THE INTERNATIONAL INDIAN MONITOR TM A GUIDE TO HOW OUR LISTENER IS IMPACTED BY YOUR BRAND IN THE 3 LARGEST CONSUMPTION MARKETS. DELHI. MUMBAI. BANGALORE WOMEN BEAUTY NEEDS

INTERNATIONAL INDIANS THE INTERNATIONAL INDIAN MONITOR Radio one is the only international radio network in India that super engages 25 million upscale educated Indians both on air and on social media An audience we like to call INTERNATIONAL INDIANS

OUR AUDIENCE International Indians are India’s most influential consuming class The buy what they think is the best. They influence choices of those around them We created the International Indian MonitorTM to help your brand understand its ‘share of preference’ in this valuable audience

International Indian Monitor TM compiled How is the International Indian Monitor TM compiled We asked our listeners to advise our on air hosts on what “brand choice” to make through on-air questions and then their responses were directed to our social media pages We have over 1.3 Million fans on our social media pages in Delhi. Mumbai .Bangalore ! Listener response has been outstanding because our listeners : A ) LOVE our hosts and genuinely want to help them decide on brand choices! B) Our listeners are always super engaged with the content on our stations on air and online and consume such an exercise as ‘content’ and not ‘commercial’

Let us see how our listeners , your buyers reacted to simple questions by us

EDITION 3 : WOMEN BEAUTY NEEDS INTERNATIONAL INDIAN MONITOR EDITION 3 : WOMEN BEAUTY NEEDS The 2 questions that OUR HOSTS asked Can you help me decide ? 1. Can you help me decide if I  should choose ‘organic’  OR  ‘chemical based’ beauty/cosmetic products for long lasting effect and why? 2. Can you help me rank the most trusted beauty/cosmetic brands? Share of Preference data and insights will help your brand decide how innovative it needs to be with our audience, your buyer

OUR POPULAR LADY HOSTS IN 3 CITIES WHO ASKED LISTENERS FOR BEAUTY ADVICE ANNIE MUMBAI PRIYANKA BANGALORE CHRIS DELHI VIDHI DELHI ERICA MUMBAI JANE BANGALORE

RESPONSE ANALYTICS Cumulative reach 1,48,906 WOMEN LISTENERS Total engagement rate 21% Total likes & total comments 31,174 On a reach of a large sample of 1.5 lakh upscale women in Mumbai, Delhi and Bangalore! 31,174 WOMEN ENGAGED ACTIVELY in helping our lady hosts in 3 cities decide their beauty products which is a superlative engagement rate of 21% ! This clearly shows upscale women listeners of 94.3 radio one are actively seeking beauty products and are articulate influencers of the brands they love. They are very clear of the benefits of organic products versus chemical based ones.

PREFERENCE RANKING AND SCORE OUT OF 100 ORGANIC BEAUTY PRODUCTS VERSUS CHEMICAL BASED ONES Reasons for Choosing Organic beauty products Response in % Less Harmful for the Skin 20 Harmless Ingredients 18 Everlasting Natural Beauty (lesser wrinkles, better complexion, good texture of the skin) 13 Environment Friendly 9 Chemical Free 6 No side effects 4 No Animal Testing 1

organic products vs chemical based beauty products The top 5 reasons for which upscale women listeners of 94.3 RADIO ONE choose organic products vs chemical based beauty products   Less harmful for skin. This shows upscale women listeners of 94.3 Radio One are very aware of the advantages of organic beauty products. They are clearly wary of chemical products causing harm to the skin Environment Friendly. Arising from the simple belief that natural ingredients would automatically be environment friendly and that chemicals cause harm to the environment. Upscale women listeners of 94.3 Radio One would be highly environment conscious. Harmless ingredients. By stating that organic products have harmless ingredients (read natural) they are clearly open to the benefits of nature’s beauty offerings. Which means the converse is true that they will reject chemical based products on the same grounds The other important features expressed in their choice of organic versus chemical based are : no side effects, chemical free and very few cited issues like animal testing.   Everlasting Natural beauty. Women listeners of 94.3 Radio One seek the benefit of ‘everlasting/ long lasting beauty’ from organic beauty products. The factors which decide this everlasting benefit are “lesser wrinkles, better complexion, good texture of skin’. THIS FACTOR IS A HUGE HIGH GROUND FOR ANY BEAUTY BRAND QUALITY OF DEGREE – function of course content & acceptance of degree IS THE MAJOR FACTOR WHEN IT COMES TO DECISION MAKING ON FURTHER EDUCATION BE IT IN INDIA OR ABROAD. PRIDE IN INDIA IS A MAJOR COMPONENT OF THE DECISION IN THE 94.3 RADIO ONE AUDIENCE

BRAND PREFERENCE SCORE OUT OF 100 PREFERENCE of the International Indian Audience on Most Trusted beauty/cosmetic brands (Large sample size indexed to 100%)  Rank 1 2 3 4 5 6 7 Loreal 43 16   Dove 22 13 Lakme India 18 25 Garnier 28 24 Patanjali 57 Fiama Di Wills 11 12 23 Biotique 10 36 RANKING OF BRANDS BASED ON HOW MUCH UPSCALE WOMEN LISTENERS OF 94.3 RADIO ONE INDIA TRUST THE BRANDS THEY HAVE USED AND BRANDS THAT THEY WILL RECOMMEND TO OTHERS

INTERNATIONAL INDIAN MONITOR INFERENCES L’OREAL/LAKME BIOTIQUE L’OREAL scored the highest rank position on TRUST in the 94.3 Radio One women listener base. 43% of listeners ranked the brand number 1 and 16% ranked it number 2. It is important for this brand to regularly engage women listeners of 94.3 Radio One to ensure it retains the top spot. This audience would be open to try or sample new products and will advocate use of this brand very strongly.. Biotique while having a strong position on ‘organic products’ has a long way to go to build the TRUST ranking leadership. The brand needs to improve its connect with the 94.3 Radio One women audience and help convey brand strengths in a more consistent and convincing manner Lakme India scored the second highest but the distance between it and L’oreal on trust is significant. Lakme India needs to engage women listeners of 94.3 Radio One actively and build on organic products that result in higher trust and offering ‘ever lasting’ beauty to its customers

DOVE/GARNIER/FIAMA DI WILLS NEW PLAYERS LIKE PATANJALI INTERNATIONAL INDIAN MONITOR INFERENCES DOVE/GARNIER/FIAMA DI WILLS NEW PLAYERS LIKE PATANJALI Brands like DOVE, GARNIER, FIAMA DI WILLS have strong no: 2, 3, 4, 5 ranking on trust means that there will be specific products that women listeners of 94.3 Radio One trust but the brand is still not strong enough to acquire the number 1 position where the whole portfolio and new launches will be lapped up by the audience. These brands must highlight success milestones of their products in terms of how many women are using them thereby strengthening their trust scores. Patanjali is not really taken seriously by the 94.3 Radio One audience unless there is a clear product winner from the stable that attracts the upscale women audience of 94.3 Radio One AUDIO OR VOICE BASED CAMPAIGNS SUPPORTED BY DIGITAL PUSH WOULD BE EASILY ACCEPTED BY THE WOMEN LISTENERS OF RADIO ONE AND BRAND AMBASSDOR VOICES OF BEAUTY PRODUCTS ARE EASILY RECOGNIZED BY LISTENERS. IT IS THEREFORE A MYTH THAT BEAUTY PRODUCT BRAND BUILDING AND PROMOTION ONLY WORK ON TELEVISION! . 25 MILLION UPSCALE LISTENERS OF RADIO ONE OPENLY INFLUENCE AND ADVOCATE CHOICE OF BEAUTY PRODUCTS AS SEEN SUPERIOR BY THEM

Organic vs Chemical beauty Products PLEASE VISIT OUR FACBEOOK PAGES TO ANALYSE RESPONSES FURTHER Organic vs Chemical beauty Products Most Trusted Beauty / Cosmetic Brands RADIO ONE DEL RADIO ONE DEL RADIO ONE MUM RADIO ONE MUM Click on any button RADIO ONE BLORE RADIO ONE BLORE

CONCLUSION The International Indian monitor has shown you micro insights on how to improve your share of preference in the 94.3 Radio One Audience – THE INTERNATIONAL INDIAN 25 Million Upscale Indians who are India’s most influential consuming class

INTERNATIONAL INDIAN AUDIENCE CONCLUSION Please contact us at innovations@radioone.in and we will be glad to to help you improve your share of brand preference in the INTERNATIONAL INDIAN AUDIENCE