1. - 4

2. ? 3. KelloggsNutrigrain 4. Kelloggs: 5. Kelloggs: * : Kelloggs Consumption Study 19964567890-5 6-12 13-20 21-34 35-44 45-54 55-64 65-74 75+(/) 6. 05101520253035400-5 6-12 13-20 21-34 35-54 55+? ! % 7. : 70% 8. ... - , 9. ... 10. NutriGrain: : 16 34 : : : / 11. ! 12. , , , 13. , Kellogg, , ... Walking in consumer shoes 14. 15. ? ? 16. 17. : - : : 18. 19. 28,999,00013,030,0003,327,0001,570,0001,578,0002,103,000 LightLight HeavyLight HeavyLight HeavyLight AverHeavy Light Ave LightLLLLLL LHHHHHHHHHHHHMM M MM * Data Source: TGI Great BritainLight Medium Heavy 20. 21. 47%45%5%3%OOH 199719981999J S N JSJ M M J S N J M MShare of Spend 22. 23. OOH: 24. OOH: 25. OOH: 26. OOH: 27. OOH: 28. OOH: 29. OOH: 30. : Cosmopolitan Sunday Mail 31. : 32. 05101520253035 6-7am7-8am8-9am9-10am10-11am11-12am12-1pm1-2pm2-3pm3-4pm4-5pm5-6pm6-7pm7-8pm8-9pm9-10pm10-11pm11-midnight12-6amTime of DayTotal FoodsNutri-GrainConfectionery , *Data Source: Taylor Nelson FFP Winter/Spring 98%ofcontacts 33. ! 34. ! Kelloggs UK #1 - ( 30% 1998)62% NutriGrain Kelloggs NutriGrain 15,000 35. ? 36. 37. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 38. !! !! , (, , )(, )(, ) (, , ) (, , ) 39. Dear Dalay-lama! 40. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 41. : Universe ()!! UNIVERSE !! 25-45, + , 100+15,000,000UNIVERSE 42. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 43. /Total TV audience/!! TOTAL TV AUDIENCE !! ( ) 44. (%) /Share ofaudience/ (SHARE%) , , , 45. : TNS Russia: TV Index: Russia 100K+: 05:00 29:00: P18+0% 2% 4% 6% 8% 10% 12% 14% 16%NTVPERVY KANALROSSIYA 1TNTSTSPYATY KANALREN TVTV TSENTRDOMASHNYTV-3ROSSIYA 2PERETZZVEZDAROSSIYA KDISNEY*ROSSIYA 24UMTV2X2EURONEWSNTVPERVY KANALROSSIYA 1TNTSTSPYATY KANALREN TVTV TSENTRDOMASHNYTV-3ROSSIYA 2PERETZZVEZDAROSSIYA KDISNEY*ROSSIYA 24UMTV2X2EURONEWS-55% -35% -15% 5% 25% 45% 65% 85% 2012 +/- 2012 2011, % 2012 46. 2011-12 0%2%4%6%8%10%12%14%16%18%20%18+PERVY KANALROSSIYA 1NTVCTCTNTREN TV2011 2012PYATY KANAL 47. / 48. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 49. = 10 : = 8!! RATING !!% , / 50. Gallup TNSEstablishment surveyPanelPeople meterTV monitoring dataProgramBreak & Spot data baseClients: 51. / / 52. 2 0:14:40:21:22:23:23:33:40:10:20:31:3 53. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 54. Gross Rating Point (GRP) / TargetRating Point (TRP) 55. Gross Rating Point (GRP) vs TargetRating Point (TRP)GRPs - GROSS RATING POINTSC 1 GRP = 1% TRPs - TARGET RATING POINTS .1 TRP = 1% 56. GRP/TRP: 57. 20 (30" GRPs 18+)# 2012 - 2011 - 1 PROCTER & GAMBLE 91 028 126 153 -28% 12 UNILEVER 77 389 50 507 53% 4 h3 MARS-RUSSIA 70 537 68 061 4% 2 i4 PEPSI CO 60 768 13 898 337% 22 h5 HENKEL GROUP 47 709 53 266 -10% 3 i6 LOREAL 45 974 49 483 -7% 5 i7 RECKITT BENCKISER 44 130 47 295 -7% 6 i8 DANONE 39 887 43 759 -9% 7 i9 NESTLE 37 627 36 145 4% 8 i10 NOVARTIS 34 465 30 056 15% 11 h11 KRAFT FOODS 32 082 33 146 -3% 9 i12 MTS 24 129 26 386 -9% 13 h13 COCA-COLA 23 714 26 475 -10% 12 i14 MEGAFON 21 637 23 969 -10% 1415 JOHNSON & JOHNSON 20 526 14 126 45% 21 h16 BEELINE 19 075 18 137 5% 17 h17 EVALAR 18 518 13 354 39% 25 h18 SBERBANK OF RUSSIA 18 312 15 445 19% 19 h19 PHARMSTANDARD 17 162 11 721 46% 26 h20 SANOFI AVENTIS 15 560 13 779 13% 23 h 1 403 032 1 370 054 2%Rank 2011 - 58. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 59. ( 1) 1 1 2 3 4 2 3 4 5 60. Universe ? 4? ( ) 4 1 ( %%)? 2 ( %%)? 2 ( %%)? 4? 61. : (Cover) / (Frequency)!! (NET REACH / COVER) !!% , !! (AVERAGE FREQUENCY) !! (), 62. ( 2) 1 1 2 3 4 2 3 4 5 63. 1 2 80%(4 5)40%(2 5) 2 4 8 8 64. : GRP= 1+/Net Reach/x /Average Frequency/ 65. : / 200 TRPs: = 60% = ? 66. : TRPs% 67. Cover %503015501020304050600 1 2 3 % = = 68. , 10,000 TRPs?( ) 69. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 70. 30 GRP(30 GRP) 30 GRPs , 30 . 1 GRP 30 71. 30 GRP3030"GRPs GRPs 1:60 600 GRP30 eqv ??? GRP 2:5 300 GRP45 500 GRP30 eqv ??? GRP 72. 30" GRPs 18+ 1,595,9361,733,3211,673,9911,549,1811,273,224 1,290,5861,395,138 1,370,054 1,403,0322004 2005 2006 2007 2008 2009 2010 2011 2012-3%-7%-18%+1%+8%-2%+2% 73. /Target audience/ /Universe/ /Share of audience/ /Rating/ GRP / TRP & /Cover & Frequency/ 30 eqv GRP CPP / CPT 74. : ?(W25-44) 1 $1,000, : 5 = $333 1% 10 = $222 1% 2468 5 = 3,0 TRP 10 = 4,5 TRP ? 75. : CPP / CPT!! (CPT) !! 1000 () , !! CPP (Cost Per Rating Point) !! ( GRP)30"GRPs30"CPPAudienceCPT 76. : 10 1,200 TRP CPP = $4,000 77. : 16-44, , , Universe: 8,000,000 3+: 75% : $2,500,000 : 15 TRPs (%)Month 1 400 80Month 2 300 8Month 3 300 2 ? ? ? ? 78. UNIVERSE = 10,000,000 30 eqv GRP CPP CPT 79. @: ilyaoskin@mail.ruFB: Ilya OskinPh: 8-929-603-46-97 80. !