MARKETING UPDATE

1
The Duracell European Toy SurveyResults 2005
2
About Duracell

• Part of the Boston-based Gillette Company,
  Duracell is the worlds leading manufacturer and
  marketer of high-performance alkaline batteries.
• In Europe, its two major brands are Duracell
  Ultra M3 and Duracell Plus. Duracell also sells
  primary lithium and zinc air batteries, as well
  as rechargeable nickel-metal hydride batteries.
• The Gillette Company is the world leader in male
  grooming, a category that includes blades, razors
  and shaving preparations. Gillette also holds the
  number one position worldwide in selected female
  grooming products, such as wet shaving products
  and hair epilation devices. In addition, the
  Company is the world leader in manual and power
  toothbrushes.

3
Why a Toy Survey ?

• Duracell is the 1 battery choice for toys
  across Europe.
• The Toy Survey provides the following
• To our consumers A Top 10 Toy Winner list, as
  judged by the children themselves in what they
  would most like to receive for the upcoming
  Christmas.
• To our trade partners A service to their
  consumers, in store communication and theatre to
  further drive Toy visibility and sales.
  Additional insight into toy trends, children and
  parents perceptions add further awareness and
  knowledge into this segment.
• To our Toy Manufacturer partners A vehicle to
  make their new toy product(s) shine providing
  an accolade from the children themselves. With
  additional insight provided in a comprehensive
  report. The Toy Survey is a multi faceted
  marketing approach with unique win/win
  partnership opportunities.

Source NUS 2004
4
Research The Approach and The Provider

• Established in 1989 in the US and now in its
  sixth year in Europe the criteria to entry
• Each year, we scout for the latest toys that will
  be launched for the upcoming Christmas period.
• Target age 5-10
• Boys/Girls
• Distribution within each country submitted
• Language specific within each country
• Open to Battery or non Battery operated toys
• The USP The Duracell Toy Survey is the only
  Pan-European survey of its kind in breadth 9
  countries, 18 locations and that the judges are
  toughest we could find children, 900 of them!
• The Research Providers NPD Eurotoys is the
  number One provider of information to the Toy
  Industry across Europe. NPD Eurotoys, a division
  of the NPD Group, Inc., offers international
  marketers consistent country-by-country market
  information on consumer purchasing of traditional
  toys for strategic and tactical decision-making.
  Information is collected from both retailers and
  consumers for richer more actionable insight and
  total market perspective.
• The Result A credible, unbiased survey
  providing a Top 10 Toy Winner listing quality
  insights into Toy habits across Europe.

Source NUS 2002
5
Study Methodology

• The Breadth 9 countries, 18 locations (2 per)
• Belgium - Brussels Antwerp
• France - Paris Lille
• Germany - Munich Frankfurt
• Italy - Milan Naples
• Netherlands - Amsterdam Breda
• Portugal - Lisbon Porto
• Spain - Madrid Sevilla
• Sweden - Stockholm Helsingborg
• UK - London Leeds
• Field Testing Conducted mid May 2005

6
Study Methodology

• Two-pronged methodology
• Childrens Survey
• 900 children age 5-10 were surveyed, 100 per
  country
• Even gender split
• Children played with each toy over a two-hour
  period, and then decided which was their
  favourite and why
• Other topics of the survey included leisure
  activities, how they find out about toys/games,
  how they feel about playing outdoor, etc.
• Parents Survey
• 800 parents of children age 5-10 were
  interviewed, 80 in each country
• Insights related to toy/game purchasing /
  influences on decision-making / outdoor play

7
Top Toys for 2005
And the winners are...
8
The Results Pan European
9
The Results Pan European - Boys
10
The Results Pan European - Girls
11
The Results Pan European - 5-7 years old
12
The Results Pan European - 8-10 years old
13
The Results Belgium
14
The Results Belgium - Girls Boys
15
The Results Belgium - 5-7 and 8-10 years old
16
The Results Germany
17
The Results Germany - Girls Boys
18
The Results Germany - 5-7 and 8-10 years old
19
The Results France
20
The Results France - Girls Boys
21
The Results France - 5-7 and 8-10 years old
22
The Results Italy
23
The Results Italy - Girls Boys
24
The Results Italy - 5-7 and 8-10 years old
25
The Results Spain
26
The Results Spain - Girls Boys
27
The Results Spain - 5-7 and 8-10 years old
28
The Results Holland
29
The Results Holland - Girls Boys
30
The Results Holland - 5-7 and 8-10 years old
31
The Results Sweden
32
The Results Sweden - Girls Boys
33
The Results Sweden - 5-7 and 8-10 years old
34
The Results Portugal
35
The Results Portugal - Girls Boys
36
The Results Portugal - 5-7 and 8-10 years old
37
The Results UK
38
The Results UK - Girls Boys
39
The Results UK - 5-7 and 8-10 years old