Deussen

1
2007/2008 Communications Plan
2
Agenda

• Deussen Capabilities Update
• Deussen BGTRD Financial Review
• Deussen BGTRD Account Review
• 07/08 BGTRD Key Issues
• 07/08 BGTRD Plan

3
The Garden GroomNational Product Launch

• Goal
• Introduce the worlds first cut and collect hedge
  trimmer to Canada and the US
• Strategy
• Appeal to emotional needs for an
  environmentally-friendly, efficient, and/or safe
  tool
• Overcome super-premium price barrier
• Grow name recognition to pave the way for future
  Garden Groom products

4
Results

• From 0 to 5,000 units sold in 6 months
• 51 of online and phone sales made within 2 weeks
  of local media placement
• Newspapers most influential (77)
• Additional 23 website, radio, television, and
  magazines
• Additional sales avenues due to exposure
• Increased catalogue outlets from 3 to 10
• Two QVC appearances
• Skymall
• Retail strategy accelerated due to media coverage
• 2 major US retail chains in negotiation
• Retail sales originally planned for summer/fall
  200 bumped up to summer 2006

5
Perfect PairingsA Culinary Cocktail Experience

• Objectives
• Reinforce brand as innovative leader
• Move beyond design platform
• Expand client base without harming existing
  equity
• Strategy
• Create image that appeals to those in the food
  and style industries, as well as mainstream
  consumers
• Partner with brands established in those
  industries

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Distributor Training Motivation
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The Concept

• Partner with Gourmet and GQ to deliver consumer
  brand experience
• An evening of lively competition, top-notch
  cooking, and inspiring cocktails draw guests into
  the world of Bombay Sapphire
• Two hand-selected consumer teams go head-to-head
  to create the ultimate pairing of a Bombay
  Sapphire cocktail and a gourmet dish
• Teams work with top local chefs and mixologists,
  giving them a chance to live out their culinary
  dreams and get creative with true mentors
• Local celebrities and event guests will select a
  winning team and crown the Perfect Pairings
  champions

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The Talent

• Consumers 4 teams of 5 per market
• Hip-metro men and women who love a gourmet meal,
  a great cocktail, and aesthetically pleasing
  setting
• Chefs 4 per market
• Top chefs from hot restaurants in each market
• Gourmet proposed brand team and Deussen approved
• Nationally recognized names garner PR
• Mixologists 4 per market
• Top bar-chef type bartenders with a keen palate
  and classic skills
• Selected by local RMs and DMMs for trade leverage
• Local Celebrities and Influencers
• GQ and Gourmet secure celebrity Hosts, MCs, DJs,
  and guests
• Both publications tap lists to populate room with
  target consumers

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2007/2008 Communications Plan