Exhibit 1 Market Share (2005) Brand\Zone Stickjaw CudChew StickEmUp Others All India 38.14% 34.87% 24.44% 2.

55%

Exhibit 2 Market Share (2006) Brand\Zone Stickjaw CudChew StickEmUp Others All India 32.67% 37.73% 26.12% 3.48%

Exhibit 3 Sample Size 10500 Transactions at Retail Outlets (2005) Transaction >
Consumer asks for a brand and takes it Consumer Consumer Consumer takes brand asks for a specifies a price given by brand which and takes a shopkeeper is out of stock brand within & does not buy the price limit

Brand Stickjaw CudChew StickEmUp Others

2,177 640 0 11

749 2,709 2,233 70

850 9 5 0

229 305 327 186

Exhibit 4 Sample Size 13500 Transactions at Retail Outlets (2006) Transaction >
Consumer asks for a brand and takes it Consumer Consumer Consumer takes brand asks for a specifies a price given by brand which and takes a shopkeeper is out of stock brand within & does not buy the price limit

Brand Stickjaw CudChew StickEmUp Others

2,802 420 0 8

712 4,216 3,066 108

590 27 19 0

305 432 440 355

Sample Size 10500 Transactions at Retail Outlets (2005) Transaction > Loyal Customers Brand Stickjaw 3,027 CudChew 649 StickEmUp 5 Others 11 Total 3,692
Not LoyalPrice Conscious

Transactions at Retail Out

Loyal Custome

749 2,709 2,233 70 5,761

229 305 327 186 1,047

Brand Stickjaw CudChew StickEmUp Others

Sample Size 13500 Transactions at Retail Outlets (2006) Transaction > Loyal Customers Brand Stickjaw 3,392 CudChew 447 StickEmUp 19 Others 8 Total 3,866
Not LoyalPrice Conscious

Transactions at Retail Out

Loyal Custome

712 4,216 3,066 108 8,102

305 432 440 355 1,532

Brand Stickjaw CudChew StickEmUp Others

If we lose market share, 1. We are losing to competition 2. The product is becoming a commodity 3. Both of the above If the 'Loyal customers' didnt shrunk, then 2005 3027 3239 2006 3392 2638 Base 13500 10500

Thus, loyalty of customers has increased for Stick Jaw. It is not losing competition. Chewing gum is

ansactions at Retail Outlets (2005)

Loyal Customers 35.16% Not LoyalPrice Conscious 54.87% 9.97%

81.99% 17.58% 0.14% 0.30%

13.00% 47.02% 38.76% 1.22%

21.87% 29.13% 31.23% 17.77%

ansactions at Retail Outlets (2006)

Loyal Customers 28.64% Not LoyalPrice Conscious 60.01% 11.35%

87.74% 11.56% 0.49% 0.21%

8.79% 52.04% 37.84% 1.33%

19.91% 28.20% 28.72% 23.17%

tion. Chewing gum is becoming a commodity.