This document was prepared by Wax PR & Marketing. Contact: Pure Offices, Plato Close, Leamington Spa, CV34 6WE

Email: vsmith@waxpr-marketing.com | Web: http://www.waxpr.co.uk Tel: +44 (0)1926 676 234

Monthly PR Activity & Advertising Insight Report –

January 2013

Includes:

Key Terminology page 1

Topline Summary Dashboard page 2

PR Profile by Publication page 3

PR Profile by News Category page 4

Key Items Summary page 5

Advertising Insights page 6

Colour key

Key Terminology

Impact Score – Each article is awarded a score, up to 10, based on a number of

qualitative criteria as follows: Feature/News item (+2), minor mention (+1), less than

25% of page in size (+1), between 25-50% (+2), more than half-page to a full-page and

larger (+3), contains an image (+1), neutral tonality (+1), positive tonality (+2),

spokesperson quoted (+1), third-party endorsement (+1).

OTS - Refers to the number of “Opportunities to See/View” the coverage or media

spots. For print it is simply the aggregated circulation figures. For online, we work with

the estimated number of page impressions the website would have on a particular day.

We do not aggregate monthly unique user totals.

£PRV - For print coverage is established by using an attributable percentage of a

particular article to the rate card specification for a single full-page colour ad. We do not

take into account variations related to various options for buying ad space, simply the

stand-alone full-page colour rate.

Page 01

Topline Summary Dashboard

Topline

Remeha and Baxi collectively had 20 items, with an estimated PR Value

of £25k, and a total Impact Score of 141. This was slightly less than its

main rival, Worcester Bosch, which had 22 items and an Impact Score of

154.

Worcester Bosch took a solid 50% average share, then Baxi with 37%.

The average share of voice metric considers in equal measure all

metrics (volume, £PRV, OTS & Impact Score).

There were no items for Main this month.

Share of Voice by Metrics

Avg. Share of Voice

50%

Worcester Bosch

Page 02

37% Baxi

6% Vaillant

6% Remeha Vol. PRV £ks OTS Ks Impact Score

Worcester Bosch 22 37 709 154

Baxi 17 21 703 119

Vai l lant 4 2 96 28

Remeha 3 3 79 22

0

10

20

30

40

50

60

70

Vol. PRV £ks OTS Ks Impact Score

Shar

e o

f V

oic

e %

Worcester Bosch Baxi Vaillant Remeha

Impact Score by Publication

Summary

The table and chart show that Heating & Plumbing Monthly, Heating

Ventilating & Plumbing and PHAM News had the best total Impact of

coverage, with Builders Merchants Journal and Renewable Energy

Installer having the least.

Baxi easily outperformed all other competitors in H&V News, and had an

equivalent performance in PHAM News. However, we can clearly see

that Worcester Bosch had a very good spread of coverage and was

represented in every publication.

Remeha had slightly better coverage in Heating & Plumbing Monthly

than both Baxi and Vaillant, and had an identical performance (6) to

Worcester Bosch in Heating & Ventilating Review.

Vaillant, like Remeha appeared to focus on just three publications this

month, achieving a slightly better score (15) than Baxi (14) in PHAM

News.

PR Profile by Publication

Page 03

Publication Baxi Remeha Vaillant Worcester

Heating & Plumbing Monthly 7 8 7 24

Heating Ventilating & Plumbing 8 8 29

PHAM News 14 15 15

H&V News 35 7

Installer 32 7

Registered Gas Engineer 8 15

Professional Heating & Plumbing Installer 8 14

Heating & Ventilating Review 7 6 6

Builders' Merchants News 14

Professional Builders Merchant 6 7

Renewable Energy Installer 9

Builders Merchants journal 7

0 5 10 15 20 25 30 35 40

BMJ

REI

PBM

BMN

HVR

PHPI

RGE

Installer

H&V News

PHAM News

HVP

HPM

Impact Score by Publication

PR Profile by News Category

Page 04

Summary

The table and chart show that Baxi had a better performance in publicising its Products and

Services than Worcester Bosch, with a score of 63 against 54. Baxi had better Training-related

coverage than other competitors, and an equivalent performance to Worcester Bosch for

Trade Show items.

Baxi, did not perform as well as its main rival in Thought-Leadership items, and for General

items, where Worcester Bosch had a few items on the Green Deal.

Category Baxi Remeha Vaillant Worcester

Product/Service 63 14 8 54

Thought-Leadership 36 8 55

General 33

Training 15 7

Staff 20

Trade Show 5 5

0 20 40 60 80 100 120 140 160

Trade Show

Staff

Training

General

Thought-Leadership

Product/Service

Total Impact Score

Article Sub-Category Impact ScoreBoiler Servicing 8

Company-focused 9Green Deal 31

Evolution/Revolution Ad Campaign 7Gas Safety 7

Greenspring Cw047 6Greenstar CDI Compact 39

installer round table 7PHEX 5

Renewables 9Thermostats 8

Underfloor Heating 8Websites 9

YouTube System Cleansing Video 72013 8

Baxi-SenerTec for St Aidan's College 6Boiler Efficiency Calculator 37

Boilers at Durham University 7Building Regulations Approved Document 7

DECs 7East Durham College Training Facility 14

Ecobuild 5Green Deal 7

Preston College Training Academy 8Winter Advice 7

Extended Warrantys on boiler ranges 8Installer workloads 8

New Remeha Gas Eco Pro 6Ashleys of Frinton 8

Mark Derbyshire as Commercial Director 20

Baxi

Vaillant

Remeha

Worcester

Key Items Summary

Page 05

Product-Service

Baxi focused its efforts almost exclusively on its Boiler Efficiency

Calculator and had a combined score of 37. In addition there was an

item on Boilers at Durham university and Baxi-SenerTec for St Aidan’s

College. Remeha’s items were on extended warranties on its boiler

ranges and a small item on its new Eco Gas Pro, in conjunction with an

ad-campaign.

Worcester Bosch focused primarily on its Greenstar CDI Compact boiler

range (39), and Vaillant had a single item on how its products had been

selected by a local store, Ashleys of Frinton.

Thought-Leadership

Baxi had a Neil Schofield piece on 2013: the year of clarity?, a Jeff

House section on DECs, Simon Osbourne and Jeff House were quoted

on the Green Deal and Simon Osbourne and Andrew Keating were in a

piece on Winter Advice. Remeha had a single full-page Feature on

Installer workloads by Dave Cook.

Worcester Bosch had three Neil Schofield pieces and four for Martyn

Bridges. These were on the topics of gas safety, the Green Deal,

renewables, thermostats, underfloor heating and websites.

Training

Baxi had two items on its East Durham College training facility (14),

and an item on a new training academy at Preston College.

Worcester Bosch, was simply credited for organising a double-page

Installer round-table in HPM (7).

Staff

Vaillant was the only company to have staff-related news this

month. The news that Mark Derbyshire has been appointed as

Commercial Director was posted in three publications (21).

Trade Shows

Simon Osbourne was quoted in a feature on the upcoming Ecobuild

show, and Worcester Bosch was mentioned alongside an item

about PHEX.

Advertising Insights

Page 06

Summary

Analysis of advertising activity this month shows that Baxi and Remeha spent approx.

£20k and placed 4 ¼ pages. Baxi placed the majority of its effort into the 5-Year

Warranty ad, and Remeha placed had a cover and full-page ad for its new Remeha

Eco Pro.

Worcester Bosch spent the equivalent of £43k, generating over 13 pages. These ads

were almost entirely the same Evolution-Revolution ad, promoting their Greenstar Cdi

compact and combi boilers.

Vaillant placed two pages, spending approx. £5k promoting a new commercial boiler

for 2013.

Ads by Organisation

Volume Pages £AVE ks

Worcester Bosch 9 13.3 44

Baxi 3 4.25 18

Vaillant 2 2 5

Remeha 2 1.75 2

0

5

10

15

20

25

30

35

40

45

50

Type Vol. £AVE ks

DPS 6 44

Ful l -Page 3 6

1/4 Page or less 2 2

Ins ide-Front 2 12

Cover 2 4

Outs ide-Back 1 2

Advert Description Pages £AVE ks

5 year warranty 4 18

Unlock your earnings potentia l 0.25 1

Remeha Blue Efficiency - New Remeha Eco Pro 1.75 2

Vaillant Why Vai l lant ? Because Vai l lant thinks ahead 2 5

Evolution Revolution 13 43

One name. Every heating and hot water solution 0.3 1Worcester

Baxi

Twitter 60%

Blogs & Forums

30%

Facebook 10%

Social Media Insights

Page 07

Avg. Share of Voice

Facebook & Twitter

We found no evidence of any specific trends or themes of discussion.

Some people made complaints, or were asking for help:

For fuck sake baxi just answer the fucking fone iv been on hold for 25 fucking mins now!!!!! - Link

#answers Can any one help with my problem on a Baxi Solo 3 PF.: Boiler starts and runs but

intermittently shuts ... http://t.co/Jgk446Ph - Link

Anyone need or know anyone that needs a new #boiler? Got some #baxi duotec he #combis with 7

year warranties - Link

Can any 1 come light me pilot light on baxi 80 eco boiler? Dont think its got a button 2 start it?? - Link

Spend an hour driving to a baxi training course, get there and a nice lady comes out offers us a cup

of soup and tells us its tomorrow not today - Link

Some Users tweeted about price rises:

P Smith @Samedealltd Baxi increase in prices tomorrow, boilers by 4% flue etc. by 7% - Link

Just hours too go before the Baxi Boiler prices increase: Link

Some positive and general comments included:

I'm also lucky enough to have various original features in mine, like this fab Baxi fireplace... Link

Day 2. Freezing. Only 2 days to go. On the bright side had 1 hour’s warmth at hosp blowing into a

spirometer. Damn Baxi bless decent boilers - Link

Baxi Boiler working normally after repair by UniC UK: http://tinyurl.com/atv6cj8 - Link

Baxi boiler, I basically just kicked your ass. I am a marvel. I don't need a man or overpriced

engineer!! Winning!!! - Link

Type Vol.

Twitter 95

Blogs & Forums 47

Facebook 15

Website (2+ only) Vol.

twitter.com 95

facebook.com 15

hvac-for-beginners.com 5

article.wn.com 5

ukplumbersforums.co.uk 5

trexfiles.com 4

uk.answers.yahoo.com 5

reviewcentre.com 2

forums.moneysavingexpert.com 2

Social Media Insights

Page 08

Blogs & Forums

Several question were posted on Yahoo’s Answers forum, including:

• I've got a Baxi Combi 105 HE ..approx. 5years old. I've had it serviced before, and I

called an engineer out, but was useless... need help please!! - Link

• I know I'm not the only one in this predicament but my duel fuel bill has just gone

through the roof! … My combi boiler is a Baxi 80e or 105e - Link

• Baxi 80e combi boiler heating not working hot water ok pump ok.? – Link

Several posts and threads were made on the site UK Plumbers Forums, including:

• Baxi 105e – Singing Assembly valve again! – Link

• Replacement of Expansion Vessel on Baxi 105e Instant (Stockport) - Link

• Baxi Bermuda/honywell heating problem – Link

• why is my baxi duo tec 2 combi Ga not letting me set the sensor curve – Link

A couple of posts were made on the Review Centre website:

• "Baxi Combi 133 HE Plus - absolute nightmare"

We had a Baxi Combi 133 HE Plus fitted just over 4 years ago by a Corgi Registered

Plumber (ex British Gas employee). We have had nothing but trouble with it. It was 4

weeks out of Guarantee when we were getting loud banging noises when it fired up. Had

to have burner replaced costing nearly £300 incl labour. Sent old burner off to Baxi but got

no joy from them. After a few months the banging started again. Several visits from

plumber did not fix the problem. Joined British Gas scheme and have now had to have the

burner replaced again..

Still getting banging noise, which is very loud and the neighbours are complaining. Have

had B Gas back again last week, he checked it again and said see how it goes. It is still

happening and is quite scary at night when all is quiet. Surely this must be a design

fault. We have the heating on timer and just leave it to get on with it, so how can it be

something we are doing? I am thinking of getting on to Trading Standards as I think the

Boiler is not fit for purpose – Link

• Review of Baxi Potterton

"BOILER IS WORSE THAN THEIR CUSTOMER SERVICE“ - The boiler is very bad and

customer service is even worse. I have waited 2 hours to speak to technical service and

there was no response – Link

A couple of threads were posted on Money Saving Expert:

• Question on the Condensing function of my LPG boiler

I have a Baxi condenser boiler fitted into a property that we have been in for a few

months. Have a big LPG tank in the garden and trying to get the place set up for heating

without costing too much. Proving difficult, this damn stuff is expensive!! – Link

• Advice please! Potterton Suprima HE 50 boiler - manufacturing fault

I have a Potterton Suprima HE 50 condensing boiler which broke down in Nov. The fan

was replaced, but in Dec it broke down again. Our engineer phoned Baxi who told him

there was a design fault with the flue in earlier models. The flue had a metal component

instead of plastic. Metal corrodes and shouldn't be used with condensing boilers. This

had happened with our boiler and water got into the fan killing it. Despite being out of

warranty, Baxi reluctantly agreed over the phone to either replace the parts themselves

free of charge or reimburse us the cost of getting our engineer to do it. I asked for this in

writing and since then have got NOWHERE. - Link