Mono Disc Contract

Mono Disc LaunchThe New Driver of Pull in Minis

AgendaBackgroundLaunchIntroduction of Mini DiscSupportTimelineAgendaBackgroundLaunchIntroduction of Mini DiscSupportTimelineCornetto 2012 J2BD

Get more Teens (13 19 y.o) to eat CornettoIncrease consumption by 30%Increase IH penetration of Mini by +5bps at end of 2012*21% volume growthIMPULSE24% volume growthMINIMono Disc: Combining the Strengths of the Disc with our Minis

+17%+7%+48%+8%DISC LaunchIn 2010, Cornetto disc innovation drove a stupendous growth for the brand. It has contributed 50% of total Cornetto sales (9.2Mn Eur)Formats% Format Contribution to brand total% Growth20102011Disc32%38%36%Total OOH71%67%8%All Minis 29%33%29%And in last 2 years, the Disc and the Minis have been the fastest growing format for CornettoThe momentum of Mini, kenapa kita launch ini di sep?Ada historical data dari region? 5CPT resultMono disc performed at parity with best selling cornetto SKU Chocolate. Additional point on Tiramisu as it gave premium perception of The Cornetto Mini Brand. Both tiramisu and dark chocolate has high PI score at concept level.

CPT Result: Dark Chocolate has the strongest performance on Opinion Drivers compared to the other two flavour options due to has strongest overall taste expectationsTiramisu gave strong on premium and high qualityBanana has low purchase intention and poor taste compared to current product

AgendaBackgroundTarget LaunchIntroduction of Mini DiscSupportTimelineIntroducing.

Role of Mono Disc :

Drive consumption frequency of Cornetto Mini amongst teens2. Strengthen Cornetto Mini as an in-home snack product for teensTrigger snacking by providing stimulus around ritual of snacking2012 portfolio outlook

12 pieces6 piecesChocolate &VanillaCookies Cream & BlackforrestButterscotch & ChunkyChocStrawberry & Vanilla

Tiramisu & Dark ChocolateBlueberry & MangoGiven the fact wide option of creamy based rather than fruit based, hence the proposal is to have Mono Disc Tiramisu & Dark Choc9Product

TargetTeens 13 - 19 yoEvery one who has young spirit, love a full flavored ice cream with premium quality

Gimana kamu yakin dengan peluncuran ini bisa meningkatkan mini? Seberapa banyak bisa meningkatnya? 11Marketing mixPropositionThe fun ice cream snack to have with your friends, with a Disc topping that breaks with a crack

ProductNew Chocolate Disc topping that cracks at the 1st biteMulti pack of 12 Cornetto Mini Discs in 2 premium flavours : 6 Tiramisu & 6 Dark ChocolateIndividual size 28 ml

PackagingSemi dark packaging to give differentiation of Mono Disc variant and enhance premiumness

PriceIDR 27,000 land , same as current Cornetto Mini

Promotion Phase 1: Create buzz and awareness to drive trials. Focus Channels TV and instore Phase 2 : Leverage the buzz created to own fun snacking moments and accelerate trials. Focus Channels TV, digital, radio, sampling , on ground

AgendaBackgroundLaunchIntroduction of Mini DiscSupportTimelineCornetto Mini Disc IBCBCICIExecutional IdeaChannelsDont Be Afraid to Show Your LoveReveal Whats InsideHow Do You Eat Your Cornetto Mini?Execution PropertiesFocus on Teen FunFun ways of SnackingSharing while hanging out at homeTVC : How Do You Eat.. KV : Share ItDigitalPR & ActivationFun SnackingPOSM

Shared snacking | shared funLeveraging 3 key trends/drivers among teens

"When we hang out (at home) we love to share fun things to entertain us

After class, I usually join group activities, such as Korean pop dance crew. My friends are also joiningfor e.g. Hanging out, watching TV, surfing the internet, snackingThe idolisation of pop stars (groupie culture) has seemingly given Asian teens a sense of belonging and being accepted amongstTeen psychology trendsetting in youth cultureTrue of teens as the tendency to follow the actions or beliefsof friends/peers can occur because they directly prefer to conform/been in the in crowdhttp://www.youtube.com/watch?feature=iv&annotation_id=annotation_217827&v=1eD_I-llCL8&src_vid=slblK2zL_tshttp://www.youtube.com/watch?v=54x20J9nJBMCampaign Idea

Campaign Idea

AgendaBackgroundLaunchIntroduction of Mini DiscSupportTimelineCampaign PhasingPhase 1 October - DecCreate buzz and awareness to drive trials. Target Teen consumer and shoppers to try Cornetto Mini Disc

Phase 2 January- FebLeverage the buzz created to own fun snacking moments and accelerate trialsBig Bang How do you eat your Cornetto Mini competition in Jkt, Surabaya and Bandung

How Do You Eat Your Cornetto Mini?Phase 1TVStore PromoDigital

2300 GRPs support, Oct Dec

Cornetto digital assets on FB and Twitter

U-tube Plug & trending channels Show/ Tell us How You Enjoy Your Cornetto MiniSpecial Gimmicks for purchase of Mono Disc in Mini marts - wk 42 to 44

Stickers Tag on Store Sampling 30K samples

POSHow Do You Eat Your Cornetto Mini?Phase 2Store Sampling DigitalActivation

3200 GRPs, Jan Feb

Facebook Mini GameShow How You Enjoy Your Cornetto MiniHang out places & Schools in Jkt, Bandung, SurabayaPerformance by lead Indonesia parkour, finger tutters & shufflersHDYEYCM CompetitionFB Viral Mini Game & Ads, HDYEYCM Competition & Viral Videos Partnership with urban teen communities to perform & compete 300 hypers/ supers over 2 weekends 120K samples

TVRadio News about the urban teen group activities trends and promotion of HDYEYCM competition

POSVisibility & Promotion Strategy Gimmick promotion in Mini markets during pay day week 100K units Indomart + Alfa Mart

2) Sampling and Thematic Promo in Hypers and supers 3 weekends , 300 stores 120K units

Tag OnStatic StickerDistribution Strategy

Minis : Replacing Cornetto Mini Choc Vanilla as MHSPlanogram Mini Market 400 liter OOH + IHSupermarket 400 liter OOHSupermarket 300 liter IH

200 liter COC*not available in 100 literHypermarket Island CabinetVienneta2 SKUSelection8 SKUDreamy Creamy4 SKUCornetto Mini6 SKUWalls Dung28 SKUWalls Tub Reg4 SKU

Activity Plan SummaryOctNovDecFebJan

DigitalTVACTIVITIESPromotion Activation &RadioTVC 2300 GRPPOSCornetto Mini POSMTVC 3200 GRPBuy 1 Cornetto Mini MD = Free PremiumCornetto digital assets- How Do You Eat your Mini competition

How Do You Eat your Mini competitionHow Do You Eat Your Cornetto Mini - HOP , schools

Cornetto Mini POSM

Sampling in hypers and supers

26AgendaBackgroundLaunchIntroduction of Mini DiscSupportTimelineNetwork

FPA wk 31Primary sales wk 36On Shelf wk 39On air wk 40THANK YOU!