Combining ideas and people to move brands forward August 2, 2012

1. Combining ideas and people to move brands forwardAugust 2, 2012

2. Like the unique combinations of chocolates, we leverage unique combinations of ideas, capabilities, experience and smart people

3. The sweet spot KNOWLEDGE CREATIVITY

4. The sweet spot Unimaginative? Never Always. Unconventional?

5. Finding the sweet spot Many of the world’s most respected brands have trusted us to create and guide their initiatives

6. Finding the sweet spot

7. Launching new technologies Biotech Squash Mission Melons

8. Finding your sweet spot • Make more noise! • Communicate with end users • Implement an aggressive pull strategy • More closely align company and products

9. FOSTERA™ PCV:a product launch beyond the bottle

10. High standards beyond the bottle • What do you do when you are third to market and don’t have a significant differential advantage? • You think beyond the bottle.

11. High standards beyond the bottle • Introduced Fostera PCV using a platform of high standards – product benefits, people, processes and services • Driven by PAH field reps • Supported by KOLs • Validated by producers and veterinarians • Promoted through unique creative approach

12. Visualizing high standards

13. Digital tool – Premier sales resource

14. Influencers critical to success • Eblast • Direct Mailer • On-demand presentation • Veterinarian conference

15. Public relations to demonstrate high standards • Honoring Pork Caregivers awards program Recognized those people working in the barns who consistently reach for higher standards

16. 50 nominations Five winners received $1,000 and trip to New York City and were honored at a Leadership Luncheon

17. Winners were highlighted: • Print ad in National Hog Farmer • Direct mailer to producers and veterinarians • Eblast and banner ads • Salutetoproducers.com • Group and individual media releases • World Pork Expo

18. World Pork Expo

19. Results • 90% open rate for initial veterinarian eblast; 62% for the reminder eblast • 16% of swine veterinarians completed the on-demand presentation • Offered for two months, program donated $3,400 to 14 colleges of veterinary medicine • 75% of key pork media contacts opened release • Articles appeared in all major pork publications • 1,025 unique users and 3,812 page views to website • 17 print and online articles generated about Caregivers winners

20. Webcasts White papers Disease information Pork Community :Bringing content, expertise and veterinarians together for a winning combination

21. Pork Community

22. Veterinarian input • Surveyed veterinarians to determine • What they wanted to know • When they wanted to know it • How they wanted to know it • Continue to seek input to enhance customer experience

23. Pork Community content

24. Promoting Pork Community • Participation encouraged through: • Eblast to AASV list to enroll • Reminder emails promoting upcoming webcasts • Banner ads in AASV E-newsletter • PAH field rep involvement

25. Results • Within two months, more than 20% of swine veterinarians have registered and are active on Pork Community • 40% viewed the first webcast • 50% viewed the second • 3 KOLs educated Community via webcasts and Q&As

26. Kruger Seeds: What do Seed and Orange Ice Cream have in common?

27. Take a tried and true brand to a new level

28. Year 2 Make an emotional connection

29. Year 2 Make an emotional connection

30. Year 3 Positioning for the future • University Champions positioning highly regarded by customers and dealers • DSM group most skeptical about UC sustainability and importance • Kruger enjoys a strong soybean reputation, but corn negatives are greater than expected • Dealers and customers speak highly about the quality of service and communication with Kruger staff, reps, dealers

31. Year 3 Positioning for the future

32. First class seed. First name service. “The fact that Kruger wins year after year in university trials is what sold me on their products from the get-go. They’re not afraid to put their seed up against the competition” - Greg Tople Aberdeen, S.D. “Kruger does more than supply great seed. They provide resources, from the Web site to test plot results, so I can select the best seed for my acres and put the newest technologies to work on my farm” - Jerry Graber Marion, S.D.

33. New Look

34. “A line outside our tent.”

35. Online presence Tonia, lets show the old version first, then bring in the new and then the Kruger Connection.

36. Results • Internal – and dealer – enthusiasm high • 70% of seed orders placed via KrugerConnection in first year • 2,000 new visitors and 25,000 page views each month to website • Outbound emails have a 20 to 40% open rate

37. Connecting with audiences where they live

38. Events Iowa Corn Indy 250 Case IH Craig Morgan Tour Illinois Soybean at Nascar McDonalds Moms DaBURGER at the Bears Games Field Moms Tour

39. What can we do for you?

40. Your priorities • Make more noise! • Communicate with end users • Implement an aggressive pull strategy • More closely align company and products

41. What we do Media Services Strategic Planning Digital Events Brand Strategy Social Media IMC Issues Management Corporate Social Responsibility Public Relations Advertising Collateral

42. M&M: Uniquely qualified KNOWLEDGE CREATIVITY

43. Thank you