Chinggis Re-launch plan

Re-launch kick off date: 15th of December, 2010

Brand Vision & Mission

Brand Vision
To be the ultimate leader in premium segment.

Brand Mission
Reach and maintain above 60% share in Premium segment by 2012

SWOT analyses
Strengths
Company reputation High brand awareness Internationally accepted quality /21 times filtered, Platinum, ISO 9001, 22000 Export number one brand Long time leader of premium segment
Increase price Increase Original Chinggis brand awareness Stand out on shelf /to be become most eye catching brand/ Improve security /closure Cartoon box made in Mongolia Increase internal control on sediment Increase loyal consumer /level of Adorer/

Opportunities

Becoming Mongolian 1 premium brand /volume, awareness, etc

Extend export

Weaknesses
Low visibility on shelves Outworn packaging / boring image / Taste issue Trust issue / made in china black PR / Low price Hangover and taste issue /consumer perception/

Threats
Competitors black PR New organization which fight alcoholism Darkening market More aggressive and toughening competition Chinggis is common name for other competitors (loss of authenticity) Same Chinggis name vodka rapidly increasing sales lately Imported worldwide brands Vodka usage shift

Competitors overview
Estimated segment share Company Brand name 2009 Oct 2010 % International Medal Export Quality Slogan Focus Weakness Reason to switch to Chinggis SBB Chinggis 41.7% 31.9% 23.5% With no change in design since its introduction, the Know around the brand image tends to be world Mongolians perceived as more and best more mass premium Huduunii image, National holidays, Modern Chinese style crowded Taste of success especially horse premium image packaging racing Company Not own production Mass premium usage We have to work reputation & spirits, brand image boring focusing No tomorrow most famous dirty hangover original icon

APU

Altan turuu

30.7%

24.5%

20.2%

UFC

Chinggis on the Horse

8.8%

22.1%

151%

GEM

Chinggis Gold

8.2%

14.8%

80.5%

Royally usage focusing

Gold is not for everyday (they plan to re-launch it)

Well knows fixed consumption Masculine, classy (for grown ups)

APU

Bolor

10.6%

6.7%

36.8%

Focus new Update your choice generation premium traffic /Event, bar /Mongolian activation, premium 1/ sponsorship /

Packaging only 0.75l, Feminine squad

Conclusion:
UFC : Chinggis on the Horse rapidly increasing sales lately APU: By establishing 2 premium brands in market, individual market shares are not great but combined the profit is much higher then single brand

Brand DNA

Expression of your Perfection

CLASSY

CONSUMER NEEDS: Aspirational : career oriented, wants best future for his kids and family, wants to broaden his network, financial freedom Emotional : show off

BRAND VALUE: International Classy ( Hugo boss ) Authentic

Budget
ITEMS Web communications ATL TV, Broadband, Novamax BUDGET 14 746$ 26 438$

ex/r: 1$=1310

PERCENT 2.5% 5.7%

Newspaper, magazine
BTL Consumer promotion On trade Off trade On trade Off trade

16 260$
91 460$ 17 557$ 60 863$ 114 787$ 13 123$ 20 228$ 76 337$ 3 480$

3.5%
19.8% 3.8% 13.2% 24.9% 2.8% 4.4% 16.5% 0.7% 2.1% 100%

Internal launch/ Direct marketing Customer launch VIP event/Sponsorship Sales exhibition

Other /Florant, penalty/

Creative fee TOTAL

10 292$
9 518$ 461 591$

Sales tendency and forecast

Sales incremental during Chinggis renewal phases
300000 250000 200000 150000 100000 50000 0 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec tendency Target sales

Dec Tendency Target sales 151872 177690

Jan 176846 194531

Feb 152596 137336

Mar 148114 170331

Apr 144714 147608

May 177734 175956

Jun 197380 207249

Jul 220945 223154

Aug 208664 208664

Sep 200513 222570

Oct 238867 226923

Nov 202555 202555

DTc 245403 245403

Conclusions: In December and January will effect on seasonality Sales tendency is estimated, effect of the re-launch phase-1 /December 2010/ and phase-2 /total change in March 2011/ According to re launch, in 2010 to 2011 sales value will increase up to 28 243 liters, segment share will increase from 37% /2010/ to 56.3% Incremental sales (liter Budget (expense) Expenses per incremental sales volume 50 460 $ 442 328 $ 8.7 7