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BigSavingsOpportunitiesinSmallMarketAppliancesTheAirPurificationMarket

CheriWrightMarketingDirector

KazUSA,Inc.October24,2012

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AirPurifierHistoryAirpurifiersweresoldinthe1950sand60s,buttheybecamemore

mainstreaminthe1970sand80s.

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Itisnowestimatedthatapproximately14.5millionhouseholdsuseairpurifiers.

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StrongestAirPurifierusageisduringClosedWindowSeasonand Allergyseason which varybyregion

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AirPurifierConsumerTrendsNortheast=16.7%Midwest=18.8%South=39.8%West=24.7%

Whereareairpurifierspurchased?(unitshare)

Traqlinelast4QendingJune2012

PriceBucket($share)

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AirPurifierConsumerTrends

Traqlinelast4QendingJune2012

Whywastheairpurifierpurchased?(unitshare)

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AirPurifierConsumerTrends

Whopurchasesairpurifiers?(unitshare)

44% 56%

Age:18 24 =7.7%25 29 =7.4%30 34 =9.5%35 44 =19.3%45 54 =20.6%55 64 =19.5%65plus=16%

Household:2ormoreadults,nochild=46%Singleadult=26%2ormoreadultsw/children=25%Singleadultw/children=3%

Traqlinelast4QendingJune2012

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Medical

SpecialNeeds

CleanerHome

AirPurifierPurchasesareBasedonNeed60millionAmericansareaffectedbynasalallergiesAlmost26millionAmericanshaveasthma

62%ofU.S.householdsownapet,whichequatesto72.9millionhomesAbout1in5Americanadultssmokecigarettes

Dustandodorsaregeneratedineveryhome!Peoplespendapproximately90%oftheirtimeindoors,withroughly70%ofthattimespentindoorsin

the

home.

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75%ofAllergistsrecommendairpurifierstotheirpatientsaspartofan

overallallergy/asthmatreatmentprogram.

PhysiciansareRecommendingAirPurifiers

AQSACAAIResearchNov2010

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ScientistsareRecommendingAirPurifiersUse Air

Purifiers

to help

control

Airborne

Exposures

toAllergens

LiteraturefromScientificStudiesrevealsthat:Airpurifierscanbeaneffectivewaytocontrolairborneexposuretoallergens

Custovicetal.1998,Greenetal.1999,Chengetal.1998AirpurifierscansignificantlyincreaseasthmafreedaysandreduceunscheduledvisitstothedoctororEmergencyRoomforasthmasymptoms

Butzetal.2011,Lanphearetal.2011Theuseofairpurifiersinthehomehavebeenlinkedtoindicatorsofgoodhearthealth(improvedabilityforbloodvesselcellstocontrolbloodpressure)

Brauneret

al.

2008,

Allen

et

al.

2011

AirpurifierusehasbeenassociatedwithPM2.5reductionsof3070%. PM2.5isremovedupto7Xfasterusingairpurifiersasopposedtorunningcentralairconditioningalone

Brauneretal.2008,Allenetal.2011,McDonaldetal.2002,MacIntosh2008

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HelpingtheConsumer Providefactbasededucationandawareness

Workwithkeyindustryinfluencers Provideefficaciousproductsatanaffordableprice Continuetodevelopmoreenergysavingproducts

2012Cleansa250sq.2002ft.room

Cleansa250sq.Uses38wattsvs.ft.room

Used138watts =$300+savingsover5years!

Improveusageguidancetoreduceproduct/electricityuseProductefficacyandAHAMVerifideProgramparticipationarecriticaltoensuretheconsumergetsthe

appropriateairexchangeWorkwithpartnerstoimproveaffordabilityandremoveconsumerbarriersto

purchase Connectwithconsumersatthepointofinfluence,educationandpurchase Improvemerchandising/communicationatretail(boxes,signage,etc.) OfferrebatesonENERGYSTARqualifiedairpurifierstohelpoffsetcosts