1. Results of DM pilot in FMCG sector CONFIDENTIAL IS-03

4. PILOT SET UP Group 2 Addressed mail + ATL Group 3a Unadressed Delta Media + ATL Group 1 Free press +ATL Group 4 Reference group (ATL only) Number of market research interviews Interviewed customers have a hard discount shoppers profile DISGUISED EXAMPLE IN FMCG SECTOR Group 3b Unadressed DistriPost + ATL 402 400 391 401 Total: 2001 interviews 407

9. PLAYER A HAS BETTER BRAND PERCEPTION THAN HARD DISCOUNTERS ON ALL DIMENSIONS EXCEPT PRICE 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers, November 21 – November 30, 2005; Team analysis Percentage of respondents Player A Hard Discounter A Hard Discounter B DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B

10. MEDIA WITH COUPONS IMPROVE PLAYER A PERCEPTION ON SEVERAL KEY DIMENSIONS, WITH EVEN STRONGER IMPACT FOR DM, DISTRIPOST AND DELTAMEDIA… 'To which extent do you agree with the following statements concerning player A? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) DM DistriPost Percentage of respondents DeltaMedia Free Press ATL only * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR

11. DM REINFORCES PERCEPTION OF PLAYER A ON MOST ATTRIBUTES, ESPECIALLY PRICE WHERE IT BRIDGES THE GAP WITH HARD DISCOUNTERS 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 1594 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, DM Hard Discounter A Hard Discounter B Player A, ATL

12. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – DM 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, DM Hard Discounter A Hard Discounter B Player A, no media

13. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – DISTRIPOST 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, Distripost Hard Discounter A Hard Discounter B Player A, no media

14. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – DELTAMEDIA 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, Deltamedia Hard Discounter A Hard Discounter B Player A, no media

15. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – FREE PRESS 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, Free press Hard Discounter A Hard Discounter B Player A, no media

17. DM AND DISTRIPOST HAVE HIGHER RECALL RATE THAN OTHER MEDIA DM Distripost ATL (press)* Delta Media Free Press Internet banner** * Respondents from reference group to avoid influence of other media ** Respondents with internet connection at home or work recalling banner on website Source: Market research on 2001 customers; Team analysis Percentage of respondents DISGUISED EXAMPLE IN FMCG SECTOR +74% +90% "Do you remember seeing any ad in Free Press /receiving a mailing for Player A recently?"

18. MEDIA WITH COUPONS SCORE BETTER THAN ATL ON ALL DIMENSIONS 'To which extend do you agree with the following statements concerning the ad for Player A?* ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) The ad/mailing convinced me to purchase more often The ad/mailing provides credible information DM DistriPost DeltaMedia Free Press ATL only (press) The ad/mailing improves my perception of Player A The ad/mailing provides me with new information I like the ad/mailing * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree Source: Market research on 2001 customers; Team analysis Percentage of respondents recalling media DISGUISED EXAMPLE IN FMCG SECTOR

19. DM IS THE MEDIA WITH COUPONS WHICH IMPROVES BRAND PERCEPTION THE MOST 'To which extent do you agree with the following statements concerning player A? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) DM DistriPost Percentage of respondents DeltaMedia Free Press ATL only * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR