1. 1SUMMARY
Moscow Thermal Underwear Market
Research
(demo version)
March 2013

2. 2SUMMARY
Table of Content
Slide No.
Table List 3
Research Description 4
Condition and Behavior of the Consumer Demand for Thermal Underwear 7
Thermal Underwear Purchase Frequency and Addressees 10
Situations of Thermal Underwear Use 11
Brand Preferences of the Thermal Underwear Buyers 12
Awareness of Thermal Underwear Brands 14
Social Portrait of Thermal Underwear Buyers by Brands 16
Places of Thermal Underwear Purchase 18
Thermal Underwear Internet Purchase 20
Overlapping of the Thermal Underwear Sales Formats 21
Differences of the Thermal Underwear Buyer Audiences 22

3. 3SUMMARY
Table List
Slide
No.
Table 1. Categorization of the Thermal Underwear Buyers by Gender 7
Table 2. Categorization of the Thermal Underwear Buyers by Age 8
Table 3. Social Portrait of the Thermal Underwear Buyers by Brands in a View
of Age Groups
16
Table 4. Social Portrait of the Thermal Underwear Buyers by Brands in a View
of the Income Self-Assessment
17
Table 5. Places of Thermal Underwear Purchase 19
Table 6. Overlapping of the Audiences of Thermal Underwear Stores 21
Table 7. Gender Differences of the Audiences of Thermal Underwear Stores 22
Table 8. Age Differences of the Audiences of Thermal Underwear Stores 23
Table 9. Income Self-Assessment Differences of the Audiences of Thermal
Underwear Stores
24

4. 4SUMMARY
Research objective. To gain an insight into the current thermal underwear use situation in
Moscow and predict the consumer demand dynamics in the near-term perspective.
Goals:
• To determine the actual and potential capacity of the Moscow thermal underwear market
as the largest and financially significant one
• To determine probable variations of the consumer demand for thermal underwear in the
near-term perspective (next season)
• To identify the basic situations of thermal underwear use by Moscow residents
• To determine the XXX Brand share in the Moscow market
• To determine approximate shares of the main competitors in the Moscow market
• To identify a thermal underwear brand awareness
• To identify the basic shopping format of thermal underwear purchases by Moscow
residents
• To draw a portrait of an “average” Moscow buyer of thermal underwear
Research Description

5. 5SUMMARY
Target group: residents of 4 administrative districts of Moscow: South-East Administrative
District, South-West Administrative District, North Administrative District, North-East
Administrative District (except for the immigrants).
Information sources: Federal State Statistics Service data, secondary research data,
interview with the buyers.
Method: phone interviews with the Moscow residents over 16 years of age based on a
formalized questionnaire.
Amount: 1,600 interviews
Period: March 2013
Geography: Moscow
Form of presentation: Power Point slides

6. 6SUMMARY
Selection Stages of the Respondent :
• Data of the National Population Census.
• Stratified sampling of the Moscow administrative districts
• Random phone selection of respondents.

7. 7SUMMARY
Moscow thermal underwear market capacity.
• At the time of the poll ХХХ % have worn or purchased thermal underwear (which in
absolute numbers is ХХХ people)
• Hence one can assume that the total capacity of the Moscow thermal underwear market
(without participation of immigrants) is ХХХ % or approximately ХХХ people in absolute
numbers.
Data of the Federal
State Statistics
Service for Moscow
Poll data Wore Wore Brand
Male 46.1% 43.8% ХХХ % ХХХ %
Female 53.9% 56.2% ХХХ % ХХХ %
Table 1. Categorization of Thermal Underwear Buyers By Gender
Condition and Dynamics of the Consumer Demand for Thermal
Underwear.

8. 8SUMMARY
16-23 24-29 30-39 40-49 50-59 60+
Data of the
Federal State
Statistics Service
12.1% 12.4% 19.0% 17.3% 17.0% 22.3%
Poll data 11.3% 13.0% 19.7% 14.6% 17.6% 22.2%
Wore thermal
underwear
ХХХ % ХХХ % ХХХ % ХХХ % ХХХ % ХХХ %
Wore Brand ХХХ % ХХХ % ХХХ % ХХХ % ХХХ % ХХХ %
Table 2. Categorization of Thermal Underwear Consumers by Age.

9. 9SUMMARY
• ХХХ% of the total selection have plans to purchase thermal underwear in the future:
out of those who has purchased thermal underwear– ХХХ%;
out of those who has not– ХХХ %.
• Therefore, the correlation between the actual and potential thermal underwear buyer
audiences in Moscow is ХХХ. This means that the Moscow thermal underwear market at
this moment is close to saturation. But considering that not every intention to purchase
leads to its realization, and additionally considering the negative macro- and micro
economical processes (stable negative Consumer Confidence Index, decrease in car
purchases, sales decrease in FMCG segment of medium and premium level) one can
assume that the Moscow thermal underwear market has a tendency to contraction in the
nearest future. One should predict a decline of the consumer demand for thermal
underwear by ХХХ %.

10. 10SUMMARY
• Multiple purchases (over 60%) prevail in those who have purchased/worn thermal
underwear.
• Prevailing frequency of thermal underwear purchase is once per season (approximately
50%). Less often than once per season – 37%. More often than once per season – 8%.
• The addressees of the thermal underwear purchases are mostly self-usage (for self) –
over 50%. Then there are purchases for self and others (24%) and For others (16%).
Thermal Underwear Purchase Frequency and Addressees.

11. 11SUMMARY
Situations of Thermal Underwear Use
In the situations of thermal underwear use (open question) the leader is “for street walks”
(ХХХ%). Then go (provided data are not ranked by decrease of their significance):
Outdoor sports (ХХХ%);
Everyday wear (ХХХ%).
For warmth when it is cold (ХХХ%);
For hunting/fishing (ХХХ %);
For tourism (3%);
Other (less than 2%).

12. 12SUMMARY
Brand Preferences of the Thermal Underwear Buyers.
• ХХХ Brand share in the Moscow thermal underwear market is approximately ХХХ %
(in the absolute values from the number of Moscow residents who have worn it –
approximately ХХХ people).
• The audience of ХХХ Brand and the audience of Moscow residents, who have
purchased/worn thermal underwear are somewhat different: the audience of ХХХ Brand
is more high-profitable.
From the buyers of thermal underwear of ХХХ Brand: a challenging purchase for 54%
is car, for 27% - real estate, for 11% - major appliances.
From the audience of the Moscow resident buyers of thermal underwear: a
challenging purchase for 23% is a car, for 18% - major appliances, for 15% - real estate.

13. 13SUMMARY
• Competitive surrounding of ХХХ Brand without a statistical load of those who don’t
remember (provided data are not ranked by decrease of their significance):*
Adidas – ХХХ %;
Norveg – ХХХ %;
ХХХ Brand– ХХХ %;
Guahoo - ХХХ %;
North Face - ХХХ %;
Nova Tour - ХХХ %
Marmot - ХХХ %;
Glissade - ХХХ %;
Cratex – ХХХ %.
Other brands (mostly singular) – 42%.
• The inability of most of the respondents to remember the trade mark of the purchased
thermal underwear implies that the consumer behavior can be described by the phrase
“ХХХ”.
• This is supported by a low, comparing to the purchases in Sportmaster (see further),
recognition of Glassade (ХХХ% purchased the thermal underwear in Sportmaster, 3%
specifically purchased Glissade, 5% recognized Glissade).
* The total of values exceeds 100%, as the respondents could mark several options.

14. 14SUMMARY
Awareness of the Thermal Underwear Brands
• The research showed that in half of the cases (47%) the buyers do not know the
brands of thermal underwear.
• In those who knew, the leading trade mark by recognition is Adidas (32%). But in this
case one has to account for distortions related to a global nature of this Brand.
• ХХХ Brand is in the group of the most recognized brands.
Without considering Adidas the following brands are listed in accordance with their
awareness (provided data are not ranked by decrease of their significance):
Norveg (ХХХ %);
Marmot (ХХХ %);
Guahoo (ХХХ %);
North Face (ХХХ %);
Ultramax (15%);
Nova Tour (14%);
Cratex (12%);
Glissade (11%);
Other brands (mostly singular) – 29%.

15. 15SUMMARY
• Significant differences between ХХХ Brand recognition and its purchases indicate
that the advertising effectiveness (buyer awareness) is considerably ahead of the
distributional one.

16. 16SUMMARY
Social Portrait of the Thermal Underwear Buyers by Brands.
16-23 24-29 30-39 40-49 50-59 60+
Social portrait of the brand buyer
(except for Others) - 100%.
15% 15% 22% 16% 16% 14%
Social portrait of Other brand
buyer (mostly singular) - 100%.
15% 19% 30% 15% 11% 8%
Table 3. Social Portrait of the Thermal Underwear Buyers by Brands in a View of
Age Groups.

17. 17SUMMARY
Car purchase is
challenging
Major appliances
purchase is
challenging
Real-estate
purchase is
challenging
Social portrait of the
brand buyer (except for
Others) - 100%.
28% 16% 19%
Social portrait of Other
brand buyer (mostly
singular) - 100%.
28% 23% 22%
Table4. Social Portrait of the Thermal Underwear Buyers by Brands in a View of
Income Self-Assessment.
There are no gender-related differences found in the usage.

18. 18SUMMARY
Places of Thermal Underwear Purchase.
Most consumers (82%) do not remember in which exact stores (names) they purchased
thermal underwear.
The most attractive places for the thermal underwear purchases are (provided data are not
ranked by decrease of their significance):
• Sportmaster/Dekatlon stores (ХХХ%);
• Trade centers/Malls (ХХХ%);
• In Other sport shops/in Pavilion shops (Dubrovka, All-Russian Exhibition Center)
thermal underwear is purchased by approximately 9 %;
• In Internet shops– ХХХ %;
• In the Hunting/Fishing type stores thermal underwear is purchased by ХХХ%;
• In specialized trade centers (SportHit, Extreme type) thermal underwear is purchased
by ХХХ %;
• In merchandize markets– only 6%;
• In other Points of Sale– 4% and less.

19. 19SUMMARY
Table 5. Places of Thermal Underwear Purchase.
Trade
Center
Sportmast
er/Decatlo
n
Other sport
stores
Market, in
the pavilion-
type stores
Internet
Social portrait of
the brand buyer
(except for Others)
- 100%.
ХХХ % ХХХ % 9% 15% ХХХ%
Social portrait of
Other brands
buyer (mostly
singular) - 100%.
ХХХ % ХХХ % 11% 15% ХХХ%

20. 20SUMMARY
Internet Purchases of Thermal Underwear
In the Internet purchases of thermal underwear (Internet purchases of thermal
underwear are taken for 100%) the leader is Adidas (ХХХ %). But it is necessary
to consider a certain correction caused by possible overlay of thermal
underwear with some other product (knitwear, sportswear) of this global brand in
the consumer mind.
Then follow (provided data are not ranked by decrease of their significance):
Norveg – ХХХ%;
Brand ХХХ - ХХХ%;
Guahoo – ХХХ%;
Marmot – ХХХ%;
North Face, Glissade – по ХХХ%;
Other brands (mostly singular) – 19%.

21. 21SUMMARY
Overlapping of the Thermal Underwear Sales Formats
In which other stores do the Buyers purchase thermal underwear?
People purchasing thermal underwear mostly from Sportmaster/Dekatlon (taken for 100%)
also intent to buy thermal underwear in trade centers/malls (ХХХ %).
The audience of thermal underwear buyers in Trade centers/malls (taken for 100%) very
much intent to buy thermal underwear in Sportmaster/Dekatlon (ХХХ %).
Internet buyers (taken for 100%) also purchase thermal underwear in Sportmaster/Dekatlon
(ХХХ %), and Trade centers/malls (ХХХ %).
From the buyers of
Sportmaster / Dekatlon
From the buyers
of Trade
centers/malls
From the
Internet
buyers
Sportmaster/Dekatlon 100% ХХХ % ХХХ %
Trade centers/malls ХХХ % 100% ХХХ %
Internet purchases 4 % 7 % 100%
Table 6. Overlapping of the Audiences of Thermal Underwear Stores

22. 22SUMMARY
Differences of the Thermal Underwear Buyer Audiences
Table 7. Gender Differences of the Audiences of Thermal Underwear Stores
Sportmaster/Dekatlon Trade
centers/malls
Internet purchases
Male 54% 47% 35%
Female 46% 53% 65%

23. 23SUMMARY
Table 8. Age Differences of the Audiences of Thermal Underwear Stores.
Sportmaster/Dekatlon Trade
centers/malls
Internet purchases
16-23 ХХХ % ХХХ % ХХХ %
24-29 ХХХ % ХХХ % 13%
30-39 ХХХ % ХХХ % ХХХ %
40-49 14% ХХХ % 8%
50-59 13% 14% 19%
60+ 9% 11% 8%

24. 24SUMMARY
Table 9. Income Self-Assessment Differences of the Audiences of Thermal
Underwear Stores
Sportmaster/De
katlon
Trade centers/malls Internet
purchases
Car purchase is
challenging
ХХХ % ХХХ % ХХХ %
Real estate purchase is
challenging
22% 12% 19%
Major appliances
purchase is
challenging
17% 23% 19%

25. 25SUMMARY
Attachments
Recommendations on positioning and promotion of the XXX Brand
of thermal underwear

26. 26SUMMARY
Attachment
Phone questionnaire