Extension of product range creative way to communicate message - estimate 5m pound -sauce - 5 in a day ================================= Papa big tomato

competition - increase awareness to eat more five-a-day vegetabl es - inspure them to grow own tomatoes - 1.5 times more likely to eat right food s - partnered with MediaCom , The sun and the scouts - 137000 visit to the website ( sales increased 8.9 ) =========================================== Market communication The My Dolmio Squeeze Me range will be supported by an integrated communication s campaign spanning press, in-store and PR to drive product awareness. We believe in healthy eating and pride ourselves on the high quality of our prod ucts. Based on sound scientific knowledge, we know that they can form part of a healthy and enjoyable diet for c onsumers of all ages. ? We endorse initiatives to encourage active lifestyles including the sponsoring of sports events. ? We endorse initiatives that encourage healthy eating including healthy eating education programs. ? We will provide information to consumers about the importance of healthy eatin g, on our branded websites. ? Our communications will not undermine the pursuit of a healthy, balanced diet and active lifestyle. ? Our communications will not encourage or condone excessive consumption of any food or drink. ? Our communications will not promote compulsive snacking. ? We will not use a celebrity in a way that might mislead consumers about the be nefits of our brands. ==================================== direct marketing to adults over 12 only We may offer promotional or communication materials in schools comprised primari ly of young people 12 years and over, to promote active and healthy lifestyles that will include brand ing for e.g. Generation Max and food products such as Uncle Bens, Dolmio and Seeds of Change. Not sponsoring primary school or any other related marketing communication assoc iated with children under 12 primary target - adult and teens ============================= We subscribe to the WOMMA (Word of Mouth Marketing Association) Code of Conduct and will only use blogs and forums responsibly on our branded websites and online communities such as, but not limited

to, Facebook and Twitter to facilitate interaction between adult and teen consum ers in an open and respectful manner =========================================

======================= Budget The food giant is targeting families and health-conscious consumers with the ran ge, which it says is made with 100% natural ingredients. A GBP3m (US$4.7m) media campaign will support the launch. ==================== Market Audit One reason for the continued success of this sector is manufacturers' constant i nnovation, developing new flavours and formats, as well as encouraging more freq uent use. About three-quarters of consumers now use cooking sauces, with cook-in variants the most popular, according to research by Toluna. The market has grown significantly over the past five years. Between 2005 and 20 10, sales in the sector rose 31% to 833m, according to Mintel. ================================== Promotion october 2007 = unilever redesigned packaging of knorr ragu - health benefits In a mature market, such activity will be vital for both existing and new produ ct development as manufacturers increase their focus on differentiation in line with consumer demands for higher quality, greater nutritional value and more con venient formats. ============================================== McColl's own direct reports are media, sustainable marketing practice and the Ma rs University programme, which shapes the company's marketing ethos, enshrined i n the Mars Marketing Code. This set of rules - and it is no exaggeration to desc ribe them as The 10 Commandments for Mars marketers and its agencies - embodies the company's five principles of 'quality, freedom, efficiency, mutuality and re sponsibility'. -responsible marketer =================================== Of course, to boost sales, Mars has to encourage repeat ll replies that Mars confectionery equates to a 'small' ers' total calorie intake, adding: 'We're proud to play such as GDA (guideline daily amount) labelling. We want choices.' purchases. To this, McCo proportion of its custom our part in initiatives people to make informed

echnology in marketing 'We're constantly reviewing new technologies. You need to ask whether they fit w ith your key strategies, rather than letting your strategies adapt to them. Our challenge is: How do we reach and remind billions of consumers around the globe to pick up one of our brands?'

Magic vs logic 'Creativity is something that's magical in marketing. The science is to say: the se are our objectives, strategy and challenges - if you build creativity round t hat, you harness creativity with a purpose. We understand which of our ads is wo rking. When your advertising gets noticed, it drives the sales figures.' Agency talent 'Another challenge is to get the best talent in our creative agencies to want to work on Mars' business. (Winning the Advertiser of the Year) award says to agen cy staff: You can achieve great things if you work with us.