Huaiyang Activation

Slides for booth200000000 Driver: Channel

JTBD

Channel Execution

Authentic Huaiyang cuisine loses interest of customers due to decreaese of true authenticitiy (loss of skills of young generation) and little varietyJTBD: Help chefs to gain more traffic (diners) through more authentic dishes and effective menu management towards more profitable variation using UFS products and menus

Difference versus Classical execution

One driver vs. 6 SKUsEngagement of sleepless night of operator

UFS helps customer to improve HIS business: message resonates

300000000

Huaiyang Cuisine ChinaTarget: Huaiyang chefs East RegionExecution

Channel Execution

Creation of solution booklet, a lasting document which helps sales force from talking products to talking recipesMore insights: 50% of menu selection in most restaurants are NON-Huaiyang recipes: but guests order 80% true huaiyang dishes : need for more choice: new variations on traditional menus are suggestedDifference versus Classical executionOne solution with recipesLasts longer for chefPromotes 6 key SKUs of channel basketCarries much knowledge about top 10 dishesProvides inspiration

Solution is also containing suggestions on balancing menu card between huaiyang cuisine and other dishes

400000000

Huaiyang Cuisine ChinaTarget: Huaiyang chefs East Region

Result

Channel Execution

Volume Growth + 11%RIO 49%Increased reach 15%Increased usage 1.3%

Difference versus Classical execution

Effect of 6 skus per sales call, most relevant to the operator.True build of UFS brand: the company which helps me run my business better

500000000

Huaiyang Cuisine ChinaTarget: Huaiyang chefs East RegionappendixFull case600000000Channel Hierarchy: Entities that provide food/beverages on premise, incl. work place & OOHQSRHotelRest.Caf & BarWorkplaceTake-awaysOthersCanteenPanCantonesePanChuanPanHuai yangPanBei fengWesternAsianChineseInternational4-5 star2-3 starEconomy HotelCost/SocialProfit/CommercialChannel: HORECA + teaKiosksStreet HawkersTravelMilk Tea Stores/ Beverage Local OfferingsOtherTake-awaysFIBTTTLevel 1Channel TypeLevel 2Cuisine/Food Type/OthersLevel 3/4Sub-CuisineOther CHN Rest.HalalLeisureCoffee House/Tea HouseBakeryBarLevel 3Industry classHotpotLevel 5Price by Head

Key Channel DriversHeritage and authenticity of Huaiyang dishesRevitalisation my menu with fusion innovation1.2.8Huaiyang Channel JBTD in 2011UFS 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 ChannelRejuvenate & energize the authentic taste of Top classic dishes with Knorr savory range in Pre-treatment efficiencyIncrease penetration and usage of HY channel basketGrow Core SKUs USG by 25% (penetration & usage)Source combination development routePre workDiner insight studyChef insight understandingDiner ordering habits menu analysis

Classic brainstormingLeading restaurant menu analysisAlign HY dish authentic flavor as core SKUInternalinputCollecting top dishes from east regionIdentify top 10 dishesConfirm menu management of source and base soup developmentFlavor apply & testingTest source and soup combinationTest source application in top dishesConfirm source skus and formatGuidelineConfirm dish development guidelineSelect representative dishes based on guidelineTeriakyButteryMellow SoupBroth

Overview of Huaiyang cuisine

Key Characteristics of Jiangnan CuisineAttitudes to Different Types of Dishes Attitudes to different types of dishes

braised porksweet and sour spareribsStir-fried shelled shrimps

Squirrel-shaped mandarin fish

Typical and favorite dishes : cannot change in terms of taste and material Examples of typical and favorite dishesTypical 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:Dongpuo Meat

November 26, 201212

Insight-Diner

Diner InsightsHuaiyang 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: Its hard to have the authentic Huaiyang taste which they had before.Some traditional Huaiyang dishes are already not desirable and havent 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.Cold dish-30%Hot dish-60%Soup-10%

Diner Order AnalysisVegetable-35%Meat/Fish/poultry-65%

Huaiyagn Dish-80%Non-Huaiyang Dish-20%

Huaiyang Menu Analysis**Cold dish-20%Hot dish-72%Soup-8%

Vegetable-25%Meat/Fish/poultry-75%

*from diner research questionary ** from Huaiyang Rest. Menu analysisHuaiyang Dish-50%Non-Huaiyang Dish-50%

AVPActivity 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: BOHmenu 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&SContentSales Toolkit IdeaCompelling reason to listenHuaiyang cuisine attracts diners with its historical, cultural and distinctive flavors. The unique local environment always gives the unique characteristics of its 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 (160-200dises) 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.BodyStructure & Flow

- AVP ExplainedKey benefit messages

- Impact on the Customers P&L

- Clear identification of Channel Basket products- Customer materials . , 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 diners and quickly increase revenue. Let you become the leader in the market.Solution book

Free sample

Premium

DEMO

Media

Forum

2011 KV for Huaiyang Activation

Option B

Solution Book

Sampling

Premium Promotion360 Activation

Media Exposure

Huaiyang Master ForumDEMOSolution Book2000000000

Solution AnalysisClassic dishes in banquetClassic HY Dishes needs in banquetClassic HY Dishes permormanceKey point in classic dishes cooking

Time/Manpower/Cost analysis

Selling storyHY guest,menu and kitchenHY chef experience sharingKnorr (4 belief)Solution BookUFS BrandHY recipe classic dishesProduct introduction

HY history,culture and essenceCore SKU KLB, KSS, KAB, Terriyaki, KPS, KLS, KCPMechanicsin promotion period (3 months)Increase penetration: purchase UFS product>RMB 1000/Q and purchase 1 core sku (as above) 1 case as new, get 1 imported glass boiler.Increase usagepurchase UFS product>RMB5000 and include 3 core SKU (as above)you can get 1 imported glass boiler.Premium Promotion

Objective:- Penetrate channel basket through HY solution- Increase the penetration of Terriyaki, KSS, KPS,KLSTime: From mid of July to the end of Aug.Target customer: Non-user of following skuSampling skuTerriyaki, KSS, KPS, KLS

SamplingRemark: no KAB sampleeast trade marketing++

+

DEMOObjectiveincrease the usage in current EU convey the key message of HY solution and activationTimefrom Aug. to Sep.CitySHHZSZNJChannel Mkt. lead); WZHFWXNBCZRegion Rollout)Scale70-80 persons/DEMOTarget customer>RMB50 HY ChefCustomer selection criteriaPotential customer from competitors poolHY key customer SKU/Account>6KPI: Sep.-Dec.vs.May-JulySKU per Account increment1SKUvs.May-Julyaccount % of SKU reduction 20

DEMO(videoPPT) (PPT)PPT(

DEMO

JulyAug.Sep.Solution bookMediaSampling7-108-107-8DEMO8-97-10Premium Pro.Oct.8

WAVE II28HY 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 SkuKCP, KLB, KLS, KAB, KSS, Terriyaki, KPS, Knorr SESAME&BEAN SAUCE

Dec.Jan.Solution bookMediaSamplingActivation TimetablePremium Pro.Feb.

RESULTS31HY Activation Penetration & Usage AnalysisSKUPenetration (Account No.)Usage(by monthly)2011 Q1Activation Target 2011 Q3 Actual 2011 Q3 Vs Q1 Increment %2011 Q3 Actual/Target %Target cases/acc Q3M9 Actual cases/acc Q3 Actual/Target %KCP 2kg/1kg26732994307715%102.7%1.31.3100%KLB3143351733868%96%2.52.9116%Teriyaki Sauce71489591826%102.5%1.00.990%KSS23337034648%93.5%1.20.975%KAB 800g9614915056%100.7%3.01.343%KLS16402123192417%90.6%1.81.583%Sources from SSS dataROI3200000000

Organic growth 10% Sheet2Core SKU Penetration & Usage GGG KPI link to Channel Activation Biz CaseIncremental TO/GP> A&P SpendingAssume noise the same in ASTD BC templateShow AssumptionCore SKU List/TargetIncrease perecentagePenetrationDosagePenetration% for Channel/SKU cross checkalso vs National avgGeography: NationalBackgroundOPSO not applicable10min Presentation

Output* Please fill in the yellow backgroud, results will be calculated.UFS China - Channel Activation EvaluationActivation NameFusion Huaiyang activationWave IWave IIWave IIIActivation ObjectiveIncrease brand loyaltyPromotion Start MonthJul-11Dec-11Dec-99Activation ProductKPS, KLB,Terriyaki,KSS,KAB,KLSPromotion End MonthNov-11Jun-12Dec-99Target Customer>50 RMBTarget Channel:Huaiyang ChannelOrganic Growth10%Target GeographyEast RegionGGG RELATED TARGETEU PenetrationActivation SKUBefore ActivationEnd of Wave IEnd of Wave IIEnd of Wave IIIAcc #Penetration%Acc #GrowthAcc #GrowthAcc #GrowthKN Liquid Bouillon 1KG3,43169%3,92214%4,2228%KCP 2KG2,45949%2,6869%2,8667%Knorr Liquid Seasoning 850ml1,81837%2,31527%2,61513%KCP 1KG4269%53826%65822%KN Superior Stock 6*830g2395%34344%40317%Knorr Teriyaki Sauce 6*2.55KG84017%9179%1,00710%KN Authentic Bouillon 800g*61182%16943%21427%Knorr Master Stock Powder 6*1kg782%11952%14623%KN Seasame&Bean Sauce 12*320G792%824%9111%KN Combined Seafood Sauce12*460G1733%1889%21816%Total Channel4,977EU UsageActivation SKUBefore ActivationEnd of Wave IEnd of Wave IIEnd of Wave IIITO/operator (RMB)TO/operatorGrowthTO/operatorGrowthTO/operatorGrowthFINANCIAL EVALUATIONWave IWave IIBaselinePlanIncremGrowth %BaselinePlanIncremGrowth %Turnover37,03247,25010,21828%69,91471,9502,0363%Gross Profit20,86927,1406,27139,67641,4151,739Gross Margin %56%57%57%58%A&P0.0(3,872)(3,872)0.0(1,500)(1,500)A&P %0.0%-8.2%0.0%-2.1%Profit Before Indirects20,86923,2682,39939,67639,915239ROI%62%16%Wave II1st Full YearBaselinePlanIncremGrowth %BaselinePlanIncremGrowth %Turnover106,946119,20012,25311%Gross Profit60,54668,5558,010Gross Margin %57%58%A&P0.0(5,372)(5,372)A&P %0.0%-4.5%Profit Before Indirects60,54663,1832,638ROI%49%DESCRIPTION OF ACTIVATION MECHANISMNote: Evaluation model applicable to promotions with budget over 1 million RMB and benefit period longer than 1 year

Activation DetailsUFS China - Channel Activation EvaluationActivation NameFusion Huaiyang activationWave IWave IIWave IIIInput cell colour coding:Activation ObjectiveIncrease brand loyaltyPromotion Start MonthJul-11Dec-11Activation ProductKPS, KLB,Terriyaki,KSS,KAB,KLSPromotion End MonthNov-11Jun-12input dataTarget Customer>50 RMBp.m. calculated cellTarget ChannelHuaiyang ChannelOrganic Growth10%Target GeographyEast RegionLY BaselineLYJul-10Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11Apr-11May-11Jun-11TotalTurnover (K RMB)5,5536,7508,3905,9607,0147,62816,0424,8507,24010,3778,8708,55133,66663,5580.097,224GP (K RMB)3,0203,7824,9763,3533,8424,3579,5702,2093,9685,8955,0145,05618,97236,0690.055,041Year 1Wave IWave IWave IWave IWave IWave IIWave IIWave IIWave IIWave IIWave IIWave IIWave IWave IIWave III1st FYJul-11Aug-11Sep-11Oct-11Nov-11Dec-11Jan-12Feb-12Mar-12Apr-12May-12Jun-12SubtotalSubtotalSubtotalTotalBaselineUSG:10%10%10%10%10%10%10%10%10%10%10%10%T/O:6,1087,4259,2296,5567,7158,39117,6465,3357,96411,4159,7579,40637,03269,9140.0106,946GP:3,3214,1605,4733,6884,2264,79310,5272,4304,3656,4855,5155,56220,86939,6760.060,546A&P:0.00.00.00.00.00.00.00.00.00.00.00.00.00.00.00.0PBI:3,3214,1605,4733,6884,2264,79310,5272,4304,3656,4855,5155,56220,86939,6760.060,546With ActivationUSG:60.2%37.0%15.4%62.8%38.6%30.1%-36.8%113.2%43.1%0.0%17.2%21.8%40.4%13.2%0.0%22.6%With ActivationT/O:8,8989,2459,6829,7029,7239,92810,13310,33710,35810,37810,39810,41847,25071,9500.0119,200With ActivationGP:5,1055,3095,5665,5755,5845,7085,8335,9575,9665,9755,9845,99327,14041,4150.068,555A&P:(2,342)(1,030)(500)(1,500)(3,872)(1,500)0.0(5,372)With ActivationPBI:2,7634,2795,0665,5755,5844,2085,8335,9575,9665,9755,9845,99323,26839,9150.063,183Financial EvaluationWave IWave IIWave III1st FYIncremental TO10,2182,0360.012,253Incremental GP6,2711,7390.08,010Incremental A&P(3,872)(1,500)0.0(5,372)Incremental PBI2,3992390.02,638TO Growth vs Baseline27.6%2.9%0.0%11.5%GM %57.4%57.6%0.0%57.5%A&P % TO-8.2%-2.1%0.0%-4.5%ROI62%16%0%49%

SKU InputActivation SKU PlanLY BaselineYear 1Growth* Acc# and Channel Contribution% use Actual SSS dataJul-10Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11Apr-11May-11Jun-11Jul-11Aug-11Sep-11Oct-11Nov-11Dec-11Jan-12Feb-12Mar-12Apr-12May-12Jun-12Wave IWave IIWave III1st FYWave IWave IWave IWave IWave IWave IIWave IIWave IIWave IIWave IIWave IIWave IIWave IWave IWave IWave IWave IWave IIWave IIWave IIWave IIWave IIWave IIWave II0700119 KN Liquid Bouillon 1KG63911149Acc #3,0503,0053,0643,0543,1103,4603,4243,1473,5653,4683,5443,4313,5813,7313,9223,9223,9224,0224,1224,2224,2224,2224,2224,22214%8%23%KNORR LIQUID BOUILLON CHICKEN 6X1kgUsage-TO/operator1.201.541.871.371.571.473.440.971.442.101.851.751.751.751.751.751.751.751.751.751.751.751.751.750%0%0%4G 6X1KGActivation related TO3,6574,6255,7404,1744,8845,09011,7793,0645,1177,2926,5646,0136,2766,5396,8736,8736,8737,0487,2237,3987,3987,3987,3987,39814%8%23%Activation related GP2,2132,8593,7302,5562,9573,1207,4921,6213,0874,4684,0053,9013,9164,0804,2884,2884,2884,3974,5074,6164,6164,6164,6164,616Activation related GM61%62%65%61%61%61%64%53%60%61%61%65%62%62%62%62%62%62%62%62%62%62%62%62%Channel Contr.23%23%23%23%23%23%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%Primary sales Turnover15,82720,01524,84318,49021,63722,54747,37812,32620,58229,33126,40024,186Primary sales GP9,57812,37316,14311,32413,10113,82330,1356,52112,41717,97016,11115,6900201129 KCP 2KG63911059/63911072/63911073Acc #2,1802,1642,1682,1752,1462,4772,4372,1972,4422,4222,4852,4592,5292,5992,6862,7062,7262,7462,7662,7862,8062,8262,8462,8669%5%17%KNORR CHICKEN POWDER 6X2kgUsage-TO/operator0.780.881.080.750.900.941.560.760.801.170.840.940.940.940.940.940.940.940.940.940.940.940.940.940%0%0% 6X2kgActivation related TO1,6961,9152,3381,6221,9362,3303,7941,6711,9502,8392,0772,3232,3892,4552,5372,5562,5752,5942,6132,6322,6512,6702,6882,7079%5%17%Activation related GP7028231,0336977771,1271,7925357751,2858731,0291,0511,0811,1171,1251,1331,1421,1501,1581,1671,1751,1831,192Activation related GM41%43%44%43%40%48%47%32%40%45%42%44%44%44%44%44%44%44%44%44%44%44%44%44%Channel Contr.13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%Primary sales Turnover13,56115,30818,68912,97015,48618,63730,12813,27315,48222,54316,49318,444Primary sales GP5,6106,5798,2555,5776,2169,01614,2294,2476,15110,2036,9288,1682315079 Knorr Rejue.Liquid Seasoning 850ml63008151/63912068Acc #1,7591,7621,7801,8001,8102,0141,9671,6241,8231,8461,8001,8181,9682,1182,3152,3152,3152,4152,5152,6152,6152,6152,6152,61527%13%44%KNORR LIQUID SEASONING REJ. 6X850mlUsage-TO/operator0.080.090.130.060.070.080.160.040.060.080.090.080.080.080.080.080.080.080.080.080.080.080.080.080%0%0%6X850mlActivation related TO1451652321041231593166211214515715116317619219219220020921721721721721727%13%44%Activation related GP818617067769920832759210196104112123123123128133138138138138138Activation related GM56%52%73%64%62%62%66%52%67%63%65%63%64%64%64%64%64%64%64%64%64%64%64%64%Channel Contr.5%5%5%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%Primary sales Turnover3,0673,4724,9052,4482,8743,7337,7711,5162,7573,5623,8513,711Primary sales GP1,7161,8053,5891,5781,7792,3195,1137951,8362,2582,4872,3500201119 KCP 1KG63911046/63010220/63911041Acc #41338140539441644443340746846647942646650653854855857859861862863864865826%18%55%KNORR CHICKEN POWDER 12X1kgUsage-TO/operator0.090.060.140.100.110.070.240.080.080.140.090.090.090.090.090.090.090.090.090.090.090.090.090.090%0%0% 12X1kgActivation related TO372158384729105343664454044485152535556585960616226%18%55%Activation related GP1943120234551519352321232527272829303131323233Activation related GM51%19%53%51%49%13%53%44%54%54%51%52%53%53%53%53%53%53%53%53%53%53%53%53%Channel Contr.2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%Primary sales Turnover1,6919732,7081,8582,2661,4085,0531,6451,7363,1042,1611,938Primary sales GP8631821,4339551,1031812,6737319341,6901,1101,0170817079 KN Superior Stock 6*830g63911169Acc #22123524221921625026423826825625623927430934334835336337338338839339840344%14%69%KNORR SUPERIOR STOCK 6X830gUsage-TO/operator0.010.010.010.020.020.010.040.010.010.020.020.020.020.020.020.020.020.020.020.020.020.020.020.020%0%0%6X830gActivation related TO333343113354445666666666744%14%69%Activation related GP122221622321223333333333Activation related GM49%55%53%52%51%45%53%47%54%51%51%38%47%47%47%47%47%47%47%47%47%47%47%47%Channel Contr.1%1%1%0%0%0%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%Primary sales Turnover5435356197288836821,885617583911737690Primary sales GP2642943303794503109932923124633772622324129 Knorr Teriyaki Sauce 6*2.55KG63912131Acc #5666186176586716917207358047828108408608809179279379479579679779879971,0079%7%20%KNORR OTHER SAUCE TERIYAKI 6X2.55kgUsage-TO/operator0.020.030.020.020.020.020.040.020.020.030.020.020.020.020.020.020.020.020.020.020.020.020.020.020%0%0%6X2.55kgActivation related TO1118131315132711172620161617171818181818191919199%7%20%Activation related GP18665412461087777777888888Activation related GM12%45%48%46%31%34%46%35%37%40%40%45%42%42%42%42%42%42%42%42%42%42%42%42%Channel Contr.2%2%2%1%1%1%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%Primary sales Turnover7241,1468058949958851,7197111,0841,6571,2621,022Primary sales GP905153874123072987962494036665074601412079 KN Authentic Bouillon 800g*2*3(FS)63911749Acc #109110112908810010110611410911411813314816917417918418919419920420921443%20%81%KNORR AUTHENTIC BOUILLON FS 6X800gUsage-TO/operator0.020.020.030.030.030.030.060.020.020.030.020.020.020.020.020.020.020.020.020.020.020.020.020.020%0%0%800X2X3Activation related TO23333362332334444445555543%20%81%Activation related GP204411303111112222222222Activation related GM70%19%118%124%40%29%42%1%107%42%42%29%38%38%38%38%38%38%38%38%38%38%38%38%Channel Contr.1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%Primary sales Turnover333359450514508445844269364464331372Primary sales GP2336853164020313035413911941381090206119 Knorr Master Stock Powder 6*1kg63911077Acc #7179797581889089888478789010211912112312813313814014214414652%19%87%KNORR CHICKEN POWDER PREMIER STOCK 6X1kgUsage-TO/operator0.010.000.010.020.010.000.030.010.020.020.020.010.010.010.010.010.010.010.010.010.010.010.010.010%0%0%(6X1kg)Activation related TO10111031221111222222222252%19%87%Activation related GP00000(0)101110011111111111Activation related GM33%0%44%43%43%-0%43%34%42%43%40%34%39%39%39%39%39%39%39%39%39%39%39%39%Channel Contr.0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%Primary sales Turnover3781654335044761221,096306731696585409Primary sales GP1240191217205(0)4681033063022311402805059 KNORR SESAME & BEAN SAUCE 12*320G63912115Acc #8785897986929185969087798081828384858687888990914%8%15%KNORR SAUCE SESAM&BEAN 12X320gUsage-TO/operator0.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000%0%0%12X320gActivation related TO0000000000000000000000004%8%15%Activation related GP000000000000000000000000Activation related GM17%42%37%37%25%36%40%14%31%35%34%31%33%33%33%33%33%33%33%33%33%33%33%33%Channel Contr.0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%Primary sales Turnover11411613711911812422895110119121104Primary sales GP2049514429449114344241332802069 KNORR COMBINED SEAFOOD SAUCE 12*460G63912113Acc #1671641691521591831901741921691701731781831881931982032082132182182182189%10%26%KNORR OTHER SAUCE PREMIUM SEAFOOD12X460gUsage-TO/operator0.000.000.000.000.000.000.010.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000%0%0%(12X460g)Activation related TO1111001111011111111111119%10%26%Activation related GP000000000000000000000000Activation related GM16%42%40%44%21%19%42%27%38%39%35%34%36%36%36%36%36%36%36%36%36%36%36%36%Channel Contr.0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%0%Primary sales Turnover219289213263145173405204197227188215Primary sales GP361208611530321705474896674

KPIPremium promotionFor penetrationCurrent Q1Target Q3IncrementKPS741002635%KLB3143346732410%Terriyaki71481510114%KSS2332986528%KAB961424648%KLS1640207843827%TOTAL10002,250,000*Value/Acc/Month for Huaiyang in Q1 1558RMB. Assume new account Value discount rate 50%East2011 Q12011 Q3Avg spendingAcc. No.Val./Acc.Target Val./Acc.Premium Qty.Total Val. Increment.>50>801512801410017.530243,029,29212,117,1680.2570-8029544345542.5295327,0081,308,0300.2560-7056849786222.5568706,8762,827,5040.2550-60126435224402.512641,112,9524,451,8080.25Total363956907112.551515,176,1283,105,67720,705,9100.25