This document summarizes retail audit data for dishwashing liquid from January to February 2013. It provides information on: - Market share by channel and region which shows the majority of sales come from channels 1 and 2, and region 9. - The top 5 manufacturers by volume and value share, led by Company 1 and Company 2. - Brand performance for the top brand, Brand A, which maintained around 90% stocking levels. - Regional and channel importance for Company 2's portfolio, with region 9 and channels 1/2 being most important. - Distribution efficiency which shows Company 1 and Company 2 have stronger distribution than competitors.

1. RETAIL AUDIT SAMPLE REPORT
DISHWASHING LIQUID
Jan – Feb 2013
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2. ALL TYPE OF DISHWASHING LIQUID
2

3. Channel Split‐ Volume share
0.1%
6% 3%
Average Mar/Apr 12: Jan/Feb 13
14%
44%
33%
100%
80%
0.1%
6%
0.1%
6%
0.1%
6%
0.1%
6%
0.1%
6%
0.1%
6%
45%
45%
43%
43%
45%
45%
60%
33%
33%
33%
33%
32%
32%
Channel 3
13%
3%
13%
3%
14%
3%
14%
3%
14%
4%
14%
4%
Channel 2
J/A
A
12
2
S/O
O
12
2
N/D
D
12
2
J/F
3
13
Channel 4
20%
0%
Channel 5
M/
/J
12
2
40%
Channel 6
M/A
A
12
2
Trend
Channel 1
ALL TYPES
3

4. Regional Split‐Volume share (Average Mar/Apr 12 :Jan/Feb 13)
Region 1
R i 1
3%
Region 2
7%
Region 9 North
Region 9 Central
Region 9
53%
24%
19%
Region 3
5%
Region 4
R i 4
2%
Region 9 South
Region 5
7%
%
57%
Region 6
4%
Region 8
Region 8
7%
Region 7
12%
ALL TYPES
4

5. Top Manufacturers – (Average Mar/Apr 12: Jan/Feb 13)
Volume share
Volume share
Value share
Value share
23%
Company 1
18%
Company 2
28%
Company 1
18%
Company 2
Company 3
15%
Company 4
14%
Company 4
15%
Company 3
14%
14%
Company 5
5%
Company 6
C
6
Company 7
Company 8
Company 8
3%
2%
13%
Company 5
4%
C
6
Company 6
Company 7
3%
Company 9
Company 9
2%
2%
Company 9
1%
Company 8
Company 10
Company 10
1%
Company 10
Company 10
1%
ALL TYPES
5

6. Top Manufacturers
Volume share
Volume share
Value share
Value share
100%
100%
16%
13%
13%
14%
15%
15%
15%
14%
14%
15%
15%
15%
2%
14%
20%
19%
19%
17%
16%
19%
21%
22%
24%
25%
25%
J
J/F 13
N/D 12
S/O 12
J
J/A 12
M
M/J 12
M
M/A 12
4%
4%
15%
13%
12%
13%
13%
13%
15%
13%
13%
13%
12%
15%
14%
14%
14%
13%
13%
19%
18%
16%
15%
16%
21%
22%
Company 7
Company 7
25%
28%
30%
31%
31%
ALL TYPES
6
3%
3%
3%
60%
40%
Company 4
20%
Company 2
p y
Company 1
0%
4%
15%
80%
Company 3
20%
4%
Company 8
Company 5
16%
3%
5%
Company 9
Company 6
40%
2%
5%
J/F 13
16%
3%
4%
N/
/D 12
16%
16%
60%
3%
4%
S/
/O 12
15%
3%
4%
J/
/A 12
16%
3%
5%
Company 10
M
M/J 12
80%
2%
5%
M/
/A 12
2%
5%
0%

7. Top Players – Channel Importance
Company
Company
1
All
100%
7%
6%
6%
6%
Company
Company
2
8%
7%
Company
Company
3
5%
5%
Company
Company
4
6%
5%
Company
Company
5
5%
4%
Channel 6
Channel 5
80%
47% 50%
44% 45% 43% 43% 39% 39% 46% 50%
51% 51%
Channel 4
Ch
l4
60%
40%
31%
33% 34% 34%
33% 32%
33% 30%
33% 31%
29% 31%
Channel 2
20%
Channel 1
J/F
F 13
J/F
F 12
J/F
F 13
J/F
F 12
J/F
F 13
J/F
F 12
J/F
F 13
J/F
F 12
J/F
F 13
J/F
F 12
J/F
F 13
18%
14% 14% 15% 14% 15%
12% 11% 12% 11% 13% 12%
3% 4% 3% 3% 4% 5% 3% 4% 2% 3% 2% 3%
J/F
F 12
0%
Channel 3
ALL TYPES
7

8. Top Players – Region Importance
Jan_Feb 2012
2%
16% 4%
38%
5%
6%
Company 3 3% 10%3% 5%6%
2%
4%
Company 2 2% 5% 8% 12%
57%
62%
1%
3% 3%
Company 1 3%8%4% 7% 9% 7%
5% 9% 4%11% 6%
50%
Region 3
51%
54%
0%
100%
Region 4
54%
3% 4%
7%
All 2% 6% 6% 11% 8%
48%
2%
Region 2
53%
3%
3%
0%
2%
52%
4%
4%
Company 3 2% 12%4% 5% 9% 8%
59%
Company 1 4% 9% 5% 11% 11% 9%
Region 1
Company 4 3%9% 8% 6% 12% 6%
C
4
2%
%
55%
3%
3% 2%
Company 2 3% 9% 8% 9% 8%
1%
All 3%
39%
1% 2%
10% 1% 2%
Company 4 3%
C
4
7% 7% 10%4%
% 0% %
8%
3% 2%
Company 5 3%12% 8% 10%
20% 5%
2%
Company 5 3% 14% 8% 12%
1%
Jan_Feb 2013
Region 5
Region 6
50%
Region 7
Region 8
100%
Region 9
ALL TYPES
8

9. Top Players –Region 9
Feb_Mar 2012
Feb_Mar 2013
Company 5
17%
30%
52%
Company 5
Company 4
C
4
19%
28%
53%
Company 3
21%
25%
54%
Company 2
21%
20%
59%
Company 2
Company 1
Company 1
18%
22%
59%
C
1
Company 1
All
19%
0%
24%
50%
Region 9 North
44%
28%
Company 4
25%
51%
25%
Company 3
56%
28%
26%
49%
26%
15%
69%
15%
19%
63%
19%
22%
57%
22%
Total Fruit
Juice
100%
Region 9 Centeral
0%
50%
100%
Region 9 South
ALL TYPES
9

10. Top Brands – (Average Mar/Apr 12: Jan/Feb 13)
Volume share
Volume share
23%
Brand A
Brand B
Brand C
Value share
Value share
15%
15%
28%
Brand A
Brand E
14%
Brand B
14%
14%
Brand D
14%
Brand C
Brand E
14%
Brand D
13%
ALL TYPES
10

11. Brand Performance – Brand A
120%
100%
5%
5%
3%
4%
3%
4%
68%
67%
68%
68%
68%
68%
19%
21%
22%
24%
25%
25%
91%
90%
93%
92%
93%
93%
M/A 12
M/A 12
M/J 12
M/J 12
J/A 12
J/A 12
S/O 12
S/O 12
N/D 12
N/D 12
J/F 13
J/F 13
80%
60%
40%
20%
0%
Weighted Out Of Stock
Weighted Stocking
Volume Share
Numeric Handling Distribution
g
ALL TYPES
11

12. Turnover Distribution Company 2 ‐ Region Importance (Jan/Feb 2013)
Region
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6
Region 7
Region 8 Region 9
Total Country
Total Manufacture
2%
3%
1%
2%
5%
4%
8%
12%
62%
100%
Brand G
0%
2%
0%
1%
1%
37%
10%
0%
48%
100%
Brand E
2%
3%
1%
1%
5%
3%
8%
10%
67%
100%
Brand H
0%
2%
5%
4%
6%
7%
11%
35%
30%
100%
Brand K
0%
14%
1%
7%
2%
3%
12%
28%
33%
100%
Brand L
1%
4%
0%
20%
18%
6%
9%
8%
33%
100%
2%
3%
1%
2%
62%
4%
12%
Region 2
g
Region 3
Region 4
Region 5
5%
8%
Region 1
Region 6
Region 7
Region 8
Region 9
All types
12

13. Turnover Distribution Company 2 –Region 9 Importance (Feb/Mar 2013)
Region
Region 9 North Region 9 Central
Region 9 South
Total Region 9
Total Manufacture
22%
64%
14%
100%
Brand G
Brand G
9%
85%
6%
100%
Brand E
23%
64%
13%
100%
Brand H
8%
51%
41%
100%
Brand K
B dK
2%
94%
4%
100%
Brand L
27%
67%
7%
100%
14%
22%
Region 9 North
Region 9 Central
64%
Region 9 South
All types
13

14. Distribution Efficiency (Jan/Feb 2013)
2.00
1.56
1.50
1.42
1.28
1.03
1.13
1.05
1.22
1.07
1.04
1.08
1.00
1 00
0.50
All
Channel 2
Company 11
Channel 3
Channel 4
Channel 5
Company 12
Calculation:
VW Handling
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐
Numeric Handling
Numeric handling distribution: The percentage of shops within an area or outlet which have had stock of the
product at either the opening or closing stock visit or which have made any purchases of the product during the
p
period.
Weighted handling distribution: Sales of the outlets in which a specific Brand/SKU is available from the total
sale of all the outlets which sell that product.
All types
14

15. THANK YOU
EMRC
#7, Sheik Bahayi sq. – Tehran, Iran
Tel: +98 21 88 620 500
Fax: +98 21 880 54 753
E‐mail: emrc@emrc.info
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