Nutrition Growth % (IMS) IFCN NR (GBP mn)

50 12% 15%

20.0% 45 13%

40 10%
10%
15.0%
35
5%
10.0% 30 5%
4%
3%
25
5.0%
20 0%
0%

0.0% 15

10 -5% -5%
-6%
-5.0%
5

0 -10%
-10.0%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021FC2

2012 2013 2014 2015 2016 2017 2018 2019 2020 FC2 2021 NR (mn) Growth
 High retention in
the category

51
27 0 13
Bebela
A+

S26

Essenti
al

c
 Enfa S1 MS index to S3 is at 55
while S26 is at 121

High retention in
the category, not
enough reason to
convert at later
stage
 1st

Reckitt Benckiser Group – Slides for Internal Use Only

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 Only Enfagrow A+ has the highest level DHA that
KEY
meets children daily intake to support Limitless
CLAIMS
Learning
 DAYS
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

• • •
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PA I D - PA I D
EARNED EARNED
•
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•
 Positioning All-in-one support for growth (weight/height gain)
• Type II growth nutrients: energy, protein (essential
amino acids, sulfur amino acids), phosphorus,
Support magnesium, zinc, potassium to support physical
growth growth
• Provides essential amino acids & B vitamins to support
• growth
• Bone • Source/High source of calcium, phosphorus,
• nutrients magnesium, vit D, K
Sucrose No added sucrose (note: Sustagen has high sucrose)
Enfa IF MS index to CH is at 94
while S26 is at 178
41
Upgraded Detail Aid with Leaflet Educate mom about
MFGM information nutrition in Breast milk

42
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•

•
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 Win with New Moms and be her Brand of Choice
throughout her motherhood journey

CARE = Consumer + ARE (Acquisition, Retention, Extension) => +235K Moms in 2022, NR +2Mn GBP

MORE QUALITY MEMBERS MORE MEMBERS ENGAGEMENT MORE CONVERSION

Get high quality new moms enrollment

Maximize high quality engagement Scale up conversion with:
thru by scale up Digital Self Enrollment
through more Personalized Journey on • Telesales program
• Social Media
• Whatsapp • Omnichannel Loyalty Program
• Mobile Apps
• Mobile Apps ecosystem
• Website Improvement

Acquisition (NMA) Linkage Conversion (CKP, NUA)

+170K 1 Mn +2Mn GBP

Stock still Scheduled call
42%
available >Sampling Journey

Special discount &

Not interested 38%
GWP

$value discount
Competitor User 15%
and sample offer
Pre-order
Out of Stock
4% mechanics with
(DTC) special gift

Too expensive 1% Special discount

 Est 2021 2022
WOOP 148 80
APP 67 75
PreN/S1 DSE 60 80
Others 0 0
NMA

TOTAL 275 235

Total NMA
Publisher 149 120
In Store 84 84
S2/S3/S4
DSE 55 90
TOTAL 288 294
TOTAL 563 529
Download 165 200
APP

Mobile APP
Register 67 75
#members 163k 200k
Engagement

Email OR% 6.5% 7%

CTR% 1.6% 1.9%
#members 850k 1000k
WhatsApp
CTR% 17.0% 18%
App Push CTR% 1.2% 2%

2021 2022
Revenue CKP Revenue CKP
Telesales £ 179,994 1,876 £ 300,000 3,000
DTC 1,982 2,642
£ 648,000 £ 721,080
NUA

CKP App Loyalty 1,680 3,360

Loyalty Offline £ 503,697 8,700 £ 1,056,000 17,400
NC 84,000 84,000
TOTAL
1,331,691 98,238 £ 2,077,080 110,402
 PROVITAL INDEX PER GR
29 150-250g <700g <1kg
% Ensure 116 130 126
Provital 100 100 100
Anlene 60 59 61

71 ❖
%
❖

Specialized Anlene Diabetasol Entrasol Ensure Others

Fortified

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 Mn GBP STAND ALONE
OFFLINE ONLINE TOTAL
2022 2023 2022 2023 2022 2023
Key Assumptions 2022 2023
GGS 0.53 0.58 0.15 0.21 0.68 0.78
Market Size
Trade Margin (4.1%) 0.02 0.02 0.01 0.01 0.03 0.03 CAGR +0.9% +0.9%

Gross Sales 0.50 0.55 0.15 0.20 0.65 0.75 Revenue & COGS

Listing Fee 0.17 - - - 0.17 - # of SKU 2

Other Trade Investment 0.10 0.11 0.02 0.02 0.12 0.13 Listing (Channels) 0.17 -
Trade Investment 0.26 0.11 0.02 0.02 0.28 0.13
Regular TI Offline 19.3% 19.3%
Net Revenue 0.24 0.45 0.13 0.17 0.37 0.62
COGS 0.16 0.18 0.05 0.06 0.21 0.25 Regular TI Online 12.5% 12.5%
Gross Margin 0.08 0.26 0.08 0.11 0.16 0.37 Marketing Cost (Mn GBP)
Marketing 0.14 0.17 0.06 0.07 0.20 0.24
TV (Cost/GRP)
BEI 0.06 0.08 0.05 0.06 0.12 0.14
Non BEI 0.08 0.09 0.01 0.01 0.08 0.10 E Commerce 0.06 0.07
Product Contribution (0.06) 0.09 0.03 0.04 (0.04) 0.13 Social & Digital 0.06 0.08

Consumer Promo 0.01 0.01

TI % NR 109% 24% 14% 14% 76% 21%
GM % NR 32% 59% 65% 65% 44% 60% Samples 0.00 0.00
MKTG % NR 59% 38% 44% 40% 54% 39% Other Marketing 0.07 0.08
PC % NR -27% 20% 20% 25% -10% 21%
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✓
✓
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Appendix

Reckitt Benckiser Group plc (RB) 75

Reasons not
to try Enfa
In %

138

105

80

Enfa Morinaga S26