Custom Research Worldwide The image of Kenya in

Custom Research Worldwide The image of Kenya in Poland Gf. K Polonia 2005 Agnieszka Sora Gf. K Polonia Sp. z o. o. 1 Growth from Knowledge

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Topics 2 A Gf. K Group: A Short Overview B Gf. K Polonia C The image of Kenya in Poland

Gf. K Polonia Custom Research Worldwide A The image of Kenya in Poland Gf. K Group: A Short Overview 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Gf. K Group: At A Glance 4 Revenue EUR 595, 3 million in 2003 previous year: EUR 559, 4 million Increase on the previous year: + 6. 4 % Employees 5, 066 full-time staff Core Business Market research with 12. 000 clients worldwide based on integration of information sources with panels, ad hoc, media Network More than 120 affiliates, in more than 50 countries on five continents

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Steady Growth Over Gf. K’s History Sales in EUR million Full-time employees 55 9 59 5 4, 75 0 506 4, 87 9 5, 066 2, 77 3 244 2, 32 9 1996 20011 2002 2003 1991 1996 2001 2002 160 1991 1 Figures as of 2001 according to US GAAP, figures before 2001 according to HGB 2003 5

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Gf. K Among The Global Players 2003 6 Company Total revenue in EURO million Growth 1 VNU, NL 2, 694 -7. 5 % 2 IMS Health, USA 1, 211 +13. 3 % 3 Taylor Nelson Sofres, UK 1, 162 +30. 1 % 4 WPP Information & Consultancy, UK 1, 016 +5. 9 % 5 Gf. K Group, GE 595 +6. 4 % 6 Ipsos, FR 570 +5. 8 % 7 Information Resources, USA 548 +3. 0 % 8 Aegis Group, UK 316 +8. 0 % 9 Westat, USA 308 +3. 0 % United Business Media, UK 294 -4. 3 % 10 Sources: Publications of the companies; own research Total Ad Hoc market : 10, 483 M € in 2002

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Five Complementary Gf. K Areas Consumer Tracking Retail & Technology Consumer and retail panel based Business Information Solutions for manufacturers and retailers for consumer packaged goods and service companies Retail panel based marketing information for manufacturers and retailers in consumer technology industries Health. Care Custom Research Information services supporting global successful new product development and healthcare marketing research, brand research, communication effectiveness, loyalty as well as measuring market shares on products in the veterinary and dental industry Interview and test market based support information for new product development and brand management across a wide range of industries Media In interview and panel based audience and readership measurement and consumer response testing for TV, print, radio and Internet 7

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 m Gf. K Group: Our Corporate Values 8 1. Our clients' needs drive our business Long-term partnerships, superior service and flexibility 3. International expertise-local knowledge International teams, tools and products to share local and international experiences Gf. K Group Corporate Values 5. Profitable growth to ensure constant investment benefiting our clients 2. People are our main asset Freedom and creativity, sharing ideas, and knowledge. Developing talent is key to our success 4. Continuous innovation in processes and products Offering new methodologies and expertise throughout the world

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Gf. K Custom Research Industry Experience 9 Clothing/ Fashion Automotive Utilities (Energy/Water) Durables Travel/ Tourism Finance Our Industry Expertise Transportation/ Logisitics Industrial Goods/ Services FMCG Healthcare Social/ Public IT/Telecoms Retail

Gf. K Polonia Custom Research Worldwide B The image of Kenya in Poland Gf. K Polonia 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 History of Gf. K Polonia 11 § Fessel + Gf. K Austria - our mother company with 100% shares § 1990 – founding of Gf. K Polonia § 1992 - set up of Retail Audit § 1993 - set up of Household Panel PRESENTLY § 119 full time employees § 800 interviewers - nation wide network § 22 regional coordinators § 30 consultants, advisers § main office - Warsaw § own CATI studio – 60 stations § own two studios for FGI with one way mirror in Warsaw, one in Poznań § own CAPI equipment – 250 pieces

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Turnover growth – Gf. K Polonia 12 In tsd. PLN In the market research agencies ranking in Poland Gf. K Polonia takes 3 rd place as regards generated turnovers

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Employment growth Number of the full-time employees 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 15 21 33 43 47 60 67 73 80 90 2001 100 2002 100 2003 116 13

Custom Research Worldwide The image of Kenya in Poland 2005 International Tools For Marketing Support 14 Gf. K GENIUS ® Concept Generation/ Building Concept Screening And Evaluation Product Engineering Packaging Measurement Performance ® Gf. K ATS / Gf. K BASS Plus® Gf. K LOYALTY Market Test (Sales Forecast) Marketing Mix-Optim. Gf. K TESI ® Gf. K BEHAVIORSCAN® Pre Test of Advertising Gf. K DIGI*BASE ® ® Gf. K AD*VANTAGE ® Gf. K AD*CREATOR Pricing Gf. K PRICE ® CHALLENGER ® Brand Positioning Gf. K BUILDER Gf. K PRODUCT CHALLENGER Market Segmentation and Identification of Market Opportunities - Strategic U & A Gf. K TARGET ® POSITIONING Gf. K CONCEPT CHALLENGER Gf. K C. C. VOLUMETRICS Gf. K ATTRIBUTOR Gf. K PACK CHALLENGER Gf. K NAVIGATOR ® Gf. K Euro-Socio. Styles ® Gf. K Ad Hoc: A Unique Approach Gf. K OPTIMIZER Gf. K Polonia

Gf. K Polonia Custom Research Worldwide C The image of Kenya in Poland 2005 The image of Kenya in Poland

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Specification 16 SUBJECT: FIELDWORK: POPULATION: INTERVIEW REGION: INTERVIEW METHOD: SAMPLING METHOD: ADDRESS SOURCE: NO. OF INTERVIEW: WEIGHTING: TABLE BASE: QUESTIONNAIRE: RESEARCH MANAGEMENT: The image of Kenya in Poland 21 -26. 01. 2005 Polish population aged 15 and over Poland nationwide Capibus survey (face-to-face) Stratified Multistage Clustered Random Sampling Electronic Vital Statistical List (PESEL) N=1020 According to Sociodemographic Features N=1000 Developed by Gf. K-Polonia in cooperation with the client

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Number of people planning a tourist trip abroad within the next 2 years N = 1000, people aged 15+, responses in % 17 More often are planning people: N = 176 Aged 15 -19 Aged 20 -29 Form 3 -4 persons in HH Having Secondary school degree With University degree Young, single, students Young, single, working Director/freelancer/owner White collars town sized 50. 000 -199. 999 inh. Town over 500. 000 inh. From South region Single (marital status) Having 2000 -2999 PLN of HH monthly income Having 3000 PLN and more of HH monthly income The majority of Poles (78%) does not plan any trip abroad within the next 2 years. Younger people, with higher education, of higher income are planning such a trip more often. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005 33%(+) 27%(+) 22%(+) 25%(+) 37%(+) 35%(+) 30%(+) 32%(+) 39%(+) 26%(+) 32%(+) 21%(+) 26%(+) 23%(+) 31%(+)

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Continents considered while planning a tourist trip People who are planning to go on a tourist trip abroad within 2 years N = 167, responses in % 18 The vast majority of those who plan a trip, is going to choose Europe. Africa was considered only by 5% of respondents (8 people). Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 African country which respondents would like to visit People who are planning to go on a trip to Africa N = 8, responses in % 19 When talking about African countries, only Egypt and Tunisia were mentioned. Nobody mentioned Kenya. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Associations with Kenya (1) N = 1000, responses in % 20 Kenya does not belong to the well known countries. Every third respondent associate it correctly with African country. Other statements received low answers (below 15%). One out of 8 people could not say anything about Kenya. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Associations with Kenya (2) N = 1000, responses in % 21 Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Assessment of Kenya tourist attractiveness N = 1000, responses in %, scale 1 = definitely attractive, 5 = definitely unattractive 22 Kenya was assessed by over 50% of respondents as an attractive country for tourism however 22% of people could not express their view. Only 14% had negative comments. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Why do you consider Kenya an attractive country for tourists? (1) People who consider Kenya an attractive country for tourists (code 1 and 2) N = 525, responses in % 23 People who considered Kenya an attractive country for tourists mentioned exotic culture, natural environment, warm climate, beautiful landscape. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Why do consider Kenya an attractive country for tourists? (2) People who consider Kenya an attractive country for tourists (code 1 and 2) N = 525, responses in % 24 Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Why do consider Kenya an unattractive country for tourists? (1) People who consider Kenya an unattractive country for tourists (code 4 and 5) N = 144, responses in % 25 Almost 1/3 of respondents (28%) considered Kenya as unattractive country due to the poverty and hunger, for 23% warm climate can not be accepted, one out of 10 Mentioned far distance and unstable political situation. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 Why do consider Kenya an unattractive country for tourists? (2) People who consider Kenya an unattractive country for tourists (code 4 and 5) N = 1000, responses in % 26 Financial reasons and tropical diseases were not mentioned very often. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

Gf. K Polonia Custom Research Worldwide The image of Kenya in Poland 2005 The 3 major reasons why Poles rarely go on a trip to such distant countries like Kenya? N = 1000, responses in % 27 All Poles were asked to answer this question and it appeared, then even those who do not know anything about Kenya (no image/associations) spontaneously pointed out financial reasons (89%), fear of tropical disease (44%) and far distance (30%) as the main reasons for not visiting Kenya. Source: Gf. K Polonia, Omnibus, representative sample N = 1000, people aged 15+, January 2005

More information: Gf. K Polonia Custom Research Worldwide Agnieszka Sora Managing Director The image of Kenya in Poland Gf. K Polonia Sp. z o. o. Ul. Smulikowskiego 4 00 -389 Warsaw Instytut Badania Opinii 2005 Phone: 0048 22 43 41 000 Fax: 0048 22 43 41 010 e-mail: firma@gfk. pl Internet: http: //www. gfk. pl 28 Thank you for your attention!