Sample Central provides profiles and demographic information on its members panel. As of January 2013, the panel had reached 4,500 registered members from across the UAE, representing all nationalities and ethnic groups. Members provide detailed demographic data and preferences when they register online. Individual profiles are managed through a personal web portal where members can update their interests and preferences. Statistical analysis of members shows distributions by age, location, marital status, income level, and other details. Category and product trials are also tracked to provide insights into members' preferences.

1. Members Panel book
Profiles & Demographics
30th January 2013
Commercial-in-Confidence
© 2012 Sample Central, LLC.

2. Sample Central Members
Upper socio-economic profile
Representative of all Nationalities in the
UAE, across all ethnic groups
Local/National, Expat Arab, Expat Asian, Western
Expat
Profile includes detail demographics
From address and DOB to employment status,
household income and estimated spend of
consumer goods – to name a few!
Interest Areas, Media and Shopper/Consumer
Product Categories
Individual membership for each person in
a family
All managed online via a personal,
individual web-portal page
Demographic and category preferences
can be cross references in insight reports
CONFIDENTIAL PRESENTATION © 2012 Sample Central

3. Sample Central –
Members Profile until – Dec 30th 2012
*UAE 2010 Census:
• Male 74% 30,000 We have reached 4,500 4,212
• Female 26% Products members registered, 1,350 Scheduled
*including Labours distributed visited and picked products visits
28,000 93%
Surveys Registered Members Attendance vs.
completed booked visits
48%
86%
36%Christians
Completion 42%Muslims
4500 11% Hindu
rate
10% Others
52%
-117 takeaway 4.1 visits per
products
-21 in-store
member in 11
products weeks
CONFIDENTIAL PRESENTATION © 2012 Sample Central

4. Members Statistical Profiling
Commercial-in-Confidence
© 2012 Sample Central, LLC.

5. Sample Central – 94% Members from Dubai / Sharjah & Abu Dhabi
Members Age & Emirates Split
UAE 2005 Census:
• 17 – 20 0.7%
43% 17-20
• 21 - 30 33.9%
• 31 - 40 39.4% 21-30
• 41 - 50 18.9%
• 51 - 60 6.3% 16% 31-40
• 61+ > 0.8% 41-50
5% 51-60
32%
3%
> 61
1%
75%
abu Dhabi
Northern Emirates
Sharjah
UAE 2005 Census :
Dubai • Abu Dhabi 34%
16%
3% • Northern Emirates 15%
3% 3%
Undefined • Sharjah 19%
• Dubai 32%
CONFIDENTIAL PRESENTATION © 2012 Sample Central

6. Sample Central –
Members With/Without Vehicles & Marital Status
UAE 2005 Census: 67%
• Married 69%
• Div. / Sep. & Wed. 1.8% 3%
• Single 29%
• Undefined 0.2%
25%
5%
56% married Divorced / Separated / Widow Single Undefined
39%
5%
Own a Car Don’t have a car Undefined
CONFIDENTIAL PRESENTATION © 2012 Sample Central

7. Sample Central –
Members with Kids & Number of Kids
23%
20%
2%
8%
53%
One Child Two Kids
47%
Three Kids With Four Kids or More
Members with Kids Members Without Kids
CONFIDENTIAL PRESENTATION © 2012 Sample Central

8. Sample Central –
Members Income Level
Less Than 500 AED - 2000 AED 2001-10000 AED
10001-20000 AED 20001-30000 AED
30001-45000 AED More Than 45001 AED
Undefined
28%
30%
15%
15%
12% 4%
12%
5%
21% 6%
8%
7%
8%
3% 5%
2% 4%
5% 6% 3%
Less Than 500 AED 501-2000 AED 2001-5000 AED
5001-10000 AED 10001-15000 AED 15001-20000 AED
20001-25000 AED 25001-30000 AED 30001-35000 AED
35001-40000 AED 40001-45000 AED More Than 45001 AED
Undefined
CONFIDENTIAL PRESENTATION © 2012 Sample Central

9. Sample Central –
Members Residence & Employment Status
Full Time - Public / Government Full Time - Private company
Homemaker Part Time - All Sectors
Self Employed/Own Business Student
Unemployed Undefined
57% 10%
3%
5%
3%
60% 4%
5%
13%
5%
21%
8% 7%
Company Provided Live with Parents/Guardian
Own Property Self-Rented
CONFIDENTIAL PRESENTATION © 2012 Sample Central

10. Sample Central –
Members Designation & Ethnicity Split
Expat Arab Expat Asian Local/National
Western Expat Undefined
52.1%
5.0%
17.3%
12% 25.1%
4% 1% 0.4%
42%
21%
16% 5%
Administration/Office Manager/Professional
Retail/Service Skilled Trades
Unskilled Trades Other
CONFIDENTIAL PRESENTATION © 2012 Sample Central

11. Sample Central –
Members Opted for Further Research & Religious Split
Christina Hindu Muslim Other Undefined
4%
6%
42%
36%
52%
11%
5% 43%
Opted for Further Research Not Opted for Further Research
Undefined
CONFIDENTIAL PRESENTATION © 2012 Sample Central

12. Sample Central –
Units Distributed by Sector…
Sector Distribution Split %
54%
19%
27%
FMCG Foods FMCG Non-Foods In-Store Demos
CONFIDENTIAL PRESENTATION © 2012 Sample Central

13. Category Distribution Splits
Commercial-in-Confidence
© 2012 Sample Central, LLC.

14. Sample Central –
Units Distributed by Category – FMCG Foods
Category - FMCG Foods Some Key Brands
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% Distributed via. Sample Central UAE….
Beverages - CSD Bot 8.6%
Beverages - CSD CAN 2.6%
Beverages - Energy CAN 3.0%
Beverages - Ice Tea CAN 2.7%
Beverages - NAB Can 3.1%
Beverages - Tea Bags 0.5%
Canned Fish 2.3%
Cheese Spread 1.1%
Chocolates - Bars 6.5%
Chocolates - Gift Box 10.0%
Cup Noodles 3.4%
Fresh Fruit Juices 1.9%
Fruit Juices UHT 1.0%
Ketchup 8.6%
Mouth Refreshment 12.2%
Pudding -Powder 0.6%
Snacks - Crisps 1.5%
Snacks - Crisps 13.9%
Sweetener 14.8%
Water 1.6%
% Units Distributed
CONFIDENTIAL PRESENTATION © 2012 Sample Central

15. Sample Central –
Units Distributed by Category – FMCG Non-Foods
Category - FMCG Non-Foods Some Key Brands
Distributed via. Sample Central UAE….
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0%
Body Care - Deodorant
Body Care - Shower Gel
Cosmetics - AA Cream
Cosmetics - Medication
Cosmetics - Shampoo
Dental Care - Toothbrush
Dental Care - Toothpaste
Detergent - Fabric Care
Detergent - WUG
TANCHO.
Detergent - WUL
Hair Care - Hair Colorant
Hair Care - Hair Styling
Hair Care - Shampoo
Hands Care - Soap Bar
Hands Care - Soap Liquid
Hands Cream
Shaving - Cream
Shaving - Razors
Skin Care -General Cream
% Units Distributed
CONFIDENTIAL PRESENTATION © 2012 Sample Central

16. Sample Central –
Trials Conducted by Category – In-Store Demos
Category - In-Store Demos - 6,359 Units Some Key Brands
Distributed via. Sample Central UAE….
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
Car Care 5.5%
Cosmetics - Medication 1.9%
Electronics - Beverages 8.8%
Electronics - Body Care 14.1%
Electronics - Cookware 6.9%
Electronics - Cookware 6.4%
Electronics - Hair Care 12.8%
Electronics - PC 11.2%
Electronics - Power Tools 7.1%
Electronics -Photography 7.8%
Fitness equipment 13.4%
Services - HORECA 1.0%
Services - HORECA 0.4%
Services - Public Services 2.6%
% Trials Conducted
CONFIDENTIAL PRESENTATION © 2012 Sample Central

17. Key Offerings – 2012
A Passion For Innovation
On average Sample Central *members:
tell 8-10 people (family, friends, colleagues) about
a product they have experienced in Sample
Central
over 30% have written a review or blogged about it
over 40% have posted on Facebook or tweeted
over 60% of members surveyed, who liked a
product indicated they would purchase that
product in-store
*Data reflecting Global Sample Central, However; UAE related data will be released shortly.
CONFIDENTIAL PRESENTATION © 2012 Sample Central

18. FMCG Foods -
Case Study
Commercial-in-Confidence
© 2012 Sample Central, LLC.

19. Sample Central
Canderel – Red/Stevia/Yellow
• Number of products taken:
o 1398
• Age range:
o 64% between 23 – 37 years old
• Household income:
o Most of the respondents earn between 5001 – 10000 AED
monthly
• Education:
o More than half of the respondents have
completed their university
• Employment Type:
o Most of the respondents are
managers/professionals
• Nationality:
o 58% Expat Asians
o 24% Expat Arabs
o 14% Expat Westerns
o 5% Locals
CONFIDENTIAL PRESENTATION © 2012 Sample Central

20. Sample Central
Swiss Delice Premium Biscuits
• Number of products taken:
o 885
• Age range:
o 67% between 23 – 37 years old
• Household income:
o 26% earn between 5001 – 10000 AED monthly
o 17% earn between 10000 – 15000 AED monthly
• Education:
o More than half of the respondents have
completed their university
• Employment Type:
o Most of the respondents are
managers/professionals
• Nationality:
o 58% Expat Asians
o 23% Expat Arabs
o 14% Expat Westerns
o 4% Locals
CONFIDENTIAL PRESENTATION © 2012 Sample Central

21. Sample Central
Variables
• Have you consumed Brand X anytime in the past?
o 81% of the respondents have never tried Brand X in the past
• On an overall basis, how satisfied are you with Brand X?
o Around 83% of the respondents were somewhat satisfied/extremely
satisfied with Brand X
• In comparison to other brands in the market, how would you rate Brand X?
o In comparison with other brands in the market, Brand X is much better
than other brands in the market as 46% of respondents stated
• How likely is it that you will buy Brand X the next time you go to buy from
Category Y?
o 80% of respondents stated that they will definitely buy the
product/they will probably buy the product
• Would you recommend Brand X to any of your friends or associates?
o Half of the respondents claimed that they will definitely
recommend Brand X to their friends or associates
CONFIDENTIAL PRESENTATION © 2012 Sample Central

22. FMCG Non-Foods -
Case study
Commercial-in-Confidence
© 2012 Sample Central, LLC.

23. Sample Central
Banat Toothbrush
• Number of products taken:
o 539
• Age range:
o Two third of the respondents age between 23 – 37 years
• Household income:
o 27% earn between 5001 – 10000 AED monthly
o 16% 10001 – 15000 AED
• Education:
o Half of the respondents have completed their university
• Employment Type:
o Almost 40% of the respondents are
managers/professionals
• Nationality:
o 54% Expat Asians
o 25% Expat Arabs
o 17% Expat Westerns
o 4% Locals
CONFIDENTIAL PRESENTATION © 2012 Sample Central

24. Sample Central
Bioderma – Cosmetic Trial
• Number of products taken:
o 119
• Age range:
o 72% age between 23 – 37 years old
• Household income:
o 23% earn between 5001 – 10000 AED monthly
o 14% 10001 – 15000 AED
• Education:
o Around half of the respondents have
completed their university
• Employment Type:
o 40% of the respondents are managers/
professionals
• Nationality:
o 55% Expat Asians
o 24% Expat Arabs
o 18% Expat Westerns
o 3% Locals
CONFIDENTIAL PRESENTATION © 2012 Sample Central

25. Sample Central
Variables
• Were you aware of Brand X, before you visited Sample Central?
o 76% of the members were not aware of Brand X before visiting
Sample Central
• On an overall basis, how satisfied are you with Brand X?
o Around 71% of the respondents were somewhat satisfied/extremely
satisfied with Brand X
• How likely is it that you will buy Brand X, the next time you go to buy from
Category Y?
o 62% of respondents stated that they will definitely buy the
product/they will probably buy the product
• Would you recommend Brand X to any of your friends or associates?
o One third of the respondents claimed that they will definitely
recommend Brand X to their friends or associates
CONFIDENTIAL PRESENTATION © 2012 Sample Central

26. Electronics – Case Study
Commercial-in-Confidence
© 2012 Sample Central, LLC.

27. Sample Central
Lavazza – Blue Guzzini Coffee Machine
• Number of people tried it:
o 513
• Age range:
o 64% between 23 – 37 years old
o One fourth between 38 – 49 years old
• Household income:
o 21% of the respondents earn between 5001 – 10000 AED
monthly while 17% earn 10000 – 15000 AED
• Education:
o More than half of the respondents have
completed their university
• Employment Type:
o Most of the respondents are
managers/professionals
CONFIDENTIAL PRESENTATION © 2012 Sample Central

28. Services – Case Study
Commercial-in-Confidence
© 2012 Sample Central, LLC.

29. Sample Central
V Kool – Car Window Films
• Number of people tried it:
o 352
• Age range:
o 62% between 23 – 37 years old
o One fourth between 38 – 49 years old
• Household income:
o One fourth earn between 5001 – 10000 AED monthly
o 16% earn 10001 – 15000 monthly
• Education:
o Half of the respondents have
completed their university
o One fourth have
completed their masters
• Employment Type:
o Around half of the respondents are
managers/professionals
CONFIDENTIAL PRESENTATION © 2012 Sample Central

30. Sample Central
Variables for Servicing
• Were you acknowledged by the employee immediately on
reaching the reception?
o 95% of the members were acknowledged immediately
• Was the employee polite and courteous? treating you with
respect. Did not feel disrespected from the representatives
responses or tone.
o Almost all respondents believe that employees were
polite and courteous
• How long did you have to wait for placing your order?
o 60% of the respondents waited from 1 – 5 minutes to
place their orders
• On an overall basis, how satisfied are you with the meal that
you have tried?
o 85% of respondents were extremely satisfied/somewhat
satisfied with the meal they have tried
CONFIDENTIAL PRESENTATION © 2012 Sample Central

31. The Concept
Commercial-in-Confidence
© 2012 Sample Central, LLC.

32. Why Sample Central..?
Two-Way Communication
Brand Owners have the opportunity to communicate with
real consumers through product placement,
generating trials & advocacy
CONSUMERS
BRAND OWNERS
Consumers provide feedback
and insights to help brand owners gauge the
true pulse of the marketplace
CONFIDENTIAL PRESENTATION © 2012 Sample Central

33. How It Works For Consumers
3. Members visit
1. A consumer 2. All members get
the store at their
access to the store
registers and pays booked time and
via a personal
to become a are issued with
portal page to
member at their Sample
schedule visits and
www.samplecentral.ae Central
manage their
membership card
profile
4. Members browse
6. Members 5. Members through the store,
schedule another complete feedback at their pace and
appointment time to surveys, via the select products that
visit the store as it online personal interest them –
suits their schedule portal these they can take
home for free
CONFIDENTIAL PRESENTATION © 2012 Sample Central

34. How It Works For Brand Owners
6. Responses are 1. Decide which
collated, detailed brands / products
research reports are you want to gain real
provided based on the consumer insight into using
purchased package Sample Central
5. Members 2. Secure a two
explore and week slot in
interact with Sample Central.
your products. We work with you
Feedback is on campaign dates,
provided in real time positions, and
via the members placement within
personal web-portal the store
page
4. Provide products to 3. Develop campaign
Sample Central for outcomes and insight
display within the store survey questions for
during the campaign members to complete
period
CONFIDENTIAL PRESENTATION © 2012 Sample Central

35. How Sample Central can help...
Focus on feedback
Flexible platform: can accommodate various types of
information needs
We work with brand owners to customise the Sample
Central experience to gain significant consumer insights
Core target audience in consideration
Minimum number among core target audience
Every organisation and category has its own
specific parameters and benchmarks
Information needs and outputs can be customised to
suit specific requirements
CONFIDENTIAL PRESENTATION © 2012 Sample Central

36. OBJECTIVE#2:
Focus Group Facility Onsite
Sample Central’s
members are willing
and open to
participate in
qualitative research
with brands –
consumers
CONFIDENTIAL PRESENTATION © 2012 Sample Central

37. Questionnaires & Online Survey
Customized Questionnaire with focus on objectives
Easily online accessible portals from any web-browser
Cross referenced dynamical to member profiles demographics
CONFIDENTIAL PRESENTATION © 2012 Sample Central

38. Real-Time Online Access
Real-time, online access to survey results
Easily accessible from any web-browser at your
convenience
Cross referenced dynamical to member profiles
demographics
Speed of member responses is customisable at
the product level and established as part of the
campaign objectives
CONFIDENTIAL PRESENTATION © 2012 Sample Central

39. Standard Survey Report
Provided in Excel format
Other report formats, from raw data to cross referencing up to 20 member interest/shopper categories are available
CONFIDENTIAL PRESENTATION © 2012 Sample Central

40. Sample Central - MENA Region
Expertise With Ambitious Plans
 First launched in July 2007, Tokyo Japan
 Sample Central was the pioneer and creator of TRYVERTISING
 Flexible format, fitted to consumers and cultures in multiple regions
 Custom build software platform and infrastructure designed to manage
and collect consumer / member insights
 A Unique Retail Experience
SAMPLE CENTRAL
 Large and diversified business group
 Largest insights company in the world actively participating in retail,
 $600 million+ in revenue
consumer and media domains
 3000+ employees
 Presence in 100+ countries, operating in all major countries across
 Retail brand owners – Bin Sina
Middle East & Africa
 Distribution arm for global consumer product,
 34000+ employee worldwide, 4000+ employees in the relevant
durables, food and luxury retail brands
geography
 Business interests across the Middle East
 Insights partnership with most leading companies across the world
CONFIDENTIAL PRESENTATION © 2012 Sample Central

41. THANK YOU!
Nizar Kasaballi
Client Servicing and Sales Manager
nizar.k@akigroup.com
Unit SC009 - Dubai Festival City, VIP Drop-of entry, Opposed to Paris Gallery, Dubai, P.O.
Box: 11245, UAE -T: +971 4 239 3213 -F: +971 4 2515807 -M: +971 529135933
Watch our Member Experience Video
Commercial-in-Confidence
© 2012 Sample Central, LLC.