Nada

NADA
LIGHTHOUSE IDENTITY WORKSHOP APRIL 2012 BAHRAIN
SUMMARY NOTES
CONTENTS
CONTENTS
Introduction........................................................................................................5 Building on these home territories.....................................................................7 Packaging........................................................................................................64 Outlooking summary......................................................................................114 Things to challenge........................................................................................117 Overnight task...............................................................................................123 Outputs..........................................................................................................128 Challenger stances........................................................................................132 X into Y + 3 words..........................................................................................141 Drivers wanted...............................................................................................147 Beliefs............................................................................................................151 Cause............................................................................................................157 First go at the triangle....................................................................................161 Thought summaries from Day 2.....................................................................169
CONTENTS
Filters.............................................................................................................174 Manifestos, Articles, From-To, Pen Portraits..................................................179 Illustrating the triangle....................................................................................192 The triangle....................................................................................................198 Geri Halliwell exercise...................................................................................201 What next?....................................................................................................210
INTRODUCTION
INTRODUCTION
Develop and articulate a clear brand positioning statement Create a roadmap of ideas that will enable us to achieve brand objectives Tangible and intangible outputs, more than just words on a page Stretching commercial targets Double sales by 2016 118m litres shortfall
BUILDING ON THESE HOME TERRITORIES
BUILDING ON HOME TERRITORY

Should overcommitting to our area of strength and our home territory play a bigger part in our strategic thinking?
Two main parts ..

1.Why would a greater focus on the East make good business sense? 2. How might Hufof (and perhaps the Al-Hassa region) play a bigger part in our brand story?
1. 1.Why would a greater focus on the East make good business sense?
TOTAL DAIRY
Volume in 1000 lts TOTAL KSA TOTAL WEST SOUTH WEST TOTAL CENTRAL TOTAL EAST DAMMAM OTHER EAST 2010 867,305.4 292,173.7 143,010.6 262,621.7 169,499.4 93,888.4 75,611.0 2011 877,922.6 299,103.9 138,601.2 264,742.7 175,474.9 100,940.4 74,534.5
Market Contribution
100% 34% 16% 30% 20% 11% 8%
Growth 1% 2% -3% 1% 4% 8% -1%
Eastern region is ranked the 3rd after Center & West and one of the fastest growing among other regions
Source: Nielsen Retail Audi FY 2011
VOLUME SHARE WITHIN FRESH DAIRY - BY REGION
Volume Share
TOTAL KSA (index)
TOTAL WEST
SOUTH WEST
TOTAL CENTRAL
DAMMAM
OTHER EAST
TOTAL EAST
By Brand - Fresh Dairy ALMARAI AL SAFI
100.0 54.7 12.8
100.0 67.9 8.2
100.0 57.5 14.0
100.0 45.9 20.1
100.0 54.2 10.4
100.0 36.9 5.9
100.0 46.4 8.4
NADEC
NADA RAYAN
10.6
5.4 1.8
9.2
1.6 NA
11.6
5.6 NA
11.3
1.8 0.0
12.6
7.5 3.1
8.5
25.6 14.0
10.8
15.6 8.0
NADA key strengths are in East, mainly other east, where we retain considerable market share compared to total market index. However, we are still weak in the capital of east Dammam falling behind Al-Safi and Nadec.
WEIGHTED DISTRIBUTION - BY REGION
Weighted Distribution
TOTAL KSA (index)
TOTAL WEST
SOUTH WEST
TOTAL CENTRAL
DAMMAM
OTHER EAST
TOTAL EAST
By Brand - Fresh Dairy ALMARAI AL SAFI
89 89 82
95 95 82
84 84 73
92 89 92
96 96 95
82 78 47
88 88 75
NADEC
NADA RAYAN
67
56 13
68
56 NA
61
48 NA
70
42 0
86
92 65
56
82 56
71
87 61
NADA has stong Distribution in East, even better in Dammam but unfortunately this is not reflected in share suggesting major consumer pull issues. On the other hand, we have a solid product distribution in other east, even higher than Almarai. However, our volume share is lower than Almarai, a strong indication of lower brand equity.
DAMMAM VS. OTHER EAST FRESH DAIRY

NADA
100 80 60 40 20 0 Dammam Other East Weighted Dist. Volume Share 7.5 25.6 92 82
Almarai
100 80 60 40 20 0 Dammam Other East Weighted Dist. Volume Share 54.2 36.9 96 78
Low share per point of weighted distribution in other east!

TOTAL FRESH JUICE

Volume in 1000 lts
2010 2011
Market Contribution
Growth
TOTAL KSA TOTAL WEST SOUTH WEST TOTAL CENTRAL TOTAL EAST DAMMAM OTHER EAST
239,860.1 104,898.1 14,170.2 73,525.0 47,266.9 22,823.1 24,443.8
260,876.4 112,688.7 15,396.3 82,510.8 50,280.6 25,190.9 25,089.7
100% 43% 6% 32% 19% 10% 10%
9% 7% 9% 12% 6% 10% 3%
The same applies to fresh juices. The market growth of total east is below the market index. However, Dammam which is the capital of east is growing faster.
VOLUME SHARE WITHIN FRESH JUICES - BY REGION
Volume Share
TOTAL KSA (index)
TOTAL WEST
SOUTH WEST
TOTAL CENTRAL
DAMMAM
OTHER EAST
TOTAL EAST
By Brand - Fresh Juice
100.0 48.0 17.7
100.0 53.5 17.3
100.0 47.4 18.5
100.0 47.4 20.6
100.0 38.2 16.2
100.0 35.0 11.2
100.0 36.6 13.7
ALMARAI NADEC
NADA
KARIM RAYAN
12.0
6.0 2.3
10.1
6.3 NA
12.2
6.5 NA
6.3
6.8 0.6
22.7
4.8 4.9
28.3
2.7 16.8
25.5
3.7 10.9
East is the core market for NADAs fresh juices - we are a strong number 2 Competitors like Almarai & Nadec have relatively low market share within East compared to fresh dairy.
WEIGHTED DISTRIBUTION - BY REGION
Weighted Distribution
TOTAL KSA (index)
TOTAL WEST
SOUTH WEST
TOTAL CENTRAL
DAMMAM
OTHER EAST
TOTAL EAST
By Brand - Fresh Juice
80 80 62
85 85 65
70 67 46
82 82 66
83 83 71
74 70 47
77 76 58
ALMARAI NADEC
KARIM
NADA RAYAN
52
50 12
62
54 NA
39
30 NA
54
39 10
70
81 52
25
74 54
46
77 53
The brand has good distribution in East., with Dammam the strongest In terms of distribution, NADA is the no. 1 in other east but this is not the case for volume share. There are other issues besides distribution consumer pull.
DAMMAM VS. OTHER EAST FRESH JUICE

NADA
100 80 60 40 22.7 20 0 Dammam Other East Weighted Dist. Volume Share 28.3 81 74
100 83 80 60 40 20 0 Dammam Other East Weighted Dist. Volume Share 38.2 35 70
Almarai
Low share per point of weighted distribution in other east Source: Nielsen Retail Audi FY 2011
Operational benefits? Better utilization of resources to drive the business ahead and realize growth in our home territory. Distribution/ operation cost is relatively lower for us than competition, because we are positioned at the core heart of the eastern region. It would a lot easier for us to grab share since the region is not a key focus for competition especially in other east.
What would make us standout against competition? Operational excellence: this is a must for any integrated dairy company with its home territory. This is applicable to all operation aspects: Production, Sales, Marketing, PR,.. etc Availability & visibility: you are noticeable on shelf and available almost everywhere you must be better than others. Tackle the brand saliency and engage more with the consumer & the society: Know your consumers better than others, tell them what they want hear and give them what they want ..
Merchandising Issues
Customer Cooler
With Rent Without Rent
With Nada Cooler
Al-Marai Coolers in Class B
In overall .. The brand has the right to claim the leadership position within eastern region, its our home territory but unfortunately been out of focus where our resources been stretched to confront others on different fronts. The population size within the eastern region is growing rapidly, even faster than other regions, which would help sustaining the growth momentum. Hence, it is very important to start thinking about how we would defend our territory and position/ prove our self as the core market leader in the eastern region.
2.How might Al-Hassa play a bigger role in our brand backstory?
Historical POV
Agricultural POV
Cultural POV
Roots to Trading. Diversity of skills and handy crafts Exposure to other cultures.
The land & water. Agriculture base. Quality & Varity of crops.
How is it viewed around the country. Connotations of the region/ the brand from a cultural view.
Historical POV
Positioned at the center of the trading routes which traders followed between the east of Arabian peninsula and India, Persia and the far east.
It was the main sea port that has supported the economy of the 1st Saudi state before the liberation of Hijaz (west part) It was the center for the Eastern Province Governor until 1953, when the governorate was moved to Dammam.
Al-Oqair Port
Qaisaryah Old Market
Historical POV
The view of civilization goes back more than 4000 years at the time the oasis was inhabited.
The richness of natural resources & devotions of people have made us one of the most civilized & highly productive nations since ages. The region been very well know for its handy crafts, i.e. goldsmith, potteries, mantle, knitting, boats .. etc
Historical POV
Overseas commercial trading has enriched the culture of the region due to the exposure to other cultures & norms of other nations. The discovery of oil in early 30s have had a revolutionary advancement to education in order to cope up with the requirement of the industry .
All of that have made Al-Hassa one of the most developed districts from an educational/ knowledge base.
Agriculture POV
Al-Hassa is called Hasa by locals which means the sound of water under the ground.
It is the agricultural center of the region and hosts the largest date palm plantation in the world beside a large Varity of other crops. The uniqueness of both the soil and the water have helped Al-Hassa to prosper becoming an icon within the GCC when it comes to agriculture.
Agriculture POV
The uniqueness of agriculture base have contributed to the richens & diversity of crops. Al- Hassa is very well known for growing the best quality dates in the world and other crops like: rice, large variety of vegetables, watermelon, lime .. etc. It remains to be a key source for agriculture crops consumed within the country & other parts of the GCC.
Agriculture POV
The richness of the land and vegetation have also contributed to the diversity of livestock. Framers raise different types of cattle, i.e. cows, cheeps, goats, camels and chickens for their meat and milk. Local/ Small farms who used to produce and sell cows fresh milk were quite popular back in the time.
Cultural POV
Al-Hassa is viewed by local population as the cradle of civilization and culture that goes back to the ancient history of the region. The people of Al-Hassa are known to be kind, humble, peaceful and highly devoted to what they believe in & do in life.
Al-Hassa is rich of natural resources and tourist attractions making it a unique destination for beauty & richness within the GCC.
Historical POV
Agricultural POV
Cultural POV
Sufficient expertise when it Roots to Trading. comes to commercial Diversity of skills and handy crafts trading & providing quality products/ commodities. Exposure to other cultures.
The Know-How
Best natural & water. & The land recourses good level of expertise Agriculture base. when it comes to running/ Quality & Varity of operating a dairy farm crops.
The resources
Consumersit viewed How is are passionate around the country. toward Al-Hassa & have a certain level of pride toward Connotations of the products from this region. region/ the brand from a cultural view.
The consumer
All of the above fit very well with the history/ roots of the brand. In fact, this is part of the brand DNA which has made NADA Self-Efficient having the essentials of how to run a successful dairy business
FINALLY...
Below are some are the key watch outs or concerns we might have about a greater focus on the Eastern region: Focusing more on east would limit potential growth opportunities that exist in other markets like south, even in key markets like Riyadh. Dairy manufacturing is always associated with heavy consumption of water which means an overuse of natural resources and that could be perceived as a negative sign by the environmentalists. Aggressive fight back from the market leader, i.e. Almarai. They might choose to take this battle further since East region is one of the potential & fast growing markets.
EXAMPLES OF BRAND TALKING ABOUT THE REGION WHERE THEY COME FROM
Molson Canadian Beer
THANK YOU
APPENDIX
DAIRY OUTLOOK OTHER EAST REGION
Nada Dairy (Other East Region)
- Dairy Market growing at steady pace, Noting the higher value growth than volume.
Dairy Evolution | KSA 4500 4000 3500 3000 2500 2000 1500 1000 500 0 60% 3640 3811 50% 40% 30% 867 1.3% Sales Volume Million Ltrs MAT 11 MAT 12 893 3.1% Sales Value Million SAR GROWTH 20% 10% 0%
Volume & Value
Growth Vs LY
Dairy Segments Development | MAT12 100% 31.9 33.5 34 33.8 33.5 33.9 32.1 29.4 27.9 30.6 30.7 32 80% 32.3 33 33.1
60% 40% 20% 0% 42.7 41.3 39.7 39.4 39.3 39.9 39.7 40.9 44.2 46 42.9 42.4 40.8 39.6 39.2
25 26.8 26.8 26.7 26.9 26.7 26.4 27 26.4 26.1 26.6 26.8 27.2 27.4 27.8
Apr-11
MAT 11
MAT 12
Aug-11
Oct-11
Dec-11
Jul-11
Sep-11
Feb-11
Jun-11
Jan-12
May-11
FRESH MILK
LABAN
LONG LIFE MILK NADA Segments Development | MAT12 100% 19.5 16.4 16.5 19.9 21.5 20.1 20.4 21.8 90% 25.6 20.9 27.8 27.9 24.6 22.4 22.5 80% 70% 32.6 31.8 34.5 38.5 39.2 36 35.1 32 31.5 31.3 60% 34 34 32.3 31.8 32.7 50% 40% 30% 48 48.1 46.9 20% 40.4 45.1 39.8 40.3 42.7 45 45.7 46 45.2 44.3 44.1 43.3 10% 0%
Nada Underleverage d in Lanan and LLM
Volume Share
Nov-11
Apr-11
Feb-12
Mar-11
LABAN IS THE MAJOR SEGMENT WITH 39% CONTRIBUTIO N TO DAIRY
Volume Share
Aug-11
MAT LY
MAT TY
Oct-11
Dec-11
Jul-11
Sep-11
Feb-11
Jun-11
Jan-12
May-11
FRESH MILK
LABAN
LONG LIFE MILK
Nov-11
Feb-12
Mar-11
- Dairy Location of Sales
Laban Other East Region
Dairy Vs Nada | Other East | MAT12 80 70 60

Volume & Value
75.1
76.1
60% 50%
Growth Vs LY
50 40 30 20 10 0 1.3% Dairy MAT LY MAT TY Nada Dairy Growth 16.2 18.3 13.2%
40% 30% 20% 10% 0%
- Nada growing faster than category in East Other East. - Lana and Fresh milk driving Nadas growth.
Dairy Segments Contribution | Other East | MAT12
Nada Dairy Segments Contribution |Other East | MAT12
6.1% -2.8%
-3.2%
19.9 35.6
9.2 44.5 44.4 46.5
14.0%
4.2%
LABAN FRESH MILK LONG LIFE MILK
16.2%
LABAN FRESH MILK LONG LIFE MILK
LABAN VS NADA DAIRY

Laban Vs Nada | Other East | MAT12 40 35 34.8 33.8 60% 50% 40% 30% 20% 14.0% 7.1 -2.8% Dairy MAT LY MAT TY Nada Dairy Growth 8.1 10% 0% -10%
Volume in Million Ltrs
30 25 20 15 10 5 0
Growth Vs LY
- Laban Location of Sales
- Nada holds 2nd position and gained 2.6 volume share points Vs LY, Rayan and Safi losing share points
Top Players in East Region |Laban |MAT12
40% 35% 30%
Volume Share
33.7%
25% 20% 15% 10% 5% 0%
21.4% 14.9% 8.3% 6.0% 5.6% 2.7% 2.6% 2.4% 1.6%
ALMARAI
NADA
RAYAN
NADEC
AL SAFI
41.2%
KOOL PLUS
NADA RAHA
ACTIVIA
ALMARAI VETAL
0.5 0.5 -0.9
NAJDYA
Players Volume Growth | MAT12

25.7% -26.8% 47.7% 12.6% -21.3% -4.2% -27.1%
Vol Decline: -2.8
Players Volume Share +/- | MAT12
0.9 0.8 -1.4 -0.1 -5
10.8% 0.8% -10% 0% 10% 20% 30% 40% 50% 60% -6 -5 -4 -3 -2 -1 0 1 1.2 2
2.6 3
-40%
-30%
-20%
STILL SOME GAP FOR DISTRIBUTION FOR NADA AND RAHA.

Brand Position | Other East | Laban | MAT12
100 90 80 70 60 50 40 30 20 10 0 0
ALMARAI
WTD Distribution
50
RAYAN AL SAFI
100
Sales Per Point WTD Distribution
150
NADA ACTIVIA
200
NADA RAHA
Fresh Milk Other East Region
FRESH MILK VS NADA DAIRY

Fresh Milk Vs Nada | Other East | MAT12 30 26 25 60% 50%
27.1
15 10 5 4.2% 0 Dairy MAT LY MAT TY Nada Dairy Growth 7.3 8.5 16.2%
30% 20% 10% 0%
Growth Vs LY
20
40%
- Fresh Milk Location of Sales
- Nada holds 2nd position with + 3.2 volume share points Vs LY, Rayan and Safi losing share points
Top Players in Other East Region |Fresh Milk |MAT12
45% 40% 35%
Volume Share
41.1% 31.4%
30% 25% 20% 15% 10% 5% 0% 11.7% 9.2% 5.4% 1.0%
ALMARAI
NADA
RAYAN
62.7%
NADEC
AL SAFI
0.3
NAJDYA

-29.8% 8.1% -20.9% 16.2% 10.7% -40% -20% 0% 20%
Vol Growth: 4.2

-2.6 0.3 -3.7 3.2 2.4 80% -5 -4 -3 -2 -1 0 1 2 3 4
40%
60%
NADA AT PAR IN TERMS OF AVAILABILITY IN IMPORTANT STORES. INCREASE Position | Other East | Fresh Milk | MAT12 OFF-TAKE Brand
100 90 80
WTD Distribution
70 60 50 40 30 20 10 0 0 20 40 60 80
RAYAN
100
AL SAFI
120
NADEC
140
NADA
160
180
ALMARAI
UHT Milk Other East Region
UHT MILK VS NADA DAIRY

UHT Milk Vs Nada | Other East | MAT12 16 14 15.1 60% 50% 40% 30% 20% 6.1% 10% 1.7 -3.2% Dairy MAT LY MAT TY Nada Dairy Growth 1.7 0% -10%
14.3
12 10 8 6 4 2 0
Growth Vs LY
- UHT Milk Location of Sales
- Nada holds 2nd position with + 3.2 volume share points Vs LY, Rayan and Safi losing share points
Top Players in Other East Region |UHT Milk |MAT12
40% 35% 30%
Volume Share
34.3% 30.3%
25% 20% 15% 10% 5% 0% 11.1% 6.5% 3.0% 1.9% 1.5% 1.0%
SAUDIA
1.0% 1.5% 1.9% 3.0% 6.5% 11.1%
ALMARAI
NADA
AL SAFI SAFIO
-2.3
NADEC
AL SAFI
AL RABIE
RAINBOW

-0.9 -0.5 0.2 -1.1 -1.1 30.3% 34.3% 0.1 1.3 40%-2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5 35%
Vol Growth: 6.2
0%
5%
10%
15%
20%
25%
30%
NADA TO BE SUPPORTED ON BOTH AXIS

Brand Position | Other East | UHT Milk | MAT12 120 100
WTD Distribution
80 60 40 20 0 0 10
SAUDIA NADA
20
NADEC
30
AL SAFI SAFIO
40
ALMARAI
50
AL RABIE
60
AL SAFI
70
How might a focus on the East enable us to drive the business ahead?
Exercise - Drop one of the least contributing markets, direct resources to east ! Fresh Juice
100% 90% 80% 50,280.6 12,822.1 82,510.8 60% 50% 40% 30% 20% 10% 112,688.7 11,336.6 10.1 Market Sales TOTAL WEST NADA Sales 5,194.2 60% 50% 40% 12.2 30% 20% 10% 0% NADA Volume Share TOTAL CENTRAL NADA Sales NADA Volume Share 11,336.6
100%
90%
+6
25.5
80% 15,838.9 70%
+3,016
31.5
70%
15,396.3
6.3
1,879.7
5,194.2 6.3
10.1
0%
SOUTH WEST
TOTAL EAST

1. Good business sense? 2. Brand building? Hofuf? Eastern region growing quickly Were second in Eastern region. Weak in Dammam. High distribution in Dammam, but not getting share advantage vs. Almarai 92% distribution, but only 7.5% share in Dammam. Almarai just 25.6% with 8.2% share Operational excellence is a must if we are to prove benefits to retailers Noticeable on shelf for the Eastern region We are not able to focus. We just research Jeddah and Riyadh. We take our eye off Dammam and East.

Our coolers, etc, are poor in Eastern region We get chucked in with everyone else Almarai are winning in class Bs where we could do better. Explains their ability to convert lower distribution into share. Eastern region growing faster than other regions. We ARE from Al-Hassa. We are poor in execution 92% distribution is an opportunity There are no loss-making regions Not just about dropping, its about focusing Al-Hassa is a geographical centre of GCC 4,000 year old civilisation Rich natural resources Highly skilled craftsmen

Hasa = the sound of water under the ground Largest date palm plantation in the world GCC icon for agriculture Al Hassa not necessarily known among youth, but famous for quality among older Local view = Al Hassa = cradle of civilisation The know-how + the resources + the consumer All the parts to run a perfect dairy Current consumers are curious
BUILDS
Are Saudis now more national than regional?
We go far to get you the best 2008 historical ad. Not about regions!
PACKAGING
Packaging Trends for NADA Bahrain, Apr. 2012
PACKAGING, an essential contact point

between brands and consumers
250 milliseconds
Time needed for a product to attract a customer and register in his visual memory.
A few seconds to make a buying decision
A limited attention span

Our minds can retain limited information. Simplicity and clear intention are therefore essential.
Design has a real impact on the business:

Companies where design plays a key role, usually outperform those that dont value design.
Source (Financial Times Stock Exchange)
Design can turn a brand into an icon
B-Food Event I CB'a Design Solutions I 07.09.2010
Aesthetics are very important. Start with fusing meaning and pleasure with function. Unfortunately, businesses that operate on functionality see aesthetics as fluff.
Claudia Kotchka, Vice President of Design Innovation and Strategy, Procter & Gamble
WHAT IS A SUCESSFUL PACKAGING DESIGN ?
WHAT ARE THE RETAIL CHALLENGES FACING NADA TODAY ? 1- COMMODITISATION and how to stand out on shelf
SPEAK A NEW LANGAGE THE CUSTOMERS
From talking straight to straight-talking. What are the customizable levers ?

1. The brand identity 2. The segmentation consistency 3. The brand universe 4. The different tone and manner 5. The renewed visibility
Trend : from talking straight to straight-talking - Brand identity
Any name can be considered

Today, brands express their personality thru their names. They differentiate themselves by using a more direct, surprising and innovative pitch. It is an invitation to identify and share the brand mindset.
Brands with strong personalities keep a low profile.
Trend : from talking straight to straight-talking - the segmentation consistency
The segmentation by customer need: the brand becomes the service

Addressing customer need strengthens the brand essentials and gives it a brand service look that justifies the product and the line.
A need = a brand/product answer
Trend : from talking straight to straight-talking the brand universe
Suggest a brand vision far beyond product benefit

Going beyond the product function and its first benefit in order to bring to the customer a vision, a brand promise that is more evocative.
Feminity according to Kotex
Trend : from talking straight to straight-talking - the different speeches
Crunch the customers mind

Profile the customer for which the product was initially created. An owner mindset and a unique brand signature and still being contemporary
Trend : from talking straight to straight-talking - the different speeches
The unexpected
Play on categories contradictions and paradoxes
A brand that plays on the consumption disadvantages of its own product category
From talking straight to straight-talking - the different speeches
Faces that tell a story

Portraying the people behind the brands passion conveys the consumers own passion and creates a strong bond.
Proximity
1. A face in which the customer recognizes himself

The personification of the packaging helps the consumer to better identify with his/her brand.
Each label uses a customer photo
Lifestyles that tell a story

Staging everyday moments brings the brand so much closer to the consumer
Emotions that tell a story

Play on emotions by using human faces, through unique and unusual situations. From emotions to humour .
From talking straight to straight-talking renewed visibility
The limited edition

By proposing limited editions for mass products, brands acquire new visibility and customer attraction. generating continuous novelty around the brand
Brands become icons, collectible items
The limited edition

The limited edition

The promotional edition

By proposing seasonal promotional editions for mass products, brands acquire new visibility and customer attraction. generating continuous novelty around the brand. Promotional packaging designs can also reinforce the brands line extentions
WHAT ARE THE RETAIL CHALLENGES FACING NADA TODAY ? 2 PREMIUMISATION as one way of extending your brand into new territories
Designhas been democratised

It is now everywhere.
92
Codes that are simpler, more accessible but more sophisticated
codes of premiumness
The value is also created around the product.

Adding premium codes to mass market products. Placing them in this new luxurious environment, adds value to the brand.
The power of why express too much

The simple product designation becomes the new belief. The brand disappears behind the benefit and appears in a subtle way, thanks to a strong graphic language, full of originality and differentiation. The benefit, even the most obvious one (the nutritional content here), starts to own the brand and justify the product line scope.
NUTRI : a unique graphic signature for a strong brand personality
Natural is luxury
The natural benefit of a product can be communicated thru design rather than your usual pictograms.
Natural is premium, a taste of luxury

The natural benefit of a product can be communicated thru design rather than your usual pictograms. Every little service provided offers a small daily luxury.
The premium codes at the disposal of daily consumption

The most basic products find their perception values increased thru an eye catching new pack design, elegant and lustrous dark colors and a new brandmark
WHAT ARE THE RETAIL CHALLENGES FACING NADA TODAY ? 3 CAPTURING the childrens imagination
CREATIVE EXPLORATION FOR DADDY L.E AIMED AT THE FAMILY
FINAL DESIGN
CREATIVE EXPLORATION FOR AQAUFRESH AIMED AT CHILDREN
AQUAFRESH - ITALY
Development of a mouth wash pack design for Aquafresh Italy, aimed at children : 1- New innovation product 2- New Packaging Four concepts with their respective executions
CREATION OF 4 DIFFERENT CONCEPTS
1- Energy
2- Ugly Fun
3- Storytelling
4-Making faces
FINAL DESIGN : UGLY FUN
111 |
Thank you
Packaging Trends for NADA Bahrain, Apr. 2012
PACKAGING
Looked at: Commoditisation Premiumisation Appealing to kids, etc We dont do limited editions in Saudi Arabia an opportunity? Consider using designers Competition amongst designers University competitions Innocent smoothies always inspirational We view packaging as fixed why? Nada has 500m packs in circulation Whats the barrier?
PACKAGING
Consider secondary packaging (jugs, glasses, etc) as opportunity Special edition packs (Ramadan) Outer packs (especially long-life area) Customisation/ personalisation could Nada be a real (fictional) person? Is Nada a person? Or Dew?? M&Ms + Heineken are great personalisation examples how about a Nada baby mug? Evian + designers collectible ideas huge PR opportunity
OUTLOOKING SUMMARY
Driving Belief
CAUSE/ RALLYING CRY
Product Rock
How we will behave
BUILDS ON THE OUTLOOKING SUMMARY

Female Agree that this has potential Needs to agree which feminine relationship to adopt Splash product range Standard products and added value Sobheya Depends on who we target? Is this the right audience? Is taste delivery important? Can we turn our naivity into something positive? Peace/ innocence...
THINGS TO CHALLENGE
POSSIBLE THINGS TO CHALLENGE

Drivers of category Quality Premium Health Shops for or experience Mood (time of day) Not taste or brand etc Culture of the category Shelf space Home delivery (Nada milkman) Contemporary culture Male dominance
CONTEMPORARY CULTURE
Male/ female split: 50:50 Perception male influences 80% Were challenging that Saudi is a male dominant society It would be good for Nada to challenge this because (reverse the curse): It would strengthen our feminine position It would give Nada a voice inside the Saudi society (+ GCC) Communication platform (the invisible rule) Designer for women... Understood by men! Three wise women
WHAT: CULTURE
Culture: difficulty getting shelfspace and paying retail fees Smaller guys bullies How: Nada milkman Trial regionally (East) Door-to-door delivery Fresh to consumer Special vans Any: chain, PR-ability, concern for consumer, building great brand loyalty
TASTE: FLAVOURS
Why? First to introduce fresh flavoured milk Unique flavours How? Keep introducing unique flavours in dairy and juice Consumer engagement in developing flavours Benefits Making us closer to the consumer More choice Starting a conversation Ideas Social media introducing My Mix (seasonal, mothers day, national day, Ramadan) Sampling blind taste
TASTE: FLAVOURS
One thing that Nada could challenge re: An aspect of the way the consumer shops for or experiences our producer The traditional way of consuming dairy and juice products Why is this interesting? Unique vs. our competitive set Adapts to the new consumer lifestyle and how we can add value to it Point of difference non-traditional Suite of products 24/7 Relevance to consumers lives all day long
OVERNIGHT TASK
OVERNIGHT TASK
Complete the phrase, in five words or less: In 5 years time the Nada brand will be known for... And our most famous product(s) will be... (Identify our icon product)
IN 5 YEARS TIME, THE NADA BRAND WILL BE KNOWN FOR...

The admired, highly differentiated/ challenging product concepts, flavours and packaging Thought leader in innovation: Nada, the House of Flavours Discoverer of fresh taste Radical innovation, by setting new flavour trends Juice and flavour innovators + Range (juice & dairy) Drinks that support your through the day Satisfaction that makes you (me) feel good My indispensible juice innovation partner High quality mood enhancement products
IN 5 YEARS TIME, THE NADA BRAND WILL BE KNOWN FOR...

Customer-focused approach = through dialogue Flavour-ite companion (fun to be with) Youth active brand Trendy brand Hassa social response Faster growing brand Female spokesperson Nada is caring, fresh, innovative, creative Sunshine brand
AND OUR MOST FAMOUS PRODUCT(S) WILL BE...

We dont have an iconic product today New product/ flavours concepts New innovative products New flavours experts Midnight cranberry Monsoon twist Saudi Mojito Fresh flavoured beverages Innovative, trendy flavours-mixes Unique in taste, diversity of flavour, dynamic packaging The family two-litres iconic pack Products for a better well-being The mood dairy and juice range Mood juice dairy Detox, energy, de-stress, self-mixes
OUTPUTS
OUTPUTS FROM THIS WORKSHOP
A mechanism that captures the future story we want to tell for Nada
CONSUMER PEN
PORTRAIT
Exercises that codify the attitude and values of our target consumer the Nada superfan An illustration of the future potential of our new brand story
A RETROSPECTIVE
ARTICLE
A way to illustrate the key shifts in our thinking that the strategy implies
OUTPUTS FROM THE INCUBATION

A range of ideas that exemplify the recommended brand story from: Communication/ advertising Packaging Digital/ social media Product development and innovation Sales/ distribution/ retail plans That together form the backbone of a new roadmap and action plan for Nada
FILTERS FOR THE POSITIONING

Relevant (and to whom?) Different On our terms and based on a truth The potential to drive salience Can drive thought leadership reputation for Nada Provides direction for our actions
CHALLENGER STANCES
GROUP 1
What are we challenging? Being told what is good for you Almarai is a big culprit Being dominated Quality cues for category Size: big brands are selfish So Nada... Will be the listening brand Do us a flavour choice Nimble against the dairy giants Trendy packaging and execution Splash overused! Shape of the packs and size of the packs
GROUP 1
Enjoy food, drink healthy Save your calories for the meal Meal/ drink balance Next generation looks after themselves Trust the old generation to make you fat! 16 cubes of sugar in a bottle of Coke Know what youre drinking Were the shakes and movers next generation! We would communicate where the next generation are
GROUP 2
Nada is on a mission to... Bring unexpected colour to everyday life Key shifts Nada would need to go beyond the norm (black the white, the mainstream world) Our products would improve moods and sense of well-being Create experiences beyond product consumption (sociable) Brand as a champion for joie de vivre optimistic Shifts Less stiff, less formal Youthful, best of both worlds
GROUP 2
Symbol of re-evaluation Interactive campaign to invite the nation to describe moods as colours and tastes Launch a range of colourful mood flavours Take the standard flavours and add a twist Free rose promotion The new criteria for choice: Not simply taste, flavour... But a brand associated with mood and occasion Smiles, heart, laughter, surprise
GROUP 3
Were against: lack of difference Why is it stupid? People are different Why does it matter to Nada? Making Nada different As a female brand we understand that each individual has different needs Packaging New and different with consumers Always looking for whats next from Nada (Daddy) Personalised packaging
GROUP 3
Way we communicate Female + caring More democratic: social media- centric YouTube POS Alternative locations Isle violations Merchandising: uniforms/ trucks/ etc Head office Building reflects Nada brand Product Seasonal, limited editions, constantly buzzing portfolio, functionality/ flavours PR event: dare to be different Limited edition 100 Saudi flavours
BUILDS
We innovate against the season (for example) Common themes across all three: Think differently Black + white colour Challenge the norm Customise Understanding the next generations attitude Its not about age Growing younger How can we make our products appeal to this generation? Caring brand + being different
BUILDS
Dont want to push the boundaries too far dont want to get political E.g. Multi-coloured abayas Yet we need a twist We dont want to be more of the same Need to find a way of communicating our differences 3 wise women idea unifies the generations Like Oprah Winfrey How do the younger generation define themselves? We need focus: what mindset are we appealing to?
X INTO Y & 3 WORDS EXERCISE
GROUP 1
Pure at heart Fruit for thought Fountain of joy
Nature Nurture
Thought Fruit Joy Every bottle Flavour Life
GROUP 2
Shot of health/ energy/ joy Flavourful moments Good start
Kick Your day

Energy Morning Love Family
GROUP 3
Cherry on my cake Splash of joy Fresh-ology/ juice-ology Sunshine in every sip
Swing Mood Joie De Vivre
Bend Rules
GROUP 4
Flavour your life Everyones flavour-mate The mood customiser
Splash Glass
Colour Rainbow
Flavour Your Day
BUILDS
Cherry on my cake nice life, but Nada is the final touch Swing into mood positive, adds a swing into my day Love into family Flavourful moments making moments more flavourful, a Nada moment, different uses throughout the day different benefits Fountain of joy? Directional enough Better to bend the rules, than to break Are we encircling flavour? Are we being pushed? No. Its fertile, lots of innovative ideas Mood why has it captured the imagination? No-one else is doing it? Is it true to our past, etc? Functional products are out there, is it an indicator of listening, etc?
DRIVERS WANTED
DRIVERS WANTED
Drivers Passengers Influencers + initiators Followers Listen and act Talking only We/ collective Individuals Live life to the full Cynical + world-weary Fun Boring Dreamers Realists Optimists Pessimists Shakers Stoppers Urban Rural
DRIVERS WANTED
Drivers Passengers Bend Obey Connected Not connected Active Laid back Accept change Resistance Internet Newspapers Moderate/ trendy Old fashioned/ too conservative Progressive/ futuristic Stuck in the past Caring Indifferent
BUILDS
Is Nada we or me? Giving her a moment to herself... Or caring for her family? Alternatively, she could give herself a moment so that she can take care of others The me to cater for the we Its me and the ones you love The me doesnt have to be solitary. We can still talk to others and have a conversation. Listeners good to listen and understand, but we need to be more active, too.
BELIEFS EXERCISE
WE BELIEVE...
...In the power of making a difference ... To take care of others you need to take care of yourself ... Every mother deserves a break ... Its not the big that will eat the small, but the fast will eat the slow ... In the collective power to make a change ... Outside in is better than inside out (/ in) ... In a hectic world, we believe you need a flavourable moment ... That life in black and white is grey ... That shaping the future is better than being a follower ... Every mother deserves a treat ... In the power of more flavours ... Every mother deserves a hug/ me moment
WE BELIEVE...
... Colour without taste is blind ... In the power of innovation ... You can tell a Nada drinker by the way they swing ... In a world of me too we need a me only
I, NADA, BELIEVE...
... True attraction comes from constant change ... Attention to detail is everything ... Keeping things fresh is more important than keeping things constant ... Youll never really know me ... The intangibles make all the difference ... Its the fluff that counts ... Its the last 10% that counts! ... Its not about product. Its about meaningful experiences. ... Taste is not enough. It has to be tasteful, too. ... Men dont notice the little things. ... My time is Nadas time ... Giving the best to my family means not compromising ... I can add flavour for every occasion
I, NADA, BELIEVE...
... Listening is the best way of showing care ... In brands that talk with me, not to me ... Whatever I do, I do with care and attention to detail ... If my family is happy, Im happy ... I can make a difference ... Size does not matter! ... I can be a scientist, adventurer, captain and athlete no boundaries ... To deliver a product that has a homemade touch with elegant packaging, a burst of colour adding positive energy to enhance your world ... Spoil family members ... Physical wellbeing of family ... Caring is an instinct, not a science ... That men are in no position to be experts on milk/ nurturing
I, NADA, BELIEVE...
... That caring for yourself/ your family is too important to leave to men ... You cant send a man to do a womans job ... In a black and white world, it takes a womans touch to add colour ... In care with every sip ... My products care for all ... More aesthetic, healthy, practical uses
CAUSE EXERCISE
CAUSES
Rainbow fairy Give women the freedom to be Give every woman her favourite flavour one at a time! No more black Get into the mix Save family flavours! Release the flavours Without me youre lost Sip life to the last drop Get flavour quenched Equal half Love life I love to care
CAUSES
Its splash time Flavour counts One sip leads to another Stylish and full of colour A new definition of joy Bring the flavours back home Positive surprises in your life Caring and sharing adds life Live life to the full Tender loving carer Flavourable moments Every sip counts Bring magic to your life
CAUSES
Live life in full colour Bring flavour back to your life Bring colour back to your life Get into the mix! Get involved, participative Mixology Contemporary Release the flavour Constant stream Every sip counts Flavour-licious
FIRST GO AT THE TRIANGLES
GROUP 1
Power of change
BRING THE FLAVOUR BACK HOME
Full on flavour
Change advocate
GROUP 1
Its no longer a mans world
TENDER LOVING CARER
Drink that stirs the soul
Confident partner
GROUP 2
No boundaries. Unlimited choices
Imagination is not limited by convention
RELEASE THE FLAVOURS!
House of flavours
Never stop searching
GROUP 2
Everyone should be at their best
LIVE LIFE TO THE FULL
Swing into the mood
Quietly selfconfident
GROUP 2
Flavour for every occasion
EVERY SIP COUNTS
Joy of life
Live life to the full
GROUP 3
In a world of me toos we believe in the power of you only
SHOW ME YOUR TRUE FLAVOURS
Your house of flavours and mixes
Your companion 24/7
GROUP 3
In the power of being refreshingly different
GET INTO THE MIX!
Irresistible flavouritism and mixology
Release the drinks
THOUGHT SUMMARIES FROM DAY 2
FROM TO THOUGHTS
From To One way shouting Two-way dialogue Androgynous (no gender) Woman among men Shy Out there Naiive Knowing From nowhere From Al-Hassa Follower Innovative partner
Stationary Constant momentum The way it always has been The way we think it should be
CONSUMER PEN PORTRAIT

More Jeddah than Quassim Communicators, participants Progressive but proud of roots Caring about each other Less stiff, formal than other generations? Growing younger Energetic personality? Sobheya is wrong Interested in new ideas? Not the same old
THINGS TO AVOID
No NEED for controversy Womens rights campaign
FILTERS
FILTERS FOR THE POSITIONING

Relevant (and to whom?) Different On our terms and based on a truth The potential to drive salience Can drive thought leadership reputation for Nada Provides direction for our actions
FILTERS FOR BELIEF

Our POV in the world A belief that influences how we do things as a business Relevant to our category
FILTERS FOR RALLYING CRY

Likely to have double meaning A philosophy on life Relevant to what we make... ... And how we make it Can also have value to an internal audience Linked to your belief
FILTERS FOR PRODUCT ROCK

Directional for innovation Allude to emotional benefit Not limited to juice, dairy, or perhaps flavour? Interesting and fresh
MANIFESTOS, ARTICLES, FROM-TO, PEN PORTRAITS
MANIFESTOS
Rob No longer a mans world Heres to the neck that turns the head While some see blue, we see colour TLC Ramsey Flavour your day
MANIFESTOS
Jap Female- female; friends Family. Nourish through the day Good morning, keep going, mocktail ranges Paul Small things in life are important Joy to every day Life for living Stirs the soul Sister to sister
BUILDS ON MANIFESTOS
Common themes: female nurturing Higher purpose is more interesting Emotional not functional Balance between traditional and modern Not revolutionary Lets talk. Tell us what you need.
ARTICLES
Ghaida 18/04/2017 letter from Paul to the Board Al Safi takeover Premiumisation Mood range soya, detox Souheil 5 years on... Consistency in communications Improved distribution focus in East; new routes in South Forum online exchanging tips WhatNadaCanDo.com
ARTICLES
Roger Article in Saudi Campaign First Saudi woman as Marketing Director Through the eyes of a woman Consumer engagement Saudi Mojito Design and shape of packs feminine touch Limited edition Online, starting a conversation Nada reveals her plans to consumers first
ARTICLES
Habib Female decision makers Open, understanding, honest Companion Thought leader House of flavours interactivity Pack design changes every quarter Mohammad Technology as a forum for empowerment Also consumer input participating in design, pack, flavours 2012 the need to change
BUILDS ON ARTICLES
Craft... Handmade, personalised with care Online sparking conversations Mood range Ambitious Lady Nada Female sensibility within the company female Marketing Director Friends of Nada online recipe forum Consumer engagement is key e.g. in pack design, flavour, etc Its the future Need to talk about innovation beyond product launches Its the WAY we do it
PEN PORTRAITS
Dani We are here for you For fresh thinkers, movers and shakers, the brave, the colourful Ammar Those who love life Embrace the moment Explorers Antoon If you take care of others, need to look after you, too Growing younger Live life to the full
BUILDS ON PEN PORTRAITS

Taste the senses Using no way as a way Not overdressing for a party natural, genuine Short break in the day for the person who appreciates a moment of calm Blind optimism re: no wrinkles!
FROM - TO
Lina Past future Agile, great brand, nimble, was a brand, now a friend Agheil Doing it the consumers way. Listening Consistent and organised Colourful Eyes of a woman Anwar Confident No longer seeking permission from Almarai Modern Fun Proactive
BUILDS ON FROM- TO
Agile Brand to a friend What is stopping us from being who we want to be? Is it us? No longer seeking permission from the market leaders
ILLUSTRATING THE TRIANGLE
YOUR BRIEF
How we need to behave Choose between Sisters seeking inspiration and Collectors of inspiration or, invent a new option Once you have made your choice add 3 or 4 bullet points that clarify the meaning/ implications of the headline (example ideas can help) Rallying cry Add 3 or 4 bullets to clarify meaning/ implications You should consider how this thought might influence internal actions/ behaviour
YOUR BRIEF
Driving belief Choose between Twists in the road... or In a sea of uncertainty... If it helps you can tweak (!) the headline as you see fit, but please retain the essential meaning Add 3 or 4 explanatory bullet points to clarify meaning/ implication Product rock corner Choose between Drinks that stir the body + soul and a more explicit flavour alternative If you choose the latter, please come up with a new phrase that captures your thinking Please add 3 or 4 explanatory bullet points/ examples, clarifying meaning/ implications.
GROUP 1
In a sea of similarity, its the creative twists that make all the difference
BELIEF: We need to stand out Can be applied to current products and breakthrough innovation Break conventions for our own advantage (on our terms)
CAUSE: Quality imperative Pay attention to what you put in your body Make the most of every experience
Focus on innovation
Enjoyment/ anticipation vital

Precious moments
EVERY SIP COUNTS

BEHAVIOUR: Feminine perspective Explorers Listening + sharing Steal with pride Attention to detail
PRODUCT: Charts a new course for innovation
More emotional
Sensual + tangible Refreshing + nurturing E.g. mood range
Drinks that nourish your soul + body
Sisters seeking inspiration
GROUP 2
CAUSE:
When everything around us is the same, its the relevant differences that add spice to life
BELIEF: We will stand out: packaging, position, flavours We will be different to make a difference
Pay attention to detail

Dont settle for second best Not just functional emotional We care about everything we do A conversation. Each consumer matters.
Relevance in a meaningful way
EVERY SIP COUNTS

BEHAVIOUR: Open to the world Steal with pride Bend the rules Imagineers
PRODUCT: Making you feel good Mood drinks, variety, exciting Vitamins + minerals 6th sense stimulates all senses Nourishes the body
Nada stirs the body + soul
Collectors of inspiration
GROUP 3
Its the surprises in life makes life interesting
PRODUCT: Makes me feel good physically + spiritually Elevating the intrinsic goodness Probiotics no energy drinks We take care of you Juice + dairy product that stirs the body + soul
THE TRIANGLE
This triangle is a way of capturing the sentiment of our brand identity, which will act as a springboard for future growth.
BELIEF: Its the relevant differences that add spice to life CAUSE: Different to make a difference Big or small, as long as they are compelling
Quality imperative
Attention to detail Expect the best Make the most of everything
EVERY SIP COUNTS

PRODUCT: A focus on juice + dairy Stimulates + senses Makes you feel good Ahead of the curve
BEHAVIOUR: See everything through womens eyes
Nada stirs the body + soul
Seekers of inspiration
Steal with pride Bend the rules Seeing opportunity everywhere Imagineering
GERI HALLIWELL EXERCISE
GERI HALLIWELL THE BRIEF

Identify 3 or 4 key steps that would move the current Nada brand to the new vision (A re-launch in four key steps) We are not this... We have now got this... Were really good at... Heres the whole package...
GERI HALLIWELL
Nada is here with one big ear to listen to you, the consumer We will organise a PR event/ campaign across KSA to convey the message that we are a listening and caring brand Were good at caring by providing products that nurture the body and soul Launch a range of mood drinks/ products Heres the whole package: Mood range Morning, noon and evening range of products the all day range Different flavours/ mixes
BUILDS
Once we listen, we must understand and interpret and then act What is the insight? Perhaps research the science of mood and ingredients Must mine existing success in markets like pro-biotics, vegetables mixes, smoothie Need a huge steal with pride resource initiative incubation tasks
DO US A FLAVOUR EXERCISE
DO US A FLAVOUR THE BRIEF

Look at best practice globally Test innovations with individual retailers (live test)
DO US A FLAVOUR
Whats your flavour? Whats your bodys flavour? Whats your souls flavour? Time of I need... Gearing up... Give a morning kick Breakfast replacement drink Vitamins Positive vibe
DO US A FLAVOUR
Midday Refreshment Quick fix Help digestion Nap time Re-fuel Me at best Sports Help me Sleep
DO US A FLAVOUR
Campaign to generate a new flavour
Through website + Facebook: Whats your favourite time of day? Whats your favourite flavour, at which favourite time?
WHAT NEXT?
CHINESE WHISPERS
Taking the positioning out for a road test...
INCUBATION
What executional ideas are inspired by the triangle? What new behaviours, capabilities, approach are suggested by the triangle? Likely incubation teams: LHI & triangle team Comms/ advertising Innovation Packaging Digital and social media
PR & SAMPLING
Get people talking about and tasting Nada Earning media not just paid for Internal and external
DIGITAL
Creative campaign to bring the triangle to life through digital channels Online and social profile Whats the role? Sales? Talk? Likes? Etc... Soft metrics what are they?
PACKAGING LED BY CBA

Packaging ideas that deliver against our triangle How will we use owned media to tell our story? Short vs. long-term Tetra Pak limitations now, vs. future opportunities Format innovations Limited editions Have you seen Nadas new packaging?
COMMUNICATIONS LED BY DRIVE

Develop a cross-platform marketing campaign without purely a reliance on TV or OOH! Think more with less big impact, sharing, earned media instead of paid Measures for success: What are our soft metrics? Facebook likes? YouTube hits? Interactions? Define role of communications in telling the brand story. Create fame? Communicate mission?
LHI TEAM LED BY PAUL

Finesse the triangle language, if needed Create materials that bring the triangle to life Elevator pitch Manifesto Consumer pen portrait Internal blessing plan Calendar of meetings for roll out What? Where? Who? When? How?
MEDIA LED BY SOUHEIL

Getting more bang for our buck How do we evolve our media choices? How do we build... ... A stronger relationship with our consumers? ... A two-way platform? To bring to life our LHI, how do we manage... Own media Bought media Earned media?
RETAIL & SALES LED BY ROB

How do we sell the LHI to retailers? How do we build an equal relationship? How do we leverage cross-category pollination? Isle violations What do we do on merchandising? Should we have a different approach for each category? E.g. Milk vs. juice? What are the key principles in how we invest behind each product/ category/ region/ retailer/ format? What KPIs need to be redefined in collaboration with marketing + research? Visible distribution
INTERNAL CULTURE + HR
How do we change the internal mindset from follower to thought leader? How do we create an innovation culture (own or stolen with pride) How do we go about instilling the brand values? People, office...? What are the key hiring principles now? How do we reward the right behaviours that live up to our values?
FINANCE
Defining what are the right metrics: marketing and finance Managing the relationship between profitability and portfolio role, key principles ROI: are we achieving more with less?
INNOVATION
Definition of innovation: new product, new pack, promotion... Where do we want to develop our portfolio: functional? Mood? Mixes? Juice and milk? What role do the different parts of the portfolio play in building our LHI? Which part of the triangle do they drive? How do we manage the existing pipeline of innovation? What do we keep, or let go?

Nada - Notes From LHI

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LIGHTHOUSE IDENTITY WORKSHOP APRIL 2012 BAHRAIN

BUILDING ON THESE HOME TERRITORIES

BUILDING ON HOME TERRITORY

Two main parts ..

Growth 1% 2% -3% 1% 4% 8% -1%

Source: Nielsen Retail Audi FY 2011

VOLUME SHARE WITHIN FRESH DAIRY - BY REGION

TOTAL KSA (index)

By Brand - Fresh Dairy ALMARAI AL SAFI

100.0 54.7 12.8

100.0 67.9 8.2

100.0 57.5 14.0

100.0 45.9 20.1

100.0 54.2 10.4

100.0 36.9 5.9

100.0 46.4 8.4

Source: Nielsen Retail Audi FY 2011

WEIGHTED DISTRIBUTION - BY REGION

TOTAL KSA (index)

By Brand - Fresh Dairy ALMARAI AL SAFI

DAMMAM VS. OTHER EAST FRESH DAIRY

Low share per point of weighted distribution in other east!

TOTAL FRESH JUICE

239,860.1 104,898.1 14,170.2 73,525.0 47,266.9 22,823.1 24,443.8

260,876.4 112,688.7 15,396.3 82,510.8 50,280.6 25,190.9 25,089.7

100% 43% 6% 32% 19% 10% 10%

Source: Nielsen Retail Audi FY 2011

VOLUME SHARE WITHIN FRESH JUICES - BY REGION

TOTAL KSA (index)

By Brand - Fresh Juice

100.0 48.0 17.7

100.0 53.5 17.3

100.0 47.4 18.5

100.0 47.4 20.6

100.0 38.2 16.2

100.0 35.0 11.2

100.0 36.6 13.7

Source: Nielsen Retail Audi FY 2011

WEIGHTED DISTRIBUTION - BY REGION

TOTAL KSA (index)

By Brand - Fresh Juice

Source: Nielsen Retail Audi FY 2011

DAMMAM VS. OTHER EAST FRESH JUICE

With Nada Cooler

2.How might Al-Hassa play a bigger role in our brand backstory?

Qaisaryah Old Market

DAIRY OUTLOOK OTHER EAST REGION

Nada Dairy (Other East Region)

Volume & Value

Nada Underleverage d in Lanan and LLM

LABAN IS THE MAJOR SEGMENT WITH 39% CONTRIBUTIO N TO DAIRY

LONG LIFE MILK

- Dairy Location of Sales

Laban Other East Region

Dairy Vs Nada | Other East | MAT12 80 70 60

40% 30% 20% 10% 0%

Dairy Segments Contribution | Other East | MAT12

Nada Dairy Segments Contribution |Other East | MAT12

9.2 44.5 44.4 46.5

LABAN VS NADA DAIRY

Volume in Million Ltrs

- Laban Location of Sales