Asorbio Presented by: Borut egula , MBA In association with experts - - PDF document

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

Asorbio

Presented by: Borut Šegula, MBA In association with experts from fields of sales and marketing, PR, journalism, graphic design, sales promotion, market analysis, media strategy as well as experts for product placement. January 2014

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

ASORBIO

Professional guidelines

ASORBIO products are named after zeolite minerals, which basic characteristic is a very efficient absorption of gases and vapours. Asorbio brand is a product of Slovenian scientific knowledge. A seven year long development process has joined scientists from company Silkem d.o.o., under the leadership of dr. Andrej Horvat, as well as experts on inorganic chemistry from Chemical Institute of Ljubljana, under the supervision of dr. Venčeslav Kaučič. It is a specially purified version of the natural mineral, meaning the products are completely ecological. Asorbio brand definitely has a big potential since the products are:

• Ecological
• Sustainable
• Innovative and of high quality
• Affordable
• Eliminate unpleasant odours and moisture in a very natural, non-invasive way
• Do not cause allergies and are completely harmless to health

Asorbio is a product that will fundamentally change the use of air refreshers, since it absorbs the unpleasant odours and does not merely cover them with new smells. Asorbio is a nature friendly and non-invasive product for absorption of humidity and stuffiness in houses, rooms, mixed trash containers or bio waste, cars, caravans, refrigerators and freezers, shoes, sport bags and sport equipment. Asorbio is ecological and sustainable product,- therefore it is even recommended to put Asorbio on the garden or composter after usage. That way it will continue to gather moisture, fertilizers and microelements when they are in abundance and release them when they are scarce. For the mass consumption markets, we have developed a series of products that can be applied to everyday personal and household use.

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

Branding ASORBIO

We have designed the corporate brand image in a way that will enhance the consumer’s visual recognition between different product groups and establish a sense of diversity among the family of products.

ASORBIO product groups

ASORBIO HOME is a series of products, intended for home use. Asorbio BASEMENT A bigger version of granules is intended for indoor spatial use. This ASORBIO product will effectively remove odours and moisture from basements and other rooms.

Asorbio for damp and musty rooms is a nature-friendly product that effectively eliminates unpleasant odours and moisture from basements and other damp rooms by means of absorption with non-use of any perfume agents.  Quickly eliminates odours  Easy to use  Nature-friendly: ecological and sustainable product  Safe for health, suitable for allergy sufferers Asorbio is an innovative product extremely effective in absorption of odours, while being completely odourless. The product is environmentally friendly and sustainable, namely

• recyclable. Since no perfume agents are used, it is a safe product, causing no allergies.

Content: 5 kg Use-by date: 3 years in an airtight container.

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

The quantity of Asorbio to be placed in a room depends on the intensity of unpleasant odours and the size of a room. For example, for elimination of a medium-intensive odour in a room of 20 square meters you are recommend 1 kg of Asorbio, having effect of about one month. In the event of very intensive constant unpleasant odour Asorbio shall be replaced on a regularly basis. Since composed of clay-like material, ASORBIO as being nature-friendly product can be disposed into a garbage can for biological waste or better in a composter, into the soil for the garden or flowers, thus contributing to a more balanced supply of soil with water and fertilizers. Asorbio absorbs when they are in abundance and emits them back into soil when the soil is already in short supply. The HOME series also include granules for mixed trash containers or bio waste that will effectively eliminate odours in the garbage and around it.

ASORBIO WASTE Content: 350g

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

Asorbio REFRIGERATOR and freezers comes in the form of refreshing pads, which neutralize distinct odours of the fridge, before they affect the flavour of the other food in it. Content: 120 g

This is an environment-friendly product, absorbing and eliminating odours in the refrigerator or in the freezer. No artificial scents are added and the refreshing pad does not affect the flavour and taste of the food. It prevents odours caused by food products with very strong smells such as fish, cheese, cabbage or onions. ASORBIO 120 g is effective in the refrigerator or freezer with the volume

• f 350 liters for approximately one month.

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

ASORBIO FOOTWEAR series binds moisture and smells from shoes in the form of permeable pads.

Content: 350g Asorbio for footwear is a nature-friendly odourless product, which absorbs and eliminates unpleasant odours in footwear, gloves, sports equipment bags, travel suitcases or backpacks Asorbio is an innovative product extremely effective in absorption of odours, while being completely odourless. The product is environmentally friendly and sustainable, namely

• recyclable. Since no perfume agents are used, it is a safe product, causing no allergies.

A foot pad ASORBIO FOR FOOTWEAR can be placed also in ski boots, sport bags, backpacks, bags or gloves, enabling elimination of any unpleasant odours and absorbing moisture.

It is designed in a user friendly way by simply inserting the permeable pads in the shoes or sports equipment after use. Asorbio Shoes dries and refreshes them and keeps the equipment in a better shape.

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

The ASORBIO VEHICLES series has the same purpose by dealing with stuffiness of non ventilated spaces, as well as moisture and odours in cars, motor homes, caravans, tents and elsewhere. Asorbio Vehicles is also intended for use in vessels that are particularly vulnerable to the negative effects of moisture. Content: 200 g All ASORBIO products are fully biological, since they are made of a mineral that is already present in the soil. By testing the impacts on the environment, scientists have found no harmful effects, quite

• n the contrary, ASORBIO proved to be a great absorbent of moisture and minerals in the soil.

Therefore it is even recommended to put Asorbio on the garden or composter after usage. That way it will continue to gather moisture, fertilizers and microelements when they are in abundance and release them when they are scarce.

Pricing policy

Recommended end customer prices (VAT included): Asorbio Refrigerator Footwear Vehicles Waste Basement End customer price 4,54 5,93 5,93 4,94 34,90

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

Marketing and promotion on sales point for Asorbio brand

Silkem as producer of Asorbio product has already made some sales promotional tools for sales points: Dispensers -display Samples - testers For sales promotion produces Silkem has prepared samples for end costumers in superstores and give them for free: Marketing brochures

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

A brief summary of competitive analysis

The market is full of competitive products from the consumer’s perspective and many are deeply present in the minds of consumers, such as air fresheners and absorbing products. However, ASORBIO removes and neutralizes odours, while air refreshers nearly cover the smells with other

• scents. From a commercial point of view they do represent competition, but the fact is that Asorbio

works on completely different mechanisms. Due to the innovative way of working it has no real competition on the market in comparison to other commercial fresheners. The potential of the brand Asorbio definitely lies in its natural source (zeolite), which places it among ecological and sustainable products. The company has also made an extensive market analysis which showed a European air freshener market income increase, amounting to 3,4 billion $ by the end of 2015 (source: Market Research). The increased awareness of the importance of fresh personal space, along with the ecological approach to the environment, indicates to an increased demand for efficient, sustainable and organic products, with no impact on the environment and health. ASORBIO products have been specially developed for such markets. With such an innovative product, we could reach 5% of the potential buyers in each of the before mentioned sections. FAQ What is the product Asorbio made from? Product Asorbio is designed primarily for absorption of odours, enabled by porous structure of the zeolite mineral. The zeolite mineral belongs to the family of aluminosilicates, which are related with the clays. There is natural as well as synthetic zeolite. The latter is free of contamination and therefore has more pronounced absorbent properties. Raw materials for the synthesis of zeolite are

• btained from bauxite (alumino-component) and sand (silicate component). Due to absorbency

qualities Asorbio is able to eliminate moisture and odours in the air; it is also suitable for cleaning a swimming pool or a drinking wastewater. Asorbio is very suitable for use in household since it enables a quick elimination of minor or major problems caused by unpleasant odours (removal of unpleasant odour of burning, animals and musty rooms, unpleasant odour removal in rubbish bins, refrigerator ...). Due to granulate form Asorbio is free-flowing powder that can be easily vacuumed after use. In general there is permeable bag through which odours are absorbed. After use the bag is simply to be disposed in a garbage can.

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

How does the zeolite works? Because of channels and cavities of porous materials Asorbio has a capacity of absorption of gases and vapourrs. In these pores a capillary condensation takes place, thus enabling absorption of water

• f up to 25 % relative to the weight of the zeolite, without changing the granule outside (it remains

free-flowing powder). Why is zeolite an environmentally friendly product? Zeolite is composed by clay-like material, which is obtained in nature or produced synthetically of two minerals: bauxite and sand. In both cases the final mineral is the same, the only difference is in the purity; it is higher in the case of a synthetic zeolite. Similar to diamonds, which may also be

• btained in nature or produced synthetically (technically more significant) higher purity enables

higher hardness. The zeolite in soil does not fall apart (it is inert and has the same character as the clay, e.g. loam) and therefore it is environmentally friendly. Its "living part" are pores, where it takes place water condensation, gases and vapours as well as the exchange of other substances - cations, which is characteristic of zeolites. How do I use Asorbio? Before use, Asorbio is to be removed from the recipient and from the protective film. Then the absorption of moisture or unpleasant odours and purifying the air from the environment can take

• place. In the case of use in refrigerator placed it on a shelf; due to the pull of gas unpleasant odours
• f food will absorbed and eliminated. Hence, no predominance and mixture of odours.

In the case of use in footwear a foot pad Asorbio is to be placed in the interior of each shoe. Moisture and odours will be absorbed in around 1 hour. Also Asorbio has a high cleansing power for swimming pool water, even if only one part of sand is

• replaced. For example, if 1/3 of sand is substituted with Asorbio, the purifying power of the filter will

be more than doubled. Where can I put Asorbio after use? As zeolite being a natural mineral, Absorbio can be after use disposed (without a bag) in soil or

• composter. There will continue to act as an absorbent for liquids - including liquid fertilizers,

contributing to improve the performance of cultivated land due to a higher balance in soil

• substances. Asorbio may be disposed in a garbage can (with bag) or into trash manipulated by

wastewater treatment plant (without bag) as it will continue to have an additional positive impact, i.e. absorption of heavy metals and odours. Asorbio is an environmentally friendly product because it

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

is inert and does not decompose because it has characteristics similar to clay, sand, stone - so it is not harmful to health or allergen. Only absorbed gases and liquids could eventually be released or exchanged with the surroundings, which in the case of use in households is an issue as being an extremely slow gas exchange with the surroundings in ambient temperatures. In the case of elevated temperatures (for example, if you put a bag in the oven), it would be faster desorption of gas (smell

• f onions, cabbage, traps ... would be detected from the oven).

For industrial use Silkem has established a system of recycling Asorbio, i.e. return and regeneration

• f the saturated zeolite.

Why is Asorbio is suitable for use in households and agriculture? Asorbio is very suitable for use in household since it enables a quick elimination of minor or major problems caused by unpleasant odours. Asorbio is harmless and non-toxic to all living creatures, as the component zeolite is also used for anti-cancer (anticancer) activity and detoxification. The latter can be explained by the fact that the zeolite has a large surface of pores, thus ensuring binding (inhibition) of reactive substances such as toxins and free radicals, which are a major factor in aging for humans as well as the maturation of fruits and vegetables. The product absorbs ethynyl gas that is released with the maturation of foodstuff (apple, persimmon, banana ...). Asorbio provides benefit for soil since it absorbs substances which are in abundance (rain, fertilizers) and emits them in soil when it is in short supply. Hence a balance in soil is established and plants tolerate better drought because they are more evenly nourished. Asorbio can be used also on agricultural land to eliminate intense unpleasant smell of manure from the surroundings. Asorbio, placed in bedding, is particularly effective in reducing the unpleasant odors in the stable, in particular where the mixed during bedding. Who produces Asorbio and where can I get more information? SILKEM d.o.o., was founded on the basis of 40 years experience in the production of aluminium hydrates and various other special aluminas in Kidričevo, Slovenia. After the production was closed down in the “red section” of the old alumina-producing factory in 1991, we successfully established a new company, Silkem, using our inventiveness and making some adaptations. In our efforts over 10- years, and the realisation of new strategies, in particular B2B business approach on more than 40 national markets, Silkem has developed a specialised production programme for synthetic zeolite, silicates and special aluminas. Today Silkem reached a new milestone, i.e. penetrating new foreign and domestic mass market with its new products, which are the result of the company’s own

• development. For this purpose, the company has registered the brand Asorbio.

SILKEM d.o.o., Tovarniška cesta 10, 2325 Kidričevo, Slovenia

Contact: Borut Šegula, MBA; Brand Manager Asorbio T: +386 31 66 25 95 E: borut.segula@asorbio.com www.asorbio.com