Monitoring of advertising activity in the category of «SMALL HOUSEHOLD APPLIANCES FOR PERSONAL USE»in the 2014

1st quarter of 2014

Competitors Ad Spending

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•An absolute leader in the category is Philips (31%)•Rowenta is on the 2nd place•Oral-B is on the 3d place

Source: TNS Palomars AdEx, Period: 1Q2014

Category Ad Spending Dynamics (1Q2013-1Q2014)

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Total budget in the category decreased by 32% compared to the 1st quarter of 2013•Philips showed the highest reduction (32%)

Source: TNS Palomars AdEx, Period: 1Q2014

Promoted Products

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•Stylers (22%) and Electro Shavers (42%) are the leaders mostly due to Philips and Rowenta•Due to Babyliss, Remington and Clarisonic Various products (15,6%) is on the forth place •Electric toothbrush were promoted only by Oral-B

Source: TNS Palomars AdEx, Period: 1Q2014

Media-mix

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The main media was TV (61%)•Mostly players used only one media – Rowenta and Braun used mix of two media•Radio using only in cobranding union with appliance stores

Source: TNS Palomars AdEx, Period: 1Q2014

Seasonal Prevalence (2012-1Q2014)

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•Peak of activity in the 1st quarter of 2014 was in February (it is one of the most active month in 2013 and 2012 as well) – the 23d of February and the 8th of March probably had effected a lot

Source: TNS Palomars AdEx, Period: 1Q2014

Findings

Budgets:• An absolute leader in the category is Philips (31%)• The segment of Electric Shavers (42,5%) is leader mostly due to Philips and Braun• Due to Clarisonic, Babyliss and Remington Various products (15,6%) is on the forth place• Electric toothbrush were promoted only by Oral-B • Total budget in the category decreased by 32% compared to the 1st quarter of 2013

– Philips showed the highest decrease (-32%)– But the other brands were increased: Rowenta (by 7%), Oral B (by 25%)

Media:The main media was TV (61%)• Mostly players used only one media – Rowenta and Braun used mix of two media• Radio using only in cobranding union with appliance stores

Seasonal prevalence :• Peak of activity was in February (the 23d of February and the 8th of March had effected

a lot )

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Thank you for your attention!