1. Philips Media Report Garment care / Fashion: August – December - UK National and Consumer Press - Online Exposure

4. Messages Philips was the only iron manufacturer to receive coverage on a selection of messages. The large number of ‘fashion’ references resulted from the Lumalive exposure. The Tefal coverage entirely resulted from the online sources, with the majority being from customer reviews. Of the designated messages only garment care featured. The Laurastar coverage featured within customer reviews on two retail websites. These clips were in reference to the products abilities to iron clothes. Morphy Richards coverage featured the garment care message, without reference to any other message. Philips Media Report

5. Media Groups Philips also received national press coverage in The Independent where two relevant products were featured within a review of the 50 best home appliances. Tefal’s coverage entirely resulted from online coverage and then mostly in the form of customer reviews on retail websites. Morphy Richards received the most national press coverage resulting from two items of coverage in the Daily Mail and an item in the Mirror Philips Media Report

6. Timeline Morphy Richards irons were featured in three national newspapers in September Laruastar coverage entirely resulted from customer reviews on retail websites Philips launch of the Lumalive project raised awareness, particularly within the online environment Philips Media Report

7. AVE The Morphy Richards item in the high-value Daily Mail and the Mirror almost entirely accounted for the high audience figure. Philips had the greatest PR value for their coverage. One of the higher value items was the positive feature on the Lumalive technology on the Washington Post Website. OTS Philips Media Report Supplementary Metrics

8. Photographic Branding The press and online clips often featured one or more photographs of the product. Over the sample period this is a graphical representation of the number of times a clip featured a relevant photo. Philips Media Report These percent figures indicate the proportional use of photography within the whole sample collected on the manufacturer

9. Customer Reviews A selection of UK based retail websites where sampled for references to the iron manufacturers within the customer reviews. These sites included amazon.co.uk, dooyoo.co.uk, ciao.co.uk and kelkoo.co.uk. Tefel was the only manufacturer to receive neutral customer reviews Philips iron products were most likely to be featured in a positive context Morphy Richards iron products received the largest number of negative product reviews Both of the Laurastar references were positive customer reviews for their Magic Evolution and I-S5 irons Philips Media Report

10. Customer Reviews (Cont) This is a selection of comments from customers featured within the retail websites Laurastar Morphy Richards Philips Tefal ‘ Without compromise’ (Magic Evolution) ‘ Disappointed at erratic operation and weight’ (40715) ‘ Great performance and easy to use’ (40659) ‘ Money well spent - amazing steam’ (GC8080 Intellicare) ‘ Solid choice with great steam, though occasionally leaks’ (GC4340 Azur) ‘ Reliable choice and great value’ (FV9140 Virtuose) ‘ Not bad for light use’ (FV4190 Ultraglide) Philips Media Report