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Executive Brief: today’s position snap-shot Moscow May 19, 2011

OSCAR. Executive Brief: today’s position snap-shot Moscow May 19, 2011. OSCAR History of the company. OSCAR Current position – Key Indicators. Purchases, kUSD. Sales, kUSD. 9 537. Steady growth of Sales and Purchases. Positive trend for the future development.

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Executive Brief: today’s position snap-shot Moscow May 19, 2011

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  1. OSCAR Executive Brief: today’s position snap-shot Moscow May 19, 2011

  2. OSCAR History of the company

  3. OSCAR Current position – Key Indicators Purchases, kUSD Sales, kUSD 9 537 Steady growth of Sales and Purchases. Positive trend for the future development. 20 904 +44% 6 619 16 310 +28% 4 733 +40% 9 455 Good diversification - stability of business: TOP-10 customers - 42% of total turnover.

  4. OSCAR Current position – Organizational Model General Manager Assistant CIS Sales Manager Sales Director Import Manager Marketing Director Financial Director Assistant Assistant Brand Manager (4) Training Manager Chief Accountant 91 employees SD Region SD Moscow Trade/Promo Manager Warehouse Manager Accountant (2) Key Acc Manager (3) Key Acc Manager (5) Supervisor (2) Customer Service (3) Sales Rep –regions (9) Regions (4) Moscow (15) Workers (29) Organizational structure of the company is in compliance with functional requirements of the business and can be easily expanded without principal changes in the model

  5. OSCAR Current position - geographical presence: today’s situations and further ambitions Warehouses: - current (Moscow, Saint-Petersburg, Rostov) - new Sales Representatives: - current - new - regions with Oscar presence (RF) - regions with Oscar presence (CIS) - expansion regions TODAY: Sales Representatives and Agents in 10 key regions of Russia Presence in CIS countries (Kazakhstan, Belorussia, Armenia, Georgia) PLAN 2011-2015: To expand to another 7 perspective regions of Russia (Volgograd, Nizhny Novgorod, Kazan’, Ufa, Perm’, Omsk, Sakhalin) To strengthen the geographical and business positions on Russian and CIS markets

  6. OSCARKey development goals and strategy features:2011-2015 years • Complex Business Strategy including: • Flexible and customer oriented sales approach; • Improvement of logistics model (opening new warehouses); • Employment of new sales representatives in regions and CIS countries; • Active Marketing and PR policy, targeted and consistent advertising campaigns

  7. OSCARMarketing Budget: General Approach PROMO BUDGET – OSCAR’s APPROACH PROMO BUDGET - BENCHMARKS YEAR 2010: TV Promotion expenses, KUSD Effective marketing strategy is indispensable for stable sales growth, therefore Oscar regards investment in marketing as the locomotive of development strategy. 2.8% of total costs for TV promo Marketing Investments from ToyDiCo/OSCAR in 2000-2010 5’400 KUSD

  8. OSCAR Commercial Strategy 2012-2015

  9. Investments into development of Oscar employees’ professional skills • Investments into Commercial Part of Development Strategy • (not less than 1’300 KUSD) • Long-term beneficial contracts with main customers, development of new accounts OSCAR and MATTEL - 2011-2015: COMMON EFFORTS on Russian & CIS markets OSCAR’s Contribution • Efficient and Consistent Marketing and Promotional Strategy • Financial Support of Marketing Strategy and Promotional Plans • RUSSIAN MARKET • Big Opportunities accompanied by Big Risks • Growing economy, but significant difficulties for business development Support from MATTEL Credit terms on shipments (from DI – 90 days, from EU – 120 days) PLUS Guarantees for Oscar (4-years contract) Consideration for take-over of distribution system of OSCAR by MATTEL (long-term) Opportunity to increase Total Sales up to 60 MUSD by 2015 that means to triple the turnover in 5 years and to strengthen leading positions in key segments of Russian toy market

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