© DKSHPage 1

•SUCCESFUL CASES – HONG KONG

• SUMMER HA DKSH HK

FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014

© DKSHPage 2

• Listing of Sweet Lime in 2011 Additional sales of 10,431 Lof• Total 25g sachet also increased by 8.5% for existing flavors

− 2010 total sachet: 59,297 LOF− 2011 total sachet (exclude sweet lime): 64,337 LOF

• Sweet Lime ranked No. 3 in HK product range and contributed over 18,000 LOF of sales in 2013

• Listing channels:− 7-11− Mannings− Watson’s− Wellcome− Park’n Shop− CRV− OK (2013)

Successful Cases – New Product Listing

© DKSHPage 3

• Sachet 25g changed to Zip Lock Pack since May 2010, it is more convenient and widely accepted by consumers

• Flavor changed to ZLP: Lemon, Mint, Mandarin & Original

Successful Cases – Launch of Zip Lock Pack

Flavor May 09 – Apr 10 Sales May 10 – Apr 11 Sales

Lemon 19,712 LOF 34,482 LOF

Mint 13,549 LOF 23,167 LOF

Mandarin 12,120 LOF 10,831 LOF

Original 845 LOF 1,187 LOF

Total: 46,226 LOF 69,667 LOF 50.7%

© DKSHPage 4

Successful Cases – Launch of Zip Lock Pack

© DKSHPage 5

• All year round front end check out display in Wellcome since 2010− Limited space in confectionary shelf, throat drop product used to display on the top level

and difficult to reach− With front end check out, product display is improved to drive impulse purchase− Wellcome sales increase from 2,630 Lof in 2009 to 4,042 Lof in 2010 (increased by

53.7%)

Successful Cases – Check out display in Wellcome

53.7%

© DKSHPage 6

Successful Cases – Change from confectionary to Throat Drop Section in Mannings

MNS Avg. monthly sales increased by 52.8% after moved to HBA section, reasons as below:• Better position and display on shelf eg. 2-3 SKUs in HBA section vs. 1-2 SKUs in Confectionery• More in store display after moved to HBA Section (Dec 12 – Jan 13, Apr 13 vs Mar 12)• Slightly more aggressive pricing promotion was arranged in 2012 compared with 2011

52.8%

© DKSHPage 7

• Joined corporate promotions of channels which instore displays included in the package with comparatively less investment e.g. 7-11 Top Brand Awardenhance brand exposure in trade level

• Display included: Store Wrap, Bunting, Promotion Bay display

Successful Cases – Instore Advertising

Store bunting

Promotion Bay Store Wrap

© DKSHPage 8

• Improved shelf display• Increased distribution points for all flavors

Successful Cases – Acrylic Display in 7-11

Before display After display

Lemon 728 850

Mint 643 850

Mandarin 0 850

© DKSHPage 9

• Cashier Redemption in CVS contributed 21% of total sales in 2013• Last for 1-2 weeks with product display at cashier, highlight in table mat and newspaper

Cashier Redemption in CVS

© DKSHPage 10

New Product (Lime)

+10,431 LoF

Check-out display+53.7%

Change to Zip-Lock Pack

+50.7%

Move to HBA section+52.8%

Acrylic Display in CVS

Summary of Successful Cases

Cashier Redemption

in CVS

In-store advertising