Colgate Plax Targeted Coupon August CashBack ClubCard Mailing Post-Campaign Report January 2011

1. Colgate Plax Targeted CouponAugust CashBack ClubCard MailingPost-Campaign ReportJanuary 2011

2. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

3. Introduction • 150 000ClubCard customers targeted utilising 5one’s targeting tool • Campaign period: 16 Aug 2010 – 18 Sep 2010 • Both Current and New customers targeted: • 134,919 New shoppers • 15,081Current shoppers • Reward level constructed tested: • R6 off any 500ml Colgate Plax Mouthwash • Control group of look alike shoppers measured over the campaign period

4. The Mailing

5. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

6. Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon • Overall redemption rate is 0.89% (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) • Offer to current shoppers generating excellent redemption rates How many mailants shopped the promoted products?

7. Targeted Coupon: Response Response: shoppers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. • Overall response rate is good: 2.08%(above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) • Offer to new shoppers driving an additional 1,872 new shoppers to the brand!

8. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

9. Incremental Shoppers Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental? • Overall the mailed group shopped at a higher rate than control shoppers resulting in 61% of shoppers being incremental 9

10. Incremental Units How many more units were purchased? • Due to high response rates of shoppers 71% of total units purchased were incremental 10

11. Incremental Sales How many more sales were achieved? • Total mailed sales of R134k achieved, with 57% sales being incremental 11

12. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

13. Immediate Return On Investment What was the immediate ROI of the targeted coupon based on Incremental sales? • Overall ROI is 54% 13

14. Contents • Introduction • Coupon Redemption & Response • Incremental Analysis • Immediate ROI • Conclusions & Recommendations

15. Campaign Summary • Overall campaign generated ideal response: • Redemption rate: 0.89% (1,334 shoppers) • Response rate: 2.08% (3,120shoppers) • Highly successful at driving incremental behaviour: • Shoppers: 1,896 (61%) • Units: 3,336 (71%) • Sales: R77,051 (57%) • Overall campaign generated immediate ROI 54% at a promoted product level

16. Recommendations • Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands • Test broader offer for new customers (less niched / fewer constraints) • In-depth analysis of what the Colgate Plax shopper looks like, how they shop across the range and what competitor products they are purchasing into

17. Thank-you Nikki Emerton – 5one Account Manager Nikki.emerton@5one.co.za