MM&S Review 2009 Appendices / Examples / Tools / Back-ups 1

MM&S Review 2009

Appendices / Examples / Tools / Back-ups

1

Example HCP KPI from tracker report (Indonesia)A

ware

ness

Aw

are

ness

Recom

men

dati

on

Recom

men

dati

on

Any NutrilonAny NutrilonAny NutrilonAny Nutrilon

TOMTOM25%25%

Spontaneous Spontaneous AwarenessAwareness

77%77%

Recommended Recommended with Other with Other

BrandsBrands31%31%

Most Often Most Often RecommendRecommend

ed Brand ed Brand 13%13%

Preferred Preferred Brand for Brand for own child own child

25%25%

Total AwarenessTotal Awareness100%100%

Any BebelacAny BebelacAny BebelacAny Bebelac

TOMTOM 3%3%


66%66%


BrandsBrands16%16%


ed Branded Brand3%3%

Preferred Preferred BrandBrand for for own childown child

3%3%

Total AwarenessTotal Awareness 100%100%

Any S-26Any S-26Any S-26Any S-26

TOMTOM 15%15%


73%73%


BrandsBrands19%19%




15%15%

Total AwarenessTotal Awareness 99%99%

Any EnfamilAny EnfamilAny EnfamilAny Enfamil

TOMTOM11%11%


61%61%


BrandsBrands21%21%




14%14%


Any BMTAny BMTAny BMTAny BMT

TOMTOM1%1%


29%29%


BrandsBrands5%5%




3%3%


Any SGMAny SGMAny SGMAny SGM

TOMTOM17%17%


32%32%


BrandsBrands6%6%




5%5%


2

HCP Communications Programme

PROFESSIONAL / PUBLIC RELATIONSBuild endorsement & support

KOL advisory groupKOL visitsHCP PRConsumer PR

EDUCATIONIncrease importance & ownership of benefit

Expert PanelSatellite Symposia at ESPGHANInternational symposiumLocal Seminars & Symposia

PUBLICATIONSRaise credibility

Clinical papersSymposia ProceedingsReview articlesEditorials

PROMOTIONDeliver brand message

ToolkitSales Force Focus & Cycle planningCRMWebsite/CarelineOther

ENDORSETHE

EVIDENCE

DISSEMINATETHE

EVIDENCE

PUBLISHTHE

EVIDENCE PROMOTETHE

PROPOSITION

3

KOLs Educators Recommending Bodies

Hospital Management + Administrators

Community Paediatricians, GPs, Nurses, Midwives etc.

Pharmacists

Hospital Dept. Chairs, Paediatricians, Nurses, Midwives etc

Mothers

Consider the Strategy, Activities and allocation of resource to each level of the HCP Pyramid (use Spend effectiveness toolkit to determine investment allocation & KOL and Resource allocation toolkits to establish optimum targeting )

4

Immunity diamond

5PricePrice

PackPack

ProductProduct

BrandBrand

StoreStoreSellingIdea

SellingIdea

IconIconColour code

Colour code

Brand Brand

Key Audio

Key Audio

Key Visual

Key Visual

Reason Why Benefit

Target

Insight

Brand Personality

CommunicationCommunication

MedicalMedical ConsumerConsumer

Immunity: Consumer diamond

5

Brand image/equity

- Innovative & scientific- closest to breast milk

- investment in future health

Key audio

Icon

Key visual

InsightI have multiple brands I recommend. I’m more likely to

recommend a brand that is supported with good scientific and clinical data

BenefitProvides relevant immunity benefits

of breast milk

Reason whyClinical evidence,

credibility, reputation, research recognised by world

experts

Brand personalityScience based, trustworthy, knowledgeable, innovative

TargetAll HCPs caring for

pregnant mums and 0-3 yrs old

EXECUTION

PRODUCT

Portfolio

Innovation

Channel

Color code

Brand name(s)

Communication

PRICE

Most premium brand in market

Immunity: Medical diamond

Inspired by breast milk, proven by science

Selling idea

Communication style:- science based innovation- reference to scientific bodies/papers (authoritive)- focused on future health benefits

Global toolkits:- Ask For Business selling approach- iLearn: training tool- Targeting (KOL toolbox + Sales force resourcing toolbox)- MSE: investment tool - Marketing materials/toolkits

Comprehensive set based on clinical need and proven benefit:- Premature- Allergy treatment- Reflux- Lactose intolerance- Allergy prevention- Digestive discomfort- (Failure to thrive?)

- Based on functional based benefits of breast milk- Benefit is clinically proven- Ingredients are underpinned with scientific rationales

none

PMS

2915

• Scientific graphs plus style consumer

HCP Pyramid(see appendix)

Mums

KOLs

Pharmacists

PLEASE ADJUST DRAFT BELOW ACCORDING TO YOUR MARKET SPECIFICS (see appendices for Completion of Comm. Mix & HCP Pyramid

Education(symposia/training /meetings, practical sessions)5%

PR

5%

Promotion(reps, direct mail, website, careline)85%

Publications

5%

Communication mix (See appendix)

6

7

Reason Why Benefit

Target

Insight

Brand Personality

Superior Nutrition diamond

PricePrice

PackPack

ProductProduct

BrandBrand

StoreStoreSellingIdea

SellingIdea

IconIconColour code

Colour code

Brand Brand

Key Audio

Key Audio

Key Visual

Key Visual

CommunicationCommunication

ConsumerConsumerMedicalMedical

Superior Nutrition: Consumer diamond

7

Brand image/equity

- Good experience with product by mum, baby and me- Provides good nutrition that is well tolerated and accepted

Key audio

None

Icon

Key visual

InsightI have multiple brands I recommend. I’m more likely to

recommend a brand that is well tolerated, satisfied mum and baby and has a good price point

BenefitProvides healthy

growth and development, is

easily digested and well tolerated

Reason whyGood experience with brand (content babies

and mums), credibility/reputation (well known, trusted)

good price point

Brand personalitycaring, trustworthy, practical,

convenient, proximity, simplicity

TargetAll HCPs caring for

pregnant mums and 0-3 yrs old

Execution

Product

Portfolio

Innovation

Color code

YELLOW or GREEN

Brand name(s)

Communication

Price

< HP

Superior Nutrition: Medical diamond

Provides healthy growth, development and content babies

Selling idea

Communication style:- practical- empirical based data (simple) - reference to mums (empathy)- focused on immediate health benefits (practical)

Education(symposia/training /meetings, practical sessions)5%

PR

5%

Promotion(reps, direct mail, website, careline)85%

Publications

5%

Communication mix (See appendix)

Selected portfolio to mainly address mums most stated concerns:- Allergy prevention (starter formula for babies at risk)- Digestive comfort for small problems (incl possetting)- Hunger- Good Night- Diarrhoea treatment (developing markets – tbc)

- Based on practical needs- Tangible benefits

Easily explainable graphs, plus same visuals/style as

consumer (smiley babies)Channel

HCP Pyramid(See appendix)

Mums

KOLs

Pharmacists

PLEASE ADJUST DRAFT BELOW ACCORDING TO YOUR MARKET SPECIFICS (see appendices for Completion of Comm. Mix & HCP Pyramid

Global toolkits:- Ask For Business selling approach- iLearn: training tool- Targeting (KOL toolbox + Sales force resourcing toolbox)- MSE: investment tool - Marketing materials/toolkits

8

Definitions Innovations - Renovations Innovation = NPD (New Product Development)

New products and new significant claims identified via consumer insights; tested and launched for the first time in the market with a new brand/existing brand name. New pack format under same brand,

same sub-category as current, but in a new and materially different format.

EXAMPLES: New claims, Sleep, HA, GUM flavors, Eazypacks, Breakfast Cereals, GUM, Liquid Cereals, Bottle cereals, Premium Cereals, Toddler Cereals.

Q&A:- For how long do we consider it an Innovation? For 1 full rolling year (e.g..: May ‘08 to May ‘09) - Is it considered innovation only first market to launch? No, for follower markets it is also innovation

as long as it is new to the market- What if Sleep was already launched in a couple of markets but I am rolling out for the first time in

my country? You still consider innovation - What if I have IF HA but I am launching FO for the first time? You still consider innovation

Renovation = EPD (Existing Product Development)Upgraded formulas and upgraded pack formats; whatever changes, improvements or cost savings you run in existing SKUs that are significant to the consumer.

EXAMPLES: EC’08, new Smart recipes, milky-way project (improving milk cereals recipes by change of cow’s milk for FO and downsizing), new cereals flavors (like a line-extension), upgrading the Polish cereal’s pouch.

9

Definition of Marketing Costs (former A&P)

Name change of A&P costs (ex-Numico terminology) to Marketing Costs (Danone terminology)

Current ex-Numico main buckets: Danone main buckets:

1) Advertising 1) Advertising

2) Promotions 2) Consumer Promotions

3) Other Marketing Costs 3) Other Marketing Costs

are the same, BUT with some shifts in the buckets and 1 new item write-offs:

Ex-Numico Total A&P Danone Marketing Costs

Advertising Advertising

-> Consumer Advertising -> Consumer Advertising

-> Medical Advertising -> Medical Advertising

-> Public Relations

Promotions Promotions

-> CRM -> Samples

-> Medical Promotions

-> Trade promotions

Other Marketing Costs Other Marketing Costs

-> Samples -> Market Research

-> Market Research -> Design and Packaging

-> Design and Packaging -> Literature

-> Listing fees -> CRM

-> Literature -> Medical Promotions

-> Public Relations -> Write-offs (caused by Marketing Decisions) - NEW

Deducted from CANN and excluded from A&P10

A&P Numico versus Marketing Costs Danone A&P ex-Numico Marketing Costs Danone

Advertising Media Costs - TV Advertising Media Costs - TV

Advertising Media Costs - Radio Advertising Media Costs - Radio

Advertising Media Costs - Newspaper, Magazine Advertising Media Costs - Newspaper, Magazine

Advertising Media Costs - Other Advertising Media Costs - Other

Advertising Media Buying Fees Advertising Media Buying Fees

Advertising Production - Agency Remuneration Fees Advertising Production - Agency Remuneration Fees

Advertising Production - TV Advertising Production - TV

Advertising Production - Radio Advertising Production - Radio

Advertising Production - Newspaper, Magazine Advertising Production - Newspaper, Magazine

Advertising Production - Other Advertising Production - Other

Other Advertising Costs Other Advertising Costs

Consumer advertising Consumer advertising

Medical Advertising - Journals Media Costs Medical Advertising - Journals Media Costs

Medical Advertising - Production Costs Medical Advertising - Production Costs

Medical Advertising - Other Medical Advertising - Other

Medical advertising Medical advertising

Public relations

Advertising Advertising

Medical Promotions - Conferences/Exhibitions

Medical Promotions - Premium

Medical Promotions - Sponsoring

Medical Promotions - Leaflets Sample Expenses

Medical Promotions - Direct Mail Free Goods to Customers

Medical Promotions - Other Samples and Free goods from NTBV at transfer Price

Medical promotions Samples

CRM - Consumer Conferences

CRM - Premiums

CRM - Consumer Leaflets

CRM - Direct Mail Cost

CRM - Bounty Boxes

CRM - Administrative Couponing Expenses

CRM - Couponing Expenses

CRM - Consumer Compensation Costs

CRM - Other Consumer Promotion Costs

Consumer Relationship Management

Trade Advertising Allowances

Trade Incentives

Trade Competition Couponing

Trade Displays

Other Trade Promotion Expenses

Trade promotions

Promotions Consumer Promotions

Continued on next slide

11

A&P Numico versus Marketing Costs Danone (continued)

A&P ex-Numico Marketing Costs DanoneSample Expenses Third Party Market Research - Continuous

Free Goods to Customers Third Party Market Research - Ad-hoc

Samples and Free goods from NTBV at transfer Price Third Party Market Research - CRM

Total Samples (@SCP) Market Research

Third Party Market Research - Continuous Design and packaging

Third Party Market Research - Ad-hoc Literature

Third Party Market Research - CRM CRM - Consumer Conferences

Market research CRM - Premiums

Design and packaging CRM - Consumer Leaflets

Listing fees CRM - Direct Mail Cost

Literature CRM - Bounty Boxes

Public relations CRM - Administrative Couponing Expenses

CRM - Couponing Expenses

CRM - Consumer Compensation Costs

CRM - Other Consumer Promotion Costs

Consumer Relationship Management

Medical Promotions - Conferences/Exhibitions

Medical Promotions - Premium

Medical Promotions - Sponsoring

Medical Promotions - Leaflets

Medical Promotions - Direct Mail

Medical Promotions - Other

Medical promotions

Write-offs (caused by Marketing Decisions)

Other Marketing Costs Other Marketing Costs

Advertising and Promotion Marketing Costs

12

Documents

MM&S Review 2009 Appendices / Examples / Tools / Back-ups 1