This business plan outlines Danette's marketing strategy for 2012. It has three main goals: 1. Support the existing Danette brand ("support the base"). 2. Bring exciting new products to market, including a new Danette Oreo flavor based on consumer research, with a marketing push including TV ads, sampling events, and social media recipes. 3. "Go beyond" by entering a new product category to leverage the Danette brand and drive incremental sales volume, though this new project remains confidential. The plan details advertising, sampling, in-store promotion, and social media activities to execute the "You deserve a Danette" campaign across multiple quarters of 2012.

1. Business Plan 2012
July 2011

2. 2012 STRATEGY
Support the base1

3. Activation platform…
“You deserve...a Danette”
Insight: “Despite the small difficulties I face daily, there are so many other things I do which
make me feel good and that I certainly deserve a Danette for them!”
Great taste for unique moments of absolute indulgence!

4. ATL Activities
TVC communicates:
• Modernity
• Energy & dynamism
• Notion of “reward”
• Indulging taste
• Humour
Radio ad to base on
same platform
“You deserve…a
Danette”
Target Group: Adults 25 – 45 years old

5. BTL Activities - Outdoor
“Been already 3 times at the gym this
week?...You deserve a Danette”
“Just missed the bus, but you are
still smiling...You deserve a
Danette”
“Despite the 8 stops on your way back,
you are daily giving a big hug to your
kids at home...You deserve a Danette”
Target Group: Adults 25 – 45 years old

6. BTL Activities - Sampling
Reach our target consumers where they are and reward them.
“They deserve…a Danette”
“You managed to stay in
for 2 nights to study...You
deserve a Danette”
“You just watched Conan
the Barbarian for him...You
deserve a Danette”
“It’s 5pm and you still
have 100 e-mails to read,
but you keep calm...You
deserve a Danette”
Target Group: Adults 25 – 45 years old
Universities Cinemas Offices

7. BTL Activities - In store
POP on other categories’ shelves for
cross selling effect:
e.g. Cleaning products
“You will be cleaning the house all
day for your parents’ visit ...
You deserve a Danette”
Target Group: Adults 25 – 45 years old
Personification on
shelf & visibility

8. BTL Activities – Social Media
Online recipe book:
“You deserve…even more Danette”
Facebook campaign
Post on your wall a good reason you think you deserve a Danette
and enter a weekly draw to win the Danette you really deserve!
Target Group: Adults 25 – 45 years old
Coupons

9. 360° PLAN
TV
RADIO
SOCIAL MEDIA
PRINT
OUTDOOR
“You deserve...
a Danette”
1ST hit:
Mar/Apr ‘12
2nd hit:
Sep/Oct ‘12
IN STORE - POP
CINEMAS UNIVERSITIES GYMSCOMPANY OFFICES
SAMPLING
S/M

10. 2012 STRATEGY
Support the base1
Bring exciting news!2

11. Qualitative Study (focus groups) Nov 2010
Qualitative research:
New product concepts evaluation
Most winning…

12. Qualitative Study (focus groups) Nov 2010
Qualitative research:
New product concepts evaluation
Chocolate
Caramel
Pistachio
Cookies
(Oreo)
Brownies
Petit Beurre
Mastic
Grand
Marnier
Tiramisu
Profiterol
Cheese cake
Almond
Apple Pie
Red fruit Tart

13. New Launch – Danette Oreo
New packaging design to be
developed
+ =
Marketing support
TVC - Oreo tag Sampling POP in store Social Media
Oreo recipes
Leverage the
shelves of Oreo
biscuits

14. `
`
`
` ` ``
Total Danette Activity Plan 2012
Q1 Q2 Q3 Q4
PROMOINNOATLBTL
`
Oreo Launch
In store tastings
& coupons
POP
On pack trial
initiave for
Oreo Mar/Apr
Mar/Apr Sep/Oct
March
GYMS
May
CINEMAS
Oct
UNIs
Sep
OFFICES
Jun
In store key
account
activities
Sampling events
In store key
account
activities
In store tastings
& coupons
Launch of
confidential
project
In store tastings
& coupons
Sampling
events

15. 2012 STRATEGY
Support the base1
Bring exciting news2
3
Go beyond

16. Confidential Project
• Enter a new category – bring incremental volume.
• Leverage the brand equity of Danette.

17. Thank you…