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Panel TV - LCD - Plasma

1. Panel TV - LCD - Plasma. 2. CRT-TV. 3. Audio Home Systems. 4. DVD. GfK Retail and Technology. September’09 TV Market in Ukraine Prepared for LG by Dmytro Lupkin CE&Photo Sector Retail & Technology Department GfK Ukraine 34 Lesi Ukrainki Blvd., off. 601

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Panel TV - LCD - Plasma

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  1. 1 Panel TV - LCD - Plasma 2 CRT-TV 3 Audio Home Systems 4 DVD

  2. GfK Retail and Technology September’09 TV Market in Ukraine Prepared for LG by Dmytro Lupkin CE&Photo Sector Retail & Technology Department GfK Ukraine 34 Lesi Ukrainki Blvd., off. 601 01133, Kyiv, Ukraine Tel.: +380-44-230-0260 www.gfk.comwww.gfk.ua

  3. Agenda 1 Summary 2 Total TV 3 Panel TV - LCD - PDP

  4. SUMMARY (1) • Total TV Market • The first seven months of 2009 brought no recovery to total TV market demonstrating a negative growth of 46% in units, 29% in UAH and 56% in USD sales. • Changing segment importance suggests a different extent of decline with respect to technology. CRT TVs are to suffer the most due to (i) continuing replacement of CRT technology by panel TVs and (ii) harder effect of economic crisis on CRT consumers – the rich become less rich, the poor become poorer. Plasma TVs also showed a significant decline having higher price and no considerable advantages in comparison with LCDs. LCD segment suffered the least and secured outstanding share increase within total TV market in YTD 2009 compared to the same period of previous year. • A range of macroeconomic imbalances led to considerable currency devaluation with respect to USD and EUR and brought a different price development indicators in respective currencies. Imports became more expensive in UAH, which pulled up an average market price in local currency. In the same time, impossibility to secure demand with high prices in times of economic crisis pushed down the prices in USD. • A considerable share relocation between Samsung and LG is observed on total TV market. Despite a number of different trends this is mainly due to impressive development of LG in CRT and LCD. In short run, LG demonstrates a considerable share development in PTV as well.

  5. SUMMARY (2) • LCD Market • HD ready maintains the position of mainstream segment. Share increase of Full HD in last seven periods can be explained by (i) savings relocation from cash to durable under the fear of economic situation worsening, especially inflation expectation (this hypothesis, however, can not be verified by Retail Audit study), and (ii) introduction of 32” Full HD models. • 32” remains mainstream segment. Since economic crisis outbreak all fluctuations of screen size segments is rather related to promotion activities. • Furthermore, the majority of market shares fluctuations are also driven by price promotions (Toshiba - Oct, Dec; LG – Nov, Feb, Mar, May; Samsung – Feb; Sharp – Mar, etc.) • In Jan-Apr 2009, Samsung’s share increase is due to larger distribution decline of competition in Jan-Feb and price promotions in one of the chains in Feb. The decline in Mar, on the other side, is due to price promotions of LG in 26 and 37” and the same of Toshiba and Sharp in 32”. The decline in Apr is related to price corrections of all key producers in 32’ and continuing activity of LG in 37’. In May the activity of LG in all key segments drove the negative development of others. In June-July increase distribution of LG models led to growth of brands share in 32’. Panasonic growth in 32’ in June-July is due to price decrease.

  6. SUMMARY (3) • PLASMA Market • HD ready maintains the position of mainstream segment. Share increase of Full HD is obvious, but not as strong as for LCD market. This is mainly driven by increasing number of Full HD models in plasma segment. • 42’ segments remains mainstream segment despite a gradual suppression from 32 and 37 inches from one side, and 50’ from another. • Competitive situation did not change dramatically over the year, although there was a certain fluctuations of market shares due to models replacements by LG and Panasonic. • From the beginning of 2009 the share development of key players was mainly driven by their price development.

  7. 2 Total TV

  8. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCE2.tmp 2009-09-04 20:22:43 COLUMN PTV/FLAT,CRT-TV Sales Ths. Units JAN08-JUL08 - JUL09 GfK Panelmarket All TV Total Sales SH1 TSH1

  9. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCDF.tmp 2009-09-04 20:19:49 FLAGS PTV/FLAT,CRT-TV Growth in % YTD'09 vs. YTD'08 GfK Panelmarket All TV by DispTech Growth Rates YTD SH1 TSH1

  10. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCE7.tmp 2009-09-04 20:23:38 COLUMN_STACKED_100 PTV/FLAT,CRT-TV Sales Units % JAN08-JUL08 - JUL09 GfK Panelmarket All TV by Brands % SU/SV as Table below Chart TSH1

  11. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCEB.tmp 2009-09-04 20:24:17 COLUMN_STACKED_100 CRT-TV,PTV/FLAT Sales Units % JAN09-JUL09 GfK Panelmarket All TV by Brands %(2) SU/SV as Table below Chart TSH1

  12. 3 Panel TV

  13. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCEE.tmp 2009-09-04 20:25:47 COLUMN PTV/FLAT Sales Ths. Units JAN08-JUL08 - JUL09 GfK Panelmarket Total Sales SH1 TSH1

  14. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCF2.tmp 2009-09-04 20:26:47 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 GfK Panelmarket PTV by Channels % SH1 TSH1

  15. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCF5.tmp 2009-09-04 20:28:09 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 Ukraine PTV by Regions % SH1 TSH1

  16. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCF8.tmp 2009-09-04 20:28:43 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 GfK Panelmarket PTV by Price Classes % SH1 TSH1

  17. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCFB.tmp 2009-09-04 20:29:23 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 GfK Panelmarket PTV by DispTech % SH1 TSH1

  18. -LCD

  19. -LCD general overview

  20. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCB1.tmp 2009-09-04 19:57:57 COLUMN PTV/FLAT Sales Ths. Units YTD'08 - Jul 09 Total Ukraine LCD-DISPLAY Total LCD-TV Sales SH1 TSH1

  21. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCB8.tmp 2009-09-04 19:58:22 COLUMN_STACKED_100 PTV/FLAT Sales Units % YTD'08 - Jul 09 Total Ukraine LCD-DISPLAY Price classes % SH1 TSH1

  22. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCBB.tmp 2009-09-04 19:59:01 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 Total Ukraine LCD-DISPLAY Price classes $ % SH1 TSH1

  23. -LCD: competition

  24. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCD5.tmp 2009-09-04 20:10:47 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 Ukraine LCD-DISPLAY LCD Brands Portfolio SH1 TSH1

  25. Weekly data 18 retailers 68% of monthly June’09 July’09 August’09

  26. Weekly data 18 retailers 68% of monthly

  27. Weekly data 18 retailers 68% of monthly

  28. M:\DOCUME~1\dolupk\LOCALS~1\Temp\CHCD8.tmp 2009-09-04 20:10:55 COLUMN_STACKED_100 PTV/FLAT Sales Units % JAN08-JUL08 - JUL09 Ukraine LCD-DISPLAY 32 LCD Brands Portfolio SH1 TSH1

  29. Weekly data 18 retailers 68% of monthly June’09 July’09 August’09

  30. Weekly data 18 retailers 68% of monthly

  31. Weekly data 18 retailers 68% of monthly

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