ParknShop German Food Festival 2010

November 1st to November 18th, 2010

ParknShop, Great, Taste & Gourmet

Company Overview

• Mermber of the A.S. Watson Group− a wholly owned subsidiary of Hutchison Whampoa Limited

• Since we opened our first store in 1973, we have grown into a network of 234 stores.− Operations in Hong Kong and Macau

• ParknShop operates in the names:− ParknShop− ParknShop Superstore− International− Express− Fusion− Taste− Gourmet− Great Food Hall

Market Share – International SegmentKey Competitors

Company Stores

ParknShop 57

Wellcome 18

Vanguard 1

Jusco 0

Citysuper 4

Vanguard1%

Jusco0%

Citysuper5%

ParknShop71%

Wellcome23%

PNS Germany Festival - Key Objectives

• Branding for “Made in Germany” products• Deepening German product offerings• Market testing for new offerings• Encouraging product trial for German products• Deliver a unique shopping experience for German products• Driving sales of Germany imported goods• Retaining current consumers of imported German products

PNS Germany Festival – Sales Trend

HK$791,000

HK$1,800,000

HK$801,000

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

$2,000,000

2007 2008 2009 2010 Target

Promotions – Bazaar Area at GREAT

Promotions – PR Event / Media

In Store Display

PNS Germany Festival 2010 - Overview

Venue• Great / Gourmet / Taste / International / Fusion• Promotion in 57 stores

Period• November 1st to November 18th, 2010 • Promotion period: 3 weeks

Target sales and product introduction• Target sales HK$1,800,000• Total cost of goods sold HK$1,080,000• Total new SKU products launch : 500• Total SKU products retained after promotion : 300

Marketing Activities

• Press release• PR event• Opening event• Direct mail• In-store display

− e.g. flags, bunting, aprons, caps, banners, posters etc.

• Print advertisement• Advertorial• Tasting counters• Cooking demonstration• Lucky draw

PROPOSAL FOR MARKETING FUNDING

Item

Great PR Event

POS

•Great -POS & Bazaar Area

•ParknShop -POS & Shelf Cards

Money Back Newsletter

•Leaflet, Design, Printing and mailing: 100,000 customers

•1Page Standard Newspaper

•1 Page Ming Po Newspaper

Food promoters (20 stores)

Small Volume Exemption Permit (300 SKU)

Thank you!