Korean Consumer Trends

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7. TNS Korea No. of Sample No. of Project Performance of Quantitative projects Performance of various types of projects -2006 534,445 508 TOTAL 5,723 33 Gang Survey (Hall Test) 2,860 15 Product Placement survey 73,752 83 Internet Survey 9,671 45 CLT 8,480 4 Mailing 29,599 22 Mystery shopping 250,017 145 CATI 149,756 152 Face to face Interview 4,587 9 Telephone Interview No. of Sample No. of Project Performance of Qualitative projects 2,111 274 TOTAL 964 205 Quali session (FGD) 1,147 69 In-depth Interview - -

8. TNS Korea Sector Expertise Automotive Social- Political Finance Technology Household Panel Healthcare Cosmetics Home appliance Lady Panel - -

9. Korean Economic Forecast 2008

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13. Economic Trends

19. Outlook on the Main Domestic Economic Indicators [Source : LG economic research Institute, Samsung Economy Research Institute] Outlook on Main Domestic Economic Indicators 6.0 5.6 5.7 5.4 5.2 Return on corporate bond (%, avg) 813 775 772 778 821 KRW/ 100 ￥ (avg) 910 925 915 934 955 Currency rate (KRW / $ in avg) 3.1 3.3 3.2 3.4 3.5 Unemployment rate (%) 2.9 2.5 2.7 2.2 2.2 Inflation rate (%) -49 26 25 1 61 Current account balance (in billion $) 15.5 14.3 15.0 13.6 18.4 Import growth rate (general basis, %) 13.1 14.0 13.3 14.8 14.4 Export growth rate (general basis, %) 7.1 9.4 7.9 10.9 7.6 Plant and Equipment Investment 6.1 3.8 4.0 3.7 -0.4 Construction Investment 4.7 4.2 4.5 4.0 4.2 Consumer Expenditure 5.0 4.5 4.7 4.3 5.0 GDP growth rate (%) 2008 Annual 2 nd Half 1 st Half 2007 2006

20. Divergent Consumer Consumption Trends

25. FMCG Trends: Health, Function & Premium, Cleanliness & Well-being

26. FMCG Market Size * the cumulative data of each year’s first three quarters -1.2% 3.1% 3.2% [Source: TNS Worldpanel Korea] Market Size (Mil. KRW) MAT Q3/07 MAT Q3/06 MAT Q3/05 MAT Q3/04

28. New Consumer Trends

35. Target Marketing : 3S (Single, Senior (New 40-NoMU), Silver)

41. Domestic Economic Growth rate for 2008 will be 5.0%, which is improved from last year’s 4.5%. A balanced growth of exports and domestic consumption is expected. Consumer attitudes towards consumable goods are expected to recover somewhat. However, household debts will limit the increase in consumption which will result in only a 4.5% increase for consumer expenditures in 2008. In addition to well-being, health, functional & premium, and cleanliness are going to be the main FMCG market trends. As the market is focusing and centralizing its efforts more on consumers, interactive marketing through close connections is urgently needed.

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