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EXECUTIVESUMMARY


EXECUTIVESUMMARY

PERIOD MAR– MAY ‘16

1 DATA SAMPLE n=20,091

2 TOP CHANNEL FACEBOOK (94.3%)

3 TOPMANUFACTURERS/BRANDS

1. DANONE2.DUTCHLADY3. MJN4.FRISO5.WYETHNUTRITION

4 TOPISSUES

- POSITIVE Contestactivitiesengagedwellwithaudience.

- NEGATIVE (notsignificant)- Pricing- Campaign- News

FacebookTimeline 18,948 94.3%

FacebookPostToPage 623 3.1%

InstagramPost 186 0.9%

News 88 0.4%

TwitterStatus 66 0.3%

FacebookAds 54 0.3%

YoutubeVideo 54 0.3%

Webboard 41 0.2%

Blog 17 0.1%

FacebookReview 13 0.1%

Total 20,090 100.0%

Channels breakdown:


IndustryOverview


0

1000

2000

3000

4000

5000

6000

7000

8000

MJN FRISO Dutch Lady Dumex Anmum WyethNutrition

March April May

NO. BRAND SOCIAL SOV(%)

1 DUMEX 38.62%

2 DUTCH LADY 24.79%

3 MJN(Enfra +Sus) 15.73%

4 FRISO 12.49%

5 ANMUM 5.68%

6 WYETHNUTRITION 2.69%

TOTAL 100.00%

OVERVIEW Date:March–May2016

MTMChanges∆ SOVSENTIMENT

Facebook(19,722)

Instagram(186)

News(88)

Twitter (66)

Youtube (55)

Webboard(41)

Blog(17)

ChannelSOV%March–May2016

36% 40%

15%6% 3%

14%

7%

26%

48%

5%

12%9%

27%

37%

12%

3%1%6%


CHANNELANALYSIS


TOPMESSAGE

TopCategory:

TotalSOV%:No. Brand Link No.ofLikes No.ofComments No.ofShares EngagementCount

1 DUMEX See link 20,860 233 374 21,467

2 DUMEX See link 976 1,330 270 2,576

3 SUSTAGEN See link 6,840 105 40 6,985

4 DUMEX See link 331 46 19 396

5 DLMOMSCLUB See link 1,298 1,131 451 2,880

1

HIGHLIGHT:Mostofthebrandsfocusesoncreatingcontesttestingcustomer’sknowledgeontheirproductbenefit.

2 5

3 4

MJN FRISO Dutch Lady Dumex Anmum WN

24.44%

15.70%

12.60%

39.02%

5.57%2.66%


TotalSOV%Summary:TOPMESSAGE

No. Brand Link No.ofLikes No.ofRetweets No.ofShares EngagementCount

1 SustagenMalaysia See link - - - -

2 DutchLady See link 7 8 - 16

3 Dutch Lady See link 9 54 - 63

3

2

1

10% 0%

30%

19%

38%

3%

MJN FRISO Dutch Lady Dumex Anmum WNHIGHLIGHT:There arealargeMalaycommunityonTwitter.DutchLady&DUMEXcouldgoinTwitterofficiallyandsuccessinengagingwiththeirexistingtargetaudienceinFacebook.


TotalSOV%Summary:TOPMESSAGE

No. Brand Link No.ofLikes No.ofComments No.ofShares ViewCount

1 WyethNutrition See link 3 0 - 630

2 NESTLEMalaysia Seelink 4 0 - 479,695

3 MJNMalaysia See link 8 1 - 844,580

4 MJNMalaysia See link 7 0 - 49,027

4

1 2

46%

4%

7% 4%

7%

9%

6%

17%

MJN FRISO Dutch Lady Dumex Anmum WN Nestle Abbott

HIGHLIGHT:The videoviewcountishighbuttheengagementcountislow(paidcampaign?).MJNremainsthetopperformerinYouTube.

3


TopCategory:

TotalSOV%Summary:

TOPMESSAGE

No. Brand Link No.ofLikes No.ofComments No.ofShares EngagementCount

1 Dutch LadyMalaysia See link 279 7 - 286

2 Pediasure See link 46 0 - 46

3 DutchLadyMalaysia See link 59 3 - 62

4 DutchLadyMalaysia See link 146 17 - 163

5 Dutch LadyMalaysia See link 95 1 - 96

HIGHLIGHT:DutchLadyistheoneandonlybrandonInstagram sinceNovember2015.

1

35

42

12% 4%

67%

3% 3%

4% 0%

7%

MJN FRISO Dutch Lady Dumex Anmum WN Nestle Abbott


BRANDATTRIBUTESREVIEW


0 100 200 300 400 500 600

BetterGrowth

BestTrustedBrand/Loyalty

Kid'sPreference(Positive)

GeneralCompliments

ProductPackagingDesign

Parent'sPreference(Positive)

ImprovedDigestion

Brain/MentalDevelopment

FriendsRecommendation

Redemption/SampleReceived

CompleteNutrition

ImmuneSystem

ExpertRecommendation

BetterGrowth

BestTrustedBrand/Loyalty

Kid'sPreference(Positive)

GeneralCompliment

s


Parent'sPreference(Positive)

ImprovedDigestion

Brain/Mental

Development

FriendsRecommend

ation

Redemption/SampleReceived

CompleteNutrition

ImmuneSystem

ExpertRecommend

ation

MJN 4 12 20 17 1 8 3 6 8 24 0 2 6Friso 2 6 8 7 104 0 17 1 7 4 0 3 1Anmum 173 92 62 26 0 13 14 17 17 4 3 4 5Dumex 346 168 114 80 0 80 28 35 19 4 23 8 1DutchLady 6 7 6 1 0 0 7 5 4 6 1 7 6Wyeth 2 0 1 2 0 1 2 0 4 1 0 0 2

PositiveAttributes

MJN Friso Anmum Dumex DutchLady Wyeth


0 5 10 15 20 25 30 35 40 45 50

DigestiveProblem

GeneralComplaints

Kid'sPreference (Negative)

ForeignObjects/Bugs

RedeemableItemsReduced

RedemptionDelay

Parent'sPreference (Negative)

Product Issue

DigestiveProblem GeneralComplaints

Kid'sPreference(Negative)

ForeignObjects/Bugs

RedeemableItemsReduced RedemptionDelay

Parent'sPreference(Negative)

Product Issue

MJN 12 11 6 19 19 14 3 5Friso 5 2 6 0 0 0 0 0Anmum 9 5 4 0 1 1 7 1Dumex 9 2 3 0 0 1 0 1DutchLady 7 4 4 6 0 0 0 2Wyeth 1 3 4 0 0 0 0 1

NegativeAttributes

MJN Friso Anmum Dumex DutchLady Wyeth


0 20 40 60 80 100 120

PriceStockAvailabilitySampleRequest

CommercialFlavors/Taste/Smell

Product InfoCustomerService/Hotline

SwitchBrandProduct PackagingDesign

FlavorsAvailabilityProduct Promotion

OnlinePurchaseOn-ground Purchase

PriceStock

Availability

SampleRequest

Commercial

Flavors/Taste/Smell

ProductInfo

CustomerService/Hotline

SwitchBrand


FlavorsAvailabilit

y

ProductPromotion

OnlinePurchase

On-groundPurchase

Positive 7 5 11 21 13 10 5 5 1 2 3 1 0Negative 90 32 22 1 6 9 11 11 10 8 0 1 6

GeneralAttributes

Positive Negative


BRAND&CAMPAIGNREVIEW


1. MEADJOHNSON


Media POST ENGAGEMENT

Enfagrow A+Facebook 52 48,683

PosttoEnfagrowA+FB 479 145

Sustagen Facebook 48 21,173

PosttoSustagen FB 643 116

TOTAL 1,222 70,117

Date:March–May2016

BUZZTREND

MESSAGETYPES

BUZZRATIO=57.37/post

TOPCONTENT

BRANDSENTIMENT

4132,1242361

2

3

1 2 3

2181,044187

16195039


1.1ENFAGROW



BUZZTREND

MESSAGETYPES

TOPCONTENT

BRANDSENTIMENT

1

23

1 2 3

215993181


Facebook 46 40,753

PosttoFB 117 595

TOTAL 163 41,348


TOPUSER

Media User No. ofPost

Facebook

Enisya SkinCoolpets

ILuvCaninesPeanutPawsMasAthirah

44443

Newadvancedformula


Campaign Overview

Campaigns

Ø Enfagrow A+’smainfocusfromMarch– MayareNewAdvancedFormula &topromoteEnfamamaA+Club.Ø NewAdvancedFormulawaslaunchedon11March2016andit’sbeenreceivingmixreviews,mostofthenegativereviewsrelatesbacktopriceincreasedandparentsarecomplaining thatthishaveaddedburdenintotheirmonthlyexpenses onchildren’smilkpowder.Ø Enfamama A+Club’s redemptionprogramhavenotbeenupdatedforsometime.Parentsareinquiring onnextupdate.

Challenges

Ideas

Ø Enfamama A+Club isseentohavepaused theredemptionprogramcatalogue.DUMEXMamaClubhavesimilaron-goingredemptionprogramformummies, ifDUMEXMamaClubdecides togoaggressivelybybeingefficientinthisactivity,itmightbeharderforEnfamamaA+Clubtocatchuplater.ØWiththeNewAdvanced Formulaandthediscussion onitspriceincreased,mummiesmightlostinterestinEnfagrow A+’sredemptionprogramandswitchbrandforamoreaffordableproductwithgoodredemptionprogram.(suggestedbysomesampleofswitchbrandrelatedconversation)

Ø Speaktothirdpartiesinexchangeforkids’merchandisewhileEnfagrowA+sortoutit’s redemptionprogramandproducesexclusivemerchandise forEnfamama A+Club.Ø Engageonline publishers (Chinese&English)foramorein-depthwrite-uponit’sNewAdvancedFormulafocuses ontheingredients.Uses“priceincrease”asaspinoff toexplain“why”.Ø ThepriceincreaseforNewAdvancedFormulakickedininApril,thatisbecauseitdidn’thavethatmuchtimeforthecustomerstodigestasBabyExpohappened afterthat.Customers startedtonoticeandnoticethepriceincreasein2months.


1.2SUSTAGEN



BUZZTREND

MESSAGETYPES

TOPCONTENT

TOPUSER

BRANDSENTIMENT

1 2 3

1729769


Facebook 40 21,329

PosttoFB 850 148

TOTAL 890 21,477


Media User No. ofPost

Facebook

Aisya Nur JannahAr URohaizaAnaRuby

Zuraidah YaacobSazzrina Sidek

32211

1

2

3


Campaign Review

Campaigns

Ø Sustagen launchesanewhoneyflavour for“Sustagen Junior 1+”&“Sustagen Kid3+”,andit’s beenusing“Manja Bee”mascottocommunicatethehealthingredientswithitsaudience.Ø Sustagen createdafewstagestolaunchthemascot“Manja Bee”onFacebookwithateasertogetit’s audiencetoguesswhatis“ManjaBee”bylooking atapictureofit’s figure.Then, itmovedtogettingtheaudiencetoguess“Manja Bee” name.Ø Aftertheintroduction stage,Sustagen uses “Manja Bee”tocreateengagingcontenttodriveengagementrateonit’spagesuchas,findthemissing puzzle,multiplechoicequestions, spottheSustagenglasses, etc.

Challenges

Ideas

Ø WouldbedifficultforSustagen tobeconsistent inthefuturecampaignswhentheyarelaunchingnewflavours.Ø Toposition “Manja Bee”foronlythenewflavour,orisittorepresentSustagen entirely.

Ø FromSustagen’s POV,“Manja Bee”isusedtorepresentthenewhoneyflavour for“Sustagen Junior1+”&“Sustagen Kid3+”.Ø Fromconsumer’sPOV,“Manja Bee”mightrepresentthevoiceandthepersonalityofSustagen inthefuture.Ø Sustagen gottobecarefulinthedetailsofsocialmediatone&personality.


2.WYETHNUTRITION



FBPost 109 22,214

Post toPage 164 8

TOTAL 273 22,222


BUZZTREND

MESSAGETYPES

BUZZRATIO=81.40 /post

TOPCONTENT

BRANDSENTIMENT2

1

1 2

21 430 131

9 280 51

SuspecteddoingFacebookpostlikebuys.



HIGHENGAGEMENTPOSTS

TOPCONTENT

2

1

4 3

1 2 3 4

SuspectedbuyingFacebookpostlikes.

MostoftheFacebookpostsarelackofengagement(comments/shares) buthighonlikesexceptfor2nd poston7Marchwith2.2klikes,17commentsand17shares.

Mostofthecommentsarecontributedbyaccounts“LeanHealthy&Wise”,“SuperfoodMania”,“HealthisEverything”.


S-26®PEGOLD®SpillPocketSnap&Win!25thApril- 8thMay2016.

BUZZTREND

TOPCONTENT

WyethNutritiononWeChat 1st Apr.MiniBookofRecords:MissionSandcastleRoadshowatSunwayPyramid31Mar– 3Apr.

S-26®PEGOLD®SpillPocketSnap&Win!• Thecontestsuccessfullygained4.4kinlikes,

19commentswith7ofthemarecontestentries,and12shares.

• WyethNutritiondidnotcomeupwithwinnerannouncement post butsimplyreplyingtoparticipantsincommentssectionnotifyingparticipantsthattheyhavewonthecontest.

MiniBookofRecords:MissionSandcastleRoadshowatSunway• WyethNutritionannounced thattheyareon

WeChat on23Marchsuggestingthattheyaregivingout somethingspecialtouserswhodownloadWeChat app.

• Officialannouncementwasmadeon1AprontheirofficialFacebookPage.

• WyethNutritionhadtheirroadshowwithWeChat inSunwayPyramidfrom31Mar– 3AprtodrivedownloadsforWeChat andfollowersonWyethNutritionMalaysia.

• (TotalofsixFacebookpostabout theroadshow. ThreeoftheFacebookpostshavethesamecopy.)

• TotalofsevenFacebookpostfrom11Apr–30Maytodriveupnumberoffollowersforhealthtips,nutritionguides,parentingtools,upcomingin-houseevents,latestproducts,interestingoffers,aswellascurrentindustrynews.

Date:March– May2016


3.FRISO



BUZZTREND

TOPCONTENT

BRANDSENTIMENT

2

1

3

1 2 3Media POST ENGAGEMENT

Friso GoldFB 32 50,189

Comments toFriso GoldFBPosts 440 35

TOTAL 472 50,224

MESSAGETYPES


1,34575757

1,38269451



TOPCONTENT

HIGHENGAGEMENTPOSTS

1

1

2

2

3

4

3 4 5

5

Askingtherelevantquestions&quizzesrelatedtoparents&theirchildren.

Fill-in-the-blanks &questionswillgetyourfansresponding everytime.Thistypesofpostwillgetyoualotofresponses.


Friso Gold’sMakeAWishContest.3May– 8May 2016.

BUZZTREND

TOPCONTENT

Mother’sDayContest.2– 8May2016 Friso Gold’sMakeAWishContest.

• Thecontestannouncementpostdidnotgetmuchengagementsincecontestwinnersand/oreligiblewinnersarerequired torespond inwritingviaprivatemessagetotheFrisoGoldFacebook FanPagewiththeirdetails.

• Nowinnerannouncementpostspotted.• Winnersaremostprobablynotifiedvia

privatemessageandcontactedbyFrisoGoldMalaysia’spersonnel.

Mother’s DayContest.• FrisoGoldwantstogrant2mums’wishto

haveaone-of-a-kindexperiencewiththeirchildren.

• Participateinthecommentbox.• Winnersarenotifiedviacommentbox

replies.

Date:March– May2016


4.DUTCHLADY



BUZZTREND

MESSAGETYPES


TOPCONTENT

BRANDSENTIMENT

21

1 2

63 1,516 4,365

3

3Media POST ENGAGEMENT

DutchLadyFB 47 15,895

PosttoDutchLadyFB 401 71

DutchLadyMomsClubFB 50 76,220

PosttoDutchLadyMomsClub FB 2,359 549

DutchLadyInstagram 12 805

TOTAL 2,869 93,540


TOPCONTENT

HIGHENGAGEMENTPOSTS

1

1

2

2

3

4

3 4 5

5

ThemaincommunicationlanguageDutchLadyusesisBahasaMelayu.

Focusesonbuildingawareness&engagementviaweeklycontest.

DrivingmostofthecontestparticipationbacktoDutchLadyMomsClub.

DutchLady reliesmainlyoncontesttodriveengagement.



TOPCONTENT

HIGHENGAGEMENTPOSTS

3

1

1

2

2 3

DutchLadystarted Instagram in23November, 2015.Withatotalof90postsonit’s officialaccountupuntil23May2016.Theofficialhashtag (#inilahpilihanku) hasgained656postsuptodate.

DutchLadymainly engagesbloggers/influencers onInstagramaccounttodoadvertorialpostings&productplacementintheirdailyroutine.

DutchLadymanagestheirInstagramaccountregularlywithproductupdates.



SERLAHKANIMPIANMU,IBU”DUTCHLADY:2May– 8May 2016

BUZZTREND

TOPCONTENT

SmartInsuranceQuiz13April– 1June2016

Serlahkan Impianmu,Ibu.• Parentswillneedtosharewhat’sthemost

meaningdreamstheyhavewiththeirchildreninthepresentandparentswillneedtoanswerwhyinthecommentboxcolumnatDutchLadyMomsClub’FBpage.

• There aretotalof283entriesoverthespanof7days.

• Winnerswereannouncedaweek laterinavideoformaton21May2016.

SmartInsuranceQuiz.• Inordertoincreaseawareness onDutchLady’s

SmartInsurance’sbenefit.DutchLadyorganizesaweeklycontestwithquizzestotestthepublic’sknowledgeonSmartInsurance’sbenefits.

• DutchLadyalsocreatedurgencybyonlyselectingthefirst100- 200correctanswerstobequalifiedandtheanswerson101onwardswillbethereplacementwinners.



5.DUMEX



BUZZTREND

TOPCONTENT

BRANDSENTIMENT

12

3

1 2 3

2,3744,95250

1,5654,07520


Dumex Dugro FB 72 185,718

PosttoDumex Dugro FB 2,957 3,310

Dumex Mamil FB 21 1,050

PosttoDumex Mamil FB 85 89

PosttoDumex MamaClub FB 34 55

TOTAL 3,169 190,222

MESSAGETYPES



TOPCONTENT

HIGHENGAGEMENTPOSTS

1

1

2

2

3

4

3 4 5

5

ThemaincommunicationlanguageDUMEXDugro usesisBahasa Melayu (similartoDutchLady)whileDUMEXMamil usesEnglish.

DUMEXDugro hasstrongMalayfanbase.DUMEXDugro doesn’tallowedcustomers/followerstodoposttopage.OnlycommentsinpostsorPM.DUMEXDugro havetheircustomerserviceteamtosignoffwiththeirnameattheendofthesentenceeachtimetheyrepliedtoacustomer’scommentonFacebook.


Advertisement


Dugro Roadshow12Apr– 29May2016.

BUZZTREND

TOPCONTENT

Dumex Dugro Roadshow• Anon-groundroadshoworganizedat11statesin

MalaysiaincludingSabah&Sarawak.• Roadshowwillbesetupatthestate’srenowned

supermarketstoengagewithtargeteddemographic.

• Roadshowispackedwithactivitiesandspecialpromotionstoattractcrowd.

Cabaran 5Nutri• Weeklycontestonsimplequizzesforthefollowers

toengagewiththeDumex Dugro’s FBpage.• Contestissuccessfulingainingalotofengagement

withit’scontentratherthanattractiveprizes.


Cabaran 5Nutri10Apr– 21May2016


6.ANMUM- CONNECTEDMUMSCLUB



BUZZTREND

TOPCONTENT

BRANDSENTIMENT

12

3

1 2 3

87892112

1580535


ConnectedMums ClubFB 39 44,808

PosttoConnectedMumsClub FB 802 243

TOTAL 841 45,051

MESSAGETYPES



TOPCONTENT

HIGHENGAGEMENTPOSTS

1

1

2

2

3

4

3 4 5

5

ReleasingDoraTheExplorer’s toysindifferentphase todrivehypeforthepromotion.

Postingrelevantquestions&quizzesrelatedtoparentsandtheirkids.

Overallengagementstrategyislackinginvarietyinlanguagetocatertodifferenttargetaudience.



BUZZTREND

TOPCONTENT

CollectallfourFREEDoratheExplorerPacks.9May2016

“Connected MumsClub”CollectallFOURDoratheExplorerPacks.• Asetofexplorerpacksforthekidsfeaturing

Nicklelodeon’s DoraTheExplorertoattractparentsandkidstowanttoadditintotheircollectionswhiletheypurchaseAnmum milkpowdersfromstores.

• Successfullydrivepurchaseandonlineengagement.

Details:• Purchasedanytwo(2)packsofAnmum

Essential1.2kg(Step3/Step4;Plain/Honey),togetthe"DoraExplorerPack"freegiftwhichisbandedonthepack,whilestocklast.

• TheExplorerPacksareavailableatthefollowingparticipatingoutlets:

• Tesco,AeonBig,Aeon,Mydin,Giant,Econsave,ChineseMedicalHallsorselectedindependentsupermarkets.

Anmum Roadshow:• Firstroadshowin2016wasannouncedon26

May,thelatestroadshowisfrom15– 17July2016.

• Nopicturesorcoveragewassharedon“ConnectedMumsClub”FacebookPage.


AnmumRoadshow26May– 28May2016


TOPISSUES


POSITIVE


1. Dumex topthechartinpositiveconversations, followedbyDutchLadyandFriso.2. MeadJohnson Nutrition (combinedofEnfagrow &Sustagen)rankedno.4.


Category:Positive

BetterGrowth 337 1.7%

BestTrustedBrand/Loyalty 186 0.9%

Kid'sPreference (Positive) 130 0.7%

GeneralCompliments 102 0.5%

Parent'sPreference(Positive) 95 0.5%

FriendsRecommendation 50 0.3%

Brain/MentalDevelopment 48 0.2%

ImprovedDigestion 41 0.2%

Redemption/SampleReceived 16 0.1%

ImmuneSystem 16 0.1%

CompleteNutrition 13 0.1%

ExpertRecommendation 11 0.1%

Total 1,045 5.2%

(Participantsmeanscontestentriesofallmanufacturers’campaigns)

DHAisstillthemosttalkedaboutkeyingredient,followedbyProtein&Calcium

1. Closetohalfofthetotalpositiveconversationsarecontest-driven.

2. Otherhalfaredrivenbypositivebrandattributes:• DHA• Protein• Calcium


POSITIVE - DUMEX


POSITIVE – DUTCHLADY


POSITIVE - FRISO


POSITIVE - MEADJOHNSON


TCEBabyExpo-3rdparty


https://www.facebook.com/TCEBabyExpo/


NEGATIVE


1. MeadJohnson Nutrition (combinedofEnfagrow &Sustagen)topthechart.2. Highestimpactcasebelongs toAbbottNutrition.


1. MostnegativeconversationsareaboutPrice.2. FollowedbyFreeGift(notreceiving freegift,didnotwin)3. AbitofDigestiveissues.4. Samplerequestrelatedcomplaintsremaininsignificant.


NEGATIVE - MEADJOHNSON


PriceIncreasefeedback


AlmostallpricefeedbacksarekeptwithinMJNofficialFacebookpage.ItreflectedatopofmindbrandassociationthattheactiveconsumersrecognizeMJNpagetoseekhearingandsupport.


NEGATIVE - Fonterra


OldTweetReappeared


NEGATIVE – Abbott(SIMILAC)


FakeSimilac inChina,newsspreadtoM’sia


http://www.themalaymailonline.com/world/article/china-arrests-six-over-fake-infant-formula-says-government

http://www.thestar.com.my/news/regional/2016/04/05/china-arrests-six-over-fake-infant-formula/


NEGATIVE – DutchLady


DutchLadyMamaclubcampaign– technicalerror

Wronguseofphotovisualbyfan(milkymouth) – pageremoved

DutchLadyMYsharepricedeclinedoverspeculationofUSinterestrateincrease,


https://www.facebook.com/DutchLady.SmartMoments/photos/a.494102923940651.129155.493873157296961/1301462339871368/?type=3&comment_id=1303280126356256

TechnicalissueshappenedbutDutchLadyMamaClubtriedtorespond toeverysinglecomment.


NEGATIVE – FRISO


Friso GoldPrivilegeCardcampaignwentwrong


Notwellcoordinatedcampaign:- Retailtype- Detailereducation- Stockdistribution- T&Cs.

https://www.facebook.com/FrisoGoldMY/photos/a.126165950783141.20448.115158678550535/1055366827863044/?type=3