Kirin “Gogono-Kocha Unsweetened”

1. Kirin “Gogono-Kocha Unsweetened”

2. ProductConcept：　UnsweetenedGogono-Kocha

3. Status of the entire black tea market in Japan in 2014 ①Market Trend ②KIRIN ③Competitors Trend • Kirin’s most progressing product in the market: “Gogono-Kocha unsweetened” (102% compared to the last year） • Our branding campaign featuring Disney attracted our consumers Competitors launched new items though they failed. • Growing negatively (94% compered to the last year) • Consumers are becoming to prefer other “less sweeter” beverages Lack of noteworthiness of black tea beverages in the market appears There is less reason for choosing black tea for the present consumers Due to the value increase of black tea, Kirin is hoping to sell 50 million in the fiield of vision What’s the current status of “Gogono-Kocha”? Gogono-Kocha is failing to be “Japan’s national beverage” which is supposed to light up the black tea market

4. Documents：2014 Communication/Sales Promotion A sales promotion of “an official beverage for onigiri“ has supported the satisfactory sales performance. There is a sign of unsweetened black tea fixed in the daily life of Japanese Recognition Rate/ Drinking Experience Rate コミュニケーション・販促 Unsweetened[Amount of TV Ads used]GRP: Capital Area/15seconds conversion) Recognition rate/drinking experience rate have improved 4279 3190 Year-on-year １３４％ Effect 71 69 June～ Feb 41 45 Sep 2月＜サッカー日本代表公式飲料＞ 6月＜夏も。おにぎり公式飲料＞ KBC調べ

5. Document：2014 Product situation It has almost caught up with the regular three productsand is becoming to be the 4th core of the company. It enabled to make the “unsweetened black tea market” in Japan. Gogono-kocha products results Shipping Results 常に前年超え 右肩上がり ●Since the unsweetened black tea has been Released, it has exceeded the previous year and The unsweetened black tea market has risen. ●It is making a big growth that it is almost catching up with Regular products （straight tea, milk tea, and lemon tea） （万箱） 700 670 （見込み） 651 600 （本） 500 509 ８５ 400 ７８ Growing！！ 300 ７４ 320 ６８ 200 100 134 70 73 0 14年 08年 09年 10年 11年 12年 13年 July 2014number of box KBCinvestigation

6. 【Market Situation】 “Gogono-Kocha” unsweetened • Unsweetened black tea increased dramatically in 2012and has remained flat after that. Although the black tea market has stagnated, unsweetened black tea has kept the level since 2012 and has supported the market. There are few competitors for unsweetened black tea so it has occupied the share at 90% after it has been released in 2011. The Market Trends of Pet Bottle Black Tea Data ﾞSRIEstimated Sale sScale（1/10000）

7. Problems the Brand is Facing What？ “What’s good about black tea” is obscure The brand has not been able to propose the reasons why “drinking black tea is good” which other beverages do not have. Which？ [Core Item] [Expanded Items] Unsweetened black tea・ Flavored black tea 3 regular products Why？ Lack “Gogono-Kocha’s identity” Lack of proposing and promoting “the natural value.”

8. Our approaching plan for the year 2015 2015marketing basic policy The30thyear Recall importance of Gogono-Kocha！ Try to recall appeal point and deliciousness of the black tea, and seek for potential appeal point of Gogono-Kocha brand Re-discovering good point of Gogono-Kocha Discovering potential appeal point of Gogono-Kocha Products New Products [Renew] Include unsweetened black tea to the existing Gogono-Kocha beverages as the regular products of the company(March) • Propose new way to enjoy the combination Gogono-Kocha with deserts to the customers (Feb) • Launch new series of products for the Gogono-Kocha(April) Ads Ads Brand-new ads to propose potential appeal point to the customers (April) • ﾚｷﾞｭﾗｰ4品にて新・ﾀﾚﾝﾄを 　　 起用した新ｺﾐｭﾆｹｰｼｮﾝ開始（3月下）

9. New approaching plan for 2015 Make difference from competitor’s unsweetened black teas to introduce real value of black tea Taste Package Our mission; to make “real” unsweetened black tea Adopting image color which emphasizes the value of unsweetened black tea Make Gogono-Kocha unsweetened taste much clear and fresh by using Darjeeling tea leaf Set gold as an image color for Gogono-Kocha unsweetened to keep image for the product line. Consumers can imagine unsweetened black tea taste like clear and fresh, from the gold color package of the bottle.

10. Now and future of ads of Gogono-Kocha Gogono-Kocha unsweetened is accepted from the market Got new customers who wanted to have unsweetened tea beverage So far！ Next step Result of customer survey ●Succeeded to propose the value such as “for thirst" and “fits into the meal" by promoting it to be the "official drink for onigiri.” ●Gogono-Kocha is desired to help consumers “feel relaxed” when they drinkin one of the reasons to drink unsweetened black tea. It can show the strength ofblack tea. In-company investigationn=10000

11. Our Goal in 2018 Our Goal in 2018 Gogono-Kocha to become Japan’s Beverage Gogono-Kocha is going to be a leading black tea product in Japan, and to be one of the necessary beverage for the Japanese

12. ２０14Selling Status of Gogono-Kocha unsweetened The beverage is growing well compared to previous year market selling Cumulative Comparison １０２.7％ Got market share in competitive black tea market ※End of September Actual Results of Monthly Shipping ２か月連続 best score: 0.65million boxes of dozens bottled beverages Greater than the previous achievement in July 2014 ※Actual Results of June/July 2014 In-company Investigation

13. ２０１５ Market Survey Report After Renewed Adopted the package and taste which had a good evaluation from the main users and had a favorable rating from unsweetened black tea users. Taste Package Ａｖｅ． ８３ 7.45 8.03 Consumers intention toward consumption ９４ Kirin’s investigation（Quantitu Surveyn=129）

14. Gogono-kocha ２０１５ Star Information of Advertisements Appointed 3 new increasingly popular actress to express “Gogono-Kocha” which is still fresh since it has been released 30 years before Straight tea/Unsweetenedtea Lemon tea Milk tea Sakurako Ohara Kiwa Akari Hayami Singer and actress18years old Chosen as a heroine of a movie released in 2013 called “Kanojo wa Uso o Aishisugiteru” from an audition out of 5000 people and made her movie debut. She also made a singer debut and released “Ashitamo” as a singer of a band made in the same movie. She won The new face award for “23rd Japan Movie Critics Award” April 2014 and performed as a heroine in the Drama TV series called “Water Polo Yankees” in the summer for the first time. In November, she released a CD called “Thank you” as a solo singer and won the new face award for “56th Japan Record Awards” She has accomplished a brilliant achievement by winning the actress and singer new face award. She also sang the song for the “National High School Football Players Tournaments” in January 2015 and is expected to see her more. in other activities Born on March 17 1995 Actress,TV personality 9 years old. Former member of Japanese idol group/Momoiro Clover　（Now“Momoiro Clover Z”） Performed in 2014latter year NHKDrama TV series“Massan” （Cast of Sumire Kameyama） and Fuji TV “The Perfect Insider” (Cast of Shiki Magata)Also, she performed in “My Pretend Girlfriend” as a leading actor in May 2014 and appointed as a heroine in “Forget Me Not” in 2015. She is one of the most popular actress in the Young actress. Fashion model15years old Lived in Amsterdam, The Netherlands from 0 to 7 years old due to her father’s work After that, she stayed in Bangkok, Thailand from 9 To 11. She went to an American school there and came back to Japan in 2010. Now she goes to a private junior high school in Kanagawa prefecture and plays tennis as one of the leading players. She has also started to be a fashion model in a popular fashion magazine aomng women called “ar”（Shufu-To-Seikatsusha） as an “ar Girl” from 2014 summer.

15. 【Conclusion of the Evaluations】 Unsweetened Black Tea Analysis ◇Recognition and Penetration Rate The recognition rate has increased and has become over 80%and the drinking experience rate has also increased and marked 53% in the latest survey. It has decreased a little in terms of drinking within 1 month after the latest renewaland consumers intention toward consumption. The main way of recognizing the product was by mass retailer’s stores and by TV commercials. When the survey was done to see how consumers recognized the product in 2013, recognition from TV commercials had the first place in the ranking. However, due to the decline in recognizing from TV commercials, recognizing from mass retailer’s stores took over the first place. ◇Image of the Product The two top image of Unsweetened black tea’s package was “it looks suitable for black tea" and “it seems to have a clear taste.” It is followed by “it does not look sweet”, “it looks natural”, “it seems suitable for adults”, “it seems suitable for women”, “it looks fancy", and “it looks easy to drink." While “the categories such as ”it looks suitable for black tea”, “it seems to be suitable for women”, “it seems to stay popular”, and “it seems it is a classical sense" has risen compared to the survey in 2013, “it looks natural”, “it seems suitable for adults”, “it looks fresh”, “it seems it is in good quality”, and “it seems people can feel relaxed when drinking “ has decreased rapidly. By gender, women has more positive feelings toward the image of the package and the taste by far.