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Confidential to Fonterra Co-operative Group

Introducing Fonterra


May 2016

Dairy Leadership


Achyut Kasireddy President Director, Fonterra Brands Indonesia

• Direct the development of the Co-operative’s branded business in Indonesia.

• Strong background in FMCG and the global dairy industry.

• Fonterra leadership roles across multiple geographies for 13 years.

• Prior to leading Indonesia in 2015:

– Led Fonterra’s branded business across Greater China

– Led Fonterra’s branded business in Sri Lanka and South Asia as the General Manager of this region for five years.

• Graduated at the top of class in Master of Business Administration at the Institute of Management Studies, University of Mysore, India.

• Alumnus of Wharton AMP & INSEAD YMP.

Confidential to Fonterra Co-operative Group - November 2015

What we’ll talk about today:

1. Who we are

2. Case study: Building brands with compelling propositions

3. Q&A

Page 4 Confidential to Fonterra Co-operative Group


Our story starts in New Zealand From humble beginnings more than a century ago, we are now a global dairy nutrition company sharing the natural goodness of dairy with the world.

Page 5 Confidential to Fonterra Co-operative Group - November 2015


Dairy For Life [Video]


Our purpose is to become the world’s

most trusted source of

dairy nutrition



World class quality standards at every step of the supply chain


Focused on innovation

• One of the world’s largest investors in dairy innovation.

• Backed by 85 years of experience

• Research centre, pilot plant and four in-market technical centres close to customers

• Over 350 scientists and support staff based at the Fonterra Research & Development Centre plus global technical centres


Our products and ingredients are in 140 markets

22 billion litres of milk

processed

95% of our milk is exported

During peak, container of

product loaded

every 2 mins for export



Fonterra in Indonesia: Providing high quality dairy nutrition and promoting a healthy lifestyle to everyone, every day


Snapshot of Fonterra in Indonesia


Portfolio of trusted local brands

NUTRITION FOR LIFE

OUT OF HOME NUTRITION

Confidential to Fonterra Co-operative Group - November 2015 Page 14 Confidential to Fonterra Co-operative Group - November 2015


Channel-Led Strategy

Expert Chefs around the world to help customers

Our strategy to approach customers based on position in

WAR matrix

Our tools: E-Detailing

Our products

Leading in Foodservice


Building a manufacturing presence


Insert

Committed to supporting local communities


Fonterra Dairy Scholarship [Video]

Confidential to Fonterra Co-operative Group - November 2015 Page 19 Confidential to Fonterra Co-operative Group

Case study: Building brands with compelling propositions


FACTS NEED GAP BRAND TASK

Lower calcium intake and the prevalence of osteoporosis

creates a need for good bone health through

sufficient intake of bone

nutrients.

A key need gap gave birth to our brand journey…

• In Asia, traditionally low-calcium diets have created a serious osteoporosis issue for women and men.

• By 2050, 50% of osteoporotic hip fractures will occur in Asia.

• Two out of five Indonesians are at risk of osteoporosis

As the bone health expert, the task

was to drive awareness

regarding the risk of Osteoporosis

and help Indonesia prioritize their

bone health


Anlene is well known across Asia and Middle east

Launched in 1991.

We’re the pioneer in establishing the high calcium milk category.

What led to the growth of this brand across Asia and especially in Indonesia?


Build Awareness: education on Osteoporosis

Prioritisation: Make bone health important and show how it affects them

Brand Task

Education + prioritization was our key tasks

We used the entire marketing mix to deliver our key proposition

Product Price Place Promotion People Process Physical evidence


Ground level activities helped educate the importance

We’ve encouraged more than 200.000 people to move for

bone health

1 million Indonesians are given free bone scan each

year

Osteoporosis Free City Educated over 35.000 PKK officials on osteoporosis

prevention


Whilst other key mediums drove our proposition

Compelling media campaigns with proof of prevention

through proper bone health

Addressing consumer preference through flavor

and forat innovation

Availability and visibility at outlets to entice purchasing

We made it convenient in order to help them prioritize their bone health


CRM, BoneScan & AMC

In-store Branding

Event/Activation

Partnership & Community Program

Digital

TV

Print Ad

Massive media campaigns & consumer touch points

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiNp-eP7PHMAhUJKZQKHSmSABcQjRwIBw&url=https://creativevip.net/resource/social-city-icons&psig=AFQjCNEdm7n-V1Vq8oAtoLLYcyRa-T2JjQ&ust=1464149496247833


Making innovation a key pillar across countries

Indonesia Malaysia Singapore Thailand


Available at an arm-reach


Today, Anlene is the #1 adult brand in ASEAN markets


We will continue to keep up with consumer needs

Proposition from specialized functional milk for bone health

Helping you “move” for a healthier lifestyle

Now Future


Anlene #MoveNow – National Move Month [Video]


Building Brands that last for ever …

Relevant consumer insights

Thorough understanding of

consumer behaviour

Proposition which balances all

marketing mix elements

Constant engagement with target consumers

Innovation to stay relevant


Terima Kasih

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