Poland Market Survey Top Lines Report Empty Discarded Pack Collection April 2013

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1 Poland arket Survey Top Lines Report Empty Discarded Pack Collection April 2013 Conducted on behalf: British American Tobacco Imperial Tobacco roup Japan Tobacco International Philip orris International Prepared by: ALARES Institute for Consulting and arket Research ul. Swietokrzyska 31/33a Warszawa, Poland 1

2 Survey bjectives Provide an indication on the incidence of non-domestic or illicit cigarettes Tax paid and non tax paid cigarettes from other countries Counterfeit cigarettes ain information related to non-domestic or illicit cigarettes by Companies Regions and Cities Brand families arket variants 2

3 Survey ethodology Empty Discarded Pack (EDP) collection Random collection from streets and public bins Any brand and market variant Total 70 cities (40 largest cities and 30 smaller towns) Target main sample: 17,000 packs City sample quotas proportional to population Fieldwork conducted Limitations Homes and workplaces are not covered No information on counterfeit incidence of non-participating companies products Caution The survey is designed to focus on trends rather than incidence at a single point in time 3

4 Sampling Plan Big cities: Wrocław (5,3%), Wałbrzych (1,0%), Legnica (0,9%), Bydgoszcz (2,9%), Toruń (1,7%), Włocławek (0,9%), rudziądz (0,8%), Lublin (3,1%), orzów Wielkopolski (1,0%), Zielona óra (1,0%), Łódź (6,7%), Kraków (5,2%), Tarnów (0,8%), Warszawa (15,6%), Radom (2,0%), Płock (1,1%), pole (1,1%), Rzeszów (1,2%), Białystok (2,6%), dańsk (3,7%), dynia (2,0%), Katowice (3,0%), liwice (1,9%), Zabrze (1,8%), Częstochowa (2,3%), Sosnowiec (2,1%), Bytom (1,7%), Bielsko Biała (1,7%), Ruda Śląska (1,4%), Rybnik (1,3%), Tychy (1,2%), Dąbrowa órnicza (1,2%), Chorzów (1,1%), Kielce (1,4%), lsztyn (1,6%), Elbląg (1,1%), Poznań (4,5%), Kalisz (0,9%), Szczecin (3,3%), Koszalin (0,9%). Small towns: Bogatynia (0,2%), Złotoryja (0,1%), Krasnystaw (0,2%), Hrubieszów (0,2%), Radzyń Podlaski (0,1%), iędzyrzecz (0,2%), Radomsko (0,4%), Łask (0,2%), Sokołów Podlaski (0,2%), Kozienice (0,2%), ilanówek (0,1%), Strzelce polskie (0,2%), Krapkowice (0,2%), Namysłów (0,1%), Jasło (0,3%), Łańcut (0,1%), Przeworsk (0,1%), Nisko (0,1%), Ropczyce (0,1%), Sokółka (0,2%), Jędrzejów (0,1%), Staszów (0,1%), Braniewo (0,2%), Lidzbark Warmiński (0,1%), lecko (0,1%), Chodzież (0,2%), Szamotuły (0,2%), Złotów (0,2%), borniki (0,1%), ryfice (0,1%). 4

5 Sampling Plan Big cities: 7

6 All Packs Collected Incidence of Non-domestic Packs Non-domestic 15,1% Includes 1,7% of counterfeit of participating companies Domestic 84,9% Q N= 346,270 10

7 Non-domestic Packs Share by arket Variant National Sample ERANY 1,8% UNSPECIFIED 1,1% THERS 1,9% Domestic 84,9% Non-domestic 15,1% RUSSIA 13,4% UKRAINE 13,5% DUTY FREE 16,2% Q N = 52,421 BELARUS 52,2% List of "thers" arket Variant 12 Share LDVA 0,6% AUSTRIA 0,2% UNITED KIND 0,2% FRANCE 0,2% SPAIN 0,2% ITALY 0,1% NETHERLANDS 0,1% CZECH REPUBLIC 0,1% SYRIA 0,1% SWITZERLAND 0,1% others (less than 0,1%) 0,2% Total 1,9%

8 Incidence of Non-domestic Packs by Nielsen Region Q Poland national incidence of non-domestic packs: 15.1% 1,3 % 4,7% 4,9% Warsaw 24,8%* 15,3%* 6,4% 28,7% Q Warsaw 21.9% Central 23.3% East 39.4% North 6.5% South 11.1% South-East 10.3% South-West 3.6% West 1.3% Q Warsaw 20.6% Central 24.6% East 27.4% North 4.9% South 9.9% South-East 14.5% South-West 3.9% West 0.9% Q Warsaw 24.7% Central 23.5% East 31.7% North 4.3% South 12.0% South-East 13.1% South-West 5.2% West 2.3% 13,9% 20

9 Incidence of Non-domestic Packs by City Poland national incidence of non-domestic packs: 15.1% Largest 40 cities Q N= 346,270 Small Towns REIN CITY INCIDENCE East Braniewo 66,2% Lidzbark Warmiński 78,5% Sokółka 80,6% lecko 54,5% Hrubieszów 34,1% Krasnystaw 29,6% Radzyń Podlaski 28,9% South-East Przeworsk 13,1% Łańcut 18,0% Ropczyce 23,0% Staszów 3,9% Nisko 22,6% Jasło 22,5% Jędrzejów 3,9% Central Kozienice 15,1% Sokołów Podlaski 17,1% Łask 13,7% ilanówek 11,8% Radomsko 15,0% West iędzyrzecz 7,9% Chodzież 0,7% borniki 2,0% Szamotuły 0,6% Złotów 1,9% South-West Strzelce polskie 1,9% Złotoryja 1,3% Krapkowice 2,7% Bogatynia 3,8% Namysłów 2,6% North ryfice 3,8% 21

10 Sz cz eci n r y f ic e S t a r g a r d S z c z e c in s k i or zow W i el kopol ski Bogat ynia iedzyr zecz Zi el ona or a Jelenia Koszal i n Zlot or yja or a logow Lubin Legni ca W a l b r z y c h Sz am P ila ot uly L e s z n o Swidnica Chodziez b o r n ik i Poz nan Zlot ow W r o c l a w n ie z n o Bydgoszcz d y n i a d a n s k st r ow W ielkopolski Na m y s lo w St ar ogar d I nowr oclaw K a l i s z Konin p o l e danski Kr apkowice T c z e w Tor un r udzi adz S t r z e lc e Kedzier zyn- Kozle p o ls k ie Racibor z W W l o c l a w e k Ry bni k odzislaw Slaski l i wzabr i c eze El bl ag Tar nowskie By t om Ruda Sl aska Zor y Lask Kut no Czest ochow or y Br aniewo P ie k a r y S la s k ie Lodz Siem ianowice Slaskie Chor zow Tychy Zgier z Pabianice S w ie t o c h lo w ic e Belchat ow a Da br ow a or ni c z a Bedzin Ka t o w Pl ock Radom Sosnow i c e Bi el sko- Bi al a i ec y s lo w ic e J a wo r z n o Piot r kow Tr ybunalski sko Zawier cie Lidzbar k W ar m inski l s z t y n St ups k T o m a s z o w a z o w ie c k i Kr akow Pr uszkow Jedr zejow ilanowek Legionowo Skar zysko- Kam Ki el ce ienna s t r o le k a W a r s z a w a Radom St ar achowice No wy Sa c z Tar now Lom za Elk s t r o w ie c S w ie t o k r z y s k i St as z ow le c k o Koz ienic e Sokolow Podlaski ie le c Pulawy Tar nobr zeg R o p c z y c e J a s lo Siedlc e Suwalk i St alowa W ola Rz e sz ow Bi al yst ok R a d z y n P o d la s k i Nis k o Lubl i n Lancut Sok olk a Biala Podlaska Pr z ewor s k Kr asnyst aw P r z e m y s l Zam osc Chelm Hr ubieszow ALARES Non-domestic Incidence by Voivodship Russia Lithuania Pomorskie Warmiòsko-azurskie 0.3% 59.0% Podlaskie Zachodniopomorskie 49.4% 4.0% Kujawsko-Pomorskie Belarus 8.5% azowieckie 23.2% ermany Lubuskie 4.5% Wielkopolskie 1.7% Lodzkie Poland 22.8% 24.8% Warsaw Lubelskie 30.5% Dolnoslaskie 7.9% polskie 7,2% Slaskie 10.2% Swietokrzyskie 1.7% Ukraine >30% >15% <30% Czech Republic alopolskie 8.7% Podkarpackie 21.5% >2% <15% < 2% Slovakia (*): azowieckie including Warsaw Q N= 346,270 22

11 Non-domestic Incidence by Voivodship Q Q Q Q Q N= 346,270 WARSAW 21,90% 24,70% 20,60% 24,8% Voivodships DLNSLASKIE 3,9% 5,5% 4,3% 7,9% KUJAWSK-PRSKIE 10,9% 7,2% 7,0% 8,5% LDZKIE 22,6% 24,0% 26,9% 22,8% LUBELSKIE 26,4% 28,1% 19,6% 30,5% LUBUSKIE 3,9% 6,9% 1,4% 4,5% ALPLSKIE 5,8% 10,8% 7,8% 8,7% AZWIECKIE 22,4% 24,3% 20,5% 23,2% PLSKIE 2,3% 3,6% 1,8% 7,2% PDKARPACKIE 31,3% 26,9% 43,3% 21,5% PDLASKIE 52,2% 35,6% 38,1% 49,4% PRSKIE 3,7% 2,6% 3,7% 0,3% SLASKIE 11,1% 12,0% 9,9% 10,2% SWIETKRZYSKIE 2,5% 5,1% 5,6% 1,7% WARINSK-AZURSKIE 42,7% 32,3% 26,8% 59,0% WIELKPLSKIE 0,4% 0,6% 0,8% 1,7% ZACHDNIPRKSKIE 3,7% 2,3% 3,6% 4,0% Total Poland 14,5% 14,5% 13,2% 15,1% (*): azowieckie including Warsaw 23

12 Non-domestic Incidence by Voivodship Q Q Q Q WARSAW 21,90% 24,70% 20,60% 24,8% Voivodships DLNSLASKIE 3,9% 5,5% 4,3% 7,9% KUJAWSK-PRSKIE 10,9% 7,2% 7,0% 8,5% LDZKIE 22,6% 24,0% 26,9% 22,8% LUBELSKIE 26,4% 28,1% 19,6% 30,5% LUBUSKIE 3,9% 6,9% 1,4% 4,5% ALPLSKIE 5,8% 10,8% 7,8% 8,7% AZWIECKIE 22,4% 24,3% 20,5% 23,2% PLSKIE 2,3% 3,6% 1,8% 7,2% PDKARPACKIE 31,3% 26,9% 43,3% 21,5% PDLASKIE 52,2% 35,6% 38,1% 49,4% PRSKIE 3,7% 2,6% 3,7% 0,3% SLASKIE 11,1% 12,0% 9,9% 10,2% SWIETKRZYSKIE 2,5% 5,1% 5,6% 1,7% WARINSK-AZURSKIE 42,7% 32,3% 26,8% 59,0% WIELKPLSKIE 0,4% 0,6% 0,8% 1,7% ZACHDNIPRKSKIE 3,7% 2,3% 3,6% 4,0% Total Poland 14,5% 14,5% 13,2% 15,1% (*): azowieckie including Warsaw >30% >15% <30% >2% <15% < 2% Q N= 346,270 24

13 Incidence of Non-domestic Packs Comparison of Results in Large Cities Vs. Results in Smaller Towns 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 84.9% 85.1% 80.3% Domestic 40.0% Non-domestic 30.0% 20.0% 10.0% 15.1% 14.9% 19.7% 0.0% 70 cities (40 largest cities + 30 smaller towns) Largest 40 cities 95,2% out of total 100% sample 30 smaller towns 4,8% out of total 100% sample Q N= 346,270 25

14 Sz cz eci n r y f ic e St ar gar d Sz c zec ins k i or zow W i el kopol ski Bogat ynia ie d z y r z e c z Zi el ona or a Jelenia Koszal i n Zlot or yja or a logow Lubin Legni ca W al brzych Szam P ila ot uly Leszno Swidnica Chodziez b o r n ik i Poz nan Zlot ow W r o c l a w n ie z n o Bydgoszcz d y n i a dansk st r ow W ielkopolski Na m y s lo w St ar ogar d I n o w r o c la w Ka l i s z Konin p o l e danski Kr apkowice T c z e w Tor un r udzi adz St r zelc e Kedzier zyn- Kozle pols k ie Ra c ib o r z W W l o c l a w e k Ry bni k odzislaw Slaski l i wzabr i c eze El bl ag Tar nowskie By t om Ruda Sl aska Zor y Lask Kut no Czest ochow or y Br aniewo Piekar y Slaskie Lodz Siem ianowice Slaskie Chor zow Tychy Zgier z Pabianice S w ie t o c h lo w ic e Belchat ow a Da br ow a or ni c z a Bedzin Ka t o w Pl ock Radom Sosnow i c e Bi el sko- Bi al a i ec y s lo w ic e J a wo r z n o Piot r kow Tr ybunalski sko Zawier cie Lidzbar k W ar m inski l s z t y n St ups k T o m a s z o w a z o w ie c k i Kr akow Pr uszkow Jedr zejow ilanowek Legionowo Skar zysko- Kam Ki el ce ienna st r oleka W a r s z a w a Radom St ar achowice No wy Sa c z Tar now Lom za Elk s t r o w ie c S w ie t o k r z y s k i St as z ow le c k o Koz ienic e Sokolow Podlaski ielec Pulawy Tar nobr zeg R o p c z y c e J a s lo Siedlc e Suwalk i St alowa W ola Rz e sz ow Bi a l y s t o k Radzyn Podlaski N is k o Lubl i n Lancut Sok olk a Biala Podlaska Pr z ewor s k K r a s n y s t a w P r z e m y s l Zam osc Chelm Hr ubieszow non-domestic incidence 15,1% includes 1.7% of counterfeit ALARES CF Incidence by Voivodship Russia Lithuania Pomorskie Warmiòsko-azurskie Zachodniopomorskie 0.0% 0.5% Podlaskie 0.2% Kujawsko-Pomorskie 0.0% Belarus 0.2% azowieckie ermany Lubuskie 0.2% Wielkopolskie 0.5% Dolnoslaskie 3.0% Lodzkie Poland 2.3% Swietokrzyskie Lubelskie 4.4% 0.6% polskie Slaskie 0.6% >30% >15% <30% Czech Republic 0.6% 1.5% alopolskie 2.7% Podkarpackie 8.5% Ukraine >2% <15% < 2% Slovakia (*): azowieckie including Warsaw Q N= 346,270 26