Primary
What is the objective of AB InBev for creating the engagement
program?
What incentives can the engagement program provide for the bar
staff to prefer Ab InBev over its competitors?
How different are the competitors' programs?
Are there any gaps in the current engagement programs?
Secondary Teritiary
How does it encourage the bar staff to be
advocates for the brand?
How does the program help with the promotion of
AB InBev? How will the program enhance brand perception
for the customers?
How will the program strengthen AB InBev's
position in the long run?
How will the program enhance bar staff loyalty How does the program motivate them to remain
towards AB InBev? engaged with the brand?
How does the program align with cultural values and Does the program encourage teamwork and
vision of AB InBev? collaboration?
Does the program emphasize ethical behavior?
Did monetary benefits help increase the loyalty
What is the view of monetary benefits compared to towards the brand?
other incentives? What could be the budget spent on monetary
incentives?
How often should the program be conducted?
What upskilling programs will increase the bar staff's Who should we collaborate with to make this
preferences for AB InBev? program effective?
What is the recognition received from the
program?
What budget could be allocated to such events?
What kind of events can Ab InBev hold to engage the
bar staff? How often should they be held?
What is the enrollment ratio for free and paid
What is the enrollment structure for the program? programs?
What is driving the bar staff to choose
competitors' programs?
What are programs available that cater to bar staff
of different experience levels?
Do the courses/workshops educate beyond
mixology?
What are the different ways that competitors use to Do other programs offer both online and offline
reach bartenders? workshops?
How is the assessment being done for completion of What is the ratio of successful to unsuccessful
program? completion of the program?
What other training, in addition to behind-the-bar Is the training helpful for the staff to pursue
skill development is being provided? leadership roles further?
How do these programs create a prestige? How many such programs exist which have
recognition in the industry?
What steps are being taken by the programs to What does the diversity ratio look like in the
advocate inclusion and diversity? program?
How big is the health and wellness component in the Are the benefits only provided during the course
overall scheme of the program? of the program?
How does the beyond beer portfolio of other
programs look like?
Quaternary Quinary Variables
Does the program assist bar
How does the program facilitate the bar staff
staff with social media
in sharing their experiences?
representation? Yes or No
By how much will the NPS increase?
Quantitative
Will the brand be more preferable against the
competitor brands? Yes or No
How many skill development
and training courses are
included in the program? Quantitative
How does the program ensure that the bar
staff benefits from the program?
Does the program include
competitions that offer them
awards and accreditation? Yes or No
Yes or No
Yes or No
Yes or No
Quantitative
What should be the duration of the program? Quantitative
How many collaborations are we projecting?
Are these recognitions well acknowledged in
the industry? Yes or No
Quantitative
Quantitative
How willing is the bar staff to join a program
from time to time? Qualitative
What is the perception of
the workshop being offered
What are the differentiating factors in the from recognized or
courses/workshops across brands? unrecognized brands? Qualitative
Are the expectations from
Are there multiple courses that bar staff can the workshops different
attend simultaneously? across brands? Qualitative
Is the bar staff taught about
Do they include brand specific alcohol all variants of alcohol
pouring rituals (Product knowledge)? equally? Yes or No
Are the online/in-person
How different are online and offline workshops flexible for added
workshops? convenience? Qualitative
Is additional assistance being provided to the
staff members who are unable to successfully
finish the programme?
Yes or No
Quantitative
Quantitative
Yes or No
