WK 2010thenders aims to target 18+ year old consumers who are easy followers and prefer comfort over high-end products. They make up a majority male demographic with relatively high incomes who enjoy socializing. The document recommends establishing WK 2010thenders as the accessible and comfortable beer brand of choice during the World Cup through a focused regional launch and building momentum around national team game days. It suggests partnering with key retailers and distributors to develop brand credibility and loyalty by activating the "WKTHENDERS serve" in on-trade venues and events centered around the World Cup.

1. Wk 2010thendersserving chill

2. Target Consumer WK 2010thenders The target consumer is 18+ years old No trend setters, but easy followers Prefers comfort than high-end More male then female (80/20 ) Relatively high disposable income Very sociable and outgoing, like to meet friends various times a week. Leading active lives, full of energy They are loyal to their places to go. High internet usage

3. Route to Market To aggressively build WK 2010THENDERS as the accessible, comfort, easy choice during the WK games. Adopt a “moment conquering” approach: The gradual conquest of a focussed region where the “Spritz” ritual can be rooted, before progressing to a full national launch. Main objectives: Develop the credibility of comfort and eas during the WK National team game days To do this through building WK 2010THENDERS “easy serving” momentum in Build on these selected learnings to further extend 2010THENDERSnational presence in the longer term during national events and summerdays

4. Recommendation Relative high terrace surface Rising number of qualityoutlets An opportunity to serve and communicate (on 1 on 1 base) with a large number of people. High concentration of target group Beer enjoys the highest levels of acceptance during these period

5. 2010 issues > Opportunities > Objectives Issues Question marks relating to trade partnership and commitment to plan implementation Opportunities The clear and appealing iconology of the comfort Strong association with emotions of summer and WK soccer The fact that the beer has proven well during all nation wide promotions/events Hi acceptance of consumer awareness for beer Objective 2. Develop loyal trade partnership and high commitment Objective 1. Develop brand credibility as the accessible, comfort, easy purchase

6. 2010 Objectives/Strategies/Programs Objective 2. Develop loyal trade partnership and high commitment Objective 1. Develop brand credibility as the accessible, comfort, easy purchase Strategy 1 Establish key partnerships with Key Trade Partners. Strategy 2 Build strategic distribution & visibility in the On Trade, supported by Off Trade. Strategy 3 On-Trade and Events activation of the “WKTHENDERS” serve.