All content copyright © 5one All rights reserved. Confidential. Vital Health Foods: Natrodale Targeted Coupon May Cashback ClubCard Mailing Post-Campaign Report July 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 139,649 ClubCard shoppers targeted utilising 5one’s targeting tool Campaign period: 3 May – 4 June 2010 Both current and new shoppers targeted: 24,492 Current 115,157 New Reward level constructed tested: Get R15 off any Natrodale products of R75 or more 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 good: 0.5% (above 1% is ‘good’ for current, 0.5% ‘good’ for new) Current shoppers generated excellent redemption rate of 2.3% CouponMailedRedeemedRed. Rate New R15 115, % Current R15 24, % TOTAL 139, %

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 low: 0.7% (above 2% is ‘good’ for current, above 1% for new) due to high volume of new shoppers Response rate amongst current shoppers is excellent at 3.5%. This campaign has driven additional 148 new shoppers to the brand CouponMailedRedeemedRed. RateRespondedResp. Rate New R15 115, %1480.1% Current R15 24, %8663.5% TOTAL 139, %1,0140.7%

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 R15 0.1%1480%148100% Current R15 3.5%8662%36943% TOTAL 0.7%1,0140.5%51751% Overall 51% of shoppers were incremental All New shoppers to the brand were 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? Overall 14% of total units purchased were incremental with 100% of units generated by New shoppers being incremental Coupon Total Mailed Units Incremental Units % Incremental New R % Current R % TOTAL 1, %

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R40k achieved Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New R5 R 4, %R 32 Current R10 R 35,53900%0 TOTAL R40,275R 4,7360%R4.7

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 poor: -91% 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 R5 R 4,736 R 41,231 R-36,495-89% Current R10 R 35,539 0R 8,769R -8, % TOTAL R40,275R 4,736R50,000R -45,264-91%

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: 0.5% (658 shoppers) Response rate: 0.7% (1,014 shoppers) Successful at driving incremental behaviour in terms of shoppers: Shoppers: 517 (51%) Not as successful in driving incremental behaviour in terms of units and sales Campaign Summary

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 shoppers (less niched / fewer constraints) 3.In-depth analysis of what the Vital 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 – Account Manager Zakariya Patel – 5one Analyst