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MLM COMPETITORS MEDIA ANALYSIS

FEBRUARY 8-14, 2016

COMPETITORS

OVERALL COVERAGE

COMPETITORS OVERALL COVERAGE

8-14 FEBRUARY 2016

KEY INSIGHTS OVERALL COVERAGE

Nutrition: Company X holds the

1st place in terms of the number

of publications with the share of

45% (13 publications).

Cosmetology - no coverage

Nutrition: Company X holds

the 1st place in terms of the

Media Favourability Index (20.5

points).


Nutrition: the share of initiated

articles is 92%.


Positive coverage was driven by:

Company X product line is included

into the international list of doping-free

safe sports nutrition products.

Negative coverage:

No coverage

3

MFI NUTRITION – 20,5

COSMETOLOGY – 0

NUTRITION – 4,85

COSMETOLOGY – 0

NUTRITION – 92%

COSMETOLOGY – 0%

POSITIVE

NEWS NEGATIVE

NEWS

SoV NUTRITION – 45%

COSMETOLOGY – 0%

INITIATED STORIES

TONALITY

INDEX


2nd place in terms of the Tonality

Index.


70%;31

20%;9

9%;4

0

45%;13 41%;12

7%;2 7%;2

0 0

5

10

15

20

25

30

35

Oriflame Mary Kay Amway Herbalife Herbalife Evalar Amway EnergyDiet Oriflame

Cosmetology Nutrition

4

SHARE OF VOICE COMPETITORS/OVERALL COVERAGE

Oriflame announces

a new large-scale

beauty project,

Cheat Your Age.

Production

Development

Manager at

Oriflame V. Migulin

has told about the

company’s factory

located in Noginsk.

The Astrum

Shopping Mall

hosted a charity

event dedicated

to the Saint

Valentine’s Day.

Mary Kay

makeup

designers took

part in the event.

Saint

Petersburg held

a presentation

of the new

ARTISTRY

product

produced by

Amway

HERBALIFE24

product line is

included into the

international list of

doping-free safe

sports nutrition

products.

Evalar will launch

several medicines

based on its own

pharmaceutical

substances by the

end of 2016.

Evalar is going to

occupy the niche

of non-medical

retail products in

the Russian

Federation market

– Phytomarket

pharmacy chain.

The world’s best-

selling category

of the Amway

products is still

food

supplements and

vitamin-and-

mineral

complexes –

46% out of the

total sales

volume.

EnergyDiet is

recommended

as a weight loss

product.

Little efficacy

and low quality

of the

EnergyDiet

cocktails are

mentioned.

5

INITIATED STORIES* COMPETITORS/OVERALL COVERAGE

INITIATED VS NON-INITIATED STORIES

* Initiated stories: issued by the results of local events, press trips, press releases, interviews and comments, other direct sources.

Non-initiated stories: published upon the information received from Internet or other indirect sources

13%;4 25%;1 0 0

92%;12

67%;8 100%;2

48% 0

87%;27

75%;3

8%:1

33%;4

0 0 0

5

10

15

20

25

30

35

Oriflame Amway Mary Kay Herbalife Herbalife Evalar Amway Oriflame EnergyDiet


Non-initiated

Initiated

NUMBER OF INITIATED

STORIES

4

1 0 0

12

8

2

0 0 0

2

4

6

8

10

12

14

Oriflame Amway Mary Kay Herbalife Herbalife Evalar Amway EnergyDiet Oriflame


6

MEDIA FAVOURABILITY INDEX COMPETITORS/OVERALL COVERAGE

MEDIA FAVOURABILITY INDEX

KPI that shows quality of media coverage about Company and its competitors

published in key local media.

Media Favourability Index is calculated by the following parameters:

1. Overall story tonality (T):

(Npositive stories*5+Nneutral stories*3+Nnegative stories*1)

Noverall stories

2. Brand name in the story headline (H)

3. Level of Company’s presence in a story (P): Max, >Avg, Avg, <Avg, Min

4. Rating of media published a story (M).

5. Quotes of Company’s representatives in a story (QR)

6. Quotes of key opinion leaders, partners, government representatives in a

story (QA): positive=2, neutral=1, negative = -2

MFI=T*P*X, X=H+M+QR+QA

MEDIA FAVOURABILITY INDEX (MFI)

7,4

1,6 1,1 0

20,5

10,3

3,0

-0,7 0

-1

4

9

14

19

24

Oriflame Amway Mary Kay Herbalife Herbalife Evalar Amway EnergyDiet Oriflame


T=

8%;1

92%;12

7

MEDIA FAVOURABILITY INDEX PARAMETERS OVERALL COVERAGE /NUTRITION

POSITIVE

NEUTRAL

TONALITY SPLIT

N= 13


into the international list of doping-

free safe sports nutrition products.

Company X cocktail is mentioned as

a weight loss product.

39%;12 56%;5 25%;1

92%;12 58%;7 100%;2

58%;18

44%;4 75%;3 0

8%;1

42%;5 50%;1

3%;1

50%;1 0

0

10

20

30

40

Oriflame Mary Kay Amway Herbalife Herbalife Evalar Amway EnergyDiet Oriflame


Negative Neutral Positive

8

MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / OVERALL COVERAGE

TONALITY INDEX* TONALITY SCALE

positive

somewhat positive

neutral

somewhat negative

negative

TONALITY SPLIT

* See slide 7 for Tonality Index formula

4,11 3,71 3,50

0,00

5,00 4,85

4,17

3,00

0,00 0,00

1,00

2,00

3,00

4,00

5,00

Mary Kay Oriflame Amway Herbalife Amway Herbalife Evalar EnergyDiet Oriflame


9


COMPANY KEY POSITIVE DRIVERS KEY NEGATIVE DRIVERS

HERBALIFE The HERBALIFE24 product line is included into the international list of doping-free


No negative coverage

AMWAY The world’s best-selling category of the Amway products is still food supplements

and vitamin-and-mineral complexes – 46% out of the total sales volume. No negative coverage

ORIFLAME Oriflame announces a new large-scale beauty project, Cheat Your Age.

Production Development Manager at Oriflame V. Migulin has told about the

company’s factory located in Noginsk.

The One lipstick by Oriflame is named a highly

dangerous product according to the testing results

in the Beauty and Health category.

EVALAR

Evalar will launch several medicines based on its own pharmaceutical substances

by the end of 2016.

Evalar is going to occupy the niche of non-medical retail products in the Russian

Federation market – Phytomarket pharmacy chain.


MARY KAY The Astrum Shopping Mall hosted a charity event dedicated to the Saint Valentine’s

Day. Mary Kay makeup designers took part in the event.


ENERGYDIET EnergyDiet is recommended as a weight loss product. EnergyDiet is recommended as a weight

loss product.

140

39 20

0

64 58

9 8 0 0

50

100

150

200

Orifla

me

Ma

ry K

ay

Am

way

Herb

alif

e

Herb

alif

e

Evala

r

Am

way

En

erg

yD

iet

Orifla

me


3

0 0 0

11

6

2

0 0 0

2

4

6

8

10

12

Orifla

me

Am

way

Ma

ry K

ay

Herb

alif

e

Herb

alif

e

Evala

r

Am

way

En

erg

yD

iet

Orifla

me


QUOTES OF KOLs WITH TONALITY**

10


NUMBER OF QUOTES OF COMPANY’S

REPRESENTATIVES

1 1 0 0

8

2

0 0 0 0

2

4

6

8

10

Orifla

me

Ma

ry K

ay

Am

way

Herb

alif

e

Evala

r

Am

way

Herb

alif

e

En

erg

yD

iet

Orifla

me


0 0 0 0

20

0 0 0 0

5

10

15

20

25

Am

way

Orifla

me

Ma

ry K

ay

Herb

alif

e

Herb

alif

e

Am

way

En

erg

yD

iet

Evala

r

Orifla

me


*The Media Rate Index is a sum of importance levels of each publication according to the scale

**The parameter is a sum of scores, attached to each article depending on the tone of reference

BRAND NAME IN THE STORY HEADLINE (NUMBER OF

STORIES)

MEDIA RATING INDEX*

11

CSR-PROJECTS ANALYSIS OVERALL COVERAGE

ORIFLAME

No coverage

Oriflame launches

Cheat Your Age

project.

HERBALIFE, EVALAR, MARY KAY, AMWAY,

ENERGYDIET

100%;1

MLM COMPETITORS

RUSSIA

COMPETITORS

8-14 FEBRUARY 2016

KEY INSIGHTS RUSSIA


2nd place in terms of the number

of publications with the share of

18% (3 publications).



2nd place in terms of the Media

Favourability Index (4.1 points).


Nutrition: The share of initiated

articles is 67%.


Positive coverage was driven by:


into the international list of doping-free


Negative coverage:

No coverage

15

NUTRITION – 4,33

COSMETOLOGY – 0

NUTRITION – 67%

COSMETOLOGY – 0%

POSITIVE

NEWS NEGATIVE

NEWS

SoV NUTRITION – 18%

COSMETOLOGY – 0%

INITIATED STORIES

TONALITY

INDEX

Nutrition: Company X holds the 1st

place in terms of the Tonality Index.


MFI NUTRITION – 4,1

COSMETOLOGY – 0

68%;21

23%;7

10%;3

0

71%;12

18%;3 12%;2

0 0 0

5

10

15

20

25

Oriflame Mary Kay Amway Herbalife Evalar Herbalife Amway Oriflame EnergyDiet


14

SHARE OF VOICE COMPETITORS/RUSSIA

Oriflame announces

a new large-scale

beauty project,

Cheat Your Age.

Production

Development

Manager at

Oriflame V. Migulin

has told about the

company’s factory

located in Noginsk.

The Astrum

Shopping Mall

hosted a charity

event dedicated to

the Saint

Valentine’s Day.

Mary Kay makeup

designers took

part in the event.

Saint Petersburg

held a

presentation of

the new

ARTISTRY

product produced

by Amway.

HERBALIFE24

product line is

included into the

international list of

doping-free safe

sports nutrition

products.

Evalar will launch

several medicines

based on its own

pharmaceutical

substances by the

end of 2016.

Evalar is going to

occupy the niche of

non-medical retail

products in the

Russian Federation

market –

Phytomarket

pharmacy chain.

The world’s best-

selling category

of the Amway

products is still

food

supplements and

vitamin-and-

mineral

complexes –

46% out of the

total sales

volume.

15

INITIATED STORIES* COMPETITORS/RUSSIA

INITIATED VS NON-INITIATED STORIES

* Initiated stories: issued by the results of local events, press trips, press releases, interviews and comments, other direct sources.

Non-initiated stories: published upon the information received from Internet or other indirect sources

NUMBER OF INITIATED

STORIES

2

1

0 0

8

2 2

0 0 0

1

2

3

4

5

6

7

8

9

Oriflame Amway Mary Kay Herbalife Evalar Herbalife Amway Oriflame EnergyDiet


10%;2 33%;1 0 0

67%;8

67%;2

100%;2

48% 0

90%;19

67%;2

33%:4

33%;1 0 0

0

5

10

15

20

25

30

35

Oriflame Amway Mary Kay Herbalife Evalar Herbalife Amway Oriflame EnergyDiet


Non-initiated

Initiated

16

MEDIA FAVOURABILITY INDEX COMPETITORS/RUSSIA

MEDIA FAVOURABILITY INDEX

KPI that shows quality of media coverage about Company and its competitors

published in key local media.

Media Favourability Index is calculated by the following parameters:

1. Overall story tonality (T):

(Npositive stories*5+Nneutral stories*3+Nnegative stories*1)

Noverall stories

2. Brand name in the story headline (H)

3. Level of Company’s presence in a story (P): Max, >Avg, Avg, <Avg, Min

4. Rating of media published a story (M).

5. Quotes of Company’s representatives in a story (QR)

6. Quotes of key opinion leaders, partners, government representatives in a

story (QA): positive=2, neutral=1, negative = -2

MFI=T*P*X, X=H+M+QR+QA

MEDIA FAVOURABILITY INDEX (MFI)

4,8

1,2 0,7

0

10,3

4,1

3,0

0 0 0

2

4

6

8

10

12

Oriflame Amway Mary Kay Herbalife Evalar Herbalife Amway EnergyDiet Oriflame


T=

33%;1

67%;2

17

MEDIA FAVOURABILITY INDEX PARAMETERS HERBALIFE / RUSSIA / NUTRITION

POSITIVE

NEUTRAL

TONALITY SPLIT

N= 3


into the international list of doping-

free safe sports nutrition products.

Company X cocktail is mentioned as

a weight loss product.

19%;4 57%;4 33%;1 58%;7 67%;2

100%;2

76%;16

43%;3 67%;2 0

42%;5

33%;1

5%;1

0 0

0

10

20

30

40

Oriflame Mary Kay Amway Herbalife Evalar Herbalife Amway EnergyDiet Oriflame


Negative Neutral Positive

18

MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / RUSSIA

TONALITY INDEX* TONALITY SCALE

positive

somewhat positive

neutral

somewhat negative

negative

TONALITY SPLIT

* See slide 17 for Tonality Index formula

4,14 3,67

3,29

0

5,00

4,33 4,17

0 0 0,00

1,00

2,00

3,00

4,00

5,00

Mary Kay Amway Oriflame Herbalife Amway Herbalife Evalar EnergyDiet Oriflame


19


COMPANY KEY POSITIVE DRIVERS KEY NEGATIVE DRIVERS

HERBALIFE The HERBALIFE24 product line is included into the international list of doping-free



AMWAY The world’s best-selling category of the Amway products is still food supplements

and vitamin-and-mineral complexes – 46% out of the total sales volume. No negative coverage

ORIFLAME Oriflame announces a new large-scale beauty project, Cheat Your Age.

Production Development Manager at Oriflame V. Migulin has told about the

company’s factory located in Noginsk.

The One lipstick by Oriflame is named a highly

dangerous product according to the testing results

in the Beauty and Health category.

EVALAR

Evalar will launch several medicines based on its own pharmaceutical substances

by the end of 2016.

Evalar is going to occupy the niche of non-medical retail products in the Russian

Federation market – Phytomarket pharmacy chain.


MARY KAY The Astrum Shopping Mall hosted a charity event dedicated to the Saint Valentine’s

Day. Mary Kay makeup designers took part in the event.


ENERGYDIET No coverage No negative coverage

97

29 16

0

58

16 9 0 0 0

50

100

150

200

Orifla

me

Ma

ry K

ay

Am

way

Herb

alif

e

Evala

r

Herb

alif

e

Am

way

En

erg

yD

iet

Orifla

me


2

0 0 0

6

2 2

0 0 0

1

2

3

4

5

6

7

Orifla

me

Am

way

Ma

ry K

ay

Herb

alif

e

Evala

r

Herb

alif

e

Am

way

En

erg

yD

iet

Orifla

me


QUOTES OF KOLs WITH TONALITY**

20


NUMBER OF QUOTES OF COMPANY’S

REPRESENTATIVES

1 0 0 0

8

2

0 0 0 0

2

4

6

8

10

Orifla

me

Am

way

Ma

ry K

ay

Herb

alif

e

Evala

r

Am

way

Herb

alif

e

En

erg

yD

iet

Orifla

me


0 0 0 0

4

0 0 0 0112233445

Am

way

Orifla

me

Ma

ry K

ay

Herb

alif

e

Herb

alif

e

Am

way

Evala

r

En

erg

yD

iet

Orifla

me


*The Media Rate Index is a sum of importance levels of each publication according to the scale

**The parameter is a sum of scores, attached to each article depending on the tone of reference

BRAND NAME IN THE STORY HEADLINE (NUMBER OF

STORIES)

MEDIA RATING INDEX*

21

CSR-PROJECTS ANALYSIS RUSSIA

ORIFLAME

No coverage

Oriflame launches

Cheat Your Age

project.

HERBALIFE, EVALAR, MARY KAY, AMWAY,

ENERGYDIET

100%;1

THANK YOU

Smyslographia Analytical Agency

Tel.: +7 (495) 231-19-74

E-mail: [email protected]

Web: http://www.s-graph.ru

mailto:[email protected]



http://www.s-graph.ru/



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