Our WOMM scheme is a combination of traditional marketing strategies and positive WOM, spreading structure by means of cultivating WOM and thereby generating loyal consumers. These WOM seeders are known as "KUCHI-KOMINISTs“. The matrix below illustrates the process of the spread of positive WOM, beginning from the cultivation of KUCHI-KOMINISTs, who greatly affect the outcome of WOM. We name it "TSUZUMI MODEL." The key for successful WOM marketing is how well you handle these KUCHI-KOMINISTs and make good approaches to consumers through them. KUCHI-KOMINISTs are segmented into 3 types.

1. OUR WOM Progrum ３ Type of WOM-Marketing http://www.womlabo.com

2. Our WOMM scheme is a combination of traditional marketing strategies and positive WOM, spreading structure by means of cultivating WOM and thereby generating loyal consumers. These WOM seeders are known as "KUCHI-KOMINISTs“. The matrix below illustrates the process of the spread of positive WOM, beginning from the cultivation of KUCHI-KOMINISTs, who greatly affect the outcome of WOM. We name it " TSUZUMI MODEL ." The key for successful WOM marketing is how well you handle these KUCHI-KOMINISTs and make good approaches to consumers through them. KUCHI-KOMINISTs are segmented into 3 types as shown on next side.

3. WOMlabo 3 TYPES OF W PROGRAM 2. interest 3. purchase 4. Share Engage experiences Potential customers prospects customers KUCHI-KOMINIST’S WOM marketing domain TSUZUMI model 1. awareness News providing WOM program WOM seeder Community opinion leaders Benefit emphasizing WOM program WOM seeder Celebrities/ specialists Community Effecter Authority C Mass media/ traditional promotion domain 3 types of KUCHI-KOMINISTs and programs Buzz Marketing & promotion Viral Marketing & promotion Blogger Facebook influencer WOM Advocacy Marketing & promotion* We name it &quot;TSUZUMI MODEL.&quot; The key for successful WOM marketing is how well you handle these KUCHI-KOMINISTs and make good approaches to consumers through them. KUCHI-KOMINISTs are segmented into 3 types as shown on the right side. WOM WOM B <Traditional Marketing> <WOM Marketing> *Test operating pharmacy network to which almost 1000 pharmacists contribute Experience sharing WOM program WOM seeder High loyalty customers Brand Ambassador A Evangelist Marketing & promotion

4. The analysis program to identify Brand ambassador y x z LOYALTY BEHAVIOUR RATE EMOTIONAL LOYALTY RATE Yet-to-have Loyalty Pretended Loyalty Emotional Loyalty Favorable Loyalty Loyalty Analysis program WOM REFERRAL RATE Brand Ambassador Experience sharing WOM program WOM seeder High loyalty customers Brand Ambassador A

5. TSUZUMI MODEL Customer Customer wom wom wom wom 2. interest 3. purchase 4. Share Engage experiences Potential customers prospects customers KUCHI-KOMINIST WOM marketing domain 1. awareness Mass media/ traditional promotion domain <Mass Marketing> <WOM Marketing> Customer prospects prospects prospects MESUREMENT

7. Thanks for your interest. CONTACTS: Masayuki Nakajima Senior Marketing Director, Marketing Dept Kokokusha Co., Ltd. [email_address] http://www.womlabo.com https://www.facebook.com/masayuki.nakajima