Fresh Breeze For Your Customers

Design-Relaunch

25.06.2009 ● Seite 3

Learnings From the Brand Core Analysis

• Our positioning is based on the following 4 core pillars:

That is what we stand for…

Love and Proximity Tradition

Made in Germany

Results of an extensive brand core analysis showed deficits of the brand in the dimensions „Contemporary“ and „Emotional“, which should be stressed in the future (EUMARA Marketanalysis 2008, n = 144)

Fulfillment

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Design Hitting the Mark

currrent from 2009

Our optimalized packaging design reflects our new

positioning

25.06.2009 ● Seite 5

Emotionality and Contemporary CharacterHave Been Highlighted

60 years of experience and „German Quality“ create trust

Heart gives an emotional trait to the logo

Humana brand stays clearly in focus

„Cuddly-Sheep“ underlines emotionality of the product

Bottle picture shows a realistic picture of the finished product

The Humana Brand Becomes Stronger

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For Your Customers – All Important Issues At Once

Visually attractive packaging – high willingness to purchase

Optimalized competitive product description

Feeding stage now more in focus

Clear repeated recognition of the logo

The most important USPs clearly fórmulated in front

Innovative visualisation and strengthening of the multistage concept

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Mothers are excited*

They consider …• colors to be mild and friendly• sheep is nice and friendly• design focused and attractive

description of important functional substances especially clear and impressive

• products in general very sympathetic

* EUMARA Packagetest May 2009,n=80, 1/3 Humana-Users + 2/3 Competition-Users

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Crucial Results of the Test*

of the respondents have only positive associations related to the optimized packaging design 90%

70% of the respondents have no design related improvement proposals and consider the package to be very attractive

80% of all respondents consider the total impression of the new package to be very good or good

* EUMARA Packagetest May 2009,n=80, 1/3 Humana-Users + 2/3 Competition-Users

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In Test the Number 1*

Ø Note: 2,3 2,9 3,4 3,5 4,0 4,9

40% of all respondents prefer the Humana packaging and put it on first place in their ranking

* EUMARA Packagetest May 2009,n=80, 1/3 Humana-Users + 2/3 Competition-Users

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Above Average Willigness To Buy

The package creates interest and focuses my attention. I am interested to inquire more about the product advantages and can very well imagine buying the product.

25.06.2009 ● Seite 11

Important Innovations / Changes

• Easier opening of the sachets

• Practical resealable closure of the sachets

• Dauermilch1 is further on Starter formula1

• New article numbers and core data due to changes in packaging size

Activation Concept

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Internet Relaunch

• 2010 will be the communication package further on strengthened based on results of the core analysis

• Central element will be the Internet Relaunch, happening already in 4th Quarter 2009

• Target is among others a clear improvement of the interaction with our customers with positive efects on brand image and awareness

Thank you for your attention!