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2009 year TV Market in Ukraine Prepared by Dmitry Lupkin CE&Photo Sector

GfK Retail and Technology. 2009 year TV Market in Ukraine Prepared by Dmitry 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.com www.gfk.ua. Agenda. 1. Summary. 2. Total TV. 3.

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2009 year TV Market in Ukraine Prepared by Dmitry Lupkin CE&Photo Sector

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  1. GfK Retail and Technology 2009 year TV Market in Ukraine Prepared by Dmitry 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

  2. Agenda 1 Summary 2 Total TV 3 LCD TV - Competition - Full HD - LED 4 Plasma

  3. SUMMARY (1) • Total TV Market • Sales of Total TV Market in 2009 demonstrates a negative growth of 43% in units, 26% in UAH and 50% IN USD compared to 2008 year. • 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 2009 compared to the 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.

  4. SUMMARY (2) • LCD Market • HD ready maintains the position of mainstream segment. Share increase of Full HD 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), (ii) introduction of 32” Full HD models and (iii) Full HD becoming industry standard in high inch segments . • 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 (Sharp – Mar, Panasonic – June-July, Sharp – Oct-Dec) • 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. Samsung’s share sees the increase in Aug-Sept’09 mostly driven by launch of new models in 26” and 32” segment. In Oct-Dec’09 Sharp share decrease was driven by price decrease for one of models.

  5. 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.

  6. 3 LCD-TV

  7. -LCD general overview

  8. 2009 vs 2008 Units: -12% Value UAH: -13%

  9. Growth of Full HD as it becomes industry standard in some inch segments.

  10. -LCD: competition

  11. Samsung LE-19B451 Samsung LE-19B451 LG M1921A LG M208WA

  12. SharpLC26S7E LG 26LB76 Samsung LE-26B350 LG 26LB75

  13. Panasonic 37LZ80 Philips 37PFL5604D

  14. LG 42LH2010

  15. -LCD: Full HD

  16. Growth of Full HD as it becomes industry standard in some inch segments.

  17. -LCD: LED

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