2. Who is Watson’s
Top leading retailer in China Unique “personal-care-
store” type focus on beauty/trendy
Core strategy is
70% shoppers are Gen-Y
health/ Beauty/ Fun

3. Who’s P&G China?
Operated successfully in China since 1988
One of the biggest fast moving Consumer goods manufacturers in
China
Broad consumer based but build trial among Gen-Y is critical to win in
future

4. What’s the common interest
Gen-Y is the most promising group both P&G and Watson’s want to win
To P&G: Impact growth of China in next decade
To Watson’s: Gen-Y contribute 70% business
70%

5. WHO is Generation Y
0 1 2 $
$ $ )
* + $
%&' (%&& $ , - ) .
$)
$
/$
" # $ $
!
"

6. HOW to win in Generation Y
After…
(upgraded Gen-Y Communication model)
Remember Trail
4 More interactive/ fun
3
Awareness Browsing
1 2
Explore
Engage
Before…
(the traditional Communication model)
Influence
Entertain

7. HOW to win Generation Y
Explore
34 4
Engage
$ +
2
Effective
awareness Entertain
Upgraded Gen-Y model to improve
communication effectiveness and
efficiency

8. Case sharing:
Hair care Gen-Y commercial innovation
WHY hair-care?
!" # # $
% & ' ()
& #

9. Case sharing:
Hair care Gen-Y commercial innovation
Context & Challenge
%* $ # $ !$ # $
!" ' ( +
#
,
, $ $ -
!" & !

10. Explore
Engage
$ + # # Effective
Aware Entertain
Sexy story to pull in attention rather than push:
No matter what type girl I am, Watson’s & P&G hair care will help me to
discover my perfect match… for hair, and life!
.! .+ ( #
/ # &
/ , 0 1 0 2
)/ #
3
Design tonality
!4 $
! 50 6 # ! 7

11. Explore
Engage
2 )
Exploring DM:
Effectiv
e aware Entertain
Not traditional hard-sell DM;
Not push, but more pull
8 #
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9 9
$ 2 : ; % ;
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12. Explore
Engage
2 )
6 ! 7 Effectiv
e aware Entertain
Wobbler
Hanging mobile
Entry Door Deco
DM
Multi-brand display

13. Explore
Engage
)
Effectiv
5 6 (7 e aware Entertain
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Translate on-line fun into trial & purchase:

14. Explore
Engage
)
Effectiv
Gen-Y beauty idol Charlie Yeung’s visit to Watson’s e aware Entertain
and endorsement to Pantene
> @#
0 $ # & 1% $
% $ %2 #
%

15. Result
Hair care business trend Jan-May08
4 % ! ,
$ 8 9 80.0
80.0
70.0
70.0
60.0
60.0
% 6 $ $7 ! , 50.0
50.0
40.0
40.0
$ ) ) 30.0
30.0
20.0
20.0
' ( & %: # 10.0
10.0
0.0
0.0
JAN
JAN FEB
FEB MAR
MAR APR
APR MAY
MAY
Hair care business result tracking In-process measure
Shipment (MSU) Target Index Year Result Process Progress
Ago tracking measure tracking
Total Hair care XX XX 1. Design of
event
- Pantene XX XX 2. Align on key
milestones
- VS XX XX
3. Sell-in rate
- Clairol XX XX
4. Deliver rate
- Rejoice XX XX
5. Result &
learning sum
- H&S XX XX
6. Align on
next round

16. More importantly…
Recognition from shopper
• Clairol rewarded as “the best marketing of 2008”;
• Pantene Clinicare rewarded as “consumer voting best
product”
Recognition from retailer:
P&G has been rewarded as “2008 best supplier” of Watson’s

17. Gen-Y Campaign
a multi-category annual platform
to win BIGGER & LONGER
Haircare
Skincare
Feminine care
Personal cleansing care
Ove
r Ti
me
Based on the initial success,
agreed to expand Gen-Y
campaign to other categories