All content copyright © 5one All rights reserved. Confidential. Dettol: Targeted Coupon August CashBack ClubCard Mailing Post-Campaign Report November 2010

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

All content copyright © 5one All rights reserved. Confidential. Introduction ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 16 Aug 2010 – 18 Sep 2010 Both Current and New customers targeted: 125,997 New shoppers 24,003 Current shoppers Reward level constructed tested: Buy any 3 Dettol Natural 100g Soaps and get R6 off Control group of look alike shoppers measured over the campaign period 3

All content copyright © 5one All rights reserved. Confidential. The Mailing 4

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

All content copyright © 5one All rights reserved. Confidential. 6 Targeted Coupon: Redemption Redemption: shoppers who bought featured product at the same time as handing in the coupon How many mailants shopped the promoted products? Overall redemption rate is 0.84% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) CouponMailedRedeemedRed. Rate New R6 off125, % Current R6 off24, % TOTAL150,0001, %

All content copyright © 5one All rights reserved. Confidential. 7 Targeted Coupon: Response Response: shoppers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. Overall response rate is good: 1.46% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers) Offer to new shoppers driving an additional 1,308 new shoppers to the brand! CouponMailedRedeemedRed. RateRespondedResp. Rate New R6 off125, %1, % Current R6 off24, % % TOTAL150,0001, %2, %

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

All content copyright © 5one All rights reserved. Confidential. 9 9 Incremental Shoppers Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental New R6 off1.04%1,3080.2%1,08483% Current R6 off3.67%8802.0%39745% TOTAL 1.46%2, %1,48168% Overall the mailed group shopped at a higher rate than control shoppers resulting in 68% of shoppers being incremental Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental?

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Due to high response rates of shoppers 76% of total units purchased were incremental Mailed units higher than responders indicating shoppers picking up more than one product during the promotional period CouponTotal Mailed UnitsIncremental Units% Incremental New R6 off2,995 2,64588% Current R6 off2,335 1,38059% TOTAL5,330 4,02576%

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R12k achieved, with 49% being incremental Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New R6 off R 5,359 R 3,74070%R 2.9 Current R6 off R 6,982 R 2,31133%R 2.6 TOTAL R 12,341 R 6,05249%R 2.8

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

All content copyright © 5one All rights reserved. Confidential. 13 Immediate Return On Investment Overall ROI is negative: -83% What was the immediate ROI of the targeted coupon based on Incremental sales? Coupon Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI New R6 off R 5,359 R 3,740R 29,399 -R 25,659-87% Current R6 off R 6,982 R 2,311R 5,601 -R 3,289-59% TOTAL R 12,341 R 6,052 R 35,000 - R 28,948-83%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

All content copyright © 5one All rights reserved. Confidential. 15 Overall campaign generated ideal response: Redemption rate: 0.84% (1,263 shoppers) Response rate: 1.46% (2,188 shoppers) Highly successful at driving incremental behaviour: Shoppers: 1,481 (68%) Units: 4,025 (76%) Sales: R6,052 (49%) Overall campaign generated excellent immediate ROI -83% at a promoted product level Campaign Summary

All content copyright © 5one All rights reserved. Confidential. 16 Campaign Comparison Mailing Offer TargetingMailed Red. Rate Resp. Rate Control Resp. Rate % Shop pers inc % Units Inc % Sales Inc Inc Sales ProfitROI Aug-10 R6 when you buy 3 soaps New 125, %1.04%0.2%83%88%70% R 3,740 R -25,659-87% Aug-10 R6 when you buy 3 soaps Current 24, % 3.67%2.0%45%59%33% R 2,311 R -3,289-59% Jul-10 R6 when you buy 3 soaps New75, %0.57%0.1%89%92%65%R 768 -R16,732-96% Jul-10 R6 when you buy 3 soaps Current75, %2.27%0.5%77%81%58%R 5,810 -R11,690-67%

All content copyright © 5one All rights reserved. Confidential Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands 2.Test broader offer for new customers (less niched / fewer constraints) 3.In-depth analysis of what the Dettol shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

All content copyright © 5one All rights reserved. Confidential. Thank-you Nikki Emerton – 5one Account Manager Zakariya Patel – 5one Analyst