AB InBev VN Brewery Kick-off

Rodrigo Rodrigues
Brewery Operations and Logistics Director
Jun, 2014

Anheuser-Busch InBev. All rights reserved.

journey
A Our
History
Lesson about preparation

Amundsen vs Scott, first

men in South pole race
(1911-1912)
Anheuser-Busch InBev. All rights reserved.

Our
journey
A
History
Lesson about preparation

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*

Intense preparation much earlier

years before
Detailed Planned Journey, predefined KPIs (food supply,
temperature, speed) disciplined
execution

Learned with experts Eskimos Used Dogs instead of horses to

pull sleds, adopted proper clothes

Reached South Pole on Dec 16 ,

1911

th

Brought all his team back safely

Anheuser-Busch InBev. All rights reserved.

*
*
*
*
*
*

Short training, no detailed plan

Never spent time with experts,
used horses and motorized sleds
(non-tested)
No discipline, wait and see
attitude, no pre-defined KPIs, only
rough estimates
Motorized sleds quickly broke
down, horses died (man had to pull
sleds)
Reached South Pole on Jan 17th,
1912
All Man died on return
3

What were going to

talk about
Our Culture
AB InBev Worldwide
AB InBev Vietnam

Anheuser-Busch InBev. All rights reserved.

What were going to

talk about
Our Culture
AB InBev Worldwide
AB InBev Vietnam

Anheuser-Busch InBev. All rights reserved.

Our 10 Principles - 10 Quy Tc

Dream
Tm nhn

People
Con ngi

Culture
Vn Ha

1. Our shared dream energizes everyone to work in the same direction: to be The Best Beer Company Bringing

People Together For a Better World..

Tm nhn chung ca chng ta thc y mi ngi cng lm vic theo nh hng chung: tr thnh Cng ty Bia Hng u trong
mt Th gii tt p hn.

2.

Great people, allowed to grow at the pace of their talent and compensated accordingly, are the most valuable
assets of our company.
Con ngi tuyt vi, ti sn qu gi nht ca cng ty, c c c hi pht trin tng xng vi ti nng v c tng thng
xng ng.

3.

We must select people who, with the right development, challenges and encouragement, can be better than
ourselves. We will be judged by the quality of our teams.
Chng ta phi chn la nhng ngi m cng vi nhng thch thc, s khch l v pht trin ng, h c th tt hn chng ta.
Chng ta c nh gi qua cht lng ca ton i ng.

4.

We are never completely satisfied with our results, which are the fuel of our company. Focus and zero
complacency guarantee lasting competitive advantage.
Chng ta khng tuyt i hi lng vi kt qu ca mnh l nng lng ca cng ty S tp trung v khng t mn s
m bo duy tr c tnh cnh tranh.

5.

The consumer is the Boss. We connect with our consumers through meaningful brand experiences, balancing
heritage and innovation, and always in a responsible way.
Ngi tiu dng chnh l Cp trn. Chng ta kt ni vi ngi tiu dng qua nhng tri nghim thng hiu y ngha, cn
bng gia di sn v cch tn, lun theo cch c trch nhim.

6.

We are a company of Owners. Owners take results personally.

Chng ta mang tinh thn ca nhng ngi S hu . Nhng ngi S hu nhn ly kt qu vi t cch c nhn.

7.

Common sense and simplicity are usually better guidelines than unnecessary sophistication and complexity.
Phn on theo l thng v tnh n gin lun l nhng hng dn tt hn nhng iu phc tp khng cn thit.

8.

We manage our costs tightly to free up resources that will support top-line growth.
Chng ta qun l cht ch chi ph gii phng ngun lc h tr cho vic pht trin doanh s

9.

Leadership by personal example is the best guide to our culture. We do what we say.
Lnh o qua lm gng l s hng dn tt nht cho vn ha ca chng ta. Chng ta lm nhng g chng ta ni.

10. We dont take shortcuts. Integrity, hard work, quality and consistency are keys to building our company.
Chng ta khng i ng tt. Tnh lim chnh, sing nng, cht lng v tnh nht qun l cha kha xy dng cng ty.

Anheuser-Busch InBev. All rights reserved.

Our DPC is our core. What we stand for. The way we

live it, has to evolve continuously.
DPC l iu ct li ca chng ta. Nhng iu chng ta i din.
Cch chng ta thc hin phi c tin trin lin tc.

World is changing at unprecedent speed

Th gii ang thay i vi tc cha tng thy

Volatility and uncertainty are here to stay

Tnh hnh hin nay khng n nh v khng chc chn

Consumers have more choice and information than ever before

Ngi tiu dng c nhiu la chn v nhiu thng tin hn trc y

New technologies can disrupte entire industries

Nhng k thut mi c th lm ph v ton b cc nn cng nghip.

Companies have to be nimble and fast to adapt to changing environment,

consumers tastes/wants and competitors actions
Cc cng ty phi linh hot v nhanh chng thch nghi vi mi trng ang thay i,
s thch/mong mun ca ngi tiu dng v nhng hot ng cnh tranh.

Our assets can never become liabilities

Ti sn ca chng ta khng bao gi c th tr thnh nhng khon n

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1 - Our shared dream energizes everyone to work in the

same direction: to be the Best Beer Company Bringing
People Together For a Better World..
Tm nhn chung ca chng ta thc y mi ngi cng lm vic theo nh
hng chung: tr thnh Cng ty Bia Hng u trong mt Th gii tt p
hn.
We are the company

Chng ta cng chung mt i ng

We will be the size of our dream

Chng ta nh hnh cho c m ca mnh.

Our Dream is stretched and credible, and has consequences

c m ca chng ta lun m rng, ng tin cy, v s em li kt qu

Explore and Exploit

Hy Khm ph v Khai thc

Lead, Shape, Create

Lnh o, nh hnh, Kin to

Better World is key

Mt Th gii tt p hn chnh l im n.

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2 - Great people, allowed to grow at the pace of their

talent and compensated accordingly, are the most
valuable assets of our company.
Con ngi tuyt vi, ti sn qu gi nht ca cng ty, c c c
hi pht trin tng xng vi ti nng v c tng thng xng
ng.
Great companies are built by great people

Mt cng ty tuyt vi c to dng bi nhng con ngi tuyt vi

Great people attract more great people

Nhng con ngi tuyt vi thu ht c nhng ngi tuyt vi hn

ABI attracts more global talent (ABI)

ABI thu ht c nhiu nhn ti trn ton cu

Great people like meritocracy, informality and candor

Ch nhn ti, tnh khng nghi thc, v s ngay thng hp dn nhng nhn
ti.

Anheuser-Busch InBev. All rights reserved.

3 - We must select people who, with the right

development, challenges and encouragement, can be
better than ourselves.
We will be judged by the quality of our teams.
Chng ta phi chn la nhng ngi m cng vi nhng thch thc,
s khch l v pht trin ng, h c th tt hn chng ta. Chng ta
c nh gi qua cht lng ca ton i ng.
Hire and select people who can become better than us

Chn la v tuyn dng nhng nhn ti gii hn chng ta.

We need to ensure we have time for people

Bo o rng chng ta c thi gian dnh cho vn con ngi

Talent management: we need both Explores and Exploiters

Qun l ti nng: chng ta cn nhng ngi bit khm ph v khai thc.

Innovators beat ideas

Nh ci cch hon tt nhng tng

We take our people out of their comfort zone, by means of their career path

and targets/pressure
Chng ta y nhn vin vt ra khi vng an nhn ca mi ngi, bng
ngha ca con ng pht trin s nghip v nhng mc tiu/ p lc.

Anheuser-Busch InBev. All rights reserved.

4 - We are never completely satisfied with our results,

which are the fuel of our company. Focus and zerocomplacency guarantee lasting competitive advantage.
Chng ta khng tuyt i hi lng vi kt qu ca mnh l
nng lng ca cng ty S tp trung v khng t mn s m bo
duy tr c tnh cnh tranh.
Great companies deliver great and consistent results

Cng ty tt em li nhng kt qu chc chn v n nh.

We copy ideas and executions from others

Chng ta hc cc tng & vic thc thi t ngi khc

We create our own good problems

Chng ta to nhng bi ton tt ca ring mnh

Recognize both Explores and Exploiters

Nhn ra nhng ngi Khm ph v Kho St

Focus on the right few things

Tp trung vo mt s nhng iu cn thit

Hard work is critical

Lm vic tch cc l iu then cht.

Anheuser-Busch InBev. All rights reserved.

5 - The consumer is the Boss. We connect with our

consumers through meaningful brand
experiences, balancing heritage and innovation, and
always in a responsible way.
Ngi tiu dng chnh l Cp trn. Chng ta kt ni vi ngi tiu dng
qua nhng tri nghim thng hiu y ngha, cn bng gia di sn v
cch tn, lun theo cch c trch nhim.
Consumer is the Boss

Ngi tiu dng chnh l Cp trn

More consumer empathy experiences

Cn c nhiu hn nhng kinh nghim thu hiu v ngi tiu dng

Understanding our consumer/shopper is key to winning

Hiu ngi tiu dn l cha kha chin thng.

Define our competitive set

Xc nh sc mnh cnh tranh ca chng ta

Strong brands command premium prices

Nhn hiu mnh lm ch phn khc gi cao cp

We promote responsible drinking

Chng ta y mn vic ung c trch nhim.

Anheuser-Busch InBev. All rights reserved.

6 - We are a company of owners. Owners take results

personally.
Chng ta mang tinh thn ca nhng ngi S hu . Nhng ngi
S hu nhn ly kt qu vi t cch c nhn.
Owners make better decisions

Nhng ngi S hu lun a ra nhng quyt nh ng n hn

Owners take responsibility and are accountable

Nhng ngi S hu nhn trch nhim.

We have to earn our business everyday

Chng ta phi ginh c thng mi mi ngy

Owners not afraid of short term pain for long term health of business

Nhng ngi S hu khng lo ngi kh khn ngn hn v mc tiu di hn .

Owners like entrepreneurs are careful with money

Nhng ngi S hu mang tinh thn ca nhng doanh nhn rt cn trng v

tin bc.

Anheuser-Busch InBev. All rights reserved.

7 - We believe common sense and simplicity are usually

better guidelines than unnecessary sophistication and
complexity.
Phn on theo l thng v tnh n gin lun l nhng hng dn
tt hn nhng iu phc tp khng cn thit.

Simple is better

S n gin lun tt hn

Discipline in the way we execute, track, and monitor our results

Hy tun th cch chng ta thc hin, theo di v kim sot cc kt qu

chng ta thu c.

Execution is key, importance of routine, rituals

Vic thc hin l cha kha, mang tnh quan trng trong cc thng l v nghi
thc ca cng ty.

Data beat opinions. Well thought out plans and sound analysis are key, but we

must avoid analysis paralysis

D liu nh bi quan im. Chng ta suy ngh k nhng k hoch v phn
tch thu o l iu then cht, nhng chng ta phi trnh s phn tch khng
a c n hnh ng.

Better 80% right + fast than other way

80% ng + Nhanh s tt hn nhng cch khc

Innovators beat ideas

Nhng ngi ci cch lun hon tt nhng tng

Anheuser-Busch InBev. All rights reserved.

8 - We manage our costs tightly, to free up resources

that will support top-line growth.
Chng ta qun l cht ch chi ph gii phng ngun lc h tr cho
vic pht trin doanh s

Cost Chi Ph
Way of life not a program

Cch sng khng phi l mt chng trnh c lp sn

There is no end to it

Khng c s kt thc

Connect - S kt ni
Brand health investment today = top line tomorrow

Vic u t v sc khe thng hiu hm nay = nh cao ca ngy mai

Win - Chin thng

Grow the business

Lun pht trin kinh doanh

Anheuser-Busch InBev. All rights reserved.

9 - Leadership by personal example is the best guide to

our culture. We do what we say.
Lnh o qua lm gng l s hng dn tt nht cho vn ha ca
chng ta. Chng ta lm nhng g chng ta ni.
Leaders get results, with the team, doing things the right way

Nhng ngi lnh o t kt qu cng vi ng i, lm vic ng cch.

Leaders provide clarity of where we are going but allow flexibility on

how to get there

Nhng ngi lnh o ch r ni chng ta s n nhng cho php s linh hot
trong cch chng ta i ti .

Leaders face brutal facts and talk about the good and the bad

Nhng ngi lnh o i mt vi nhng vn hc ba v vch ra chiu

hng tt v xu.

Leaders simplify things, despite complex world out there

Nhng ngi lnh o n gin ha s vic thay v lm cho rc ri hn

We are building something bigger that us: our Company, no place for

hidden agendas
Chng ta ang xy dng iu ln hn l: Cng ty chng ta, khng c ch cho
nhng vn b che y.

Anheuser-Busch InBev. All rights reserved.

10 - We dont take shortcuts. Integrity, hard work, quality

and consistency are keys to building our company.
Chng ta khng i ng tt. Tnh lim chnh, sing nng, cht
lng v tnh nht qun l cha kha xy dng cng ty.

The highest standards of integrity will always be our way

Tiu chun cao nht ca s lim chnh lun lun l con ng chng ta i.

No shortcuts. Shortcuts wont build a great company

Chng ta khng th i tt. i tt khng xy dng c mt cng ty ln mnh.

The safety of our people, the quality of our products and the uniqueness of

our consumer experience can never be compromised

S an tan cho ngi tiu dng, cht lng sn phm v kinh nghim su sc
v ngi tiu dng khng bao gi c php nh i.

Anheuser-Busch InBev. All rights reserved.

What were going to

talk about
Our Culture
AB InBev Worldwide
AB InBev Vietnam

Anheuser-Busch InBev. All rights reserved.

18

OurInBev
journey
AB
Worldwide

Anheuser-Busch InBev at a glance

*
*
*
*

Leading global
brewer
Top-five
consumer
products company
EBITDA of
15.5 billion USD
in 2012
Revenue of
39.8 billion USD
in 2012

Anheuser-Busch InBev. All rights reserved.

Global HQ:
Leuven, Belgium

Operations in
24 countries

Sales in 100+
countries

150,000
employees
worldwide

Ticker:
Euronext: ABI
NYSE: BUD

19

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OurInBev
journey
to edit
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AB
Worldwide

A truly global company

Operations across seven geographical Zones

*
*

*
*
*
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20

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journey
to edit
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AB
Worldwide

Our History

1366

1995

1987

Leuven,
Belgium
Our roots

Interbrew
acquires Labatt

Artois and Piedboef

merge to form
Interbrew

Anheuser-Busch InBev. All rights reserved.

1999

2000

2004

IPO launched on
Euronext

Joint venture with

The Sun Group in
Russia

2013

2008

InBev and
Anheuser-Busch
combine to form
Anheuser-Busch
InBev

Interbrew
and Ambev
combine to
create InBev

AnheuserBusch InBev
and Grupo
Modelo
combine

21

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journey
to edit
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AB
Worldwide

Our History
1987

2000

Anheuser-Busch InBev. All rights reserved.

1995

2002

2002

2004

2008

2013

2004

22

OurInBev
strategy
AB
Worldwide

Number of billion dollar brands

We are a top 5
consumer products company

Annual EBITDA (USD billion)

Source: 2012 company filings/reports, AB InBev estimates

Anheuser-Busch InBev. All rights reserved.

23

OurInBev
strategy
AB
Worldwide

We are the industry leader

2012 EBITDA

2012 Volume

(USD billion)

AB InBev

(mio hl)

AB InBev

SAB Miller

Heineken
SAB Miller
Carlsberg

Heineken
Carlsberg

Molson
Coors

Molson
Coors

Source:
* SABMiller figures based on Year end March, 2012
* SAB Miller includes Miller Coors proportional EBITDA
Source: Capital IQ, Annual report
Anheuser-Busch InBev. All rights reserved.

24

OurInBev
strategy
AB
Worldwide

17 billion-dollar brands globally

Retail sales value (USD billion)

Source: Internal estimates of 2012 global retail sales in billion USD. Note: Mexican brand sales figures exclude US sales
Anheuser-Busch InBev. All rights reserved.

25

OurInBev
strategy
AB
Worldwide

Owning the most valuable brands

Budweiser is the only

beer brand in the
BrandZ Top 100 Most
Valuable Global Brands
6 AB InBev brands in
the BrandZ Top 10
Most Valuable Beer
Brands

Top 10 Beer Brands

1.
2.
3.

Heineken

4.
5.
6.
7.

Guinness

8.

Aguila

9.
10. Miller Light
Source: http://millwardbrown.com/Home.aspx
Anheuser-Busch InBev. All rights reserved.

26

OurInBev
strategy
AB
Worldwide

The worlds no. 1 Mexican beer

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Anheuser-Busch
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to edit Master InBev.
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Born in 1925

Number 1 Mexican beer

in the world

Present in more than

180 countries

Leading import beer in

38 markets

27

OurInBev
strategy
AB
Worldwide

Global ambassador for zythology

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to edit Master InBev.
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Brewing heritage
dating back to 1366

No. 1 selling Belgian

beer worldwide

Zythology (beer
connoisseurship)

Available in nearly 100

countries worldwide

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OurInBev
strategy
AB
Worldwide

German purity in a beer

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Anheuser-Busch
to edit Master InBev.
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Brewed to the
German Purity Law,
Reinheitsgebot

No. 1 German beer in

the world

Available in more than

80 countries worldwide

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OurInBev
strategy
AB
Worldwide

Multi-country brands
Leffe
Brewing heritage dating back to 1240
Enjoyed in 60 countries worldwide

Hoegaarden
First brewed in 1445
Four consecutive World Beer Cup gold medals

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30

OurInBev
Better Worldwide
World dream
AB

Worlds most admired beverage company

Source: FORTUNE online

(http://money.cnn.com/magazines/fortune/mostadmired);
Accessed February 28, 2013
Anheuser-Busch InBev. All rights reserved.

31

st
Our 1
Better
WorldResults
dream
2014
Quarter

10.8% Ebitda growth in 2014 Q1

+46.
3%

Source: FORTUNE online

(http://money.cnn.com/magazines/fortune/mostadmired);
Accessed February 28, 2013
Anheuser-Busch InBev. All rights reserved.

32

What were going to

talk about
Our Culture
AB InBev Worldwide
AB InBev Vietnam

Anheuser-Busch InBev. All rights reserved.

33

AB InBev Vietnam

Vietnam Brewery Dream to be N0 1

Execution

201
5

201
6

201
7

201
8

Best-inclass
benchmark
2015 - 2016

Successful VPO implementation

ZEP top 3 by 2016

Qualification

2016 - 2017

The Best Sustainability Brewery in APAC

ZEP No 1 by 2017

Basics

Stability

Implementation

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Continuous World class

Sustainabili
improveme
vision
ty
nt

3 year sustainability

2017 - 2018
The

Best Performance Brewery in the

World
Global BEP No 1 by 2018

AB InBev Vietnam

What you can expect from me?

Long term commitment
Open Mindset
Investments in people
Knowledge sharing opportunities
Career opportunities

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35

AB InBev Vietnam

What I expect from you

Passion- am m
Commitment Tn ty
Discipline K lut
Ownership S hu
Ethics o c
Ambition Tham vng

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36

Thank You!

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37