1. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Vital Health Foods: Vital Vitamins Targeted Coupon May Cashback ClubCard Mailing Post-Campaign Report October 2010

2. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

3. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Introduction 150 000 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 3 May – 4 June 2010 Both Current and New customers targeted: 75,000 Current shoppers 75,000 New shoppers Reward level constructed tested: Get R10 off when buying 2 or more Vital products to the value of R80 or more Get R5 off any Vital product purchased Control group of look alike customers measured over the campaign period 3

4. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. The Mailing 4

5. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

6. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 6 Targeted Coupon: Redemption Redemption: customers 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: 1.7% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers) Current offers generated an excellent redemption rate of 3.1% CouponMailedRedeemedRed. Rate New 75,0002540.3% Current 75,0002,3433.1% TOTAL 150,0002,5971.7%

7. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 7 Targeted Coupon: Response Response: customers 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 excellent: 6.6% (above 2% is ‘good’ for Current, above 1% for New) Offer to New shoppers driving 581 new shoppers to the brand CouponMailedRedeemedRed. RateRespondedResp. Rate New 75,0002540.34%5810.8% Current 75,0002,3433.1%9,24812.3% TOTAL 150,0002,5971.7%9,8296.6%

8. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

9. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 9 9 Incremental Shoppers Coupon Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental New 0.8%5810%581100% Current 12.3%9,2486%4,59650% TOTAL 7%9,8294% 5,17753% Overall the control group shopped at a substantially lower rate than targeted shoppers resulting in a high % of incremental shoppers All New shoppers to the brand 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?

10. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? Due to high response rate of customers 60% of total units purchased were incremental Coupon Total Mailed Units Incremental Units % Incremental New 690 100% Current 12,4047,11757% TOTAL 13,0947,80760%

11. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R550k achieved, with 48% sales being incremental Nearly half of all sales generated was incremental, and on average an additional R27 per responder gained Coupon Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New R5 R 22,398 100%R 39 Current R10 R 527,675R 244,22646%R 26 TOTAL R550,073R 266,62448%R 27

12. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 12

13. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 13 Immediate Return On Investment Overall ROI is excellent: 433% 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 22,398 R 25,000-R 2,602-10% Current R10 R 527,675R 244,226R 25,000R 219,226877% TOTAL R550,073R 266,624R50,000R 216,624433%

14. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

15. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 15 Overall campaign generated ideal response: Redemption rate: 1.7% (2,597 shoppers) Response rate: 7% (9,829 shoppers) Highly successful at driving incremental behaviour: Shoppers: 5,177 (53%) Units: 7,807 (60%) Sales: R 266,624 (48%) Overall campaign generated an excellent immediate ROI of 433% Campaign Summary

16. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. 16 1.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 Vital shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

17. All content copyright © 5one 2001 - 2010. All rights reserved. Confidential. Thank-you Nikki Emerton – Account Manager Nikki.emerton@5one.co.za Zakariya Patel – 5one Analyst Zakariya.Pate@5one.co.za