Exhibit 1 Exhibit 2

Brand\Zone All India Brand\Zone All India

Stickjaw 38.14% Stickjaw 32.67%
CudChew 34.87% CudChew 37.73%
StickEmUp 24.44% StickEmUp 26.12%
Others 2.55% Others 3.48%
Exhibit 3 Sample Size 10500
Transaction > Consumer Consumer Consumer Consumer
asks for a takes brand asks for aspecifies a price
brand and given by brand which and takes a
takes it shopkeeper is out of stock brand within
Brand & does not buy the price limit
Stickjaw 2,177 749 850 229
CudChew 640 2,709 9 305
StickEmUp 0 2,233 5 327
Others 11 70 0 186
Exhibit 4 Sample Size 13500
Transaction > Consumer Consumer Consumer Consumer
asks for a takes brand asks for aspecifies a price
brand and given by brand which and takes a
takes it shopkeeper is out of stock brand within
Brand & does not buy the price limit
Stickjaw 2,802 712 590 305
CudChew 420 4,216 27 432
StickEmUp 0 3,066 19 440
Others 8 108 0 355
Market Share (2005) Market Share (2006)
Transactions at Retail Outlets (2005)
Transactions at Retail Outlets (2006)
Sample Size 10500
Transaction >Loyal Customers Not LoyalPrice Conscious Loyal Customers
Brand Brand
Stickjaw 3,027 749 229 Stickjaw
CudChew 649 2,709 305 CudChew
StickEmUp 5 2,233 327 StickEmUp
Others 11 70 186 Others
Total 3,692 5,761 1,047
Sample Size 13500
Transaction >Loyal Customers Not LoyalPrice Conscious Loyal Customers
Brand Brand
Stickjaw 3,392 712 305 Stickjaw
CudChew 447 4,216 432 CudChew
StickEmUp 19 3,066 440 StickEmUp
Others 8 108 355 Others
Total 3,866 8,102 1,532
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 becoming a commodity.
Transactions at Retail Outlets (2005)
Transactions at Retail Outlets (2006) Transactions at Retail Outlets (2006)
Transactions at Retail Outlets (2005)
Loyal Customers Not LoyalPrice Conscious
35.16% 54.87% 9.97%
81.99% 13.00% 21.87%
17.58% 47.02% 29.13%
0.14% 38.76% 31.23%
0.30% 1.22% 17.77%
Loyal Customers Not LoyalPrice Conscious
28.64% 60.01% 11.35%
87.74% 8.79% 19.91%
11.56% 52.04% 28.20%
0.49% 37.84% 28.72%
0.21% 1.33% 23.17%
Thus, loyalty of customers has increased for Stick Jaw. It is not losing competition. Chewing gum is becoming a commodity.
Transactions at Retail Outlets (2006)
Transactions at Retail Outlets (2005)