All content copyright © 5one All rights reserved. Confidential. Schick Targeted Coupon May Cashback ClubCard Mailing Post-Campaign Report July 2010

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

All content copyright © 5one All rights reserved. Confidential. Introduction ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 3 May – 4 June 2010 Both Current and New customers targeted: Current shoppers New shoppers Two offers tested: Buy a Titanium Razor, and get 50% off the Blades Buy a Titanium Razor, and get R47.50 off the Blades Three target groups tested: Current shoppers of razor and blade range Current shoppers of shaving cream New shoppers Control group of look alike customers measured over the campaign period 3

All content copyright © 5one All rights reserved. Confidential. The Mailing 4

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

All content copyright © 5one All rights reserved. Confidential. 6 Targeted Coupon: Redemption Redemption: customers who bought featured product at the same time as handing in the coupon How many mailants shopped the promoted products? Overall redemption rate is poor (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) Current shoppers: Current shoppers of the razor & blade range performed better than current shoppers of shaving cream CouponTarget CellMailedRedeemedRed. Rate 50% off Current razor & blade range 40, % 50% off Current shaving cream 1, % R47.50 offNew shoppers106, % TOTAL 149, %

All content copyright © 5one All rights reserved. Confidential. 7 Targeted Coupon: Response Response: customers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. Overall response rate is good: 1% (above 2% is ‘good’ for Current, above 1% for New) Response rate amongst Current shoppers overall is good – current shoppers to razor and blade range performed much better than current shoppers to shaving cream New offer generating good response rate: Driving 472 new shoppers to the brand! CouponTarget CellMailedRedeemedRed. RateRespondedResp. Rate 50% off Current razor & blade range 40, %7312% 50% off Current shaving cream 1, %251% R47.50 offNew shoppers106, %4720.5% TOTAL 149, %1,2281%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

All content copyright © 5one All rights reserved. Confidential. 9 9 Incremental Shoppers CouponTarget Cell Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental 50% off Current razor & blade range 2%7312% 213% 50% off Current shaving cream 1%250%25100% R47.50 offNew shoppers0.5%4720%472100% TOTAL 1%1, % 51842% Overall 42% of shoppers incremental with 518 new shoppers to the range Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental?

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? This campaign has resulted in an additional 737 units being purchased 47% incremental units overall CouponTarget CellTotal Mailed UnitsIncremental Units% Incremental 50% off Current razor & blade range % 50% off Current shaving cream % R47.50 offNew shoppers % TOTAL 1, %

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? Total mailed sales of R123k achieved, with nearly 50% being incremental Nearly half of all sales generated were incremental, with an average additional R47 per responder CouponTarget Cell Total Mailed Sales Incremental Sales % Incremental Incremental / Responder 50% off Current razor & blade range R 70,298R5,7978%R8 50% off Current shaving cream R 2, %R 102 R47.50 offNew shoppersR 49, %R 105 TOTAL R 122,637R 58,10747%R 47

All content copyright © 5one All rights reserved. Confidential. How Did Shoppers Respond at a Total Range Level 12 Because the offer was only on Schick razor blades, it is important to understand if responders chose a different product from the Schick range as a result of the mailing. Again, measuring this against the control group enables us to understand what was incremental How many more shoppers, sales and units were generated at a range level? Metric Product level response Range level response Incremental % Incremental Shoppers 321, % Units 331, % Sales R2,269 R122,637R 58,10747% Targeted voucher delivered better results at a total Schick level, generating nearly R60k incremental sales This demonstrates the marketing halo effect of sending targeted communication

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 13

All content copyright © 5one All rights reserved. Confidential. 14 Immediate Return On Investment : Product level Overall ROI is poor: -95% What was the immediate ROI of the targeted coupon based on Incremental sales? CouponTarget Cell Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI 50% off Current razor & blade range R 675R674R6,687R6,013-90% 50% off Current shaving cream R 673 R120R553517% R47.50 offNew shoppersR 921 R43,244-R42,323-97% TOTAL R2,269 R50,000-R47,731-95% *sales through the till ex VAT

All content copyright © 5one All rights reserved. Confidential. 15 Immediate Return On Investment: Range Level Overall ROI at a range level is 16% Targeting current shoppers of shaving cream has produced a higher ROI than targeting razor and blade range shoppers; however, shopper volumes are small Control group for razor and blade range shopped at a higher rate resulting in negative ROI Range level purchasing shows the effect that the coupon had on New shoppers, generating 60k inc sales from new shoppers! What was the immediate ROI of the targeted coupon based on Incremental sales at a total Range level? CouponTarget Cell Total Mailed Sales Incremental Sales Production Costs Gross Profit ROI 50% off Current razor & blade range R 70,298R5,797R 13,728R-7,961-58% 50% off Current shaving cream R 2,554 R 664R 1,890285% R47.50 offNew shoppersR 49,785 R 35,608R 14,17740% TOTAL R 122,637R58,107R50,000R 8,10716%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 16

All content copyright © 5one All rights reserved. Confidential. 17 Overall campaign generated ideal response: Redemption rate: 0.3% (378 shoppers) Response rate: 1% (1 228 shoppers) Highly successful at driving incremental behaviour: Shoppers: 518 (42%) Units: 737 (47%) Sales: R58,107 (47%) Overall campaign generated an poor immediate ROI at a promoted product level, but an excellent ROI at brand level Campaign Summary LevelProfitROI Promoted product R -47,731-95% Range R8,10716%

All content copyright © 5one All rights reserved. Confidential Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands 2.Test broader offer for customers (less niched / fewer constraints) E.g. Price off offer for blades for current shoppers 3.In-depth analysis of what the Schick shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

All content copyright © 5one All rights reserved. Confidential. Thank-you Nikki Emerton – Account Manager Zakariya Patel – Analyst