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Dumex Thailand Thailand

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Dumex Thailand Thailand DumexDumex Thailand Thailand INTRODUCTION September 12, 2003 by Gerard Geraets Managing Director, Dumex Ltd. IndexIndex Who are we ? Milestones and Highlights Market and Competition Critical Factors Growth Opportunities Critical Success Factors Recall and Recovery Outlook 2 WhoWho areare wewe ?? OrganizationOrganization ChartChart Gerard Geraets Managing Director Wanna Swuddigul Steve Donnelly Morten S. Knudsen Likhit Somboon Regional Financial Marketing Director Operations Manager HR Director Controller Wisanti Lomtakul Pisit Pittayanurak Deputy Financial Controller Sales Director Production/Technical Modern Trade Finance Marketing QA & QC/R&D HR General Trade Admin. Nutrition Supply Chain Training Trade Marketing IT Warehousing 4 GERARD GERAETS 59 years Dutch National Business Administration Nijenrode University, The Netherlands 18 years of Asian experience in Thailand, Taiwan, Singapore Extensive marketing and General Management experience with o.a. Heineken, Sara Lee and Friesland Dairy Foods Almost 7 years with Dumex as MD Dumex Ltd. Thailand 5 WANNA SWUDDIGUL 37 years Thai National Master of Business Administration, Western Illinois University, USA 9 years experience in Marketing with Consumer Products Company 2 years experience as General Manager at Fast Food business 2 years experience in Marketing with Telecommunication business 3 months with Dumex Ltd, Thailand as Marketing Director 6 STEVE DONNELLY 39 years New Zealand National Dairy Science and Technology, Massey University, New Zealand 10 years experience with New Zealand Dairy Group, including Production Mgr Anchor Products, Waitoa – Contract Manufacturer of Dumex products. 2 years with INC Shanghai in manufacturing mgt. role 6 years with Dumex Thailand as Operations Mgr. 7 MORTEN SCHOTT KNUDSEN 32 years Danish National MBA, Imperial College, University of London, England HD in Accounting, Copenhagen Business School, Denmark 13 years in Finance, Accounts & Controls with EAC 7 years in Asia (Singapore/China/HK) in Finance Manager positions 2½ years with Dumex Thailand as Regional Financial Controller 8 LIKHIT SOMBOON 38 years Thai national Master of Business Administration, Burapha University, Thailand. 15 years of experience in Human Resources Management in Petrochemical business (Shell and Caltex) and Air conditioning business (York). 2 years with Dumex Ltd. Thailand as Human Resource Director 9 PISIT PITTAYANURAK 41 years Thai National MBA, Thammasat University 8 years with Ernst & Young as Consultant & EDP Auditor 4 years with Telecommunication business as Finance Director 7 years with Heidelberg Thailand as Chief Financial Officer 2 months with Dumex as Financial Controller 10 WISANTI LOMTAKUL 34 Years Old Thai National Master Degree Graduate in Business Administration major in Marketing from Assumption University, Thailand. 8 Years Experience in Procter & Gamble Customer Business Development Department and Marketing Department 3 Years Experience in Dumex Sales Deputy Sales Director of Dumex Co. Ltd. 11 MilestonesMilestones && HighlightsHighlights DumexDumex Milestones Milestones 1957 Dumex Ltd established in Thailand at Chaopraya River location 1990 Plant and office moved to Bangplee Industrial Estate 1999 ISO Certification 2000 HACCP Certification 2001 GMP Certification 13 DumexDumex Milestones Milestones (Cont.)(Cont.) 1962 Introduction Dumex Infant Formula 1985 Introduction Mamex 1992 Introduction Dumex Follow-On Formula 1995 Introduction Mamil/Dumex 1-Plus 1998 Introduction Dumex Pouch Packs & 3-Plus 2000 Introduction Dumex UHT 2001 Introduction Dumex HiQ 2002 Recall Mamex/Mamil 14 MarketMarket && CompetitionCompetition MilkMilk isis OneOne ofof thethe LargestLargest CategoriesCategories inin ThailandThailand andand VeryVery ImportantImportant toto thethe TradeTrade . 25 243 20 15 Baht Billions 11.4 (Latest 9.4 Estimates) 10 9.9 Bil. Bht. is 5 2.57 Milk Powder 0 Baby Diaper Shampoo & Laundry Milk Conditioner Source: ACNielsen 16 InfantInfant andand ChildChild MilkMilk PowderPowder MarketMarket SegmentationSegmentation (2003)(2003) 27% Growing Up Full Cream Infant Formula Follow On 47% 15% 11% Source: ACNielsen YTD 2003 in Value 17 UHTUHT MilkMilk MarketMarket SegmentationSegmentation 13.0% 10.3% 76.6% General UHT Formulated Kids UHT Adult UHT Source: ACNielsen Formulated UHT includes: Dumex UHT, Bear Honey, Bear Superkid 1+ 3+, Alacta UHT, Foremost 123, Andec Adult UHT includes: all low fat & hi calcium products 18 MarketMarket DevelopmentsDevelopments inin 20032003 Flat milk powder market in volume but 5% growth in value (MAT) Growth of “Premium” segment, particularly IFFO Continuing growth of GUM of 5% (+15% in 2002) at the expense generic Full Cream (-9%) and Follow On (-9%) YTD Limited growth UHT market (+3% YTD) and stagnant formulated kids UHT market (after annual growth of >20%) 19 CompetitiveCompetitive DevelopmentsDevelopments 90% of total milk powder market only in the hands of 3 players, Nestle, Dumex, Mead Johnson Dumex commanding the IFFO “Standard” market Nestle leading the GUM market Mead Johnson dominating the “Premium” market Head-to-head competition in Modern Key Accounts (42% of total market) 20 CriticalCritical FactorsFactors Economic Development and Disposable Income 21 ThaiThai consumersconsumers thethe mostmost optimisticoptimistic Master Index Jun 2003 Dec 2002 Thailand 80.3 70.3 Malaysia 71.8 73.0 India 70.1 62.1 China 68.0 84.4 Indonesia 57.5 56.0 New Zealand 56.6 65.8 Philippines 50.1 33.6 Australia 45.3 44.6 Singapore 33.9 31.4 South Korea 31.0 39.2 Taiwan 26.5 38.9 Hong Kong 23.2 21.3 Japan 17.4 15.0 Source: Master Card Survey POSTgraphics 22 CriticalCritical FactorsFactors Economic Development and Disposable Income Demographic Development 23 BirthrateBirthrate 900000 879,758 -2.04% 861,810 850000 +1.51% -10.15% 786,018 800000 -2.53% +0.65% 774,349 , 766,107 771125 750000 700000 650000 1997 1998 1999 2000 2001 2002Est. Source : Department Local Administration of Ministry of Interior 24 ProjectedProjected AgeAge ProfileProfile ofof ThailandThailand Age Group 2000 2005 2010 2015 0 – 4 year(s) % 9.2 8.4 7.6 7.0 1000 5,778 5,586 5,296 5,074 5 – 14 years % 17.5 16.8 16.3 15.0 1000 10,991 11,172 11,358 10,874 25 CriticalCritical FactorsFactors Economic Development and Disposable Income Demographic Development Consumer Behavior 26 CriticalCritical FactorsFactors Economic Development and Disposable Income Demographic Development Consumer Behavior Innovation 27 CriticalCritical FactorsFactors Economic Development and Disposable Income Demographic Development Consumer Behavior Innovation Marketing Investments 28 DumexDumex Growth Growth OpportunitiesOpportunities PremiumPremium DevelopmentDevelopment (Value)(Value) 8% 27% 34% 73% 58% 2003 (Jan-Jul) 2003 (Jan-Jul) IF/FO GUM STD PREM SUPER PREM Source: ACNielsen 30 PricingPricing StandardStandard -- Premium Premium Standard Premium Super Premium IF/FO 100 137 180 GUM 100 131 - 31 Growing-upGrowing-up MarketMarket DevelopmentDevelopment (Val)(Val) Baht 3,200,000 + 15% 3,000,000 2,800,000 + 10% 2,600,000 + 3% -0.5% 2,400,000 2,200,000 2,000,000 1998 1999 2000 2001 2002 Source: ACNielsen 32 Growing-upGrowing-up ShareShare DevelopmentDevelopment (Val)(Val) % Share 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 1998 1999 2000 2001 1st HY'02 2nd HY'02 1st HY'03 Dumex Nestle MJ Source: ACNielsen 33 DumexDumex Thailand Thailand OutlookOutlook DumexDumex Thailand Thailand Thailand Marketing Review September 12, 2003 by Wanna Swuddigul Marketing Director, Dumex Ltd. TopicsTopics . Thailand Marketing Team . Thailand Milk Market Review . Market Share Development . Key Success Factors . Winning Brand – Measurement of brand strength . Identify growth opportunities 36 MarketingMarketing OrganizationOrganization StructureStructure Marketing Director Wanna S. Marketing Mgr Marketing Mgr National Nutri. Registration Mkt & Sales Senior CRM Mgr IFFO GUM Mgr Mgr Admin. Nutritionist Standard Standard Bangkok Hotline Premium Premium Upcountry Premium 37 Thailand Milk Market Development 38 ThailandThailandThailand MarketMarketMarket GrowthGrowthGrowth ::: PowderPowderPowder MilkMilkMilk Higher growth in value term lead by the launch of super premium in IFFO segment GUM GUM Total Total IFFO IFFO Note : Total Child Powder = Total Milk Powder excluding Adult Milk Source : ACNielsen 39 ThailandThailandThailand MarketMarketMarket GrowthGrowthGrowth ::: LiquidLiquidLiquid MilkMilkMilk Liquid milk market is stable (both in volume and value). Dumex is categorized in formulated kids UHT milk market. Form. kids total total Form. kids Kids Kids Total UHT Milk Market Kids UHT Milk Market Formulated Kids UHT Milk Market Source : ACNielsen 40 MarketMarket ShareShare DevelopmentDevelopment 41 VolumeVolume ShareShare DevelopmentDevelopment -- IF/FO IF/FO After our recall case last year, our share is now back to the same level as before the recall. Nestle and Mead Johnson shares have declined. Wyeth has increased share after the launch of new super premium end of last year. 40 35 30 25 20 15 10 5 0 99 00 01 02 MJ 02 JA 02 SO 02 ND 02 JF 03 MA 03 MJ 03 Dumex Nestle Mead Johnson Wyeth Source : ACNielsen 42 Volume Share Development - GUM Nestle is the strong #1 share lead by Bear brand. With our brand strength, Dumex share is now back to the level before crisis. Mead Johnson share has continuously declined since the beginning of this year. 60% 50% Nestle 40% Dumex 30% Share 20% 10% Mead Johnson 0% 1999 2000 2001 2002 MAY/JUN JUL/AUG SEP/OCT NOV/DEC
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