DKSH Page 1 SUCCESFUL CASES HONG KONG SUMMER HA DKSH HK
FISHERMANS FRIEND CONFERENCE, JAKARTA 2014
Slide 2
DKSH Page 2 Listing of Sweet Lime in 2011 Additional sales of
10,431 Lof Total 25g sachet also increased by 8.5% for existing
flavors 2010 total sachet: 59,297 LOF 2011 total sachet (exclude
sweet lime): 64,337 LOF Sweet Lime ranked No. 3 in HK product range
and contributed over 18,000 LOF of sales in 2013 Listing channels:
7-11 Mannings Watsons Wellcome Parkn Shop CRV OK (2013) Successful
Cases New Product Listing
Slide 3
DKSH Page 3 Sachet 25g changed to Zip Lock Pack since May 2010,
it is more convenient and widely accepted by consumers Flavor
changed to ZLP: Lemon, Mint, Mandarin & Original Successful
Cases Launch of Zip Lock Pack FlavorMay 09 Apr 10 SalesMay 10 Apr
11 Sales Lemon19,712 LOF34,482 LOF Mint13,549 LOF23,167 LOF
Mandarin12,120 LOF10,831 LOF Original845 LOF1,187 LOF Total:46,226
LOF69,667 LOF 50.7%
Slide 4
DKSH Page 4 Successful Cases Launch of Zip Lock Pack
Slide 5
DKSH Page 5 All year round front end check out display in
Wellcome since 2010 Limited space in confectionary shelf, throat
drop product used to display on the top level and difficult to
reach With front end check out, product display is improved to
drive impulse purchase Wellcome sales increase from 2,630 Lof in
2009 to 4,042 Lof in 2010 (increased by 53.7%) Successful Cases
Check out display in Wellcome 53.7%
Slide 6
DKSH Page 6 Successful Cases Change from confectionary to
Throat Drop Section in Mannings MNS Avg. monthly sales increased by
52.8% after moved to HBA section, reasons as below: Better position
and display on shelf eg. 2-3 SKUs in HBA section vs. 1-2 SKUs in
Confectionery More in store display after moved to HBA Section (Dec
12 Jan 13, Apr 13 vs Mar 12) Slightly more aggressive pricing
promotion was arranged in 2012 compared with 2011 52.8%
Slide 7
DKSH Page 7 Joined corporate promotions of channels which
instore displays included in the package with comparatively less
investment e.g. 7-11 Top Brand Award enhance brand exposure in
trade level Display included: Store Wrap, Bunting, Promotion Bay
display Successful Cases Instore Advertising Store bunting
Promotion Bay Store Wrap
Slide 8
DKSH Page 8 Improved shelf display Increased distribution
points for all flavors Successful Cases Acrylic Display in 7-11
Before displayAfter display Lemon728850 Mint643850
Mandarin0850
Slide 9
DKSH Page 9 Cashier Redemption in CVS contributed 21% of total
sales in 2013 Last for 1-2 weeks with product display at cashier,
highlight in table mat and newspaper Cashier Redemption in CVS
Slide 10
DKSH Page 10 New Product (Lime) +10,431 LoF Check-out display
+53.7% Change to Zip-Lock Pack +50.7% Move to HBA section +52.8%
Acrylic Display in CVS Summary of Successful Cases Cashier
Redemption in CVS In-store advertising
