1. 2009 Business Review & 2009 Year Plan
9 July 2009

2. Objective :
- Understand PDM business
- Align 2009 Goal and strategies
Develop action plans

3. 2009 Market Overview – Open Trade 1.1 Milk Powder 1.2 UHT
AGENDA
2009 Market Overview – Open Trade
1.1 Milk Powder
1.2 UHT
2. PDM Performance Review
Goal & Strategy
4. Action Plans

4. 2009 Market Overview
MILK POWDER

5. 1.1 2009 Market Overview Milk Powder
Open Trade
- Category Volume declined while value was consistent from product price increase. - Economics segment was a category driver.

6. 1.1 2009 Market Overview Milk Powder
- Dumex business declined while total category was consistent.
- FO segment was a category driver.

7. 2008 Market Overview
UHT

8. Market Overview UHT
Dumex grew beyond category significantly , driven by HiQ.

9. PDM 2009 Performance Review

10. 2. PDM – 2009 Performance Review
SHIP IN
-10.7%(G)
-16.5%(G)
-15.5%(G)
Ship in growth was in line with Central.

11. 2. PDM – 2009 Performance Review
SHIP OUT by Brand
PDM YTD growth was in line with Central. However, opportunites to have higer growth were Dupro, Dugro 1P, HiQ UHT1P and Dugro UHT3P.

12. 2. PDM – 2009 Performance Review
SHIP OUT by Shop type
To have more growth, opportunities were turn around business in Tang Hua Seng and MBD/MWS.

13. 2. PDM – 2009 Performance Review
SHIP OUT by MBD/MWS store

14. Economics segment and Follow on were category drivers in open trade.
Key Findings
Economics segment and Follow on were category drivers in open trade.
Dumex UHT has had significant growth (70%) so far which driven by HiQ.
PDM Ship in and out were in line with Central.
Dupro, Dugro 1P and HiQ&Dugro UHT 1P were opportunities to build higher growth in PDM.
PDM did very well in Van and Pharmacy channel while opportunities were Tang Huo Seng and Sri Ngam.

15. 2009 Goal & Strategy

16. “To achieve sales out 108 MB (Jul-Dec) and maintain inventory at 9MB.”
Goal & Strategy
Goal :
“To achieve sales out 108 MB (Jul-Dec) and maintain inventory at 9MB.”

17. 3. Drive F.UHT Consumption
Goal & Strategy
2009 Strategy
Win in Store
2. Win in Premium
3. Drive F.UHT Consumption
4. Strengthen Standard Range
5. Penetrate New Entry Users

18. Drive F.UHT Consumption
PDM Plan Y2009
4. Action Plans
July
Aug
Sep
Oct
Nov
Dec
Excellent execution
Promotion implementation (Fast & Accurate)
Price competitive
Stock weight
Best location of 2nd display
Win in Store
HiQ re-launch with excellent execution
NPD maximization
Win in Premium
3. HiQ old pack liquidation & accelerate new packaging on shelf
Drive F.UHT Consumption
Roll out carton pack
Price competitive in market
Double sit plan o gram
Deeper discount for UHT1P

19. Strengthen Standard Range Penetrate new entry users
PDM Plan Y2009
4. Action Plans
July
Aug
Sep
Oct
Nov
Dec
Best location of 2nd display for Dupro and Dugro
Special discount for Dugro
Cross promotion with diapers category
Strengthen Standard Range
School Program
Factory Program
Penetrate new entry users
3. Co-operate with NA

20. Penetrate new users = 0.5 MB
Source of Growth
Est. Sales nd half = 109 MB
Penetrate new users = 0.5 MB
Target nd half = 108 MB
Strengthen Standard = 1.5 MB
Drive F.UHT = 1 MB
Win in Premium = 1 MB
Win in store = 3 MB
AVG. Sales 2009 = MB

21. Set up price structure for UHT carton packs.
Next Step
Deploy joint goal, strategies and action plans to Sales team and PC girls.
Set up price structure for UHT carton packs.
Set up double sit plan o gram.
Prepare coupon for cross promotion with diaper category.
Prepare one staff for school and factory program.
Fulfill PDM team.

22. THANK YOU