Monitoring of advertising activity in the category of «SMALL HOME APPLIANCES»in the 2014

1st quarter of 2014

Competitors Ad Spending

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•Bork is an absolute leader in the category – promoted on Multicookers more than 99% of its total budget•On the 2nd place is Redmond (promotion of Multicookers is 76% share of its budget)•Panasonic is on the 19th place. Its share less than 1% of total budget of the category

Source: TNS Palomars AdEx, Period: 1Q2014

Category Ad Spending Dynamics (1Q2013; 1Q2014)

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Total budget in the category increased by 28% compared to the 1st quarter of 2013•Budgets of Redmond, Bork, Bosh and Vitek increased most of all•Budgets of Philips, Nescafe and Polaris decreased most of all

Source: TNS Palomars AdEx, Period: 1Q2014

Promoted Products

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•Multicookers (50%) is on the 1st place. It was the main product in ad. campaigns practically of all the leaders •Coffee machines on the 2nd place due to Nescafe, Nespresso and Bosch•Vitek and Redmond had the highest number of products in its ad. campaigns

Source: TNS Palomars AdEx, Period: 1Q2014

Media-mix

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•TV is the main media - 85% share of total budget•Press is on the 2nd place (10%)•Mystery used almost only Radio (98%) in its media split•Only Maxwell used Cinema•Only Panasonic and Bosch used Digital indoor

Source: TNS Palomars AdEx, Period: 1Q2014

Seasonal Prevalence (2011- Sep 2013)

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•Peak of activity in the 1st quarter of 2014 was in March as well as in 2013•The leaders: Bork and Redmond were on air during the whole period, but the Bork’s main

activity was in February and Redmond in March•Other brands had its ad. campaigns during 2 month in average

Source: TNS Palomars AdEx, Period: 1Q2014

Findings

Budgets:Total budget in the category increased by 28% compared to the 1st quarter of 2013• Budgets of Redmond, Bork, Bosh and Vitek increased most of all• Bork is an absolute leader in the category – promoted on Multicookers more than 99% of its total

budget• On the 2nd place is Redmond (promotion of Multicookers is 76% share of its budget)• Panasonic is on the 19th place. It’s share less than 1% of total budget of the category• Multicookers (50%) is on the 1st place. It was the main product in ad. campaigns practically of all the

leaders • Coffee machines on the 2nd place due to Nescafe, Nespresso and Bosch• Vitek and Redmond had the highest number of products in its ad. campaigns

Media:• TV is the main media - 85% share of total budget• Press is on the 2nd place (10%)• Mystery used almost only Radio (98%) in its media split• Only Maxwell used Cinema• Only Panasonic and Bosch used Digital indoor

Seasonal prevalence:• Peak of activity in the 1st quarter of 2014 was in March as well as in 2013

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