1) Julius Meinl aims to be the number 1 premium coffee brand worldwide and establish itself as the ambassador of Viennese coffee house culture. 2) Its long-term strategies are to conquer the hotel, restaurant, and cafe (HoReCa) channel and establish a leading position through visibility and expanding throughout HoReCa outlets. 3) Its 2013 marketing objectives are to increase brand awareness, improve its image as a poetic and inspiring brand, and boost customer conversion and loyalty through new products and promotions.

1. GLOBAL
MARKETING
OBJECTIVES 2013

2. COMPANY VISION
Julius Meinl Nr 1 Premium HoReCa Coffee Brand
Worldwide
2

3. Family
Entrepreneurial,
Personally commited,
Sustainable
Tradition, Vienna,
History, Precursor
Vienna
Expertise
Exquisite quality,
Coffee expertise,
Customer know-how,
Outstanding service
Culture, Cosmopolitan,
Open-mindedCultured
3
Original
Poetry
Coffeehouse Culture
Core Values

4. GLOBAL POSITIONING
“Poetry – Vienna’s Coffee House Culture”
As the ambassador of the Viennese coffee house culture, we are dedicated to serve
our customers pleasurable and poetic timeouts.
Julius Meinl inspires you – and being inspired, you inspire others.
4

5. WHAT DOES JULIUS MEINL POETRY MEAN?
Meinl POETRY is our strategy differentiating us from competitors .
Poetry is intellectual emotion like creating, having conversations, literal
thinking, crafting and imaging.
Coffee is physical emotion that gives you fuel, stimulation, inspires you and
your brain.
Poetry and coffee are just made for each other like a perfect match for big
poets as well as everyday poets of this world.
Meinl coffee delivers inspiration and stimulation to creative people
and people who have an appetite for creative and poetic living.
Every cup of Meinl coffee inspires and transforms daily routine of
human kind into the poetic moment.
5

6. LONG-TERM STRATEGIES
GLOBAL COMPANY STRATEGIES
Conquer the HoReCa channel and establish a leading position for Julius Meinl.
1. Anchor Julius Meinl as the premium coffee brand via
• Visibly owning opinion leading HoReCa outlets in each market.
• Expanding through-out HoReCa with the brand appearing premium, coherent
and consistent.
• Ensuring that Julius Meinl is recognized as a leading coffee brand through
effective outdoor visibility.
2. Establish Julius Meinl as The poetic-inspirational coffee brand embedded in the
Viennese coffee house culture via:
• Communication (Events, ATL & BTL activities) that enables customers and
consumers to feel and experience poetic and inspiring moments.
On Retail
1. Where currently active in retail, ensure marketing mix is coherent with our long-
term HoReCa ambition.
2. In countries where leading position in HoReCa is achieved, start building a bridge
to establish Julius Meinl in the premium retail segment.

7. MARKETING OBJECTIVES 2013
A. Awareness building:
– Achieve BBS visibility (in & outdoor) at min. 7% of Julius Meinl customers in
JM countries (+ min. 2%pts growth vs. 2012 in each country)
– Increase Julius Meinl spontaneous awareness amongst HoReCa customers to
weighted average of 25% (to be confirmed)
B. Image building :
– Significantly increase image rating of JM in key countries, with significant
increase on selected 3 key attributes (overall image, recommend to others,
poetic brand - starting point end 2012)
– Establish 1 global event, relevant for all countries
C. Conversion & Loyalty building:
– Generate incremental turnover via product initiatives & promotions
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8. MARKETING STRATEGIES 2013
A. Awareness building:
1. BBS:
– Focus on outdoor signage (on top of cups) at high traffic places and
effectively implement there JM outdoor POS tools.
– This to generate a sentiment that JM is THE leading coffee brand in a
town / country
2. Rigorously implement the new harmonized product & POS portfolio
B. Image building :
1. Elaborate a poetry event for global roll-out, with talk of town/country
potential and which can be repeated annually.
2. Ensure poetry can be experienced at the tables in HoReCa outlets across each
country. (through POS and other materials additional to cups)
3. Guarantee Julius Meinl picture & poetry style guide is being applied to all
activities across all countries.
4. Leverage PoetryCafé via one big global idea/program with potential to attract
a maximum of the poetic digital community to the site.
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9. MARKETING STRATEGIES 2013
C. Conversion & Loyalty building:
1. Drive expansion of 1862 with focus on key subsidiaries.
2. Capsules:
1. Step change our HoReCa capsules business with a revisited product,
design, machine & distribution concept.
2. Successfully establish the new capsules concept in retail Austria.
3. Exploit the new tea “East meets West” tea concept to build a strong second
pillar in addition to our coffee business.
4. Ensure 1-2 innovations are developed to go-to-market stage in Q4/2013.
Innovation should have potential to grow HoReCa volume by 5% going.
Ensure 1 innovation for Retail.
5. Bring group sustainability mission to life and elaborate 1 sustainability idea
with strong in-market potential all over the group.
6. Leverage Poesia to further improve the margin mix across the group.
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11. AWARENESS
11
CONVERSION
& LOYALTY
IMAGE

13. 25%
spontaneous
Horeca awareness
(weighted average)
13
AWARENESS
OBJECTIVE

14. +2% p.p.
growth of BBS
customers 14
AWARENESS
PROGRAM

16. Significant increase of
IMAGE
ratings
16
IMAGE
OBJECTIVE

17. Global
Poetry
EVENT
17
IMAGE
PROGRAMS

18. 18
IMAGE
PROGRAMS
+100.000
ON-LINE FANS
(Facebook, Poetrycafe.com,
Poetry Map or alternative)

19. New Poetry
PICTURES,
Poetry Communication
and Style Guides
19
IMAGE
PROGRAMS

20. Poetry
TABLE TOOL
20
IMAGE
PROGRAMS

22. + 1,5 Mio €
turnover
22
CONVERSION
&LOYALTY
OBJECTIVE

23. Growth of
1862 PREMIUM 23
CONVERSION
&LOYALTY
PROGRAMS

24. CAPSULES
re-launch and
expansion
24
CONVERSION
&LOYALTY
PROGRAMS

25. TEA
re-launch
25
CONVERSION
&LOYALTY
PROGRAMS

26. POESIA
international launch
26
CONVERSION
&LOYALTY
PROGRAMS

27. 27
INNOVATIONS
CONVERSION
&LOYALTY
PROGRAMS

28. SUSTAINABILITY 28
CONVERSION
&LOYALTY
PROGRAMS