1. Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint ● Listed in July, 2012 to replace Vanilla Mint ● Total IMS of ProFresh increased.

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Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint ● Listed in July, 2012 to replace Vanilla Mint ● Total IMS of ProFresh increased from 11,902 to 23, ,552 outers in 2013 or +97% : 2011 ~ 2012 = 11,902 outers : 2012 ~ 2013 = 23,454 outers : 2013 ~ 2014 = 20,294 outers [Sales data (Aug’13 – May’14), Estimated sales (Jun – Jul ‘14)] Page: 1/ ,902 23, % 20, %

Nielsen Report 3 Page: 2/12 +93% -13% Growth aided by new launch, Blueberry, which grew by 125% vs Vanilla Mint Suggest to have new flavor launch to uplift sales of ProFresh Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint *Scanned Sales (Aug13-Apr14) & Estimated Sales (May14-Jul14)

Successful Cases: Launch of PF Blueberry TV Commercial Newspaper Advertisement Trade Display Promotions (Plus Sell, Mailer) 4 Page: 3/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

1) ATL – Animated Ad appearing on 3-most popular TV channels during Prime and Fringe Time over 2-months (Sep and Oct-2012) 5 Page: 4/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint TVC

2) BTL – Advertisements with Modern Trade 6 Page: 5/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

2) BTL – Advertisements with Modern Trade 7 Page: 6/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

3) Trade Display – Modern Trade NTUC Fairprice Cold Storage 8 Page: 7/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

3) Promotion – CVS 7-Eleven Cheers 9 Page: 8/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

3) Promotion – Pharmacy Watson’s Guardian 10 Page: 9/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

3) Promotion – Petrol Kiosk Caltex (Plus Sell) SPC (Mailer) 11 Page: 10/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

[2012 – 2013] Sales increased by 197% after the launch of Pro Fresh Blueberry: ● Launch of TV Commercial ● Newspaper Advertisement with Modern Trade and CVS ● In-store Prominent Displays with wobblers on shelf ● Product Sampling during TVC period ● New Entry & New Flavours such as Eclipse Chewy Mints 45g, Wrigley’s S/F Mints 23.8g, Mentos Pure Fresh 50’s and blink ● Competitive with many brands promoting at high frequency ● Aggressive pricing promotion from competitors [2013 – 2014] estimated sales to drop by 10 to 15% [2015] Suggestions to bring for sales : ● Launch or replacement of new flavor/s to continue sales uplift Competition in market place 12 Page: 12/12 Launched of ProFresh Blueberry New Flavour replacing Vanilla Mint

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