1. The document reports on the results of a pilot study that assessed the impact of a magazine and accompanying digital media on brand perception, activation, and loyalty. 2. Respondents were divided into four groups that received different combinations of the magazine, e-newsletter, and website access. 3. The results showed that the magazine was well-received across groups and had a positive impact on awareness, but little effect on loyalty. Combining the magazine with other media led to greater activation through coupon usage.

1. Results pilot FMCG December 2009

3. Media mix setup for pilot Group 1 Received magazine, e-newsletter and active use of site 300 Fieldwork period: 19/10 – 23/10 Questionnaire length: 17 minutes Number of market research interviews 1200 Group 2 Received magazine, e-newsletter and no active use of site Fieldwork period: 19/10 – 23/10 Questionnaire length: 16 minutes 300 Group 3 Received magazine only Fieldwork period: 19/10 – 23/10 Questionnaire length: 14 minutes 300 Group 4 Control group Fieldwork period: 23/10 – 27/10 Questionnaire length: 9 minutes 300 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

4. Nearly 25% of the research population has no Internet access “ Do you have access to the internet'?” Control group n=300 No e-newsletter + not active on site n=300 E-newsletter + not active on site n=300 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

6. The active website users recall better the magazine than the others DM funnel “ Did you receive the magazine'?" "What did you do with the last magazine you received – Did you read it*?" "Did you open the last issue of the magazine you received?" Magazine & e-newsletter 100 61 70 86 55 70 91 Magazine & no e-newsletter 100 38 43 50 86 50 88 n=300 n=300 Magazine & e-newsletter & visit site 100 78 85 92 69 85 88 n=300 * Did you read it = question 45 2 to 5 Source: Market research on 1200 customers, October 2009 N = all respondents Differences are statistically significant Received magazine Recall magazine Open magazine Read magazine DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

7. The magazine is appreciated by all groups, especially by the active website users Magazine + e-newsletter + active on site n=235 Magazine + e-newsletter + not active on site n=182 Magazine + no e-newsletter + not active on site n=126 Overall evaluation: general appreciation of the magazine Rating on a scale 1 to 10* *1: very bad, 10: very good Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk %8+9+10 73% %8+9+10 65% %8+9+10 64% DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

8. More than 9 to 10 respondents having opened the magazine, are positive about the magazine Appreciation of the magazine In general Content Design / style Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk % (Very) Positive 91% 91% 86% 90% 91% 86% 91% 94% 83% (N=237) (N=184) (N=130) (N=237) (N=184) (N=130) (N=237) (N=184) (N=130) DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

9. Coupons, recipes, useful tips and information about new products are most appreciated items N = respondents that evaluated magazine positively Source: Market research on 1200 customers, October 2009 What do you like about the magazine? Positive about magazine (n=492) 90% of all respondents having opened the magazine are positive about it (n=110) (n=168) (n=214) 4% 3% 0% 2% 2% 4% 1% 2% 2% 2% 2% 2% 1% 4% 1% 2% 1% 3% 4% 3% 2% 3% 5% 3% 8% 6% 10% 9% 7% 11% 16% 13% 15% 18% 21% 20% 17% 26% 21% 39% 31% 22% 45% 42% 47% Mag + no e-newsletter + not active Mag + e-newsletter + not active Mag + e-newsletter + active/site

10. All respondents feel positive about the magazine in terms of benefits, interests and reading fun “ To which extent do you agree with the following statements about the magazine? ” Rating on a scale 1 to 5* *1: I completely agree, 2: I agree, 3: I don't agree, nor disagree, 4: I disagree, 5: I completely disagree Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk Magazine + e-newsletter + active on site n=235 Magazine + e-newsletter + not active on site n=182 Magazine + no e-newsletter + not active on site n=126 %Agree total 94% 92% 82% 83% 70% 57% 61% 70% %Agree total %Agree total 91% 93% 85% 83% 74% 65% 59% 53% 88% 84% 79% 74% 70% 33% 65% 50% Agree Completely agree

11. Respondents having received the newsletter, spend more time reading the magazine Time spend reading magazine “ How much time did you spend reading/looking through the magazine?“ Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

12. Almost 90% of the brand X community (e and/or p) would mind if the paper magazine was suppressed “ How would you feel if you no longer received the magazine?“ (n=237) (n=184) (n=130) Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

13. 65% of the e active users still prefers the paper magazine “ To what extent do you think the following statements apply to the internetsite?” Rating on a scale 1 to 4*, % Certainly + somewhat (%1+2) Magazine + e-newsletter + active on site n=300 Magazine + e-newsletter + not active on site n=128 Magazine + no e-newsletter + not active on site n=19 *1: Certainly, 2: Somewhat, 3: Not really, 4: Certainly not Source: Market research on 1200 customers, October 2009 N = respondents having visited the website DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

15. There are little differences in perception between the different target groups To which extent do you agree with the following statements concerning brand A? Rating on a scale 1 to 10*; % Agree completely or to great extent (% of score 8 to 10) *1: I completely disagree , 10: I completely agree Based on all respondents knowing the brand, except for people who answered ‘DKN on each statement’ Source: Market research on 1200 customers, October 2009

16. There are only few differences in the perception of brand B between different target groups To which extent do you agree with the following statements concerning brand B? Rating on a scale 1 to 10*; % Agree completely or to great extent (% of score 8 to 10) 1: I completely disagree , 10: I completely agree Based on all respondents knowing the brand, except for people who answered ‘don’t know on each statement’ Source: Market research on 1200 customers, October 2009 1 2 3 4 1-2

17. Sending an e-newsletter together with the magazine reinforces the coupon recall “ Do you remember receiving a booklet with coupons together with the latest edition of the magazine?” “ Did you use some coupons or do you plan to do so?" Coupon recall Intention to use coupons N = respondents having received magazine Source: Market research on 1200 customers, October 2009 Magazine & e-newsletter & visit site (n=300) Magazine & e-newsletter (n=300) Magazine & no e-newsletter (n=300) All the differences are statistically significant, except 57 - 64 conversion rate from recall to usage 95 97 88 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

18. Loyalty is high amongst all groups Brand A is a strong market leader N = all respondents having a dishwasher Source: Market research on 1200 customers, October 2009 Purchase funnel Last media received Magazine & e-newsletter & visit site (n=300) 96 86 98 48 91 43 96 90 94 84 Control group (n=300) 91 77 99 41 92 38 94 84 90 76 Magazine & e-newsletter (n=300) 90 80 99 43 89 38 96 89 93 79 Magazine & no e-newsletter (n=300) 93 86 99 47 93 44 97 92 95 85 57 54 55 55 Awareness Familiarity Consideration Trial Regular use Loyalty

19. 121 com has a positive impact on the awareness and consideration to buy , not on loyalty (brand B) Control group (n=300) 66 44 91 20 30 6 79 67 84 40 Magazine & e-newsletter & visit site (n=300) 74 50 91 21 31 6 86 68 78 46 Magazine & e-newsletter (n=300) 75 54 88 25 27 7 88 72 81 47 Magazine & no e-newsletter (n=300) 72 52 95 26 27 7 87 72 83 50 Source: Market research on 1200 customers, October 2009 N = all respondents Awareness ctrl vs other groups & consideration 44-54 are statistically significant differences 46 53 52 51 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

20. 121 com seems to have an impact on awareness and regular use (brand C) Control group (n=300) 69 47 95 20 31 6 79 67 86 44 Magazine & e-newsletter & visit site (n=300) 68 46 94 26 32 9 87 68 78 43 Magazine & e-newsletter (n=300) 75 52 93 29 31 9 85 69 81 48 Magazine & no e-newsletter (n=300) 71 49 90 25 37 9 84 70 83 45 Awareness ctrl vs other groups & regular use 20-29 are statistically significant differences N = all respondents Source: Market research on 1200 customers, October 2009 61 59 57 45 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

21. No particular differences between groups (brand D) Control group (n=300) 74 53 95 31 50 15 82 73 88 40 Magazine & e-newsletter & visit site (n=300) 78 52 92 23 40 9 85 67 79 46 Magazine & e-newsletter (n=300) 78 58 94 32 44 14 87 74 86 47 Magazine & no e-newsletter (n=300) 73 54 90 29 35 10 87 74 85 50 Source: Market research on 1200 customers, October 2009 N = all respondents Trial 40-50, regular use 23-32 & 23-31 and loyalty 9-15 are statistically significant differences 49 58 59 61 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

22. 121 com seems to have an impact on regular use, not on loyalty (brand E) Control group (n=300) 81 59 94 29 42 12 84 73 87 55 Magazine & e-newsletter & visit site (n=300) 82 62 95 39 44 17 91 75 82 59 Magazine & e-newsletter (n=300) 85 66 95 31 47 15 91 77 84 63 Magazine & no e-newsletter (n=300) 81 61 98 36 41 15 90 76 85 60 Source: Market research on 1200 customers, October 2009 N = all respondents Regular use 29-39 is statistically significant difference 65 50 59 53 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received