New Product Launch 2010(SC meeting)

29th October 2009

2

VietnamKandal

Phnom Penh

KampotSihanouk Ville

Kampong Speu

KampongChhnang

Kampong Cham

Pursat

Battambang

Banteay Meanchey

Koh Kong PreyVeng

Svay Rieng

Kampong Thom Kratie

Odar Meanchey

Preah VihearStung Treng Rotanak Kiri

Mondul KiriPailin

CambodiaCambodia

Takeo

Siem Reap

Kep Ville

24 municipal cities and provinces *

Population: 13.39M *

Population Growth rate: 1.54% *

Urban Population: 19.5% *

Birthrate: 2.5% **

Breast-Feeding 66% ***

Cambodia Country ProfileCambodia Country Profile

Source: * Census 2008 ** CIA fact book*** Unicef

3

Since Y2007, We has double digit growth and still continue growth with healthy and consistency

(Mio $)

50%

11%

4.38

6.597.30

0

1

2

3

4

5

6

7

8

9

10

2007 2008 2009

Sell out

23%

2010

9.00

4

A(1.7 mil)

B(0.9 mil)

C(1.65 mil)

E (5.1 mil)

>4.8

D(4.65 mil)

12.16%(175,000)

6.3%(91,000)

11.83%(170,000)

33.18%(478,456)

36.46%(525,000)

2.8-4.8

2-2.8

1-2

<1

SEC in Cambodia has 5 classes…

Source: * National Census 2008

** NIS Survey (Social Economic Survey 2009, Sampling Size: 3,593 Household

>400

300-400

200-300

100-200

<100

PopulationDistribution

% and Millions

Population children 0-4 y (% and millions) *Daily Diary **Consumption ($)

Monthly HH Consumption

Source: NIS Survey (Social Economic Survey 2009, Sampling Size: 3,593 Household

XO

Abbott

Immunity

FBB Nestle Foremost Ceila

Current Dumex Position Current Dumex Position in two SEC A&B in two SEC A&B

Premium

Trial in Q4’09

This is an opportunityto fulfill in Y2010

=>400$

<=300$ - <400$

<=200$ - <300$

<=100$ - <200$

<100$

12.16%

6.37%

11.83%

33.18%

36.46%

A

B

C

D

E

6

Concept of the Product to fulfill in class C

• To re-launch green Premium pack and affordable product PIB offering value for money to class B & C Tin Pack Pouch in Box

• Leverage Dumex family brand & logo in packaging

• Pouch in Box: Good quality formulation offering big Value for money

Affordable Prices

AffordablePack Size

Powder Formulation & Ingredient Claim

Big Value For Money

7

1.65

1.099

0.728(96%)

Right Pack Size cost which can be affordable in each class

2.02

1.053

0.790(75%)

Gum

(100g)

12.16%(175,000)

6.3%(91,000)

11.83%(170,000)

33.18%(478,456)

36.46%(525,000)

Population children 0-4 y (% and millions) *

>4.8

2.8-4.8

2-2.8

1-2

<1

Daily Diary **Consumption ($)

IF900(100g)

Gold

Premium

Standard

Category

1.99

1.052

0.758(96%)

FO900(100g)

We prefer to set the price cheaper than Premium minimum at 25%

Consumer Prices

8

…Under Strong Dumex Brand…

400/800 400/800 800

350/650 650 650

Premium(Tin)

Standard (PIB)

Pack design not yet finalize

DumexStep 1

DulaDulacc Dumex

Step 1

DuprDuproo Dumex

Step 1

DugrDugroo

650

9

PIB SKUs & estimate Volume in Y2010

Sales (Ctn)

Sales (Ton)

900

550 4.62

7.02

SKU

350gx24

650gx12

650gx12 8.971,150

800gx12 850 6.63

27.24

DumexStep 1

DulaDulacc

DumexStep 1

DuprDuproo

DumexStep 1

DugrDugroo

Immunity

Source: NIS Survey (Social Economic Survey 2009, Sampling Size: 3,593 Household

=>400$

<=300$ - <400$

<=200$ - <300$

<=100$ - <200$

<100$

12.16%

6.37%

11.83%

33.18%

36.46%

A

B

C

D

E

We are clear in positioning of our Product range to fulfill in each class

Premium

Step 1 Step 2 Step 3

Standard DumexStep 1

DulaDulacc Dumex

Step 1

DuprDuproo Dumex

Step 1

DugrDugroo

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

Premium

Immunity (Blue tin)

Launch Milestone 2010Launch Milestone 2010

Standard (PIB)

DumexStep 1

DulaDulacc Dumex

Step 1

DuprDuproo Dumex

Step 1

DugrDugroo

13

What we need further information from TH SC Team?What we need further information from TH SC Team?

Total Cost MOQ Lead time and Procedure

14

Thank YouThank You