WOULD

A DISCUSSION ABOUT BROWN-FORMAN’S TRACKING NEEDS

2

LRW Overview

Among top 10 custom research firms in the U.S.

LRW is ranked #1! Overall Satisfaction Data Quality Analytical Skills/ Modeling Communication Skills On-Time Delivery Value For The Money

40% Revenues from tracking

80-85% Top-box client satisfaction

3

Our View of Tracking

Ask The Right Questions (Attributes)

Execute Correctly

Forward-Looking(vs. Rear-View Mirror)

Insights You Can Use to Grow Your

Business (vs. Never-Changing Report Land)

Measures that go beyond the rational

Predictive analysis

Insightful AnalysisGlobally

Engage the Organization

4

Engaging The Entire Organization

Flawless And Timely Execution

Global Insight, Local Usability

Delivering Actionable Findings

Measuring The Most Influential Attributes

Key Challenges Facing Brown-Forman Tracking Initiatives

5

Getting the Attributes Right

HEAVY DOSE OF QUALITATIVE

• Bar-Cepts• Focus Group, with lots

of Projective Experiences

QUALITATIVE “ROAD TEST”

• Determing which attributes really make sense Predictive Understandable Believable

PUT AS FEW AS POSSIBLE INTO THE

TRACKER

• Only measure what is important

6

Delivering Actionable Findings

Understand What Study Can Impact

Focus On Levers In Your Control

Leverage Predictive Measuresand Tools

7

Funnel Diagnostics For The Market And By Brand

• Key drivers and bottlenecks through stages of the funnel

• Profile of converted andnon-converted

• Viewed through the lens of different touch points and occasions

BRAND TRACKING 7

CONSIDERATION

AWARENESS

PURCHASED

LOYALTY

convertedAWARE to CONSIDER

convertedCONSIDER to PURCHASE

convertedPURCHASE to LOYAL

We are believers in the Brand Funnel.

8

YOUR BRAND’SSTRENGTHS

IMPORTANTBRAND DIMENSIONS

COMPETITIVE STRENGTHS

Relevant Clarity® is about focus – being uniquely known for something that is important to customers.

Relevant Clarity® can help you solidify your position in the market and on the balance sheet.

OPPORTUNITY

YOUR RELEVANT CLARITY ®

COMPETITORS’ RELEVANT CLARITY ®

YOUR UNDERVALUED STRENGTHS

UNIMPORTANT BATTLEGROUND

KEY BATTLEGROUND

9

Modular approaches keep trackers Relevant and Current.

MAIN SURVEY INSTRUMENT

Brand Development Module

Decision Criteria Module

Brand Performance Module

Rotating Module

Classification

SAMPLE STRUCTURE

CORE SAMPLE+

SPECIAL TOPICBooster/Augment Sample

• Geographic• Demographic• Media Consumption

Examples:

Consider heavy up-sampling among a core demographic target for a brand to measure the effectiveness ofa key promotion

Increase sample in a given market to evaluate impact of test campaign

• Local Questions• Topical Questions• Etc.

10

Info-Sharing Portal

Internationally Friendly Questions And Scales

Global Governance Council

Local Industry Experts

Global Insight, Local Usability

11

LRW has identified which cultural differences result in varied responses as well as how to deal with those challenges to provide a reliable international perspective

International Scale Usage Research Study

• Sponsored by LRW to systematically test scale usage differences across cultures and countries.

• An online study in 7 key countries representing different regions (e.g. Mexico to inform other Central Am. tendencies) conducted among 2,000+ respondents

Insights Gained & Application of Results

• Calibrate results from different countries in order to conduct global analysis and understand findings internationally

• Different scales work better in different countries and we can also now choose the most effective ones for different regions

12

Program Management Portals enhanceglobalization.

• Calendar coordination

• Study timelines

• Field and reporting progress

• Document library

• Local Business Intelligence

• Study History

5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 avg # hours/deliverable

Project Awarded to LRW

Data Collection Period

Dashboard ReportsTemplate Design & Set UpQA of reporting system Report Delivery*

Monthly RA RA RA RA RA 6 RA 3.333 Month Average RA RA RA RA RA 6 RA 3.33Quarterly RA 6 RA 3.33

ScorecardsTemplate Design & Set UpQA of reporting system Report Delivery** RA 6 RA 3.5

Quarterly Reports Template Design & Set UpQA of reporting system Report Delivery***

Issuer (2) RA RA 25Portfolio (6) RA RA 25Executive (1) RA RA 25

Ad-Hoc RequestsData Only - 15 requests† 4Special Analysis/ Deep Dive - 6 requests IR 16

Quarterly Business Review

* Initial reports available 3 - 4 weeks after close of M1/Q1 data collection; subsequent reports available 5 -7 business days after close of Monthly/Quarterly data collection** Initial reports available 3 weeks after close of Q1 data collection; subsequent reports available 5 -7 business days after close of Quarterly data collection*** Initial reports available 3 - 7 weeks after close of Q1 data collection; subsequent reports available 4 - 5 weeks after close of Quarterly data collection† Assumes 8 requests are simple & 7 requests are more complex and all requests have been prioritized in terms of order of delivery. Simple requests are available within 2 - 8 hours; more complex requests within 2 - 5 business days† † Reports available within 2 - 4 weeks of initial request and scoping of objectives

RA = Report AvailableIR = Initial Request

Sep-11 Oct-11 Nov-11 Dec-11 Aug-12Apr-12 May-12 Jun-12 Jul-12Jan-12 Feb-12 Mar-12

80 hours

60 hours96 - 100 hours

50 hours150 hours

25 hours

13

Flawless And Timely Execution

TIBU

BROWN-FORMAN

Interviewing Software Dimensions Hub

TIBUAutomation

Team

Brown-Forman

Project Team

14

Tried and True Tracking Systems Ensure Excellent Quality

Inconsistency Alert System

Study Procedure And Change

Manual

StudyChecklists

Sample Usage Controls

Fieldwork Controls

PARTIAL LIST OF OUR APPROACHES TO

PROCESSES/PROCEDURES

15

Keeping an eye on innovation to keep the tracker fresh.

Social Media Listening

Mine online consumer discussions to augment

tracking findings and bring them to life

Mobile

Reach consumers “in the moment” quickly and cheaply

Emotions And Implicit Measurement

Understand emotional connections and

non-conscious reactions to stimuli

How likely are you to buy chocolate the next time you need an afternoon snack?

16

Engaging The Entire Organization

Note: LRW General Manager is leading the DataRoom

Initial deep dive into current company

perspectives on brand and use of brand

tracking mechanisms

IMMERSION L.A.B.(Listen. Ask.Brainstorm.)

Join together to investigate data, confirm insights,

strategize

DATA DISCOVERY WORKSHOPS

Objectives re-assessed and tracking

approach refined to keep it relevant

PERIODIC BUSINESS

REVIEW

17

What Else Does Brown-Forman Want Out Of Its Tracking Programs?