统一企业中国 二零一三年中期报告

9

Uni-President China Holdings Ltd. Interim Report 2013

Management Discussion & Analysis

for the brand. The major event of “Uni Green Tea ” for 2013 is “Experience the Nature with My Own Tracks

”, which demonstrated the brand tagline of “Experience the Nature

” and strengthened the tie with consumers with a series of topical cycling activities along the most beautiful nature trails in Beijing, Shanghai and Guangzhou and the selection of cycling ambassadors on Earth Day (20 April) together with interactive media advertising. The cycling events of “Uni Green Tea ” helped publicise the brand ’s “taste of new leaves and aromatic tea

”, and the naturalness of our products have, conversely, assisted in building up the direct association between “Uni Green Tea = Experience the Nature = Green Cycling

= =

” so as to enhance the popularity of the “Uni Green Tea ” cycling activities among the consumers.

In addition to the existing products, the Group launched brand

new product lines, namely the “Natural Intuition

” series of plant-based tea and the sugar-free “Just Tea

” series of pure tea that cater for the growing number of “nature and health

conscious

” consumers, in the second quarter of 2013 in order to achieve market diversification and expand our tea drinks profile. These products were rolled out in key cities in eastern and southern China.

In the second half of 2013, the Group will use the savings from lower raw material prices and costs for product improvement and marketing. Insisting on our value-oriented strategy, we will increase our investment in brand-building instead of participating in price competition. We will also review both the input and output of our key resources under our guiding principle of “managing resources effectively, optimising product mix and efficiency of policy

implementation ”.On the brand-building front, “Uni Ice Tea ” will turn its focus from

campus to offices. Under the “In Pursuit of Unlimited, Dare to Reach Target ” campaign, we will organise a super skateboarding event to be endorsed by Avril Lavigne, an international star, in August. This event will be the climax of our brand-building activities during the peak season of tea drink sales and maximise the effect of celebrity endorsement. For “Uni Green Tea ”, a super large thematic activity, “Experience the Most Beautiful Trails

”, will be held across 12 provinces. Together with other activities on the “Car Free Day

”, the “Experience the Nature with My Own Tracks ” and “Experience the Nature ” brand images will be given full play.

= =

2013

2013

8 12