Objectives & positioningObjectives & positioning

Capturing share of stomach growth opportunity by offering more options for baby foods

Boosting Dumex brand image as an innovative child nutrition expert

Vietnam objectives

Primary benefit– Enriched nutrition, even

while learning to chew

Secondary benefit– Teeth & bone

development

Productpositioning

Product summaryProduct summary

Product– Dumex Rusks (150g)– Two variants: Original, Mung bean

FormulationKey ingredients: – DHA – Prebiotics– Calcium

Selling price (CEP)– VND 26,000 / box

Retailer Buy-in price (RBP)– VND 25,000 / box

Shelf life– 15 months

Claim: “Enriched nutrition, even when learning to chew”

Preliminary

19,000

22,000 22,600

26,000

Growsure Milna Rusk Nestle Rusk Dumex Rusk

Dumex Rusk proposed pricing at index 124 with NestleDumex Rusk proposed pricing at index 124 with Nestle

Price per 150g / per packVND

Price indexNestle = 100

Source: Market visits

10.79.39.17

10.7 USD / kg

84

97 100

115

Growsure Milna Rusk Nestle Rusk Dumex Rusk

Rusks – Launch date on Mar 08Rusks – Launch date on Mar 08

Code ACTIVITY 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 7 14 21 28 4 11 18 25 3 10 17 24

W36 W37 W38 W39 W40 W41 W42 W43 W44 W45 W46 W47 W48 W49 W50 W51 W52 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

1 Product Development

1.1 Product finalisation - ready

2.2 Collect List of Ingredients+Nutritional value

2 Packaging Development

2.1 Packaging - Local development

2.2 Body copy development

2.3 Final List of ingredient & Nutritional table

2.4 Submit to MoH and up to approval

2.5 Final Artwork

2.6 VN sends artwork CD to Indonesia for printing

3 Commercial Production

3.1 Place P.O by Vietnam team

3.2 Proofs checking, Amendment & approval

3.3 Folding box printed, foil, outer case

3.4 PT Arnott start commercial production

3.5 Quality quarantine

3.6 Product arrival to VN

3.7 Custom clearance + warehouse

3.8 Despatch to SDF

4 Ship to Trade

FEB.08 MAR.08DEC. 07 JAN. 08NOV. 07OCT. 07SEPT. 07

Rusks – P&L - 08Rusks – P&L - 08

Rusks - P&L 08 Preliminary

USD 2008

Sales (#, boxes) 478,970 Net Sales 575,286

Contribution 288,844 Contribution margin % 50.2%

A&P - A&P margin 0%

Fixed Cost NAFixed Cost margin

EBITA 288,844 EBITA margin 50.2%

Rusks – Sales 08 phasingRusks – Sales 08 phasing

Phasing 08

Cartons2008

SKU Sales share (%)

Total 8-Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Monthly phasing 100%

Distribution & rotation build-up 100% 10% 4% 6% 7% 9% 10% 10% 12% 13% 15% 16% 2%

From 6 months

1. Original 50% 9,756 390 537 683 829 976 976 1,122 1,268 1,415 1,561 9,756

2. Mung Bean 50% 9,756 390 537 683 829 976 976 1,122 1,268 1,415 1,561 9,756

TOTAL 100% 19,511 780 1,073 1,366 1,658 1,951 1,951 2,244 2,536 2,829 3,122 19,511