YTD 2012 revision of Retailers strategy on the Polish Market based on ABR SESTA Mailers Monitoring Application.

1. Retailers promotional activity
based on ABR SESTA mailers monitoring
Period: Q1-Q3 2012
Warszawa, October 2012 www.reporting.abrsesta.com

2. Schedule
1 Number of mailers
The definition of mailers in ABR SESTA benchmark
2 Promotional strategy and Private Labels share in the benchmark
mailers
• Hypermarkets
• Supermarkets
• Drugstores
• Discounters
• Cash & Carry
• Small grocery stores
3 The most frequently promoted SKU

3. No of mailers Q1-Q3 2012 1
168 monitored chains published 6 854 mailers in Q1-Q3/2012.
Channel Retailer
*Retailers who published over
100 mailers in Q1-Q3 2012
Source: ABR SESTA mailers monitoring, Q1-Q3 2012, All mailers

4. Methodology 1
Comparison YTD Q3/2012 (Jan-Sept 2012 vs. Jan-Sept 2011)
ABR SESTA uses two methods to calculate shares:
1) Surface share – share of each market measured by surface in the mailers.
2) Modules share – share of each market measured by numbers of modules
Data prepared on the basis of Benchmark mailers
Benchmark mailer is a representative mailer for a particular chain
.
includes: exclude:
• mailers for all (majority) of stores • Opening mailers (for one store)
• Billboards
• Press advertisement
• Duplicated mailers variants

5. No of benchmark mailers Q1-Q3 2012 1
168 monitored chains published 3 788 benchmark mailers in Q1-Q3/2012
Channel Retailer
*Retailers who published over
60 mailers in Q1-Q3
Source: ABR SESTA mailers monitoring, Q1-Q3 2012, Benchmark mailers

6. Surface share in Total Market 2
Modern Trade offer divided into markets
3
2
1
1. FMCG market represents 58% of the total offer in mailers.
2. The importance of FMCG has increased in small groceries.
3. Discounts more often promote Non-food categories.
Source: ABR SESTA mailers monitoring, Q1-Q3 2012, Benchmark mailers, surface share

7. Private label share in FMCG 2
Private Label share in FMCG (Modern Trade)
1
In total market the PL share remains stable. Discounter had 57% and 53% of PL share in 2010
and 2009 respectively.
1. C&C channel reduces PL share (mainly in Eurocash)

8. Hypermarkets offer

9. Hypermarkets channel 2
Promotional strategy
HM offer divided into markets
2
3
1
1. FMCG Market represents 45% of HM offer.
2. Kaufland more often promotes Fresh Products.
3. Auchan has a highest share of Electro in comparison to other HM.

10. Hypermarkets channel 2
Promotional strategy
FMCG offer divided into sub-markets
2
1 4
1. 42% of FMCG Market represents Groceries.
2&3. Auchan&Leclerc have increased the space to Groceries and have reduced the surface for
Drinks

11. Hypermarkets channel 2
Promotional strategy
Private Label share in FMCG
20%
18%
18%
16%
14%
12%
12% 11%
10%
10% 9% 10% 2011
9%
8% 2012
8%
6%
6%
6%
5% 4%
4% 3% 3%
2%
0%
Benchmark Tesco HM Kaufland E.Leclerc Real Carr Auchan
Kaufland decreases his PL offer by 8 percentage point (from 18% to 10%).
Carrefour returns to PL more frequent promotion (in 2008/09 almost 10% of the offer)..

12. Supermarkets offer

13. Supermarkets channel 2
Promotional strategy
SM offer divided into markets
1
1. FMCG market represents 70% of total SM offer. Top market promotes FMCG the most
frequently among SM.

14. Supermarkets channel 2
Promotional strategy
FMCG offer divided into sub-markets
3
2
1
1. Traditionally in FMCG the most important sub-market are Groceries.
2. Polomarket has consistently had the largest share in Drinks
3. Leclerc has the highest share in Beauty category in comparison to other SM

15. Supermarkets channel 2
Promotional strategy
Private Label share in FMCG
2011 2012
30%
27%
26%
25%
20%
15%
13%
11% 11%11%
10% 9%
8% 8% 8%
7% 7% 7% 7%
6%
5% 5%
5%
3% 3% 3%
2% 2%
1%
0%
Benchmark Intermarche Tesco Poloma EKO Piotr Carr E.Leclerc Alma Simply M Delima Bomi Rast
Private label shares remain stable in SM channel. Bomi & Rast resigned from offering PL.

16. Drug stores

17. Drug stores 2
Promotional strategy
Drug store offer divided into markets
2
1
1. FMCG market represents 93% of the offer
2. Rossmann has the largest Non-Food offer

18. Drug stores 2
Promotional strategy
FMCG offer divided into sub-markets
3
2
1
1. More than 75% of the offer is dedicated to Beauty/Hygiene sub-market
2. Superpharm has the largest OTC Offer (29%).
3. Significant share of space dedicated to detergents has Aster and Schlecker.

19. Drug stores 2
Promotional strategy
Private Label share in FMCG
2011 2012
30%
27%
25%
23%
20%
15%
15%
11% 11% 11% 10%
10% 8%
6%
5%
5% 3%
1% 1%
0%
Benchmark Rossmann Douglas Dayli Blue Natura Aster
Private label shares increased in Rossmann and Douglas.
Blue Drogerie (DELKO group) launched PL.

20. Discount stores

21. Discount stores 2
Promotional strategy
Discount offer divided into markets
1
3
3
1
1. Non-Food represents 56% of the discount offer with an upward trend. FMCG represents
only 35% of the offer.
2. Biedronka and Aldi have significantly increased the Non-food share at the expense of
FMCG.

22. Discount stores 2
Promotional strategy
FMCG offer divided into sub-markets

23. Discount stores 2
Promotional strategy
Private Label share in FMCG
2011 2012
90% 85% 86%
80%
70%
60%
50%
40% 41% 42%
40%
40% 35% 34%
30%
20%
13%
11%
10%
0%
Benchmark Lidl Aldi Biedronka Netto
Private label shares remain stable in the discount market.
Biedronka offers mainly national brands in mailers (only 34% are PL)

24. Cash&Carry offer

25. C&C channel 2
Promotional strategy
Cash&Carry offer divided into markets
3
2
2
3
1
1. FMCG stands for 58% of the total offer.
2. Selgros has the largest share to Non-Food and Electro submarkets
3. Makro has increased the FMCG at the expense of Non-food.

26. C&C channel 2
Promotional strategy
FMCG offer divided into sub-markets
2
1
1. Eurocash – the largest share in Groceries (53%).
2. Tradis has significantly increased space for Drinks (36% of FMCG offer).

27. C&C channel 2
Promotional strategy
Private Label share in FMCG
25% 2011 2012
22%
21%
20%
15%
12% 12%
10%
10%
7%
5%
2% 1%
0%
Benchmark Makro Eurocash Tradis
A decrease in PL share in Eurocash (by 5 percentage points)

28. Small groceries channel

29. Small groceries channel 2
Promotional strategy
Small groceries offer divided into markets
1
1. FMCG represents 80% of the Small Groceries offer and has increased by 9 p.p. in comparison
to YTD 2011.

30. Small groceries channel 2
Promotional strategy
FMCG offer divided into sub-markets
1
1. Odido has increased its share in Grocery and Drinks sub-markets

31. Small groceries channel 2
Promotional strategy
Private Label share in FMCG
2011 2012
35%
32%
30%
27%
25%
20% 18%
17% 16%
16%
15% 13%
10% 9%
5%
0%
Benchmark Odido Chata Polska Lewiatan
A decrease in PL share in Odido and Lewiatan

32. The most frequently promoted SKU

33. The most frequently promoted SKU 3
All mailers
TOP 10 of the most frequently promoted SKU (All markets) Q1-Q3 2012
Liczba Cena Cena
LP Nazwa Produktu Sieć najtańśza Najtańszy Moduł
wystąpień minimalna maksymalna
Łopatka wieprzowa bez kości 1kg
1 384 8,99 zł 14,69 zł
luz
2 Filet z piersi kurczaka 1kg luz 366 10,49 zł 17,84 zł
3 Szynka wieprzowa bez kości 1kg luz 359 9,98 zł 15,49 zł
4 Ćwiartka z kurczaka 1kg luz 334 3,88 zł 7,00 zł
5 Pomidory 1kg luz 320 0,99 zł 7,99 zł
6 Schab wieprzowy bez kości 1kg luz 269 10,99 zł 19,90 zł
7 Mintaj filet rybny mrożony 1kg luz 260 5,99 zł 10,99 zł
Karkówka wieprzowa bez kości 1kg
8 227 10,99 zł 19,99 zł
luz
9 Winogrona jasne 1kg luz 219 2,69 zł 12,99 zł
10 Arbuz 1kg 216 0,49 zł 4,49 zł

34. The most frequently promoted SKU 3
All mailers
TOP 10 of the most frequently promoted SKU in FMCG Q1-Q3 2012
Liczba Cena Cena
LP Nazwa Produktu Sieć najtańśza Najtańszy Moduł
wystąpień minimalna maksymalna
Jacobs Cronat Gold kawa
1 215 18,99 zł 28,99 zł
rozpuszczalna 200g słoik
2 Smakowita mix z masłem 500g kub 211 1,99 zł 3,89 zł
Jacobs Velvet kawa rozpuszczalna
3 188 14,70 zł 21,99 zł
200g słoik
Regina Rumiankowy papier
4 171 6,49 zł 9,99 zł
toaletowy 8szt.
Jacobs Kronung kawa mielona 250g
5 170 8,99 zł 12,17 zł
vacuum
Frugo napój mocno zielony 250ml
6 170 1,19 zł 2,11 zł
but
Kasztelan Niepasteryzowane piwo
7 170 1,09 zł 2,41 zł
jasne 5,7% 500ml bt zw
Coca-Cola Regular napój gazowany
8 162 4,99 zł 11,06 zł
2x2l pet
9 Ptasie Mleczko waniliowe 420g 161 7,50 zł 12,99 zł
Lubella Classic makaron świderki nr
10 161 2,19 zł 3,49 zł
19 500g

35. The most frequently promoted SKU 3
All mailers
TOP 10 of the most frequently promoted SKU on the first page
Liczba
LP Nazwa Produktu
wystąpień
1 Łopatka wieprzowa bez koœi 1kg luz
c 375
2 Filet z piersi kurczaka 1kg luz 352
3 Szynka wieprzowa bez koœi 1kg luz
c 347
4 Ćwiartka z kurczaka 1kg luz 323
5 Pomidory 1kg luz 307
6 Schab wieprzowy bez koœi 1kg luz
c 259
7 Mintaj filet rybny mrożony 1kg luz 251
8 Karkówka wieprzowa bez koœi 1kg luz
c 216
9 Winogrona jasne 1kg luz 212
10 Arbuz 1kg luz 211
11 Jacobs Cronat Gold kawa rozpuszczalna 200g słoik 206
12 Smakowita mix z masłem 500g kub 203
The most frequently promoted SKU’s on the first page are Fresh Products

36. The most frequently promoted SKU 3
All mailers
TOP 10 of the most frequently promoted SKU on the last page
Liczba
LP Nazwa Produktu
wystąpień
1 Łopatka wieprzowa bez kości 1kg luz 96
2 Szynka wieprzowa bez kości 1kg luz 67
3 Filet z piersi kurczaka 1kg luz 65
4 Pomidory 1kg luz 59
5 Jabłka 1kg luz 54
6 Ćwiartka z kurczaka 1kg luz 49
7 Mintaj filet rybny mrożony 1kg luz 48
8 Schab wieprzowy bez kości 1kg luz 43
9 Ser żółty gouda 1kg luz 42
10 Regina Rumiankowy papier toaletowy 8szt. 42
11 Mięso mielone wieprzowe 1kg luz 42
12 Winogrona jasne 1kg luz 41
13 Frugo napój mocno zielony 250ml but 41
The most frequently promoted SKU on the last page are also Fresh Products

37. ABR SESTA Sp. z o.o.
Al. Jerozolimskie 87
02-001 Warszawa
tel.: +48 22 322 65 00
fax: +48 22 322 65 01
www.abrsesta.com
www.reporting.abrsesta.com