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PROFRESH IN SINGAPORE

PROFRESH IN SINGAPORE. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint. ● Listed in July, 2012 to replace Vanilla Mint ● Total IMS of ProFresh increased from 11,902 to 23,454 +11,552 outers in 2013 or +97% : 2011 ~ 2012 = 11,902 outers : 2012 ~ 2013 = 23,454 outers

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PROFRESH IN SINGAPORE

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  1. PROFRESH IN SINGAPORE

  2. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint ● Listed in July, 2012 to replace Vanilla Mint ● Total IMS of ProFresh increased from 11,902 to 23,454 +11,552 outers in 2013 or +97% : 2011 ~ 2012 = 11,902 outers : 2012 ~ 2013 = 23,454 outers : 2013 ~ 2014 = 20,294 outers [Sales data (Aug’13 – May’14), Estimated sales (Jun – Jul ‘14)] +97% -13% 23,454 20,294 11,902 Page: 1/12

  3. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint Nielsen Report Suggest to have new flavor launch to uplift sales of ProFresh Growth aided by new launch, Blueberry, which grew by 125% vs Vanilla Mint -13% +93% Page: 2/12 *Scanned Sales (Aug13-Apr14) & Estimated Sales (May14-Jul14)

  4. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint Page: 3/12

  5. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 1) ATL – Animated Ad appearing on 3-most popular TV channels during Prime and Fringe Time over 2-months (Sep and Oct-2012) Page: 4/12 TVC

  6. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 2) BTL – Advertisements with Modern Trade Page: 5/12

  7. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 2) BTL – Advertisements with Modern Trade Page: 6/12

  8. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 3) Trade Display – Modern Trade NTUC Fairprice Cold Storage Page: 7/12

  9. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 3) Promotion – CVS 7-Eleven Cheers Page: 8/12

  10. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 3) Promotion – Pharmacy Watson’s Guardian Page: 9/12

  11. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint 3) Promotion – Petrol Kiosk SPC (Mailer) Caltex (Plus Sell) Page: 10/12

  12. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint [2012 – 2013] Sales increased by 197% after the launch of Pro Fresh Blueberry: ● Launch of TV Commercial ● Newspaper Advertisement with Modern Trade and CVS ● In-store Prominent Displays with wobblers on shelf ● Product Sampling during TVC period [2013 – 2014] estimated sales to drop by 10 to 15% [2015] Suggestions to bring for sales : ● Launch or replacement of new flavor/s to continue sales uplift Competition in market place ● New Entry & New Flavours such as Eclipse Chewy Mints 45g, Wrigley’s S/F Mints 23.8g, Mentos Pure Fresh 50’s and blink ● Competitive with many brands promoting at high frequency ● Aggressive pricing promotion from competitors Page: 12/12

  13. Thank You

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