Business Review to Dumex Malaysia By DKSH & Dumex (Cambodia)

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)

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

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

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%

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

New Dumex Organization

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

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

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

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

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%)

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)

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

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)

Trade Marketing Activities Prepared by Preaksa Trade Marketing Manager

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

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

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

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

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

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

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

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