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Japan Training Program 2012Update in 2012 July

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OGSM from brand plan

GOALS(quantitative expression of

objectives)

Conduct internal and external brand training sessions to re-educate with MOET Heritage, brand DNA, Wine Credo for 500 key people • 200 MHD Staffs (Sales and SP&TM) + 20 contracted merchandiser/promoter• 280 Key POS members (200 wedding planners at key wedding accounts / 20 On premise Flagship Account Manager / 60 sales staffs of off premise DPS&HESM as a priority role out.

OBJECTIVES(words)

STRATEGIES(mechanics or

activation guidelines)

INVESTMENTINVESTMENTTIMING

COVERAGE

• Conduct full day session for internal staff• Conduct 1.5 h – 2h seminar (incl. tasting) for external• Each session to be max of 20 people for being interactive to

be able to conduct sufficient role play.• Program contents customize according to participants

(internal vs external, type of role such as wedding planner vs account manager)

• Format/style of seminar to be in line with Maison guideline• Test at the end of seminar

For detail of matrix, refer to the nest page

• we also need maison to make brand presentation to all our customers who visit Epernay. We have more than 100 guests that we know of are visiting Epernay annually and think it is a good opportunity to have them given brand presentation.

• All the stakes holder such as • Internal: SP&TM and Sales• External: On and Off key members,

wedding planners, merchandiser & promoters

May – Nov 15M yen 15M yen

(venue/material/current (venue/material/current brand ambassador cost)brand ambassador cost)

IMAGERYIMAGERY

METRICS METRICS (KPIs)(KPIs)

• Internal: 200 Sales and SP&TM + 20 merchandiser/promoter • External: 280 Key POS members (200 wedding planners, 20 On premise Flagship/ 60 Key off premise members

Strengthen brand knowledge of Moet & Chandon of key stake holders to be able to persuasively talk about the brand.

Recap

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The mechanics of training (Internal)

MKD train Top 13 sales with full training contents, and this Top20 sales to train other sales respectively as trainer.

TOP13sales

Other Sales

<Full range of TTT trainings> - Brand DNA - Wine Credo - Role Play - Epernay Tour

Top13 sales to train other sales

<Shortened training> Brand DNA Wine Credo

3h max.

6h max.

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The definition of Top 13 sales

What we expect 13 top sales (role of trainer):Confidently persuade and influence all the stakes holders around themselves to love and recommend Moet & Chandon in the first place.Can deal with any objections and tricky questions from trade and consumersConduct 1h training + test respectively to other internal sales after training.Create training package by themselves for other sales staffs.

Selection Criteria:In general, sales with highest level of brand knowledge should be high performer.Therefore, we should select sales who make high sales performance of MOET.We should also take into account the balance of regions, channels, teams for selection.

Region Perspective (Kanto, Kansai, Chubu, Kyushu, PIO etc)

Channel Perspective (ON, OFF)

Age 13 sales mgrs / Key Account Mgrs were selected by NSD, RSDs and HR director.

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Attendees of TTT Training

TTT Attendees

Observers

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TTT Training: 1st Phase (12th Jun)Training in Japan Contents

Brand DNANeed to understand brand DNA because quite a few points of Wine Credo is related and based on it hence help understand Wine Credo.Knowing brand DNA helps them understand the marketing strategy, meaning and tone & manner of each animation.

Cinema Event Sponsorship, advertising campaignThe tone and manner, and contents of each promotion (Wedding etc.)

Wine CredoMain contents of this training. It helps them deal with any objections and tricky questions from trade and consumers.The role play / presentation / objection time should be secured in this session.

TTT QuizHave attendee work on TTT Quiz prepared by Maison after training in order for them to check the level of understanding.

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Time Table

10:30 Opening + Brand DNA 60 min12:30 Role Play 60 min12:30 Lunch Time 60 min13:30 Wine Credo + 240 min

Role Play17:30 Post Training Test 30 min18:00 Closing

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Photos of TTT Training: 1st PhaseBrand DNA Presentation and Role Play

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Photos of TTT Training – 1st PhaseWine Credo Presentation and Role Play and TTT Quiz

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Feedback from Attendees

Over all positive commentsVery satisfied with the quality and quantity of knowledge and supportive facts in Brand DNA and Wine Credo.Helped us reconfirm our knowledge level of M&C.Learned new and deep knowledge of M&C which will help speak about M&C with trade and consumers such as…

Moet is the first of many well-known gesture of success (i.e. celebratory spray, straight from the Moet Jeroboam)The cepage of Moet Imperial reflects the ratio of 3 grapes in Champagne

The knowledge especially in Wine Credo help deal with objections, while knowledge in brand DNA help promote M&C.

Constructive suggestions and questionsNeed more information or supportive facts in Wine Credo about M&C exclusive to differentiate from competitors.10 Credo is too many to memorize or to teach so should be summarized into about 5?Need more explanation or background of why tennis is the best platform to communicate Success aspect of M&C.Role play need to be fine-tuned by clarifying the scene of presentation and negotiation.A simple question why maison mention such many concrete figures (i.e. dosage 9g/l)

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Brand home experience for them to further understand brand and wine value of M&C through experiencing the real craftsmanship and meeting with masion people

Visit Vineyard and CellarVisit Fort Chabrol (R&D institute) Dinner at Chateau (Orangellie)Visit SaranTasting by Wine MakerMeeting with maison training people for Q&A session

TTT Training: 2nd Phase (Jul 19th and 20th)Brand Home Tour Contents

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TTT Training: 3rd Phase (Aug)Training roll-out to all sales by top 13 sales

13 top sales conduct training to other 118 sales respectively.Each member train 15 – 20 sales with 3 hrs Brand DNA and Wine Credo session. (Total 8 sessions in nationwide)Brand Team and Sales Directors will attend each session as oberver.

TTT trainers

Other 118 Sales

TTT trainers (Top13 sales) to train other sales

<Shortened training> Brand DNA Wine Credo

3h max.

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3rd Phase Latest Schedule (work in progress by HR)

Region Date Venne Time1-Aug TBD1-Aug TBD2-Aug Harton Hotel Minami Senba 10:00-13:002-Aug Harton Hotel Minami Senba 14:30-17:303-Aug TBD3-Aug TBD7-Aug Belsalle Kanda Room5 9:30-12:307-Aug Belsalle Kanda Room5 14:00-17:008-Aug Belsalle Kanda Room5 9:30-12:308-Aug Belsalle Kanda Room5 14:00-17:00

Kyushu

Kansai

Chubu

Tokyo

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Calendar

MKD conduct TTT training to Top 13 sales in 12th Jun (1st Phase)Training tour in Epernay in 19th and 20th of July. (2nd Phase)TTT member (13 Top sales) will conduct training to the rest of 100 sales in August. (3rd Phase)

Who By When JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Draft plan proposal MKD TODAY ★Final plan proposal MKD mid Mar ★Preparation of thecontents

MKD end of Apr

Schedule arrangementand venue selection

HR end of Apr

Training MKD mid May

Brand Home Tour Attendee mid July ★7/19-20

Roll-out Attendee Aut - Sep

★6/12