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DANONEMERCADOR

3-yearStrategyPlanningApr10,2004CONFIDENTIALInfinitySJTU0DANONEMERCADOR

3-yearStrategEXECUTIVESUMMARYStrategyAnalysisStrategicDecisions&ActionPlansWorkstreamTimeline

Summary&NextStep1EXECUTIVESUMMARYStrategyAnalEXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep2EXECUTIVESUMMARYStrategyAnal5FORCESANDPESTANALYSIS5ForcesPEST-Competitors-Suppliers-Technology-Satisfactionofstakeholders-Competitiveness-Innovation-PositiverelationshipwithstakeholdersKeySuccessFactors35FORCESANDPESTANALYSIS5FoEXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlanWorkstreamTimeline

Summary&NextStep4EXECUTIVESUMMARYStrategyAnalSWOTAnalysisHighLow

Source: TeamAnalysisOpportunityMarketgrowth-Creamdesserts-YogurtEmergingStableregionReorganizationRestructureAssessmentcriteriaActivemarketingAssessment

BrandawarenessMarketsharePRELIMINARYproductionCoststructureCapacitynotfullyexploitedOldfacility,safetyproblemInnovationFavorablerelationshipLaborunionSaleschannelSuppliersHROverstaffedRealmanagersAgepyramid,loyaltyITInternalinformationexchangeITsystem5SWOTAnalysisHigh Source: TeaEXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep6EXECUTIVESUMMARYStrategyAnalBCGMatrixAnalysisRelativeMarketShareStarQuestionMarkDogCashCowHighMarketGrowthLowWeakStrong7BCGMatrixAnalysisRelativeMaREORGANIZEBUSINESSPORTFOLIOStarQuestionMarkDogCashCow++MarketGrowth+.121.0MercalacYogurtCreamDessertJuiceMilkCreamSelloffforthecashflowHoldHarvestBuild Source: DanoneMercadorCompanyReport;TeamAnalysisRelativeMarketShare8REORGANIZEBUSINESSPORTFOLIOSEXECUTIVESUMMARYStrategyAnalysisStrategicdecisions&ActionPlansWorkstreamTimeline

Summary&NextStep9EXECUTIVESUMMARYStrategyAnalSTRATEGICDECISIONSReorganizethebusinessportfolio:ConsolidationandExpansionRestructureandmodernizationoftheproductionsitesCultivateEnterpriseculturebasedonDanoneWayAchievetheprofitablegrowth10STRATEGICDECISIONSReorganizeFIVEACTIONPLANSBASEDONDANONEWAYHumanResourceR&DOperationMarketingSalesDanoneWayFinance11FIVEACTIONPLANSBASEDONDANMarketingandSalesSponsorpublicactivities“DanoneBabies”SelectionMarketExpansion&BrandBuildingAcceptability->Perferred

ProductAffordability->PricerelativetovaluePricingAvailability ->PervasivePlaceActionPlans

Source: Literaturesearch;TeamanalysisPromotionAdvertisements&PromotioncampaignsYogurt35%Yogurt55%+6%peryearCreamDessert0%CreamDessert30%+10%peryeargoodtaste,healthy&innovative＊

Whereveryouare,wethinkofyouDanoneMercadorNationalCompetitorInt’lCompetitorOtherCompetitorMarketShareBrandBuilding12MarketingandSalesMarketExpaOperationManagementSelectsuppliersasstrategicpartners

ProcurementProduceQualityControlFoodSecurityLogistics＊NewproductionlineintheplantofSouth＊RestructuretheplantinNorth＊AutomationinproceduresQualitycontrolsystem,regularinspectionandalertsystemReducethepackagingsizeandweightRenewthewatertreatmentplantRiskmanagementEfficientlogisticsnetworkOutsourcingtothe3rdpartylogisticscompanies

Source: Literaturesearch;TeamanalysisActionPlansAspects13OperationManagementSelectsupR&D‘Ourstrategyistowidenproductlinestotakeintoconsiderationthedifferenttastesandhabitsinthelocalmarket’–FranckRiboud,CEOInnovationindifferentsegment＊NaturalhealthsegmentDietsegmentChildrensegmentTechnicalco-operationswithinstitutionsanduniversitiesCooperatewithDep.Marketing->definesensorytargetsAromaTextureTaste

Source: Literaturesearch;Teamanalysis14R&D‘OurstrategyistowidenpHumanResourcePersonnelCompetencePromoteWithinBasedonperformanceInternalCommunicationRecruitTrainingsystemKPIsystemIntranet&internaljournalActionPlans15HumanResourcePersonnelCompetFinanceEquityMultiplierROEROINetProfit/RevenueAssetTurnoverNetProfitRevenueRevenueCostMilk+IndustrialCosts-LogisticsCosts-Advertising+OverheadsandMisc-ARturnoverInventoryturnoverFixedAssetsturnoverDuPontFinanceAnalysisIncreasedImprovelogisticsabilityandsupplychainmanagementOperatingincome:11.8%(average)Total3-yearsalesrevenue:476millionMercasLaunchofcreamdessertproductModernizationoftheproductionsiteEfficientlyconstructionoflogisticsnetworkThree-yearadvertisingcampaignsEmployeetrainingxx÷－Reduced

Source: Teamanalysis16FinanceEquityMultiplierROEROIFinancialResultsSalesRevenue2004200520062007NetOperatingProfit20041201522051039.113.520.65.5CAGR=26%CAGR=55%M.MercasM.MercasESTIMATED20042005200620072004Op.

resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007Coststructure

Source: Teamanalysis7.4%12%8.7%10%11.4%26.8%23.7%26.8%13.4%12%5.4%9.5%10.5%22.4%100%=103M.Mercas100%=20517FinancialResultsSalesRevenueEXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep18EXECUTIVESUMMARYStrategyAnalWORKSTREAMILLUSTRATIVEWave1DivestthefruitjuicebusinessInvestinanewproductlineforthecreamdessertbusinessRenewthewatertreatmentplantDevelopthesalesanddistributionnetworksSelectthecompetitivesuppliersWave2EstablishatrainingsystemSetupqualitycontrolsystemandriskmanagement,regularlyinspectionandalertsystemLaunchthepromotioncampaignsRestructuretoproductionsitesIntegrationofITsystemtoimproveinternalcommunicationWave3RecruittherealmanagersSetupKPIsystemSponsorsomesportsgamesandpublicactivitiesConducttechnicalco-operationswithlocalinstitutionsanduniversities *TimingdependsonMercader/Partnersresourcescommitted1Q2006Kick-offOct20052Q20063Q20064Q20061Q20072Q20073Q20074Q2007likelytoprolong19WORKSTREAMILLUSTRATIVEWave1WEXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep20EXECUTIVESUMMARYStrategyAnalTrustBrandEmployeeSupplierAuthorityConsumer/CustomerDanoneWayShareholderImplementGroupDanonevaluesPositiverelationshipwithstakeholders21TrustBrandEmployeeSupplierAuNEXTSTEPFurtherconsolidateleadershippositionAdoptE-CommercetocomplementthetraditionalchannelsIntroduceDanonebrandlocallyImprovetheratioofdebttoequity22NEXTSTEPFurtherconsolidatelThankyou!Q&A23Thankyou!23DANONEMERCADOR

3-yearStrategyPlanningApr10,2004CONFIDENTIALInfinitySJTU24DANONEMERCADOR

3-yearStrategEXECUTIVESUMMARYStrategyAnalysisStrategicDecisions&ActionPlansWorkstreamTimeline

Summary&NextStep25EXECUTIVESUMMARYStrategyAnalEXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep26EXECUTIVESUMMARYStrategyAnal5FORCESANDPESTANALYSIS5ForcesPEST-Competitors-Suppliers-Technology-Satisfactionofstakeholders-Competitiveness-Innovation-PositiverelationshipwithstakeholdersKeySuccessFactors275FORCESANDPESTANALYSIS5FoEXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlanWorkstreamTimeline

Summary&NextStep28EXECUTIVESUMMARYStrategyAnalSWOTAnalysisHighLow

Source: TeamAnalysisOpportunityMarketgrowth-Creamdesserts-YogurtEmergingStableregionReorganizationRestructureAssessmentcriteriaActivemarketingAssessment

BrandawarenessMarketsharePRELIMINARYproductionCoststructureCapacitynotfullyexploitedOldfacility,safetyproblemInnovationFavorablerelationshipLaborunionSaleschannelSuppliersHROverstaffedRealmanagersAgepyramid,loyaltyITInternalinformationexchangeITsystem29SWOTAnalysisHigh Source: TeaEXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep30EXECUTIVESUMMARYStrategyAnalBCGMatrixAnalysisRelativeMarketShareStarQuestionMarkDogCashCowHighMarketGrowthLowWeakStrong31BCGMatrixAnalysisRelativeMaREORGANIZEBUSINESSPORTFOLIOStarQuestionMarkDogCashCow++MarketGrowth+.121.0MercalacYogurtCreamDessertJuiceMilkCreamSelloffforthecashflowHoldHarvestBuild Source: DanoneMercadorCompanyReport;TeamAnalysisRelativeMarketShare32REORGANIZEBUSINESSPORTFOLIOSEXECUTIVESUMMARYStrategyAnalysisStrategicdecisions&ActionPlansWorkstreamTimeline

Summary&NextStep33EXECUTIVESUMMARYStrategyAnalSTRATEGICDECISIONSReorganizethebusinessportfolio:ConsolidationandExpansionRestructureandmodernizationoftheproductionsitesCultivateEnterpriseculturebasedonDanoneWayAchievetheprofitablegrowth34STRATEGICDECISIONSReorganizeFIVEACTIONPLANSBASEDONDANONEWAYHumanResourceR&DOperationMarketingSalesDanoneWayFinance35FIVEACTIONPLANSBASEDONDANMarketingandSalesSponsorpublicactivities“DanoneBabies”SelectionMarketExpansion&BrandBuildingAcceptability->Perferred

ProductAffordability->PricerelativetovaluePricingAvailability ->PervasivePlaceActionPlans

Source: Literaturesearch;TeamanalysisPromotionAdvertisements&PromotioncampaignsYogurt35%Yogurt55%+6%peryearCreamDessert0%CreamDessert30%+10%peryeargoodtaste,healthy&innovative＊

Whereveryouare,wethinkofyouDanoneMercadorNationalCompetitorInt’lCompetitorOtherCompetitorMarketShareBrandBuilding36MarketingandSalesMarketExpaOperationManagementSelectsuppliersasstrategicpartners

ProcurementProduceQualityControlFoodSecurityLogistics＊NewproductionlineintheplantofSouth＊RestructuretheplantinNorth＊AutomationinproceduresQualitycontrolsystem,regularinspectionandalertsystemReducethepackagingsizeandweightRenewthewatertreatmentplantRiskmanagementEfficientlogisticsnetworkOutsourcingtothe3rdpartylogisticscompanies

Source: Literaturesearch;TeamanalysisActionPlansAspects37OperationManagementSelectsupR&D‘Ourstrategyistowidenproductlinestotakeintoconsiderationthedifferenttastesandhabitsinthelocalmarket’–FranckRiboud,CEOInnovationindifferentsegment＊NaturalhealthsegmentDietsegmentChildrensegmentTechnicalco-operationswithinstitutionsanduniversitiesCooperatewithDep.Marketing->definesensorytargetsAromaTextureTaste

Source: Literaturesearch;Teamanalysis38R&D‘OurstrategyistowidenpHumanResourcePersonnelCompetencePromoteWithinBasedonperformanceInternalCommunicationRecruitTrainingsystemKPIsystemIntranet&internaljournalActionPlans39HumanResourcePersonnelCompetFinanceEquityMultiplierROEROINetProfit/RevenueAssetTurnoverNetProfitRevenueRevenueCostMilk+IndustrialCosts-LogisticsCosts-Advertising+OverheadsandMisc-ARturnoverInventoryturnoverFixedAssetsturnoverDuPontFinanceAnalysisIncreasedImprovelogisticsabilityandsupplychainmanagementOperatingincome:11.8%(average)Total3-yearsalesrevenue:476millionMercasLaunchofcreamdessertproductModernizationoftheproductionsiteEfficientlyconstructionoflogisticsnetworkThree-yearadvertisingcampaignsEmployeetrainingxx÷－Reduced

Source: Teamanalysis40FinanceEquityMultiplierROEROIFinancialResultsSalesRevenue2004200520062007NetOperatingProfit20041201522051039.113.520.65.5CAGR=26%CAGR=55%M.MercasM.MercasESTIMATED20042005200620072004Op.

resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007Coststructure

Source: Teamanalysis7.4%12%8.7%10%11.4%26.8%23.7%26.8%13.4%12%5.4%9.5%10.5%22.4%100%=103M.Mercas100%=20541FinancialResultsSalesRevenueEXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep42EXECUTIVESUMMARYStrategyAnalWORKSTREAMILLUS

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