CBC Marketing Research www.cbcnow.com

Historical Footprint 1995 CBC founded in Shanghai as a consulting company 1998 Starting automotive research 1999 Setting up CATI facility 2000 Expanding the CATI services to the main markets in Asia, Europe and America 2001 CBC Marketing Research Company established to provide full market research services to domestic and foreign clients 2002 Entering Japan and Hong Kong to offer marketing research services to local clients 2003 Working with a German company on the first tracking segmentation study of car owners in China 2004 CBC Industry Study founded to provide strategic marketing solutions to clients 2004 CBC (Beijing) established 2005 CBC Automotive Research founded 2005 CBC (Guangzhou) and CBC (Tokyo) set up 2006 CBC (Mumbai) founded in India 2008 Listed in Bern Stock Exchange, Switzerland

CBC Today AP headquartered in Shanghai, with MR, HR and BC three independent business functions Branch offices in Beijing and Guangzhou, with business partners spread in major cities such as Hangzhou, Chengdu, Wuhan, Nanjing, Jinan, etc. Particularly strong in Automotives, FMCG, IT and other sectors About 100 employees, including over 30 research and consulting professionals Nationwide capability and coverage in data collection with an extensive business network An interviewer pool of over 500 interviewers Member of ESOMAR, AMA and the only AIMRI member in mainland China

Group Structure CBC Limited CBC Marketing Research CBC Tokyo CBC Mumbai CBC China Shanghai Beijing Guangzhou CBC Hong Kong CBC Bern Business Consulting Human Resource

CBC Resources CBC Offices CATI Center Data collection cities Employees: 50 in Shanghai office, including 22 researchers and consultants 35 employees in CBC Beijing Guangzhou, with 10 research and consulting staff in total 100 CATI stations in Shanghai, and 40 stations in Beijing and Guangzhou respectively Nationwide coverage in data collection with business partners across China Beijing Harbin Shenyang Dalian Chengdu Kunming Shanghai Qingdao Wuhan Guangzhou Xi’an Taiyuan Changsha Jinan Nanjing Chongqing Hangzhou Fuzhou Nanning Zhengzhou Shijiazhuang Ningbo Urumqi Changchun Hefei Nanchang Lanzhou Tianjin Shenzhen HK CBC Offices CATI Center Data collection cities 全国约90名员工，专业研究及咨询顾问近40人

CBC Services CBC provides full services in marketing research and consulting for domestic and foreign clients, from initial data collection and analysis, to actionable and cost-efficient marketing solutions and strategies. Marketing Research Data & Intelligence Consulting & Execution CBC Services Loyal in market data collection Wise in analysis and consulting

CBC Solutions CBC’s marketing research solutions cover the whole spectrum of the product/brand life cycle, from market opportunity identification, new product development & market launch, brand establishment and communication, customer satisfaction measurement, and to macroeconomic & competitive environment and strategic recommendations. Consumer Insights New Product Development Brand Establishment Customer Management Channel Phases CBC solutions - Consumer U&A study Customer Segmentation Market size forecast - Competitive analysis Concept test Product test Package test Price test Test Market - Brand positioning Brand health Brand loyalty Ad creativity Ad test (pre-test & post-test) Promotion efficiency test Customer Satisfaction measurement Customer Loyalty measurement Customer Potentials analysis Distributor satisfaction measurement Retail price auditing Mystery shopping After-sales monitoring Industry Study Market analysis Competitive intelligence Customer landscape Distribution systems Strategic suggestions

Research Models CBC has developed its own research models, which have seen an extensive and successful application in various studies: BrandCare © A full set of quantified index for brand health measurement Tracking and monitoring the overall brand health Analyzing current brand status quo and offering brand improvement suggestions LoyaltyCare © Deriving from successful customer satisfaction study theories and CBC experiences Measuring and evaluating overall customer loyalty Gauging key customer loyalty composing elements and driving factors Providing customer-tailored improvement measures

CBC Strengths Operation Research Group Capabilities Experiences 7+ years of experiences in average of key research team members Most researchers having worked for other leading research firms Diversified background in marketing, statistics, etc. A large expert pool in key industries such as IT, car, finance, etc. Rich experiences in various project management Nationwide coverage within China and in other key foreign markets Strong in CATI centers in China and multi-language capability Advanced equipment such as Web Streaming Well established QC system Operation Capabilities Global knowledge sharing , including the research and operation insights in CBC Switzerland, India, and Japan CBC group synergy from all three departments HR: recruitment of C-level respondents in B-2-B studies BC: consulting services Group Synergy

Some of Our Clients

CBC Services - Automotive Automotive is one of the most specialized research domains of CBC, with professionalism and comprehensiveness as our core strength. Centered on the whole vehicle market, our service also covers second hand vehicles, auto services, auto financing, parts and other related areas such as tires, fuel and accessories in the overall value chain of the auto industry. CBC automotive research and marketing solutions: New Product Development Channel Management Brand

Automotive Research Domains Brand Brand Image Brand Positioning & Extension Brand Image Tracking Channel 4S Price Monitoring 4S Sales & Service 4S Satisfaction Study New Model Test Appearance Interior Trim Driving Test Price Test Ad/Promotion Ad Concept Test Pre-Test Post Ad Tracking Customers U&A Lifestyle & Segmentation Customer Satisfaction

Automotive Data Collection Methodology Quantitative CATI Mystery Shopping CLT/Intercept Qualitative FGD Mini FGD IDI Ethnographic Observation Home Visit Accompany (Shopping/Life) New Model Test Ground/Model Test Design/Picture Test Driving Test Others Desk Research

Automotive Research Methodology Quantitative & Qualitative Methodologies Quantitative Cross Table Correlation Factor Analysis Regression Cluster Analysis Correspondence Analysis Conjoint Analysis Ethnography …… Qualitative Direct Observation Projection Association Story Telling ……

Automotive Research Team (1) Denton Shen - GM & Research Director CBC automotive research team leader with over 10 years of marketing research experience. Particularly strong in consumer segmentation, brand image and customer satisfaction studies. Former research and project manager at TNS, Synovate and BBDO. Denton has served more than 50 international and local brands, including BMW, Hyundai, SGM, Volvo, Nissan, Bentley and other brands in the automotive sector. Denton possesses specialized experience in both quantitative and qualitative research. He has conducted more than 300 FGDs and 500 in-depth interviews.

Automotive Research Team (2) Maggie Jiang - Project Director Maggie joined CBC as quantitative researcher and project manager in 2003. Currently a key member of CBC automotive research team, particularly good at managing the demanding and difficult projects, such as Car Clinic and nationwide car customer segmentation. She has successfully managed over 40 comprehensive automotive research projects, and is highly appreciated by clients such as BMW, Volvo and Volkswagen.

Automotive Research Team (3) CBC Operation Team Victor Wu: FW Director with over 10 years experience Efficient and high quality operation team: 30 supervisors experienced in various project operation and FW management Nationwide capability and coverage in data collection With an extensive business network of 60+ partners across China, complying with the CBC operation standard

Some of Our Automotive Clients CBC first started automotive research in 2000, and has conducted over 100 research projects, from relatively simpler customer satisfaction and U&A study to complicated market segmentation and ground test (Car Clinic), for dozens of large international automotive manufacturers.

Some Automotive Research Cases China automotive customer segmentation study (for 6 consecutive years) New car customer satisfaction tracking study for a JV company (for 2 consecutive years) China agricultural vehicle market study (50 samples, IDI) China motorbike market study (50 samples, IDI) Customer satisfaction study for a high-end European car manufacturer (500 samples, CATI) Auto market segmentation study for a high-end European car manufacturer (50 samples, IDI) MPV new product test (100 samples, car clinic, + 4 FGD) Customer segmentation study for an European car manufacturer (200 samples, IDI) MPV new product test for a Japanese brand (100 samples, car clinic, + 3 FGD) New sedan test for a high-end European car manufacturer (12 FGD) New sedan concept test for a high-end European car manufacturer (4 FGD) New sedan test for a high-end European car manufacturer (150 samples, car clinic, + 6 FGD) New sedan test for a Korean car manufacturer (300 samples, car clinic, + 9 FGD) Brand image study for a domestic brand (4,000 samples, CATI) Mini bus market segmentation study for a domestic brand (800 samples, CATI) Mini bus price test for a domestic brand (12 FGD) Service satisfaction study for a high-end European car manufacturer (12 FGD) Market segmentation study for a high-end European car manufacturer (60 samples, IDI) Regional consumption habit & attitude study for an European company (12 FGD, + 30 IDI) …

Car Clinic - Example Overall Layout On-site Management Car Clinic Site Screening Area

Contact CBC CBC Building, 49A Wuyi Road, Shanghai, 200051 Tel: 86 21-5155 2000 Fax: 86 21-5155 2099 CBC Shanghai Suite 512, New World Taihua Office Tower, 5-5 Chongwenmenwai Dajie, Beijing, 100062 Tel: 86 10-6709 1622 Fax: 86 10-6709 1633 CBC Beijing Room 1901, Unit 10, Ganglv International Center, CTS Center, 219 Zhongshanwu Road, Guangzhou, 510030 Tel: 86 20-2227 3200 Fax: 86 20-2227 3201 CBC Guangzhou

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