1. Business Review to Dumex MalaysiaBy
DKSH & Dumex (Cambodia)

2. Schedule June 11 13:30-14:30 MY Presentation 15:00-16:00 DKSH&Dumex
16:00-17:30 Issue Discussion
June 12
9:00-12:00 Market Visit
- Lucky Supermarket
- DRC shop
- Olympic Market (Wholesale)

3. Agenda About Cambodia (Geography, Population, Economic Situation)
About Dumex Cambodia
Cambodia Vision and Mission
Sales Analysis
Sales Trend Analysis
Distribution Analysis
Trade Promotion Analysis
Issues to be discussion

4. Population Growth Cambodia 2007 Estimates: Population 07 : 14.5 mil.
Urban population : 18%
Birth Rate 2007 : 1.6%
New babies : 228,851 babies
Cambodia consist of 20 Provinces
4 municipalities
Phnom Penh
Kampong Som
Kep
Pailin
Vietnam
Kandal
Phnom Penh
Kampot
Sihanouk Ville
Kampong
Speu
Chhnang
Kampong Cham
Pursat
Battambang
Banteay
Meanchey
Koh Kong
Prey
Veng
Svay
Rieng
Kampong Thom
Kratie
Odar Meanchey
Preah Vihear
Stung Treng
Rotanak Kiri
Mondul Kiri
Pailin
Cambodia
Takeo
Siem Reap
Kep Ville
France Bebe
Nestle
Dumex
Source: MOH, statistic department and ADB

5. Market Growth Updates (end of Y07)
Total market estimated 16 mil. US$ in 2007,
with +28% growth over LY (included
smuggling to VN: 3 mil. US$)
Market Growth double digits annually
SP is growing faster, 10 times in 4 years
Premium is growing very slow compare to SP
Premium is shrinking and Super premium
is growing faster
+28%
+14%
+55%
+11%
+40%
+1%
-2%
+6%
+106%
+73%
+194%
+81%

6. Key Competitors in Cambodia
Super Premium (45%)
Abbott (Mkt Share 23% exclude smuggling to VN ~ 3M USD) XO
Premium (55%)
France Bebe (Mkt Share 27%)
Nestle (Mkt Share 27%)
Foremost
Lailac

7. New Dumex Organization

8. Sales Trend Analysis
Overall YTD MY sales 86.4% vs Target effect from short supply and forecast accuracy
While YTD In-Mkt sales achieve 107.6% due to outstanding sales in premium
MY Sale Trend
In-Mkt Sale Trend
‘000 USD
‘000 USD
Target = 5.4M USD
Target = 6.4M USD

9. Total Sales Comparison
Due to outstanding In-market sales and out off stock issue make DKSH stock cover day
below 45 days Area to focus: Inventory replenishment Plan
‘000 USD
#day

10. Stock Cover Day Analysis by Segment
Stock is declining due to delay shipment from MY
Target = 45 days
However, Stock cover day still below target
especially Premium group

11. In-MKT Sales Growth Trend
Dumex has double digit growth in every years since Y2003
+400%
US$
+39%
+36%
+25%
+32%
+61%

12. Outlet/Distribution Management
Sales contribution target
Premium = 69% (+10%)
Gold = 31% (+98%)
DKSH
Dumex-CB
Gold Team (2)
22%sales contribution
Premium Team (9)
78% Sales contribution
Phnom Penh (4)
621 Outlets
54% sales contribution
Provinces (5)
1,572 Outlets
46% sales contribution
Total Outlet = 2,193
Target = 2,500 (+14%)

13. Sales Volume Trend by IF
Sales in SP was sharply dropped since increased price and change to BB.
Premium trend of IF also effect from last in Jan.
Super Premium
Premium
(Ton)
(Ton)

14. Sales Volume Trend by FO
The trend same as IF except Premium that effect from OOS since Apr
Super Premium
Premium
(Ton)
(Ton)

15. Sales Volume Trend by GUM
Overall, GUM in market is fluctuate and need to boost up thru the promotion/premium.
Super Premium
Premium
(Ton)
(Ton)

16. Trade Marketing Activities
Prepared by Preaksa
Trade Marketing Manager

17. Content Display Contest Visibility Program in Modern Trade
Consumer Promotion (Redemption Program)

18. Display Contest Program
Objective
To promote of BIG BANG products after launch
Easy consumer sight
Block competitors display program
Scope & Timing
30outlets of DRC in Phnom Penh and start from March to May’08
Result
Take good display location
Some outlet move competitors display location out
Increase off take of BIG BANG

19. Lim Chhun Chou (DRC) Bun Heng (DRC) Lim Tai Seng (DRC)
Chomrein Oudom (DRC)
Hour Panha (DRC)
Chea Leap Heng (DRC)

20. Visibility in Modern Trade
Objective
To Promote BIG BANG in modern trade after launch
Increase brand visibility in modern trade
Easy consumer sight
POSM Support BIG BANG
Gondola, Head Shelf Display, Floor Sticker, Pillar Light Box

21. Consumer Promotion Objective Scope & Timing Result
To increase off take of BIG BANG after launch
To reward consumer that used BIG BANG
To convert user from competitors
Scope & Timing
All outlets in Phnom Penh & Siem Reap and start from March to June’08
Result
Increase sales volume 15%
Attractive consumer especially at supermarket
Convert some 20% user from competitors

22. POSM and Selling tools Salesman Guide Book Call Card Shelf talker
Consumer Leaflet
Shelf talker
Salesman Guide Book
Call Card

23. Issues to be discussion
Ordering Lead time (How to shorten time to be 2 month)
Printed tin like VN
Product Supply to DKSH

24. Bottom Up Forecast Procedure
MKT
Sales Team
DKSH MY
Sales history
Dumex
Sales Target & Growth
Promotion Trend
Condition of ordering
Next 4 month by SKU
Stock Level
Promotion
Capacity