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PetCare – The future is Digital Transforming petcare through a digital ecosystemFabien DESIAGE - eBusiness, Nestlé Purina PetCare – Europe, Middle East, North Africa

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Nestlé Purina PetCare EMENA Nestlé S.AVarious international roles in France, Switzerland, UK(1995 – 2014)

Nestlé Purina PetCare EMENA Head eBusiness @Purina Studios HUB Barcelona (2015 – Present)

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OUR BELIEFWhen people and pets

bond, life becomes richer

OUR PURPOSE

To create richer lives for pets and the people

who love them

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Introducing Purina

• $13 bn net sales Purina worldwide (Approx 25% of global pet food market)

• The Purina Institute plus > 450 dedicated pet nutrition scientists and behaviourists

• Powerful track record of pioneering innovations

• Purina Studios – dedicated tech hub for eCommerce and eContent in Barcelona

• Deep commitment to CSR (Purina in Society)

• Backed up by Nestlé, the world’s largest food company

Cat & dog food value sales. All channel consolidated internal estimate + Euromonitor

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112 mCats

90 mDogs

202 m Pet Population

Grocery

Market 23 bn CHF

Specialist6.6 bn

2.1 bn

14.3 bn

eCommerce

Europe MENA

Calorific Coverage

Europe MENA

56% 23%

42% 12%

The petcare landscape in Europe, Middle East, North Africa

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The new reality is hyper connected…

Sources: various, numbers are directional

• 200 Billion sensors

• 30-50 Billion connected devices

• 6 Billion app users

• 4 Billion apps

By next year…

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The new reality is Millennial with younger Generations more valuable than ever

Sources:* Wakefield research (2014)** Pet Attitude study (2017)

*** Directions millennial pet category behavior tracker (sept 2018)**** Clear millennial study (2018)

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3 main digital forces are re-distributing the cards

Disintermediation

“Cutting the middle man”

Source: Axel Springer Hy

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Disaggregation

“Cutting the middle man” Unbundling industries&

Rebundling as services

3 main digital forces are re-distributing the cards

Disintermediation

Source: Axel Springer Hy

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Petcare is subject to a fast “unbundling” by hundreds of start-ups and ventures

Source:

Petcare

Source: Axel Springer Hy

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Dematerialization

“Cutting the middle man” Turning physical items in data

Enhanced product experience

Unbundling industries&

Rebundling as services

3 main digital forces are re-distributing the cards

Disintermediation

Disaggregation

Source: Axel Springer Hy

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Emerging trends are causing disruption in petcare

New sources of trusted advocacy and influence

Acceleration of direct to consumer

personalized models

Evolving Food ideologies -natural, alternative proteins

Digitally connected pet health services are flourishing

Emergence of newdata powered business models

Greatly increased industry expectations to be a force for

good

Disruptors

But, throughdisruption,new opportunitiesappear: unlimitedopportunities to create new value streams, by delivering outstandingexperiences for tomorrow’s pet owners

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The human-animal bond

Purina’s purpose is to create richer lives for pets and the

people who love them

Pet food

Pet adoption

Vetservices

Feb 2018

May 2018

May 2019

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

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The human-animal bond

Purina’s purpose is to create richer lives for pets and the

people who love them May 2019

Feb 2018

May 2018

Pet food

Pet adoption

Pet care

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

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• Established in 2009

• Headquartered in Paris

• Biggest pet media platform in France

• Purina majority shareholding in 2018

• Provides an ecosystem of services for pet lovers

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

A digital ecosystem of pet services

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#1 app foradoptable pets

#1 French Pet digital media

PetCoaching app.

Vet Appointmentbooking

PetCareRating & Reviews

Subscriptionbox eCommerce

Wamiz is offering a trusted source services & Petcare Information to Pet parents

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0

5.000.000

10.000.000

15.000.000

20.000.000

2010 2011 2012 2103 2014 2015 2016 2017 2018 2019

International websites French websites

Num

ber

of

websites s

essio

ns

Pet Lifestyle

Website French Leader

Largest Pet Lifestyle

Website in Europe

Purina

InvestmentSoft International

Launch

International

Launch

Top 5 Pet Lifestyle

Website worldwide

Wamiz has become the largest online community of pet lovers in Europe

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The human-animal bond

Purina’s purpose is to create richer lives for pets and the

people who love them

Feb 2018

May 2018

May 2019

Pet adoption

Vet services

Pet food

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• Launched in 2014

• Headquartered in UK

• Personalized pet nutrition via a direct to consumer subscription model

• Purina majority investment in 2018

• Now live in France and Germany

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

Direct to consumer personalized nutrition

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Personalized nutrition: blends and prices are tailored to each dog size, breed, age and health

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Tails already feed thousands of dogs, each with its own unique recipe

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3 key product features to deliver the best experience

our physical product our digital product our customer support

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The human-animal bond

Purina’s purpose is to create richer lives for pets and the

people who love them May 2019

May 2018

Feb 2018

Pet adoption

Pet food

Vet services

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

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• Largest and fastest growing vet group in Europe with 16,000 veterinarians, nurses and associates

• Headquartered in the UK and present in 10 countries

• Caring for +3 million pets each year

• Partnership with Purina since May 2019

• Will help Purina deliver personalised proactive health through vet clinics

FINDING FEEDING CARING

Digital & social media

Shopping & affiliation

Social events

Services & Marketing

Proactive health for pets

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Purina Studios: our European hub for digital & e-Commerce, in the very dynamictech ecosystem of Barcelona

Source: https://apiumhub.com

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A new reality is here which is:− Millennial− Connected− Personalized

Digital is a clear opportunity in Petcare. We are embracing it to the fullest

Building digital capabilities will be a key differentiator

Purina’s ecosystem will allow it to support pet owners for the lifetime of their pet

In conclusion…

Trusted Source for Petcare Information

Pet FoodPersonalization

Evolving FoodIdeologies

Advancing ScienceFor Pet Health

Win with Customers

Win with Pet Professionals

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