

Representative can not answer, you can contact Michelle Ohlinger with Integer Payroll directly:

Michelle Ohlinger: 303-393-3000

Michelleohlinger@integer.com

If you have any other generals questions of concerns

you would like to discuss with Integer Human Resources,

you can contact our L360 HR Representative:

Marta Hargis: 303-393-3376

Pay Period Starts

Saturday

Pay Period Ends

Friday

KAR, Mrkt Mgrs deadline

SUNDAY* Friday

Pay Date

12/22/08 01/02/09 01/04/09 01/09/09

01/03/09 01/16/09 01/18/09 01/23/09

01/17/09 01/30/09 02/01/09 02/06/09

01/31/09 02/13/09 02/15/09 02/20/09

02/14/09 02/27/09 03/01/09 03/06/09

02/28/09 03/13/09 03/15/09 03/20/09

03/14/09 03/27/09 03/29/09 04/03/09

03/28/09 04/10/09 04/12/09 04/17/09

04/11/09 04/24/09 04/26/09 05/01/09

04/25/09 05/08/09 05/10/09 05/15/09

05/09/09 05/22/09 05/24/09 05/29/09

05/23/09 06/05/09 06/07/09 06/12/09

06/06/09 06/19/09 06/21/09 06/26/09

06/20/09 07/03/09 07/05/09 07/10/09

07/04/09 07/17/09 07/19/09 07/24/09

07/18/09 07/31/09 08/02/09 08/07/09

08/01/09 08/14/09 08/16/09 08/21/09

08/15/09 08/28/09 08/30/09 09/04/09

08/29/09 09/11/09 09/13/09 09/18/09

09/12/09 09/25/09 09/27/09 10/02/09

09/26/09 10/09/09 10/11/09 10/16/09

10/10/09 10/23/09 10/25/09 10/30/09

10/24/09 11/06/09 11/08/09 11/13/09

11/07/09 11/13/09 11/17/09 11/25/09

11/21/09 12/04/09 12/06/09 12/11/09

12/05/09 12/11/09 12/15/09 12/23/09

Integer Promotional Specialist Payroll Schedule

*All on line hours due every Monday before Noon

•Velocidad.integer.com and login (you don't have to put www or anything in front of that website).

•Your username and password will be emailed to you from Integer…. Password is, your first initial and last

name (ex Acarsillo)… password

•Once you have logged in, you need to change your password, so you choose a password that you can

easily remember.

*On the left hand side there is an option that says "enter time", click on it and then input as much information

as you know about the promotion you executed.

*Always include the…. Correct date, Correct number of hours, Supervisor Name (Integer personnel that was

in charge of promotion you worked that night)… If date, number of hours or supervisor is incorrect, we cannot

fix it. We will just have to reject and you will have to resubmit…. Name of Supervisor is important because

that is who your time is sent to for approval.

*The "Notes" section must be filled out as well. Please be detailed but brief. For example: ML at Aloft Hotel

on Lemmon Ave. or CL at Ojos Locos in Dallas Inputting locations. If location is not listed just don't put

anything and under "notes" section just type in the place's name. Example: Ojos Locos Fort Worth)

*Once you have entered one location with correct time and date, click Log It and then begin inputting next

location. **DO NOT SAVE and SEND TIME UNTIL ALL PLACES AND HOURS ARE LOGGED FOR THE

WEEK

*Once you have entered all promotions and times worked for the week then click "save time" and then "send

time" Once you have clicked "send time" I will be able to approve your hours and you will be good to go.

On line Promo Time Entry System

Defining & Achieving the Goals

of our MillerCoors/L360 Promotions

The Goal of our MillerCoors Promotions

MillerCoors has two very specific goals for our L360 promotions & they are:

1. EDUCATE/BUILD THE BRAND: Inform and educate Bicultural Latino

consumers about the great quality and benefits of our MillerCoors product

2. INCREASE SALES

*How can you accomplish these goals?…..

The 4 Rules of Success as a L360 Promotional Spokes Model

There are 4 main requirements/rules to follow in order to hit our goals and

be successful as a MillerCoors Promotional Spokes Model:

1. Always be punctual & prepared to work

2. Be a Knowledgeable Sales Expert / Know What You

Are Selling

3. Be Sincere, Friendly and Energetic to ALL consumers

4. Follow the B.E.E.R. Ask Sales Method

Becoming a Knowledgeable MillerCoors Sales Expert

Steps to take in becoming the ideal L360 MC Sales Expert:

1. Know the MillerCoors Portfolio/All Brands

2. Know and sell our brands’ key attributes (your Sales Pitch)

3. Know the competition and their portfolio

4. Know all brands prices, sales prices and case quantities

Approaching Consumers in a Sincere, Friendly, Energetic Manner

How should you approach consumers?

1. Always aim to make a great first impression

2. Make eye contact, smile, shake their hand & display energy

3. Make every day convo with the consumer and break the ice

4. Whether you have sold the consumer or not, leave them with a

professional and positive impression… thank them, wish them

well

The “BEER ASK” SALES SUCCESS FORMULA… These 7 Steps, in order are….

Break the Ice…. Hand shake, eye contact, ENERGETIC and SINCERE approach

Engage the consumer… EVERY DAY CONVO… what are you doing this weekend?... Are

you watching the game today?.... Doing anything fun for the weekend?

Explain the product quality… BRIEF, SIMPLE PRODUCT BENEFITS…. ALWAYS start

your sales pitch EXPLAINING the PRODUCT BENEFITS… see next pages for product talking

points

Relay price of the product…. Relaying the sales price of the product is left for last

Ask for the purchase... So can I get you a nice cold 18pk?

Sell the product… if consumer is hesitant, PUSH… “you will not be disappointed… great

quality product and price… plus you can take a free picture with me and get a free prize

giveaway… you can’t ask for a better deal!... let me get that nice cold 18pk for you”

Key chain giveaway… once consumer is sold, give free prize away and take picture with

consumer for free digital pic print out

______________________________________________________________________

*ALWAYS AVOID: Opening with price & prize benefits, avoid low energy, shy approach. Just

handing out a key chain, pleading for sales, giving brief product information and walking away

The B.E.E.R. Ask Approach

The DO’s & DON’T’s of our Promotions

Beer Promotion Legalities

It’s Illegal to:

Provide anything of value to consumers in excess of $1.00 (depending on the state)

Give away or sample our beer to consumers. Consumers must pay at least $1.00 for the beer

Bribe customers (e.g. ”You can have a keychain if you buy a Miller”)

(Per legal mandate, all premiums must be made available to all attending consumers, whether they participate or not)

Give trinkets or give-a-ways to minors under 21

Take pictures with minors under 21

Bar Bucks:

Are like checks for the consumer to enjoy a discount on their

MillerCoors products

Cannot be used to purchase any other products other than

MillerCoors products

MillerCoors Promotions / Roles and Responsibilities

MillerCoors Promotion standards and restrictions:

Always arrive 15 minutes early to the start of promotion

be well groomed,

do not wear any loud jewelry (face piercings included)

wear moderate/natural makeup

do not chew gum

do not use cell phones during promotion

do not eat during promotions

do not consume any alcohol before or during your promotion

After any on premise promo do not drink while wearing MillerCoors uniforms

REMEMBER, you are the face of MillerCoors and The Integer Group the

minute you change into the uniform

First impressions are KEY…. Make a positive, good, long lasting impression

Consumer Approaches and Sales Pitches to Avoid

Again, your first impression on consumers will be a lasting one… a negative first impression reflected on

your part will be one reflected also on MillerCoors. Avoid the following…

Never begin your sales pitch with the price of the product or by offering the promo giveaway they can

receive when purchasing the product. Remember, other brands can always have a better price and give away a

cooler prize. We are selling based on quality and product benefits… we can not condition our consumers to buy

our beer based on price and prizes as it is a variable that will always change. We need to concentrate on

explaining to consumers why our beer is the best beer in the world. We want them to purchase our beer based

on this and bring them back for more because of these facts, always aiming to build long term brand loyalty….

and it all begins with you. (FIRST SELL BASED ON PRODUCT FACTS & PERSONALITY)

“Do you want to buy an 18pk of Miller and/or Coors today?”… if the consumer answers no, what will you

say then?... avoid open ended questions that allow consumers to simply pass you by… remember, you need

to FIRST engage the consumer before asking for the sale

“Our beer is on sale at a cheap price” never begin your sales pitch with a discussion on price and always

avoid using the word “cheap” when discussing the product. We want our consumers to learn about the product

quality and never associate our beer with a “cheap beer”

“Here is a keychain would you like to by an 18pk of Miller and/or Coors?” you have given the promo prize

away, have communicated no product benefits and have tried to make a sale based on a handout. Even if the

consumer has purchased the beer based on a keychain, you have not accomplished your mission on informing

and educating the consumer about MC.

“Hi, can you please buy my beer?... Please, please, please!… we should never pressure our consumers in

a negative manner and make them feel stressed and compelled to purchase our product based on pleads. This

is one of the worst sales approaches for any promotional spokesperson.

STRONGEST PORTFOLIO

Enemies of Beer

AIR

HEAT

SUNLIGHT

Brown bottle were created to protect beer from

sunlight/heat

Can you think of any beer that does not have a

brown bottle?... Use this fact in your sale pitches

PREMIUM LIGHTS

GM: “Rocky Mountain COLD REFRESHMENT”

HISPANIC: “Refresca Tu Mundo”

-Cold Activated Bottle

-Must deliver FRIO-INDICADOR message!

-FMF Soccer Sponsor

GM: “Triple Hops Brewed for GREAT TASTE”

HISPANIC: “Elaborada en Tres Etapas - GRAN SABOR”

-First Light beer in the industry

-Only beer to win 4 gold metals for Best American Light Lager in

World Beer Cup

-Must deliver the vortex bottle innovation!

“Best Tasting Light Beer”

-64 calories and 2.4 carbs.

-Bud Select 55, lowest calorie beer

-1 point in weight watchers program

-Major push for: New Years Resolutions and Summer Fitness.

-Shhhhh: Lower alcohol content

STRONGEST PORTFOLIO

PREMIUM / NEAR PREMIUM FULL CALORIE BRANDS

GM: “FRESH FROM THE TAP TASTE”

HISPANIC: “SABOR FRESCO – La Etiqueta Negra”

-Introduced 1986

-Not heat-pasteurized, cold filtered 4 times… true draft taste.

-Massive MGD California Plan launching

“The Banquet Beer”

-Quick Fact: Thirsty miners in late 1800s threw celebratory

banquets with Coors banquet as its main beer.

“An Honest Beer at a Tasty Price”

-Since 1903, first beer in a clear bottle – Champaign of Beers

-Keep it real in this pretentious world

-Common Sense campaign with WIndell the driver

STRONGEST PORTFOLIO

ABOVE PREMIUM

“Belgian White Beer”

-Quick Fact: unfiltered Belgian style wheat ale

- uses white wheat, oats and twist of orange peel

-incredible taste, slight sweetness, low bitterness

-garnish w orange peel bring out subtle orange taste

“The first golden beer in history”

-Quick Fact: Prior to 1842, all beer’s were dark.

Pilsner Urquell is the FIRST golden beer in history. Now, most beers are called “Pilsner” style beers and beer glasses are called Pilsner glasses.

“Italian STYLE in a bottle”

-Quick Fact: “Nastro Azzurro” is Italian for Blue Ribbon.

“Like a wise, old grandfather that tells stories”

-Quick Fact: It’s an Irish Red beer, lead brand for St Patrick’s Day.

Brand Talking Points

BELOW PREMIUM BRANDS

“ALWAYS SMOOTH”

-Campaign: “always smooth – even when you are not.”

“Brewed for a Man’s Taste”

-Sponsor of World Series of Poker

“America’s first ICE beer, since 1993”

-Ice means it is brewed, fermented, then right before aging, the

temperature is lowered to below freezing so it creates a smooth

flavor and higher alcohol content (5.5%)

“MMA Sponsorship”

-Alcohol: 5.6%

“211 represents the old

medieval logo for Steel”

-Alcohol: 6.0%

“Kill King Cobra”

-Alcohol: 5.9%

“Wears crown for King

of Malt Liquors”

-Alcohol: 5.9%

STRONGEST PORTFOLIO

Coors Light Facts and Talking Points

History: Coors Light was introduced in 1978

Nutritional Information: 4.15 percent alcohol by volume and 104 calories per 12-ounce serving

Facts / Talking Points:

Coors Light is frost brewed and never heat pasteurized and

Coors Light uses fresh Rocky Mountain water

Recent Coors Light innovations include the Cold Activated Bottle

and Can, Super Cold Draft, the Vented Wide Mouth Can with Frost Brew Line

Coors Light is inventoried, shipped, trucked, delivered and stored their

beers in very cold refrigerated environments:

“Nothing tastes better than a cold beer and no beer tastes or refreshes

better than a cold Coors Light which is born cold, packaged cold, and

shipped cold.”

You like your beer cold & refreshing right? Well I want you to try the beer

that is THE “coldest & most refreshing”

Did you know that the water Coors uses to brew Coors Light comes from

the snow that falls on the Colorado Rockies each winter. You can’t get a

colder more refreshing beer than Coors Light!

Hey- I want you to experience Colorado Rocky Mountain Refreshment!

No hay nada mas fria y refrescante!!!!

Key Sales Phrases/Words:

The Coldest and most Refreshing / La mas Fria y Refrescante

Cold Activated Can / Lata con Frioindicador

Miller Lite Facts and Talking Points

History: Miller Lite was the first Light beer, introduced in 1975

Nutritional Information: 4.2 percent alcohol by volume and 96 calories per 12-ounce serving

Facts / Talking Points:

Miller Lite has a great Pilsner TASTE

Miller Lite’s uses a TRIPLE HOPS brewing process, giving it a great pilsner taste

Only beer to win 4 gold metals for Best American Light Lager in World Beer Cup

Miller Lite now contains a new gold TASTE PROTECTOR lid (both bottles and cans)

Miller Lite has less calories and carbs than Bud Light

Bud Light (6.6 carbs and 110 calories) / Miller Lite (3.2 carbs and 96 calories)

“Miller Lite adds quality hops three times during their brewing process creating the a rich color

and great taste?”

“We now have a new gold taste protecting lid that contains and protects the great pilsner taste

of Miller Lite”

Key Sales Phrases/Words:

Triple Hops Brewed for Great Taste/ Elaborado en 3 Etapas – GRAN SABOR

Miller Genuine Draft Facts and Talking Points

History: Miller Genuine Draft was introduced in 1975

Nutritional Information: 4.7 percent alcohol by volume and 143 calories per 12-ounce serving

Facts / Talking Points:

Etiquta Negra

Fresh from the Tap Taste

Miller Genuine Draft is cold filtered four times in the brewing process

Key Sales Phrases/Words:

Etiqueta Negra

Para Los Cuates

Competitors Product Comparable Switch to MillerCoors

Bud Light Coors Light or Miller Lite

Budweiser, Tecate or Corona Miller Genuine Draft

Bud Lime or Corona Miller Chill

Natural Light (Bud) Keystone Light or High Life

Sam Adams or Sierra Nevada Blue Moon or Leinenkugel's

Heineken Grolsch

Hurricane (Bud) Mickey's, Old English, Steele Reserve

Switch & Convert

The Competition (Budweiser and Corona)

MillerCoors main competition nationally is Budweiser. Swaying Budweiser consumers to switch to

MillerCoors is always a direct win for our company

*In 2009 Anheuser-

Busch accepted a $52

billion takeover offer

by InBev, a Belgian

company making the

new merged company

Anhueiser InBev (ABI)

the largest beer

company in the world.

ABI Chief Executive,

Carlos Brito, plans to

expand Budweiser into

Europe, Asia and Latin

America.

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Promotion Role Play

MillerCoors Quiz Time!

What company created the

first ever “Light” Beer?

What are the 2 goals of all

MillerCoors Promo Spokes models?

What is the lowest calorie beer in

the market?.... And also name the

second lowest calorie beer.

Give me 2 examples of Sales

Approaches NOT to attempt

How many of the brands below belong to MillerCoors?... and name them

Tell me the alcohol content of

Miller Light vs

Miller Genuine Draft?

Name the 4 main ingredients of

mostly all beers?

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What 1 brand below does not belong?

What is the first thing you do

when approaching a consumer?