Huaiyang Activation Slides for booth 0000 0000 2

Huaiyang Activation

Slides for booth 简报标题置于底部 0000年 00月00日 2

Huaiyang Cuisine China Target: Huaiyang chefs East Region • Channel Execution • Difference versus Classical execution • Authentic Huaiyang cuisine loses interest of customers due to decreaese of true authenticitiy (loss of skills of young generation) and little variety • JTBD: Help chefs to gain more traffic (diners) through more authentic dishes and effective menu management towards more profitable variation using UFS products and menu’s 简报标题置于底部 Driver: Channel • One driver vs. 6 SKU’s • Engagement of ‘sleepless night’ of operator JTBD • UFS helps customer to improve HIS business: message resonates 0000年 00月00日 3

Huaiyang Cuisine China Target: Huaiyang chefs East Region • Channel Execution • Difference versus Classical execution • Creation of solution booklet, a lasting document which helps sales force from talking products to talking recipes • More insights: 50% of menu selection in most restaurants are NONHuaiyang recipes: but guests order 80% true huaiyang dishes : need for more choice: new variations on traditional menus are suggested 简报标题置于底部 Execution • One solution with recipes – Lasts longer for chef – Promotes 6 key SKU’s of channel basket – Carries much knowledge about top 10 dishes – Provides inspiration – Solution is also containing suggestions on balancing menu card between huaiyang cuisine and other dishes 0000年 00月00日 4

Huaiyang Cuisine China Target: Huaiyang chefs East Region • Channel Execution • Difference versus Classical execution • Volume Growth + 11% Result • RIO 49% • Increased reach 15% • Increased usage 1. 3% 简报标题置于底部 • Effect of 6 sku’s per sales call, most relevant to the operator. • True build of UFS brand: the company which helps me run my business better 0000年 00月00日 5

appendix • Full case 简报标题置于底部 0000年 00月00日 6

Channel Hierarchy: Entities that provide food/beverages on premise, incl. work place & OOH Channel: HORECA + tea Level 1 Channel Type QSR Chinese Level 2 Cuisine/ Food Type/ International Others Hotel Rest. 4 -5 star Pan Cantonese 2 -3 star Economy Hotel TTT Pan Chuan Pan Huai yang Pan Bei feng Hotpot Level 3/4 Sub-Cuisine Level 5 Price by Head Other CHN Rest. Western Asian Halal Takeaways Others Canteen Coffee House/ Tea House Milk Tea Stores/ Beverage Kiosks Cost/Social Bar Local Offerings Street Hawkers Profit/ Commercial Bakery Travel Other Take-aways Leisure Café & Bar Workplace FIB Level 3 Industry class

Key Channel Drivers 1. Heritage and authenticity of Huaiyang dishes 2. Revitalisation my menu with fusion innovation

Huaiyang Channel JBTD in 2011 UFS Huaiyang solution help Huaiyang chefs(>RMB 50) in east region to attract the diners to eat more often and increase operators’ revenue via energize and optimize the menu offer with effective menu management support. Activation Objectives • Build awareness and relevance of UFS channel basket in Huaiyang Channel • Rejuvenate & energize the authentic taste of Top classic dishes with Knorr savory range in Pre-treatment efficiency • Increase penetration and usage of HY channel basket • Grow Core SKU’s USG by 25% (penetration & usage)

Source combination development route Pre work • Diner insight study • Chef insight understanding • Diner ordering habits menu analysis Classic brainstorming Internal input • Leading restaurant menu analysis • Align HY dish authentic flavor as core SKU • Collecting top dishes from east region • Identify top 10 dishes • Confirm menu management of source and base soup development 红烧汁 Teriaky 酱烧汁 Buttery 醇香浓汤底 Mellow Soup Flavor apply & testing • Test source and soup combination • Test source application in top dishes • Confirm source skus and format 真味清汤底 Broth Guideline • Confirm dish development guideline • Select representative dishes based on guideline

Overview of Huaiyang cuisine Key Characteristics of Jiangnan Cuisine Attitudes to Different Types of Dishes

Attitudes to different types of dishes Typical and favorite dishes 经典菜: cannot change in terms of taste and material Typical dishes are timeless and classics at their own golden standard. Besides the functional factors like authentic taste and dedicate presentation, diners do not expect them to change also out of the emotional factors: • Representing the city, i. e. invented locally, reputable and long history • Sophisticated (有腔� ), with face value Pride Bonding • Get unioned with the whole family, elderly and children, as well as local friends in the meal Memory • Reminiscence – recall the good memories • Accustomed to the taste since childhood Examples of typical and favorite dishes 清炒虾仁 Stir-fried shelled shrimps 红烧肉 braised pork 东坡肉 Dongpuo Meat 糖醋小排 sweet and sour spareribs 松鼠鳜鱼 Squirrel-shaped mandarin fish

Insight -Diner Insights • • Huaiyang diners have deep feeling with Huaiyang cuisine which they love and are proud of. However, they are not satisfied with the current Huaiyang dishes. Because: It’s hard to have the authentic Huaiyang taste which they had before. Some traditional Huaiyang dishes are already not desirable and haven’t been improved yet. Lack of new HY dishes to be kept or developed to be the classic dishes in the market recently. When dining out, diners often like to try some new taste apart from their familiar and beloved dishes.

Chef insight: • It become more and more difficult for restaurant owners to increase revenue and profit. The cost of raw material and labor continue to rise in recent years but price of dishes are not easy to rise. • Lots of young and non-local chefs are not good at delivering the consistent quality and taste of Huaiyang dishes with authentic taste which HY diners want, due to limited culinary skills and low quality of raw food. • Influenced by the mushroom development of Chuan & Yue cuisine and lack of time, experience and resources, Huaiyang chefs usually copy dishes from other cuisine and develop non-Huaiyang dishes without Huaiyang DNA.

Diner Order Analysis： Cold dish-30% Vegetable-35% Huaiyagn Dish-80% Hot dish-60% Meat/Fish/poultry -65% Non-Huaiyang Dish-20% Soup-10% Huaiyang Menu Analysis**： Cold dish-20% Vegetable-25% Huaiyang Dish-50% Hot dish-72% Meat/Fish/poultry -75% Non-Huaiyang Dish-50% Soup-8% *from diner research questionary； ** from Huaiyang Rest. Menu analysis

AVP Activity Value Proposition – Revenue or Efficiency? Revenue Objectives of the AVP: To help Huaiyang chef to cook top classic dishes and fusion dishes to increase revenue and profit via optimize their menu and use HY channel basket. Features of the solution: BOH -menu management - rejuvenate top classic dish Features of the solution: FOH -Provide diner marketing ideas to customer Benefits of the solution BOH - optimize menu to increase revenue Benefits of the solution: FOH - Capture traffic - Customer delight. UFS Channel Basket Products: UFS B&S

Content Idea Compelling reason to listen Body Structure & Flow - AVP Explained -Key benefit messages -- Impact on the Customers P&L -- Clear identification of Channel Basket Sales Toolkit Huaiyang cuisine attracts diners with its historical, cultural and distinctive flavors. The unique local environment always gives the unique characteristics of it’s inhabitants. Huaiyang diners are traditional and reminiscent that they love the classic traditional taste. Meanwhile, Huaiyang diners also are stylish that they like to try new different tastes which mixed in Huaiyang dishes. Currently, although many restaurants offer lots of dishes (160 -200 dises) on the menu, but few of them are able to satisfy diners’ diversified needs. As for Huyang chefs and owners, they are facing a lot of challenges and problems: Rising up cost of raw material and labor, lacking of experienced chefs, difficult to offer a wide range cooks , hard to meet diners’ needs. How to better satisfy diners demands with better cost control to increase revenue and profit? UFS takes consideration of both diners and chefs to optimize a better menu mix and balance cost. In the meantime, to help chefs to revert the classic taste and inspire their creativity of new dishes to entice the diners and increase revenue. . 淮扬 – 品承经典, 创味来 Solution help chef to make classic Huaiyang dishes by optimizing menu offer and combining Huaiyang application, DNA, Channel basket and delicate placement of plate, popular food elements and special experience during the meal, to satisfy diners taste and increase restaurant revenue. Scratch made source and stock solution with UFS product could help Huaiyang chefs to make authentic taste in top classic dishes. With the combination of new placement of plate and some new elements etc, it provides diners distinctive experience besides the traditional tastes. UFS will provide solution book, free sample, premium, DEMO and Huaiyang Forum to help you to upgrade your menu to attract more Solution book Free sample Premium DEMO Media Forum

2011 KV for Huaiyang Activation Option B

360° Activation Sampling Solution Book DEMO Huaiyang Master Forum Media Exposure Premium Promotion

Solution Book Solution Analysis Classic dishes in banquet ���典菜 烹饪过程 ���典菜 Classic HY Dishes needs in banquet �典�菜 Classic HY Dishes permormance Key point in classic dishes cooking 简报标题置于底部 宴会�典� Time/Manpo wer/Cost analysis 0000年 00月00日 20

Solution Book • UFS Brand • HY history, culture and essence 品承经典， 创味来 Selling story HY guest, menu and kitchen HY chef experience sharing HY recipe – classic dishes Knorr (4 belief) Product introduction

Premium Promotion • Core SKU： KLB, KSS, KAB, Terriyaki, KPS, KLS, KCP • Mechanics：in promotion period (3 months)， Ø Increase penetration: purchase UFS product>RMB 1000/Q and purchase 1 core sku (as above) 1 case as new, get 1 imported glass boiler. Ø Increase usage：purchase UFS product>RMB 5000 and include 3 core SKU (as above)，you can get 1 imported glass boiler.

Sampling • Objective: - Penetrate channel basket through HY solution； - Increase the penetration of Terriyaki, KSS, KPS, KLS • Time: From mid of July to the end of Aug. • Target customer: Non-user of following sku • Sampling sku：Terriyaki, KSS, KPS, KLS 样品 + + 精华版解决方案 销售队员 跟进拜访 销售拜访及派送 + 问卷反馈和跟进 备注：问卷由销售带回公司（具体操作和east trade marketing确认） Remark: no KAB sample

DEMO • Objective：increase the usage in current EU； convey the key message of HY solution and activation； • Time：from Aug. to Sep. • City：SH、HZ、SZ、NJ（Channel Mkt. lead); WZ、HF、WX、NB、CZ（Region Rollout) • Scale： 70 -80 persons/DEMO • Target customer：>RMB 50 HY Chef • Customer selection criteria： Ø Potential customer from competitor’s pool Ø HY key customer Ø SKU/Account：>6 • KPI: Sep. -Dec. vs. May-July，SKU per Account increment：≥ 1 SKU vs. May-July，account % of SKU reduction ：≤ 20％

活动时间表 July Aug. Sep. Solution book 7月中旬-10月中旬 Premium Pro. 7月中旬-10月中旬 Sampling 7月中旬-8月底 8月-9月 DEMO Media 大师论坛 8月-10月 8月 Oct.

WAVE II

HY Activation Target Region: East Region Key Cities: SH, HZ, SZ, NJ , WZ, HF, WX, CZ, NB, other cities (TBC) Target customer: Huaiyang chef (RMB>50) Time: Dec. 1 – Jan. 31 (2 months) Activate Sku： KCP, KLB, KLS, KAB, KSS, Terriyaki, KPS, Knorr SESAME&BEAN SAUCE 28

Activation Timetable Dec. Solution book Premium Pro. Sampling Media Jan. Feb.

RESULTS

HY Activation Penetration & Usage Analysis Penetration (Account No. ) SKU Usage(by monthly) 2011 Q 1 Activation Target 2011 Q 3 Actual 2011 Q 3 Vs Q 1 Increment % 2011 Q 3 Actual/Ta rget % Target cases/acc Q 3 M 9 Actual cases/acc Q 3 Actual/Target % KCP 2 kg/1 kg 2673 2994 3077 15% 102. 7% 1. 3 100% KLB 3143 3517 3386 8% 96% 2. 5 2. 9 116% Teriyaki Sauce 714 895 918 26% 102. 5% 1. 0 0. 9 90% KSS 2 33 370 346 48% 93. 5% 1. 2 0. 9 75% KAB 800 g 96 149 150 56% 100. 7% 3. 0 1. 3 43% KLS 1640 2123 1924 17% 90. 6% 1. 8 1. 5 83% Sources from SSS data 31

ROI Organic growth 10% 简报标题置于底部 0000年 00月00日 32