GLOBAL MARKETING OBJECTIVES 2013

COMPANY VISION

Julius Meinl Nr 1 Premium HoReCa Coffee Brand

Worldwide2

FamilyEntrepreneurial,

Personally commited,Sustainable

Tradition, Vienna,History, Precursor

ViennaExpertiseExquisite quality,Coffee expertise,

Customer know-how,Outstanding service

Culture, Cosmopolitan,Open-mindedCultured

3

Original

Poetry

Coffeehouse Culture

Core Values

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.

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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.

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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.

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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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 :

3. Elaborate a poetry event for global roll-out, with talk of town/country potential and which can be repeated annually.

4. Ensure poetry can be experienced at the tables in HoReCa outlets across each country. (through POS and other materials additional to cups)

5. Guarantee Julius Meinl picture & poetry style guide is being applied to all activities across all countries.

6. 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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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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JULIUS MEINL GROWTH STEPSIMAGE LOYALTYAWARENESS

CONSISTENT

COHERENT

FOCUSED

PROMISE

RELEVANT

DISCINCTIVE

ADAPTABLE

PRO-ACTIVE

INNOVATIVE

AWARENESSCONVERSION

& LOYALTYIMAGE

25% spontaneous Horeca awareness

Significant increase of image ratings

GLOBAL MARKETIG OBJECTIVES

JULIUS MEINL OBJECTIVES & PROGRAMS

IMAGE LOYALTYAWARENESS

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25%spontaneous Horeca awareness (weighted average)

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+2% p.p. growth of BBS customers

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JULIUS MEINL OBJECTIVES & PROGRAMS

IMAGE LOYALTYAWARENESS

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Significant increase of

IMAGE ratings

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Global

Poetry

EVENT

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+100.000 ON-LINE FANS

(Facebook, Poetrycafe.com, Poetry Map or alternative)

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New Poetry

PICTURES, Poetry Communication and Style Guides

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Poetry

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JULIUS MEINL OBJECTIVES & PROGRAMS

IMAGE LOYALTYAWARENESS

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+ 1,5 Mio € turnover

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CAPSULESre-launch and expansion

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TEAre-launch

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POESIAinternational launch

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INNOVATIONS

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SUSTAINABILITY

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