ready tea drink

1

TXKD GREEN TEA

Prepared by, Checked by, Checked by, Approved by,

Lê Thị Ngọc NhuậnBM

Ngô Minh ViệtGBM

Bhakti PriyamaCMO

Trần Quí ThanhCEO

THP, 23rd Jan 2013

MARKETING PLAN 2013

2

TXKD GREEN TEA

BRAND PLAN YEAR 2013

3

The Executive Summary

Business Objectives

Marketing Objectives

Volume Forecast 2013

Brand Review (5Ps SWOT)

5Ps Strategies

SIA (Strategy In Action)

Research (back-up)

CONTENT

4

• Executive summary

• Volume FC • Brand Review

(5Ps SWOT)• Key Issues &

priorities• 5Ps Strategies

– Coverage plan– Communication

plan

• DME• Back up data

BACKGROUND: The growth of TXKD is underperforming against category (+7% vs. +14%)

• Still leading in NW thanks to Rural contribution • However, TXKD lost share in 6 key cities (38% vs. C2 40%)• Lower trial & frequency of consumption in HN

North & Rural are source of growth for RTDT C2 is driving the category growth by expanding distribution and increasing

consumer base C2 is closing the gap with TXKD in key brand attributes

BUSINESS OBJECTIVE: Volume target 2013: 36,568,421 cases

MEASURABLE MARKETING OBJECTIVE Volume share: 47% in 6 key cities (To be updated) Consumption frequency: 2.5 (2-3 times/week)

MEASURABLE COMMUNICATION OBJECTIVE Total TOM: 43% (To be updated) Total BEI: 5.8 (To be updated)

EXECUTIVE SUMMARY

6

5Ps SWOT ANALYSISStrengths Weaknesses Opportunities Threats

Product

Quality is -Better than C2: more green tea (market feedback)-100% Natural- RGB for ON channel

-Low sales of Jasmine NO SUGAR: 0.2% volume contribution into total TXKD => root cause?

-Trend of healthy & natural category is getting bigger

Packaging (pack type, size, design)

• Best selling in PET 500ml pack size

- PET dominates RTDT- The usage increase of affordable PET 350ml

Pricing

Premium priceHigh profit of PET 500ml Retail margin is less competitive vs. C2

Place (Coverage)

-Good NUM/WTD, East, Mkg-Strong in RURAL (16ML vs 11.6ML)- Strong in ON (TXKD 43.9% vs. C2 30.5%)

-OFF-Premise +20%, driven by C2 +52% vs. TXKD +11%-Low ASO: 46% in DEC.12-Less Merchandising vs. C2HANOI/NORTH growth: TXKD 14% vs C2 67%-Usage Freq: TXKD (1-2times/wk) vs C2(2-3 times/wk)-Low trial (66% vs 71%) -Low TOM (40% vs 66%)

-Focus North (Norm 41% while Internal 19%).-Focus RURAL (growth 24% and 41% share)-Focus 6 cities (growth +12%)-Focus OFF (growth 20% vs. ON +14%)-Increase in MT (norm 6.5%, internal 4%)

- C2 is growing across regions, channels- Unit share:C2:36.6%: TXKD 34.7%) => C2 has a bigger consumer base

Promotion

- Strong consumer base (26-35 yo)- Highest BEI 5.0 (Q2’12)

- Consumer base (18-25 yo): 30% vs. C2 41%- Lack of Hanoian/North consumers insights

(what barriers for TXKD vs C2, low trial & usage frequency, % loyal why? % switch why? % new why? Female, male?

- Weak point of differentiation in 360 complan

- Digital consumption is increasing, led by young people- In store communication is important tool to create impulse purchase


• Volume FC • Brand

Review (5Ps SWOT)

• Key Issues & Priorities

• 5Ps Strategies

– Coverage plan

– Communication plan

• DME• P&L• Back up

data

7

KEY ISSUES & PRIORITIES

KEY OPPORTUNITIES STRATEGIES & PRIORITIES

1. Product: Healthy & natural category is getting bigger and remarkable growth of affordable PET 350ml

1. Product: Launch new product: TXKD LEMON LIGHT concept (diabetic, low calories, 100% natural green tea) 350ml PET => avoid cannibalization

KEY ISSUES STRATEGIES & PRIORITIES

2. Place/Coverage• Low ASO Dec.12: 46% • Less merchandising & visibility• North contribution 19% (norm: 41% contri.) • Low MT contribution: 4% into total TXKD• Low sales of No sugar SKU

3. Communication/promotion• Weak POD

• Digital consumption is increasing, led by young people

• Low young consumer base (18-25 yo): 30% vs. C2 41%

6. Research: N/A: % profile, %stay, % quit, % new users (nationwide)

7. Pricing: less competitive for retailers

2. Place/Coverage: - Increase ASO fr 46% to 70% average- Lead trade to improve merchandising (30%)- Maintain South and prioritize activities in

North/Central area- MT contribution: Increase fr 4% to 10%- Request SDO for no sugar SKU

3. Communication/promotion₋ Differentiate C2 in 3 core attributes: 100%

natural EGCG, refreshing, life loving, no worry about stress/tiredness to FEEL POSITIVELY

₋ Invest & build up for long term digital (one channel of media)

₋ Keep loyalty consumers (24-35) and customize activities to recruit young consumers (18-24)

6. Research: Consumer panel or BT7. Pricing: trade promo & VIP campaign




Priorities• 5Ps Strategies

– Coverage plan– Communicatio

n plan

• DME• P&L• Back up data

8

5Ps STRATERGIES: GROWTH STRATEGY




Priorities• 5Ps Strategies

– Coverage plan– Communication

plan

• DME• P&L• Back up data

PRODUCT STRATEGYo To enter a new segment

by launching TXKD Lemon LIGHT 350 ml (May) which will not cannibalize to the current TXKD CHANH.

PRICING STRATEGYo Keep premium price to

maintain high quality perception (more green tea)

• Research: explore North consumers insights

PACKAGING STRATEGYo PET LEMON: nationwideo RGB package type: Focus

on ON-Premise, Mekong, HCM, East

PLACE STRATEGY1. Channel focus:

2.Coverage: ASO from 46% to 70% average in year 2013

PROMOTION STRATEGY: ownership in 360 ComPlan too Communication: Sharpen the differentiation “Stress/tiredness release” “Refreshing, life loving”

thanks to “100% pure green tea with EGCG to feel POSITIVELY -Life loving 1: Dec – May-Life loving 2: May – Sep. (launch TXKD Light)-Life loving 3: Nov.- Jan’14

o Enlarge consumer base by recruiting new users (18-25 yo) & building engagement-U-league sponsorship: event sampling: 1,000,000 hits (university), nationwide

o Increase usage frequency (including North/Central, from 1 time to 2-3 times/week) in “Beach party” campaign in April-May’13

₋ Concept: consumer promo, digital, event, etc)

Q1 Q2 Q3 Q3

ASO % MCP 57% 69% 72% 74%

ASO no shops 228,447 305,676 328,599 346,248

NORTH 01 NORTH 02 CENTRAL EAST HCMC MEKONGGreen Tea 8,324,725 5,861,794 3,890,013 4,073,958 6,710,236 3,541,071 32,401,796 3,551,311 615,315 36,568,421 Total 13,192,717 13,192,717 9,894,538 17,315,441 18,139,986 10,719,083 82,454,483 5,866,534 1,805,088 90,126,105

KA TotalBUDGETGT

GT Total MT

9

ACTION PLAN 2013 - TIMELINE

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TVC

Print + PR

Radio

OOH

Digital

Brand activation/Event

Brand Visibility & Merchandising

Life loving 1 Life loving 2 + NPD tag-on Life loving 3

VIP shop + VIP café + VIP eatery; Chiller (HORECA/KA in 6 cities); Wholesale programs (C2, C3 in NW)

Refresh MT merchandising (Shelf talker, Islands, GE) + Poster, parasol at SA

Life loving 1 Life loving 2

Don’t say NO to your dream

Website/Fan page, Social media (viral clips to promote “Don’t say No, Let say KHONG DO” + Tea angles + Life-loving)

Event: U-league (HCM, DN, HN)- Building brand awareness

- Building brand engagement

Beach parties

Life loving 3

Life loving 1 Life loving 2/NPD Life loving 3

11

PRODUCT STRATEGY - NPD

TXKD GREEN TEA

Brand: TXKDFlavor: LemonProduct benefit:- 100% pure green

tea - The most favorite

flavor (lemon)- Good taste &

refreshing (Balance of sourness and sweetness taste)

Brand: TXKDFlavor: Lemon LIGHTProduct benefit:- 100% pure green tea - The most favorite flavor

(lemon)- Good taste & more refreshing

(Balance of sourness and sweetness taste)

- Low calories and good for diabetics

Timing: May 2013

Brand: TXKDFlavor: JASMINE Sugar free (KHONG DUONG)Product benefit:- 100% pure green tea - Refreshing- Good for your health

12

PRICING: maintain premium strategy

ON-PREMISE TXKD lemon TXKD Light C2 lemon PET 500ml % PET350 % PET 500ml % PET 360ml %

1 Consumer price Per bottle 10,000 8,000 10,000 8,000

2 RetailerSell 240,000 192,000 240,000 192,000 Margin (case) 84,000 35% 55,000 40% 107,425 45% 86,830 45%

3 DistributorSell 156,000 137,000 132,575 105,170 Margin (case) 5,000 3% 5,000 4% 5,000 4% 5,000 5%

OFF-PREMISE TXKD lemon TXKD Light C2 lemon

PET 500ml % PET 350 % PET 500ml % PET 360ml %

1 Consumer price Per bottle 8,000 7,000 7,500 6,000

2 RetailerSell 192,000 168,000 180,000 144,000 Margin (case) 36,000 19% 31,000 23% 47,425 26% 38,830 27%

3 DistributorSell 156,000 137,000 132,575 105,170 Margin (case) 5,000 3% 5,000 5% 5,000 4% 5,000 5%

13

Draft P&L

THP Group - MA Dept Unit: 1,000,000

Green Tea Light 350ml ProjectRatio 40% 60% 37,442,000

No. Resource ID Resource Description Unit Unit price Qty Green Tea 350ml

light Green Tea

500ml Project result

TOTAL COGS 83,520 91,226 3,300,273 Selling Price BD 132,000 151,000 5,369,183

Bechmark 500ml Net sales 120,000 137,273 4,881,075

33.5% GM % 30.4% 33.5% 32.4%

Gross Profit 36,480 46,047 1,580,802 Selling 10,582 10,910 403,571 % on sales 8.8% 7.9% 8.3%Marketing 120 137 4,881 DME 2,400 9,609 251,814 % on sales 2% 7% 5.2%Logistic 8,714 8,846 329,229 G&A 4,200 4,805 170,838

EBIT 10,464 11,740 420,468 % on sales 8.7% 8.6% 8.6%

Option to compare if we launch Green Tea 350ml light Loss0% Green Tea light 350ml in 37, 4 mio RC EBIT will achieved 439,581 mio vnd 0%20% Green Tea light 350ml in 37, 4 mio RC EBIT will achieved 430,024 mio vnd -2%30% Green Tea light 350ml in 37, 4 mio RC EBIT will achieved 425,246 mio vnd -3%40% Green Tea light 350ml in 37, 4 mio RC EBIT will achieved 420,468 mio vnd -4%

14

Volume FCST

NORTH 1 Ref 2012 J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Cum routes 389 389 412 412 412 431 447 486 552 552 552 552 552

Total MCP (180 Outlets/Route) 70,020 70,020 74,160 74,160 74,160 77,580 80,460 87,480 99,360 99,360 99,360 99,360 99,360

MCP Development - 4,140 4,140 4,140 7,560 10,440 17,460 29,340 29,340 29,340 29,340 29,340 SumY2012 baseline 211,787 275,852 276,755 287,446 308,155 317,867 297,727 287,446 283,589 252,160 160,674 177,761 3,137,219

Natural Growth 10% 21,179 27,585 27,676 28,745 30,815 31,787 29,773 28,745 28,359 25,216 16,067 17,776 313,722

Y2013 baseline 232,966 303,438 304,431 316,191 338,970 349,654 327,499 316,191 311,948 277,376 176,741 195,537 3,450,941

% ASO (old routes) 58% 58% 58% 58% 58% 58% 58% 58% 58% 58% 58% 58% 58%

VPO 1.73 1.44 1.88 1.89 1.96 2.10 2.17 2.03 1.96 1.93 1.72 1.10 1.21

Incremental fr. Old Routes 45,092 52,331 65,722 95,722 132,057 166,586 170,253 164,374 162,168 132,151 91,880 101,651 1,379,988

Sales Volume fr. New Routes - 10,907 11,724 24,355 15,703 28,181 63,028 84,253 84,585 63,476 3,216 3,558 392,987

Sales incremental fr Trade MKT -

Sales incremental fr marketing -

NPD 50,000 45,000 47,000 42,000 40,000 40,000 40,000 40,000 344,000

GT Channel 278,057 366,676 381,877 436,268 536,731 589,421 607,780 606,818 598,702 513,002 311,837 340,746 5,567,916

NORTH 2 Ref 2012 J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Cum routes 212 212 212 276 291 291 378 407 438 438 438 438 438


MCP Development - - 11,520 14,220 14,220 29,880 35,100 40,680 40,680 40,680 40,680 40,680 SumY2012 baseline 166,589 216,983 217,693 226,102 242,391 250,031 234,189 226,102 223,068 198,346 126,384 139,825 2,467,705

Natural Growth 10% 16,659 21,698 21,769 22,610 24,239 25,003 23,419 22,610 22,307 19,835 12,638 13,982 246,770

Y2013 baseline 183,248 238,681 239,462 248,713 266,631 275,034 257,608 248,713 245,375 218,181 139,023 153,807 2,714,475

% ASO (old routes) 56% 56% 56% 56% 56% 56% 56% 56% 56% 56% 56% 56% 56%

VPO 1.77 2.16 2.81 2.82 2.93 3.14 3.24 3.03 2.93 2.89 2.57 1.64 1.81


Sales Volume fr. New Routes - - 48,704 66,604 130,095 135,885 126,894 218,361 71,533 30,693 6,657 7,365 842,791


Sales incremental fr marketing 442,595

NPD 45,000 42,000 42,000 35,000 35,000 35,000 35,000 35,000 304,000

GT Channel 229,371 289,451 358,838 411,061 568,319 608,208 583,522 644,346 483,069 398,881 260,205 289,923 5,125,193

North1: 8,324,725 RC

North 2: 5,861,794 RC

15

Volume FCST

CENTRAL Ref 2012 J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Cum routes 241 241 241 265 265 274 330 330 330 330 330 330 330


MCP Development - - 4,320 4,320 5,940 16,020 16,020 16,020 16,020 16,020 16,020 16,020 SumY2012 baseline 186,871 204,366 232,100 238,712 253,234 272,407 259,338 246,854 163,683 148,654 122,644 173,174 2,502,035

Natural Growth 10% 18,687 20,437 23,210 23,871 25,323 27,241 25,934 24,685 16,368 14,865 12,264 17,317 250,204

Y2013 baseline 205,559 224,802 255,310 262,583 278,557 299,648 285,272 271,540 180,051 163,519 134,908 190,491 2,752,239

% ASO (old routes) 61% 61% 61% 61% 61% 61% 61% 61% 61% 61% 61% 61% 61%

VPO 1.85 1.94 2.12 2.40 2.47 2.62 2.82 2.69 2.56 1.70 1.54 1.27 1.79

Incremental fr. Old Routes 19,226 23,202 43,190 65,878 92,649 124,151 129,851 116,787 72,920 63,647 58,023 86,708 896,232

Sales Volume fr. New Routes - - 15,583 17,095 43,496 64,317 67,470 91,753 (2,717) (4,935) 2,036 2,874 296,972



NPD 43,000 40,000 40,000 35,000 35,000 35,000 35,000 35,000 298,000

GT Channel 224,784 248,005 314,083 345,556 457,702 528,116 522,592 515,079 285,254 257,231 229,966 315,074 4,243,443

EAST Ref 2012 J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Cum routes 354 354 354 354 354 354 354 372 405 405 405 405 405


MCP Development - - - - - - 3,240 9,180 9,180 9,180 9,180 9,180 SumY2012 baseline 425,686 409,353 489,550 551,217 468,944 471,964 404,554 384,357 371,391 369,587 375,972 454,322 5,176,897

Natural Growth 10% 42,569 40,935 48,955 55,122 46,894 47,196 40,455 38,436 37,139 36,959 37,597 45,432 517,690

Y2013 baseline 468,255 450,289 538,505 606,339 515,838 519,161 445,009 422,793 408,530 406,545 413,569 499,754 5,694,587

% ASO (old routes) 45% 45% 45% 45% 45% 45% 45% 45% 45% 45% 45% 45% 45%

VPO 2.23 4.12 3.97 4.74 5.34 4.54 4.57 3.92 3.72 3.60 3.58 3.64 4.40

Incremental fr. Old Routes 23,007 19,804 30,327 54,567 64,366 93,921 90,991 75,548 70,733 63,518 75,277 135,290 797,348

Sales Volume fr. New Routes - - - - - - 13,970 34,188 45,860 42,195 3,344 10,507 150,065



NPD 20,000 18,000 18,000 15,000 15,000 15,000 15,000 15,000 131,000

GT Channel 491,262 470,093 568,832 660,906 600,204 631,081 567,971 547,529 540,123 527,258 507,191 660,551 6,772,999

Central: 3,890,013 RC

East: 4,073,958 RC

16

Volume FCST

HCMC Ref 2012 J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Cum routes 416 416 416 416 416 416 416 416 416 416 416 416 416


MCP Development - - - - - - - - - - - - SumY2012 baseline 328,327 289,942 395,137 411,661 419,208 380,549 362,071 363,891 312,439 343,398 329,193 351,421 4,287,238

Natural Growth 10% 32,833 28,994 39,514 41,166 41,921 38,055 36,207 36,389 31,244 34,340 32,919 35,142 428,724

Y2013 baseline 361,160 318,936 434,651 452,827 461,129 418,604 398,278 400,280 343,683 377,738 362,113 386,563 4,715,962

% ASO (old routes) 32% 32% 32% 32% 32% 32% 32% 32% 32% 32% 32% 32% 32%

VPO 2.75 3.80 3.36 4.58 4.77 4.86 4.41 4.19 4.22 3.62 3.98 3.81 4.07


Sales Volume fr. New Routes - - - - - - - - - - - - -



NPD 50,000 45,000 45,000 42,000 42,000 42,000 42,000 42,000 350,000

GT Channel 417,579 352,151 514,197 569,095 702,264 703,142 721,442 735,290 655,637 697,407 698,854 641,264 7,408,320

MEKONG Ref 2012 J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Cum routes 267 284 340 340 365 392 392 405 405 405 405 405 405


MCP Development 3,060 13,140 13,140 17,640 22,500 22,500 24,840 24,840 24,840 24,840 24,840 24,840 SumY2012 baseline 337,141 327,857 396,375 435,726 421,741 411,692 337,378 298,478 242,782 285,866 308,536 352,968 4,156,542

Natural Growth 10% 33,714 32,786 39,637 43,573 42,174 41,169 33,738 29,848 24,278 28,587 30,854 35,297 415,654

Y2013 baseline 370,856 360,643 436,012 479,299 463,915 452,862 371,116 328,325 267,060 314,453 339,390 388,265 4,572,197

% ASO (old routes) 62% 62% 62% 62% 62% 62% 62% 62% 62% 62% 62% 62% 62%

VPO 1.76 3.12 3.03 3.66 4.03 3.90 3.81 3.12 2.76 2.24 2.64 2.85 2.24

Incremental fr. Old Routes (17,044) (11,050) (13,359) (14,685) (14,214) (13,875) (11,371) (23,321) (23,898) (22,335) (17,843) (129,935) (312,930)

Sales Volume fr. New Routes 22,889 70,050 71,234 119,199 43,791 63,300 45,137 894 7,029 (6,564) 7,085 11,127 455,169



NPD -

GT Channel 376,701 419,642 493,887 583,812 493,493 502,286 404,882 305,899 250,192 285,553 328,632 269,457 4,714,436

HCM: 6,710,236 RC

Mekong: 3,541,071 RC

17

1. Communication: Sharpen the differentiation “Stress/tiredness release” “Refreshing, life loving” thanks to “100% pure green tea with EGCG to feel POSITIVELY Life loving 1: Dec – Mar Life loving 2: Apr – Aug (Summer launch the TXKD Light) Life loving 3: Sept - Dec

2. Enlarge consumer base by recruiting new users (18-25 yo) & building engagement: U-league sponsorship: Event sampling: 1,000,000 hits (university), nationwide

3. Increase usage frequency (from 1 time/week to 2-3 times/week) including North/Central) in “Beach party” campaign in April-May’13 (concept: consumer promo, digital, event, etc)

PROMOTION: ownership in 360 complan

18

PROMOTION PLAN – LIFE LOVING 1 (Jan – April)

Life Loving 1 Life Loving 2 Life Loving 3

Activities Timing & Budget1. TVC Life Loving: Sharpen the differentiation “Stress/ tiredness release”, “Refreshing, life loving” thanks to “100% pure green tea with EGCG”- 2 copies 15s “Bus” & “Couple”- Product demo 5s for sponsorship

- NW. Focus on VTV, HTV- Budget: To be updated

2. Print ad & PR: Strengthen brand awareness & TXKD Unique selling point- Print ad: Fun pic/Fun quiz- Print: Advertorial, Editorial, Testimonial

- From Dec’12-Apr’13- Focus 6 cities- Budget: To be updated

3. OOH: Brand awareness & Refresh brand image - Budget: To be updated

4. Radio: Promote “Life loving” thru building positive attitude/action “Don’t say NO, Let say KHONG DO”- XONE FM – Talk show: Don’t say NO to your DREAM

- WOA: 13 wks- Budget: To be updated

5. Digital: Build up brand engagement & Create WOM in online community - Budget: To be updated

6. Visibility & Merchandising- VIP shop/café/eatery (TXKD: 30% of 43,000 outlets)- 5,000 Coolers (HORECA, KA) & WS programs- 60% ASO merchandising (normal outlets)- Trade promotion (ON & OFF): Buy combo 2 blocks TXKD + 2 blocks EDL/Active, get 1 TXKD- SA and MT: Refresh merchandising

- Starting on Apr’13- Budget: TBC

- Timing: Mar’13- Starting on Mar

19

PROMOTION PLAN – LIFE LOVING 2 (May - Sept)


Activities Timing & Budget1. TVC Life Loving: Sharpen the differentiation “Stress/ tiredness release”, “Refreshing, life loving” thanks to “100% pure green tea with EGCG”- Tea credential + Tea angles’ role- TVC: new copy + promotion tag-on


2. Print ad & PR: - Strengthen brand awareness & TXKD Unique selling point- Tea angles’ role

- From May -Sept- Focus 6 cities- Budget: To be updated

3. OOH: - Refreshing with promotion campaign

- Budget: To be updated

4. Digital: - Launch Digital consumer promotion: To increase consumption- Build up brand engagement & Create WOM in online community

- Timing: May - Sept- Budget: To be updated

5. Brand activation & events: Beach parties - Timing: Apr - Sept- Budget: To be updated


- Starting on Mar- Budget: TBC

20

PROMOTION PLAN – LIFE LOVING 3 (Oct - Dec)


Activities Timing & Budget1. TVC Life Loving: Sharpen the differentiation “Stress/ tiredness release”, “Refreshing, life loving” thanks to “100% pure green tea with EGCG”- TVC: new copy


2. Print ad & PR: Strengthen brand awareness & TXKD Unique selling point - From Oct-Dec13- Focus 6 cities- Budget: To be updated

3. OOH: Brand awareness & Refresh brand image - Budget: To be updated

4. Digital: Build up brand engagement & Create WOM in online community - Budget: To be updated

5. Event U-league 2014 in HCM, HN, DN - Timing: Oct-Dec- Budget: To be updated


- Starting on Mar- Budget: TBC

- Timing: Nov-Dec- Starting on Mar

21

Account Description Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TOTAL %

TVC 7,736,609 5,000,000 2,000,000 - 7,000,000 6,000,000 5,000,000 - 7,000,000 5,000,000 4,400,000 49,136,609 43.7%

Print Ad 300,000 - 200,000 200,000 - - - 200,000 200,000 - 1,100,000 1.0%

TVC - sponsor 5,177,934 1,700,000 1,700,000 1,600,000 1,600,000 1,600,000 1,600,000 1,600,000 1,600,000 1,600,000 19,777,934 17.6%

Radio 200,000 200,000 150,000 - - - - - - - - - 550,000 0.5%

Internet - - 400,000 300,000 300,000 300,000 300,000 200,000 200,000 300,000 300,000 300,000 2,900,000 2.6%

Outdoors & Other 1,500,000 1,500,000 1,500,000 1,000,000 1,000,000 1,000,000 1,000,000 1,000,000 1,000,000 1,000,000 11,500,000 10.2%

TV, print ad prod 515,000 515,000 - 1,735,000 - - - 1,735,000 - - 4,500,000 4.0%

Media Fees 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 1,800,000 1.6%

Creative Fees 450,000 450,000 - - 450,000 450,000 450,000 - 450,000 450,000 450,000 3,600,000 3.2%

Agency Fee 185,000 - - 186,000 - - - 186,000 - - 557,000 0.5%

Consumer Events - - - 8,000,000 - - - - - - - 8,000,000 7.1%

RetailAudit Tracking 117,000 117,000 116,000 117,000 117,000 116,000 117,000 117,000 116,000 117,000 117,000 116,000 1,400,000 1.2%

Shopper Insights 0

Consumer Tracking - - 375,000 - - 375,000 - - 375,000 - - 375,000 1,500,000 1.3%

OthersMarketResearch 150,000 150,000 - 300,000 150,000 100,000 - - 300,000 150,000 - - 1,300,000 1.2%

PR Activities 200,000 160,000 - - - 200,000 150,000 150,000 860,000 0.8%

Sponsorship 100,000 150,000 150,000 100,000 100,000 100,000 100,000 250,000 250,000 200,000 1,500,000 1.3%

Exhibition&TradeFair - - - - - - - - - - - - 0

Ad-hoc Mar Service - - - - - - - - - - - - 0

BOD Cooperate 209,000 208,000 208,000 209,000 208,000 208,000 209,000 208,000 208,000 209,000 208,000 208,000 2,500,000 2.2%

16,990,543 10,300,000 6,749,000 1,076,000 21,196,000 10,599,000 8,926,000 3,375,000 1,349,000 13,547,000 9,425,000 8,949,000 112,481,543 100.0%Total

Life - loving 1 campaign




Life - loving 2 & 3 campaign



IM Media fee

O&M supervision fee (Life - loving 1)

Nielsen fee

Nielsen fee

Nielsen fee







O&M fee (Life - loving 2)

O&M supervision (Life - loving 2)









Life - loving 3 campaignLife - loving 2 campaign


ACTIVITIES & DME 2013

22

MARKET OVERVIEW VOLUME SHARE

By region By channel

PACKAGE & PACKSIZE TREND BRAND HEALTH (BEI, Brand leverage, Brand attribute)

MEDIA LANDSCAPE

BACK-UP

25

VOL SHARE BY REGIONC2 growth is more aggressive than TXKD across regions & took over the leadership in HCM

Source: Volume Sales (L) & Volume share, RTDT MAT Jul12

JUL11 JUL12 JUL11 JUL12 JUL11 JUL12 JUL11 JUL12 JUL11 JUL12TXKD 9,066,885 10,571,070 2,497,008 2,600,608 3,258,191 3,369,411 3,712,054 4,227,270 4,246,304 4,351,974

C2 5,252,736 8,726,146 1,328,014 1,685,268 2,056,040 2,927,022 3,622,904 4,498,861 1,805,440 2,455,631

Dr.Thanh 2,038,799 1,952,123 866,799 790,251 1,247,607 1,333,362 1,716,420 2,049,067 2,018,733 1,677,474

Wonderfarm 1,837,242 1,502,651 668,732 596,678 436,748 422,187 396,218 450,048 120,230 171,997

Others 1,643,472 2,194,998 352,413 516,486 253,648 322,847 523,249 309,015 923,660 956,174

Volume sales (L)

North Central East HCM Mekong

26

VOL SHARE BY CHANNEL

NW North Central East HCM MKD0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000RTDT: Volume sales contribution & growth rate


5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000TXKD: Volume share & growth rate


5,000,000

10,000,000

15,000,000

20,000,000

25,000,000 C2: Volume share & growth rate

Source: Volume Sales (L) & Volume share, RTDT MAT Jul12

+14%

+20%

+34%

+52%

+10%

+11%

+27%

+14%

+14%

+1%

+7%+16%+34%

+7%

-6% -6%

43.9

38.9

45.9

40.3

39.944.5

36.943.0

33.239.8

43.2

46.3

36.6

30.5

37.3

30.9 41.929.3

41.8

36.528.825.4

25.625.5 +18%

+96%

+18%

+31%

+35%

+49%+58%+90%

+57%

63%

37%

47%

53%

51%

49%53%47%

55%

45%

33%

67%

+35%

-5%

+18%

+14%

+16%

+15%+26%-7%

+17%

+43%

• OFF growth is +20%, all regions, driven by C2. In there, North is the most important region due to its biggest contribution base.

• While, ON growth +14% due to drop in Central & MKD that is led by TXKD. However, MKD & HCM are still big weight of contribution in ON.

28

PACKAGE TYPE TREND (GT segment)

6 cities

30 cities

Rural

+11%

+10%

+40%

-35%

-34%

-34%

98.5%

97.2%

96.5%

North

Central

East

HCM

MKD

RGB PET

North

Central

East

HCM

MKD

RGB PET

+20%-36%

+29%-75% +55%

+37%-1%-68%

+29%-30% +29%

+50% +7%-35%

89.7%

96.4%

86.4%

99%

99.9%100%

99.8%

98%

99.6%

97%

Source: Volume Sales (Unit) & Volume share, GT MAT Jul12

PET dominates & keeps growth steadily while RGB is in downtrend across regions, all channels

North

Central

East

HCM

MKD

By regions

+37%-75%

+17%

+29%

+18%

+18%

-69%

-30%

-33%

-34%

97.9%

100%

97.9%

91.9%

92.1%

Nationwide (6 cities vs. 30 cities vs. rural areas)

OFF-PREMISEON-PREMISE

29

PACK SIZE TREND BY REGION (GT Segment)

Energy Drink

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUL12

PET 500ml is still biggest bucket in GT nationwide.In terms of region, PET 500ml is growing to close the gap with PET 360ml in HCM while North & East are declined -1.3pt, -2.4pt respectively.

Source: Volume share by pack size, Green tea MAT Jul12

32

PRIMARY SALES BY REGIONS

Source: Internal Volume sales, YTD Sept12 & Retail Audit, NW Jul12

KD

C2

RTDT

42%

43%

41%

10%

13%

10%

13%

17%

14%

17%

21%

19%

17%

21%

16%

North Central East HCM MKD

26% 8% 15% 16% 5%

17% 4% 3% 14% 2%

66% 96% 64% 17% 141%

External date: Volume sales contribution by region

YTD Dec11

YTD Dec12

- 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000

North Central East HCM Mekong MT SA

-16.9% -11.5%+30.5% +5.3%+4.2% +74.9%-0.5%

-1.7%

19% 10% 26% 19% 19% 4% 3%

22% 8% 29% 18% 17% 4%2%

33

Volume share (Update for back-up)

NOV11 DEC11 JAN12 FEB12 MAR12 APR12 MAY12 JUN12 JUL12 AUG12 SEP12 OCT12 NOV1243.044.045.046.047.048.049.050.051.0

49.448.5

49.8 49.4 49.548.5

47.8 48.0 47.5 47.6 47.9 47.748.3

45.646.6

45.746.6 46.9

47.8

49.0 48.849.7 49.6 49.9 49.9 49.4

Volume share in 6 cities (Green tea)

KD C2

NOV11DEC

11JA

N12FE

B12

MAR12

APR12

MAY12

JUN12

JUL1

2

AUG12SE

P12

OCT12

NOV1245.0

46.0

47.0

48.0

49.0

50.0

51.0

48.1

47.0

48.9

48.0

49.1

47.9

47.147.5 47.3

47.848.2 48.3 48.5

47.4

48.7

47.3

48.6

48.1

49.2

50.4

49.750.3

49.549.9

49.5 49.5

KD C2

NOV11DEC

11JA

N12FE

B12

MAR12

APR12

MAY12

JUN12

JUL1

2

AUG12SE

P12

OCT12

NOV120.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

46.7 47.0 46.6 46.4 44.5 44.3 43.3 42.6 41.7 41.1 40.9 39.6 41.3

49.148.1

48.5 49.050.7 51.3 53.2 54.4 56.3 57.4 57.8 58.6 56.3

KD C2

HCM HN

Source: Retail Audit in Nov12

34

SKU PERFORMANCE

SKU YTDSept11 YTDSept12

PET 93% 92%

RGB 7% 8%

PET 500ml contributes 92% into total volume. However, PET volume is declining significantly in North & Central.RGB packaging has improvement in Central only, however it cannibalizes to total volume in here.

Source: Internal Volume sales, YTD Sept12

35

% ASO OF TXKD BY REGION

Source: Internal Volume sales, YTD Dec’12

ASOOct Nov Dec

Abs. number % ASO Abs. number % ASO Abs. number % ASO

Central 18,558 45% 17,397 37% 17,650 40%East 35,369 51% 36,681 53% 36,626 48%HCM 30,078 36% 34,023 41% 36,316 45%

Mekong 32,882 61% 33,273 61% 30,797 56%

North 1 31,619 64% 24,004 50% 20,622 41%

North 2 23,173 63% 19,019 51% 17,668 47%

NW 51% 49% 46%

36

BRAND EQUITY INDEX (GT segment)

Lower consumer base & support that leads TXKD BEI in Hanoi 4.4 vs. C2 BEI 5.5

4.1

5.5

4.1

1.1

3.8

5.2

4.5

0.9

2.6

5.75.1

1.1

0

1

2

3

4

5

6

7

8

9

10

Dr Thanh 9 Herbals

Khong Do Lemon

C2 Lemon

Vfresh Atiso

Q1'2012 Q2'2012 Q3'2012HCM

2.8

4.2 4.4

0.1

2.5

4.44.8

0.1

2

4.4

5.5

0.20

1

2

3

4

5

6

7

8

9

10

Dr Thanh 9 Herbals

Khong Do Lemon

C2 Lemon

Vfresh Atiso

Q1'2012 Q2'2012 Q3'2012Ha Noi

37

BRAND LEVERAGE IN HCM

In Q3/2012:Khong Do’s growth also shown in higher brand leverage (higher PW penetration and BUMO , preference and recommendation)

By comparison with C2:• C2 shows very good

improvement since Q1 for TOM, penetration in P4w, Pw and BUMO

KD Lemon

C2 Lemon

38

BRAND LEVERAGE IN HN

In Q3/2012:TXKD has low performance in all (TOM, trial, BUMO and referrers)

By comparison with C2:• C2 is growing significantly by

increasing consumer base

39

BRAND ATTRIBUTES IN HCM

C2 follows close TXKD in key attributes (good taste, made from pure green tea, value-for-money)

Anti aging

Made from pure green tea

Made from natural, precious ingredients

Good taste

Brand for me

Refreshing

Helps bring happiness/love-life feeling

For active people

Helps bring refreshing & relaxing feeling

Release all tiresome and stress

Has attractive advertising

Reasonable price, value for money

Reliable/trustworthy

Easily / widely available

Can drink everyday

Good for health

Helps me enjoy life without worrying about inner heat

Prevent inner heat

Helps release body heat

No preservatives

Purifying body0 20 40 60 80 100

Dr Thanh (n=360)

Khong Do Tea(n=360)

C2 (n=360)

DERIVED IMPORTANCE

0.32

0.29

0.43

0.42

0.39

0.34

0.33

0.32

0.31

0.36

0.32

0.28

0.28

0.26

0.30

0.25

0.20

0.16

0.14

0.12

-0.22

Ingredients (17%)

Can drink every day (7%)

Emotional benefits/Brand for me/Taste (15%)

TopBox

Available/Price/Reliability/Advertising (8%)

Functional benefits/No preservatives (3%)

40

BRAND ATTRIBUTES IN HNC2 has good evaluation in terms of good taste, good for health, release stress and tiredness in HN

0 20 40 60 80 100

Dr Thanh (n=360)

Khong Do Tea(n=360)

C2 (n=360)

Anti aging

Made from pure green tea

Made from natural, precious ingredients

Good taste

Brand for me

Refreshing

Helps bring happiness/love-life feeling

For active people

Helps bring refreshing & relaxing feeling

Release all tiresome and stress

Has attractive advertising

Reasonable price, value for money

Reliable/trustworthy

Easily / widely available

Can drink everyday

Good for health

Helps me enjoy life without worrying about inner heat

Prevent inner heat

Helps release body heat

No preservatives

Purifying body

DERIVED IMPORTANCE

Base : Those who are aware of each brand

Q25: Here are some things that people have said about herbal tea. Though you may not have used them, your perception towards the category is what matters. Now, please tell me how strongly you

associate each statement with each category on a scale of 1 to 5, where 5 means Strongly agree and 1 means Strongly disagree

0.32

0.29

0.43

0.42

0.39

0.34

0.33

0.32

0.31

0.36

0.32

0.28

0.28

0.26

0.30

0.25

0.20

0.16

0.14

0.12

-0.22

Ingredients (17%)

Can drink every day (7%)

Emotional benefits/Brand for me/Taste (15%)

TopBox

Available/Price/Reliability/Advertising (8%)

Functional benefits/No preservatives (3%)

41

MEDIA LANDSCAPE

42

RTDT MEDIA SPENDING BY BRAND

TV is still key channel for communication with 87% of SOS.Start summer season earlier but sharply decreased in Sept.

43

RTDT MEDIA SPENDING BY CHANNEL

TXKD maintain high level of investment in SE at 27%, VTV and HTV are following with 24%, 22% respectively while C2 focus on VTV, HTV to leverage the spillover.

49

HCMPopulation KD C2 KD C2 KD C2 KD C2

PW 10% 15-17 years old 11 21 20 19 21 16 21 25

29% 18-22 years old 32 28 27 26 22 29 26 28

17% 23-25 years old 14 13 11 14 11 17 15 9

44% 26-35 years old 43 38 43 41 46 38 38 37

P3M 10% 15-17 years old 15 16 18 20 19 20 23 23

29% 18-22 years old 30 29 26 24 25 25 27 28

17% 23-25 years old 13 14 11 13 13 13 13 13

44% 26-35 years old 42 41 44 43 42 42 37 36

Q1/2012 Q1/2011 Q2/2012 Q2/2011

HNPopulation KD C2 KD C2 KD C2 KD C2

PW 10% 15-17 years old 5 12 5 22 5 16 10 20

29% 18-22 years old 15 36 23 37 15 31 13 31

17% 23-25 years old 10 16 8 8 12 13 14 7

44% 26-35 years old 70 35 63 33 67 40 63 42

P3M 10% 15-17 years old 9 11 11 18 10 13 13 16

29% 18-22 years old 24 32 26 34 20 29 19 24

17% 23-25 years old 10 13 10 13 10 12 13 13

44% 26-35 years old 57 43 53 35 60 46 55 48

Q1/2012 Q1/2011 Q2/2012 Q2/2011

CONSUMER PROFILE

50

CONSUMER CONSUMPTION

Average times per week HCM HANOI

Q1/ Q2/ Q3/ Q4/ Q1/ Q2/ Q1/ Q2/ Q3/ Q4/ Q1/ Q2/2011 2011 2011 2011 2012 2012 2011 2011 2011 2011 2012 2012

Enegry Drink 0.76 0.58 0.57 0.57 0.72 0.89 1.31* 1.15 0.87 0.62 0.52 0.97Green Tea 2.95 2.16 2.03 1.81 2.49 2.75 1.66 2.93 2.19 1.90 1.70 1.99Herbal Tea 1.01 0.70 0.57 0.60 0.81 0.54 0* 1.34* 0.73 0.45 0.65 0.79Bottled Soya Milk 0.75 0.65 0.67 0.44 0.61 0.50 1.00 1.17 1.41 1.04 0.38 1.01Fresh Soya Milk (home-made) 1.44 3.07 1.39* 1.31*RTD bottled Fruit Juice 0.77 0.58 0.49 0.31 0.46 0.43 0.80 0.75 0.81 0.66 0.44 0.47Coffee 4.26 3.29 3.32 1.06

Average times per week HCM HANOI

Q1/ Q2/ Q3/ Q4/ Q1/ Q2/ Q1/ Q2/ Q3/ Q4/ Q1/ Q2/2011 2011 2011 2011 2012 2012 2011 2011 2011 2011 2012 2012

Khong Do Lemon 2.47 1.66 1.45 1.20 1.74 1.93 1.22 2.4 1.64 1.38 1.09 1.40Khong Do Jasmine No sugar 2.50 1.00 1.93C2 Lemon 2.61 1.92 1.48 1.60 1.91 1.76 1.42 2.14 1.73 1.79 1.47 1.55C2 Fruit tea 3.61 2.19 0.88* 0.91* 0.57 0.25* 1.96 2.55 2.01 1.94 1.79 1.89

51

Media (Back-up)

Brands 12-18 Noc 19-25 Nov 26 Nov - 2 Dec 3 - 9 Dec 10 - 16 Dec 17 - 23 Dec

KD Only aired by package buy

Only aired by package buy




Launched 2 copies 15s; HN: 214 GRPs, HCM: 170 GRPs, CAN: 170 GRPs

C2 Off aired Off aired Off aired Launched copy 45s;

Aired copy 45s; 120 GRPs on HCM, 180 GRPs on Ha Noi, 330 GRPs on Can Tho

Aired copy 45s; 100 GRPs on HCM, 250 GRPs on Ha Noi, 70 GRPs on Can Tho

Others

-Thien Tra and V-fresh off aired

-Thien Tra and V-fresh off aired

-Thien Tra: New copy 15s; HCM: 30 GRP, 50 GRPs on Can Tho- V-fresh: off aired

-Thien Tra: New copy 15s; 50 GRPs on HCM & Can Tho- V-fresh: off aired

-Thien Tra: New copy 15s; 60 GRPs on HCM & 170 GRP on Can Tho- V-fresh: off aired

-Thien tra aired copy 15s with1-2 spots/day on Yeah 1, VL1, CVTV1- V-fresh: off aired

52

Promotion (Back-up)

TRADE ACTIVITIES

C2 run MT promotion:- Coop mart: • Scheme: Buy 3 bottles C2 500ml get 1 snack for free• Timing: 28 Nov – 16 Dec- Vinatex: Buy 3 bottles C2 500ml get 1 snack for free, 5.900 vnd/ bottle (700 vnd price off)

53

3. Consumer Insight

2. Target Audience

53

1. Competitive Environment

C2 – cool and cleanCSD – refreshing, everyone PW – thirst quenching, purified, mineral, everyone

7. Discriminator

6. Reasons to Believe5. Values and Personality

4. Benefits

8. Essence

Functional: EGCG – , stress relief, anti-aging and strengthening immunity.

Emotional: Khong Do Green tea helps life balancing to feel POSITIVELY

Made from superior tea leavesContent EGCG fully extracted from superior tea leavesGreen Tea has “cooling / comforting” power.

Functional::• Healthy drink with EGCG, tea leaves.• Release your stress and fatigue• Good Taste (thirst quenching + refreshing + unique combination of sweetness + sourness)

Emotional:• Feel ready and confident to enjoy challenges and new experiences

Values: Healthy, anti-aging, anti-stress, natural, Modern, Convenient.

Personalities:Youthful, urban lifestyle, wise and optimistic.

Cool down your life

Brand Key TXKD

19-29, ABC classes. They are dynamic, wise and optimistic. To them, a new day will open a journey with full of challenges yet opportunities. Definitely, they are not afraid of and really enjoy taking these and move forwards.

A “busy life” is their world and they take it as a fact of life with a positive attitude. with a strong belief that it is their choice.

A new day to me is a new enjoyable journey with full of challenges and opportunities also. No doubt, I am willing to enjoy these challenges.

Hence, how to keep my mind uplifted on a move of life is very important as it is the best way to enjoy new experiences and successes.

Revise for TXKD LIGHT

54

3. Consumer Insights

2. Target Audience

54

1. Competitive Environment

C2 – cool and cleanCSD – refreshing, everyone PW – thirst quenching, purified, mineral, everyone

7. Discriminator

6. Reasons to Believe5. Values and Personality

4. Benefits

8. Essence

@Functional: • EGCG – , stress relief, anti-aging and

strengthening immunity.• Refreshing taste and safe sugar for the diabetic@Emotional: Khong Do Green tea helps balance your life so that you can to think, feel and do POSITIVELY

Made from superior tea leavesContent EGCG fully extracted from superior tea leavesGreen Tea has “cooling / comforting” power.LOW CALORIE, HEALTHY SUGAR suitable for the diabetic

Functional::• Healthy drink with EGCG, tea leaves.• Release your stress and fatigue• Good Taste (thirst quenching + refreshing + unique combination of sweetness + sourness)•Not only refreshing taste but also control my diabetic (control Glyceric Index)Emotional:• Feel ready and confident to enjoy challenges and new experiences

Values: Healthy, anti-aging, anti-stress, natural, Modern, Convenient.

Personalities:Youthful, urban lifestyle, wise and optimistic.

Cool down your life

Brand Key TXKD LIGHT

19-29, ABC classes. Normal people or the diabetic.

They are dynamic, wise and optimistic. To them, a new day will open a journey with full of challenges yet opportunities. Definitely, they are not afraid of and really enjoy taking these and move forwards.

A “busy life” is their world and they take it as a fact of life with a positive attitude. with a strong belief that it is their choice.

A new day to me is a new enjoyable journey with full of challenges and opportunities also. No doubt, I am willing to enjoy these challenges. However, I am a diabetic, my daily drinking repertoire is very boring and limited.

I love green tea very much but current green tea products are not suitable for me (either bad taste or unsafe sugar), I wish I have a tea customized for not only good taste but also safe for the diabetic so that I can enjoy my life as normal people

ready tea drink

Documents

growth of txkd

coverage of txkd

total txkd

data txkd volume

rtdt c2

rural growth

natural growth

category growth