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Cereal Partners Worldwide:A World of Opportunity
Nestlé Investor SeminarVevey, Switzerland
8 June 2005
Ian FriendlyPresident & CEO
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This presentation contains forward looking statements which reflect Management’s current views and estimates. The forward looking statements involve certain risks and uncertainties that could cause actual results to differ materially from those contained in the forward looking statements. Potential risks and uncertainties include such factors as general economic conditions, foreign exchange fluctuations, competitive product and pricing pressures and regulatory developments.
Disclaimer
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1. The Past
2. The Present• Global Cereal Market• CPW 2004 Performance
3. The Future• Long-Term Outlook • Growth Strategies
Agenda
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The Past
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Nestlé + General Mills = A Winning Combination
• Established in 1990
• 50/50 ownership
• Separate legal entity
• Headquarters in Switzerland
• Global scope (excluding U.S. and Canada)
• Sales in more than 130 markets
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General Mills
• Proven cereal marketing expertise
• Technical excellence in products and processes
• Broad portfolio of successful brands
Nestlé
• World's largest food company
• Strong worldwide organization
• Deep market and distribution knowledge
Each partner brings distinct strengths
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1990 2005
1991CPW launched in U.K., SW Europe
1992Entered Mexico
1997Entered Russia
1998Became profitable
2002Entered China
2003Entered Australia
Key milestones in CPW's history
1994Entered Poland, South America
1993Entered SE Asia
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CPW is in 6 continents, but white space remains
General MillsCPW marketsCPW plants
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The Present
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11.7 billion Euros total+2% vs. 2003
2004 Global Cereal Market (Value)
Rest of World48% of total
+4% vs. 2003
U.S. / Canada52% of total0% vs. 2003
Cereal is a large and growing category
Note: ROW includes active CPW markets plus South Korea. Source: AC Nielsen, IRI.
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4%824Latin America
14%447Australia / NZ
10%65Southeast Asia
11%193Eastern Europe
3%2,372Western Europe
3%1,654United Kingdom
+/- 20032004 Value(000) Euros
Note: active CPW markets. Source: AC Nielsen, IRI.
Category growth spans all major regions
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1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Metric Tons
+7%
CPW volume has grown steadily from the start
21% CAGR 8% CAGR
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1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
EBITA
EBITA has grown since achieving profit in 1998...
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100
200
300
400
500
1999 2000 2001 2002 2003 2004
EBITA% index vs. 1998
...and profit margins have expanded steadily
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Declining supply-chain costs help margin expansion
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Sales
Supply Chain / Sales
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7%
4%
0%
2%
4%
6%
8%
Total Cereal CPW
Value Growth
In 2004, CPW growth outpaced the category...
Note: active CPW markets plus South Korea. Source: AC Nielsen, IRI.
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21.9
0
5
10
15
20
25
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Volume Share
...resulting in share gains for the 13th straight year
Note: active CPW markets, adjusted for trend. Source: AC Nielsen and IRI, adjusted to coverage, plus estimation.
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2004 Global Market Share (Value)
Other17%
CPW25%
Private Label15%
Global Leader43%
CPW +0.5 share point vs. 2003
CPW is a strong #2 and closing the gap
Note: active CPW markets (traditional cereal), excluding new entries. Source: AC Nielsen, IRI.
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3% 2%
17%
12%10%
2%
7%
1%
7%
1%
-9%
1%
10%
1%
UK France Italy Spain Portugal Germany Mexico
2004 Value Growth
CPWKey Competitor
CPW outpaced the global leader in major markets
Source: AC Nielsen, IRI.
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78Poland
49Saudi Arabia39Greece
57Southeast Asia
54Portugal56Chile
58East/Cent Europe74Turkey
82China2004 Value ShareMarket Leader
CPW leads in some markets, solid #2 in others
Source: AC Nielsen, IRI.
25Italy24France17Mexico
25United Kingdom 2004 Value ShareSolid #2
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The Future
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• Continued category growth
• Continued share gains
• Continued margin acceleration
Long-term outlook
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• Growth of low-price retail formats– innovation and quality are critical– value-added brands via consumer insights
• Health and nutrition issues– criticism of cereal is misplaced– health and nutrition are key to category growth
Risks
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A World of Opportunity
Per capita consumption
Source: www.geographic.org, used with permission.
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0.10 0.040.060
2
4
6
U.K. Australia SW Europe Mexico Brazil SE Asia Russia
KG per person
Per capita consumption is still low in most markets
Note: active CPW markets. Source: AC Nielsen, IRI, U.S. Census Bureau.
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A World of Opportunity
Per capita consumption
Well-positioned infrastructure
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China
Indonesia
Brazil
Russia
Mexico
...have 31% of the world's population...
...but only 11% of the world's cereal consumption.
CPW's 5 most populous markets...
Nestlé provides a gateway into emerging markets
Source: AC Nielsen, IRI, U.S. Census Bureau.
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A World of Opportunity
Per capita consumption
Well-positioned infrastructure
Accelerating margins
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• Global advertising– creative ideas that travel well
• Media purchasing– participation in Nestlé media review
• Promotion synergy– bundling markets; partnering with General Mills
• Committed sales force– selling in combination with Nestlé
Efficiencies extend to the marketing plan
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A World of Opportunity
Per capita consumption
Well-positioned infrastructure
Accelerating margins
Focus on brand-building
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• Deliver health news on all brands
• Strengthen and globalize core brands
• Execute geographic and channel expansion
• Introduce innovative new products
Consumer-focused growth strategies
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• Starting in 2005, all Nestle breakfast cereals will have whole grain
• Scientifically proven to reduce risk of cancer, diabetes, heart disease
Health & Nutrition: Whole Grain
FranceUK
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100% whole grain, no added salt, no added sugar
Health & Nutrition: Shredded Wheat Franchise
Male Target'Help look after your heart'
Female Target'100% good for you'
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• School Fuel: 'Shreddies helps give kids mental energy to stay involved'
• Packed with whole-grain carbohydrates
Health & Nutrition: Shreddies
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• 'The sensible way to keep your line'
• Made with whole grains, low in fat
Health & Nutrition: Fitness Franchise
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Strengthening Core Brands: Nesquik & Chocapic
• CPW's oldest and biggest brands
• 13 years of uninterrupted growth
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Instant winner in Australia; now in N.Z.
Globalizing Brands: Milo & Cheerios
Expanding into Mexico and Australia
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• Real yogurt: live and active cultures
• Successful launch in Mexico
• Global expansion forthcoming
Innovative New Products: Fitness & Yoghurt
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Chokella FranceGermany
Choca MinisCzech/Slovak
Fitness Bars -Chocolate & Pear France, U.K.
Innovative New Products: 2005 Launches
Corn Flakes BarsPoland
Strawberry Milk StarsChina
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A World of Opportunity
Per capita consumption
Well-positioned infrastructure
Focus on brand-building
Accelerating margins
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• Dynamic global cereal category
• Strong partners with distinct strengths
• CPW well-positioned to grow
• Significant leverage remains
A World of Opportunity
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Cereal Partners Worldwide:A World of Opportunity
Nestlé Investor SeminarVevey, Switzerland
8 June 2005