Friso outspends Dumex in Sales & Nutrition

2006

Dumex

Friso2007

Sales

Nutrition

Marketing

Total

Friso vs Dumex A&P spendIndex, Dumex = 100

• Friso’s triple A&P spend in Sales & double in Nutrition vs Dumex allows for continuous programs rather than e.g. 3 month actions

Appraisal

• First to position around immunity only• Relevant insight: dirt makes children sick• KOL & celebrity endorsement• Innovative media plan

– High SOV in launch months– Heavy on print in 06 (50:50 split with TV)– “Wide” campaign: many stations; outside

evening hours; many titles

100 188 100 199Learnings implemented in

2007 Big Bang launch

Friso outspends Dumex by a factor 2 ‘000 USD 2006 2007

Dumex Friso Dumex Friso Sales - Trade conference 40 162 - Block display 383 647 537 1,611 - New outlet expansion 192 470 31 313

- Trade discount 252 1,100 447 1,978 - Consumer promotion 370 500 725 1,160 - Gala program 542 668

Sales – total (1) 1,237 3,259 1,903 5,729Index: Dumex = 100 263 301

Medical - Medical conference 64 76 140 80 - Hospital sponsorship 31 128 241 650 - MPs activities 20 54 144 120 - Exclusive contract 18 192 214 650 - Prescription fee, medical deal, canteen display

624 1,248 339 700

Medical – total (2) 757 1,698 1,078 2,200Index: Dumex = 100 224 204

Marketing- TV air 1,431.2 1,226.8 1,512 1,768- Print 250.6 739.4 437 137

Mkt – total (3) 1,681.8 1,966.2 1,949 1,905Index – Dumex = 100 117 98Grand total (1 + 2 + 3) 3,675.8 6,923.2 4,930 9,834Index: Dumex = 100 188 199

Friso & Dumex: Marketing activities 07Friso & Dumex: Marketing activities 07

• Communi-cation platform

• Continue Immunity 1 till Jul• Start Immunity 2 in Aug

• Message: a better way to protect your child. Boostimune helps to strengthen a child’s immunity

Friso Dumex

• Start Immunity mid of Jan

• Message: continuing immunity benefits of breast milk to strengthen your child’s immune system

• Media

TV 06

• 1.552 mil USD• On air 9.5 months (YTD Oct07)

• 1.787 mil USD (+15% vs. Friso)• On air 6 months / yearTotal spend

• 7,173• #6 & 3 SOV in first 2 months of re-launch

• 8,012 (>12% vs. Friso)• #3 SOV in first 2 moths of launch

Total GRPs

• 91:9 • 78:22TV : print ratio

Channel split

Time split

Print 06Titles

GRP

• HCMC : Hanoi : 5 cities: 62%:25%:13% • HCMC : Hanoi : 2 cities: 46%:49%:5%

• 12-14 pm: 17-19pm: 19-22pm: 7%:9%:84%• 9am-14 pm: 17-19pm: 19-22pm: 20%:10%:70%

• First 2 wks: 550/wk, sustain: 200/wk

• 11 newspapers & magazines • 7 magazines

Copy rotation

Copy rotation • Boostimune TVC for credibility & thematic for product benefit & emotional bonding

• DSI TVC for credibility & Shield for product benefit & emotional bonding

• DSI, Shield print, series of Immunity advertorials

• First 2 wks: 550/wk, sustain: 300/wk

• Series of advertorials, mainly on “Immunity” parenting• Thematic print in line with TVC

Friso & Dumex: Sales activities 07Friso & Dumex: Sales activities 07

• Block display

• Specialty with 33% % & Grocery with 60% higher cost offer than Dumex.

• Outlet participant estimation:5,100

Friso Dumex

• New oulet expansion • Continuously through out the year • Run only 4 months from Apr 07

• Trade discount

• Program active continuous through out the year have 2 - 3 x higher than Dumex

• Increase offer to be on par with Friso through exchange foil (run only 3 months from Apr)

• Consumer promotion

• Run two redemption programs from May to Oct 07• Scheme: collect foil get gifts & Lucky draw

• Run one redemption right after the launch

• Scheme: collect foil get gifts (100% % instant win)

• Increase offer to be competitive with Friso in

DRC channel

• Expand to 2,500 outlets

Friso & Dumex: Nutrition activities 07Friso & Dumex: Nutrition activities 07

Speaker • European Prof to present

Friso Dumex

• Dr. Bindels

• VPA’s professors

• Hospital sponsorship

• Cost of sponsor 3-5X higher than Dumex• Mass sponsor to hospitals even where Friso doesn’t have exclusive contract without specific requirement

• Dr. Bindels

Immunity, Y-E Party Food Allergy

• MPs activities

• Invest on key supporters (qtity & cost)

• Give valued gift to HCPs: TV, Fridge..

• Invited 23 KOLs to Numico conf in Beijing

• Has implemented SH prog in HCM, HN, DN, CT, DN

• High payment for medical activities

• Prescription: 1.5-2X higher than Dumex• Medical deal: 3-4X higher than Dumex• Canteen display: 30% higher than Dumex

• Other • No NIC/PIC • NIC / PIC to get support from HCPs

• Exclusive contract

• Start from 2003 with 40 hospitals• Total cost for contracts: 6-12X higher than Dumex

• Continue only sponsoring for hospitals where Dumex has exclusive contract

• Achieved 30 contracts with state hospitals/HCs

• Conference T-T ratio & boostimune

Friso & Dumex: Marketing activities 07Friso & Dumex: Marketing activities 07

• Communi-cation platform

• Continue Immunity 1 till Jul• Start Immunity 2 in Aug

• Message: a better way to protect your child. Boostimune helps to strengthen a child’s immunity

Friso Dumex

• Start Immunity mid of Jan

• Message: continuing immunity benefits of breast milk to strengthen your child’s immune system

• Media

TV 06

• 1.552 mil USD• On air 9.5 months (YTD Oct07)

• 1.787 mil USD (+15% vs. Friso)• On air 6 months / yearTotal spend

• 7,173• #6 & 3 SOV in first 2 months of re-launch

• 8,012 (>12% vs. Friso)• #3 SOV in first 2 moths of launch

Total GRPs

• 91:9 • 78:22TV : print ratio

Channel split

Time split

Print 06Titles

GRP

• HCMC : Hanoi : 5 cities: 62%:25%:13% • HCMC : Hanoi : 2 cities: 46%:49%:5%

• 12-14 pm: 17-19pm: 19-22pm: 7%:9%:84%• 9am-14 pm: 17-19pm: 19-22pm: 20%:10%:70%

• First 2 wks: 550/wk, sustain: 200/wk

• 11 newspapers & magazines • 7 magazines

Copy rotation

Copy rotation • Boostimune TVC for credibility & thematic for product benefit & emotional bonding

• DSI TVC for credibility & Shield for product benefit & emotional bonding

• DSI, Shield print, series of Immunity advertorials

• First 2 wks: 550/wk, sustain: 300/wk

• Series of advertorials, mainly on “Immunity” parenting• Thematic print in line with TVC

Friso learnings for 08 Dumex plan

Marketing• First mover advantage• Innovative campaign

Sales & Nutrition• Double A&P spend vs.

Dumex

Friso success 06

Createmomentum

Marketing• ( )

Sales & Nutrition• Triple / double A&P spend

vs. Dumex

Friso success 07

Sustainmomentum

Dumex plan 08

• Friso learnings offer several suggestions

• Input for Dumex Strategic Challenge Day