TRA presentation from 19/10/10

1. Austria CRM programme Partnering with mums 2011 Plans

2. CRM Strategy Pregnancy 6m Birth 24m 12m Recruit Be top of mind at BOFC Build relationship & increase engagement Proposition: Answers that put your mind at rest Extend the journey

4. CRM Strategy Pregnancy 6m Birth 24m 12m Priority 1 Priority 2 Recruit Be top of mind at BOFC Build relationship & increase engagement Proposition: Answers that put your mind at rest Extend the journey

5. 2011 Timelines Progressing online survey & other ways of tracking service satisfaction Also planning qualitative research Q4 10 Q3 11 Make relatively low cost improvements Major initiatives to be developed on new brand platform

6. Some overarching considerations ...

7. Pregnancy is important, but so is 0-6m Only half our mums have switched to IF by 3m On average, Austrian mums don’t make their brand choice until 3.8m

8. Pregnancy is important, but so is 0-6m 50% of our recruits join post birth

9. E-mail opt-ins are growing, but 60% of mums still only get mailings 40% of new recruits are now opted into e-mail – up from 30% last year

10. Current outbound programme Welcome (20%) Pregnancy 6m Birth 24m 12m Toddler nutrition & GUM 15wk - weaning 6wk – coping with the early days and bottle insert 36wk – labour & breast feeding 16wk – scan 26wk – preparing for baby e-CRM: weekly fortnightly monthly All CRM mums 40% of CRM mums

11. Current outbound programme Pregnancy 6m Birth 24m 12m 15wk - weaning 6wk – coping with the early days and bottle insert 30% of our CRM mums just get two mailings prior to or around brand choice – not really a ‘relationship’ – limited opportunity to influence

13. CRM Strategy Pregnancy 6m Birth 24m 12m Priority 1 Recruit Be top of mind at BOFC Build relationship & increase engagement Proposition: Answers that put your mind at rest Extend the journey

28. 2. More engaging ways to deliver content Mobiles Babypedia videos Expert video live chats

31. Videos on the home page

32. Videos integrated into the pregnancy and baby development calendars

33. Videos in the topic summary pages (left hand nav)

34. Videos in the stage summary pages (top nav)

35. Videos in article pages

38. 2. More engaging ways to deliver content Expert video live chats Mobiles Babypedia videos

41. 2. More engaging ways to deliver content Expert video live chats Mobiles Babypedia videos

53. 3. Strengthen our brand positioning Laughing mums and babies New branding

56. 3. Strengthen our brand positioning Laughing mums and babies New branding

74. 5. Extending engagement through social media 65% of 18-34s are on facebook in Austria (1.1m out of 1.8m). 10% increase in the last 6m Age split of facebook users in Austria

80. CRM Strategy Pregnancy 6m Birth 24m 12m Recruit Be top of mind at BOFC Build relationship & increase engagement Proposition: Answers that put your mind at rest Extend the journey

81. Current outbound programme Pregnancy 6m Birth 6wk – coping with the early days and bottle insert 15wk - weaning 30% of our CRM mums just get two mailings prior to or around brand choice – not really a ‘relationship’ – limited opportunity to influence

83. CRM Strategy Pregnancy 6m Birth 24m 12m Recruit Be top of mind at BOFC Build relationship & increase engagement Proposition: Answers that put your mind at rest Extend the journey

85. 1. Extend the e-mail relationship to 24 months 6m 24m 12m Mum’s needs and behaviour changes Less need for support and advice Mum becomes more confident Spend on baby food Mum moves onto to family foods Mum moves onto cows milk Using Infant formula

87. 1. Extend the e-mail relationship to 24 months 6m 24m 12m Our role and proposition needs to change Our proposition? Helping you make every mealtime happy and healthy! What is important for mum? Baby’s enjoyment Solving problems Balanced diet Variety Fun mealtimes Progression

89. 1. Extend the e-mail relationship to 24 months 6m 24m 12m Insight Mums want their toddlers to develop into well rounded, confident, happy children Beyond nutrition and mealtimes?

90. 1. Extend the e-mail relationship to 24 months 6m 24m 12m Proposition Helping you to better understand and support your toddler’s development physical, mental, emotional, social – with the importance of great nutrition at the core Beyond nutrition and mealtimes?

91. 1. Extend the e-mail relationship to 24 months 6m 24m 12m Execution Focus on different areas of your toddler’s development ... creativity, imagination, fine motor skills, speech, sharing, co-ordination, etc Provide fun activities you can do together Include the same nutritional content as before, and position as key to healthy development Beyond nutrition and mealtimes?

95. CRM Strategy Pregnancy 6m Birth 24m 12m Recruit Be top of mind at BOFC Build relationship & increase engagement Proposition: Answers that put your mind at rest Extend the journey

99. end