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S IMO N SEN ASSOCIADOS ABEMD BRAZILIAN DIRECT MARKETING ASSOCIATION (ASSOCIAÇÃO BRASILEIRA DE MARKETING DIRETO) INDICATORS 2009 OBJECTIVE S IMO N SEN ASSOCIADOS The objective of this study is to develop a current and updated basis of strategic information on the direct marketing sector, encompassing its main segments. The direct marketing study comprises the estimate of market size, equivalent to the revenue of services provided by its several segments. METHODOLOGY S IMO N SEN ASSOCIADOS The information presented in this study resulted from analytical treatment of data and information obtained from primary and secondary sources: • Primary sources, represented by interviews carried out with direct marketing service companies, through their various segments, client companies, government agencies and trade associations, seeking to develop, based on these information, knowledge about the market of the direct marketing sector. • Secondary sources are represented by elements extracted from publications and reports of specific researches, found either in the Data Bank of SIMONSEN ASSOCIADOS or in other several data banks. CONSULTED COMPANIES UPDATE: STUDY ON 2008 • Direct Marketing Companies • Client/Customer Companies • Associations and Entities • 102 Total of Interviews S IMO N SEN ASSOCIADOS S IMO N SEN ASSOCIADOS BRAZIL: DIRECT MARKETING MARKET SIZE ESTIMATE ( REVENUE ) R$ 19.5 Bi 2008 Source: Simonsen Associados, companies interviewed S IMO N SEN ASSOCIADOS BRAZIL: DIRECT MARKETING GROWTH RATE (LAST 8 YEARS) R$ 19.5 bi Average Growth (last 8 years) = R$ 7.5 bi 12.7% p.y. 2000 Source: Simonsen Associados, companies interviewed 2008 S IMO N SEN ASSOCIADOS BRAZIL: DIRECT MARKETING GROWTH RATE (LAST YEAR) R$ 19.5 bi Average Growth 2007 to 2008 (last year) = R$ 17.4 bi 12.1% p.y. 2007 Source: Simonsen Associados, companies interviewed 2008 S IMO N SEN ASSOCIADOS BRAZIL: DIRECT MARKETING BREAKDOWN BY MARKET SEGMENT REVENUE: 2008 ESTIMATE Revenue (R$ mi) Internet and E-commerce Services 23.9% 4,670 Call center/ Contact center/Telemarketing Companies 23.1% Print Shops: Printings for Direct Marketing 14.2% 2,770 Technology applied to Direct Marketing 14.2% 2,760 Distribution and Logistics 14.2% 2,760 Database and CRM Companies 5.9% 1,150 Direct Marketing Agencies 1.8% 360 Mailing Lists Suppliers 0.4% 80 Others 2.3% 4,500 450 Total M R$ 19,500 Source: Simonsen Associados, companies interviewed BRAZIL: DIRECT MARKETING BREAKDOWN BY MARKET SEGMENT AND ANNUAL INCREASE REVENUE: 2008 ESTIMATE % of total 23.9% Internet and E-commerce Services S IMO N SEN ASSOCIADOS Revenue (M R$) 4,670 Variation 2008/07 (% p.y.) + 17.3 Call center/ Contact center/Telemarketing Companies 23.1% Print Shops: Printings for Direct Marketing 14.2% 2,770 + 9.9 Technology applied to Direct Marketing 14.2% 2,760 + 11.3 Distribution and Logistics 14.2% 2,760 + 10.4 4,500 + 11.7 5.9% 1,150 Database and CRM Companies + 9.8 Direct Marketing Agencies 1.8% 360 + 16.1 Mailing Lists Suppliers 0.4% 80 + 14.3 450 + 9.8 Others 2.3% M = Million Source: Simonsen Associados, companies interviewed Total M R$ 19,500 + 12.1 S IMO N SEN ASSOCIADOS COMPARISON OF THE BRAZILIAN DIRECT MARKETING MARKET SIZE WITH GDP - 2008 GDP R$ 2,889.7 bi DIRECT MARKETING MARKET SIZE SHARE R$ 19.5 bi 0.67% * GDP 2007 = R$ 2,597.6 bi and Direct Marketing R$ 17.4 bi or 0.67% of share. Source: IBGE S IMO N SEN ASSOCIADOS BRAZIL: DIRECT MARKETING BREAKDOWN BY MAIN INDUSTRIES (% OF VALUE OF 2008) Financial Institutions 23 Telecommunications/Utilities 14.5 Publications and Subscriptions 10.5 Commerce and Catalogs 9.5 Automotive Industry/Autoparts Fund Raising/Religion 9 3.5 Others Source: Simonsen Associados, companies interviewed 30 BRAZIL: DIRECT MARKETING BREAKDOWN BY TYPE OF BUSINESS 2008 B2B 33% B2C 67% Total = G R$ 19.5 S IMO N SEN ASSOCIADOS S IMO N SEN ASSOCIADOS BRAZIL: DIRECT MARKETING EMPLOYMENT ESTIMATE: HEADCOUNT 2008 Total 1,130 K Direct jobs Growth of 10.8% p.y. in 2008 Source: Simonsen Associados, companies interviewed CONCLUSION S IMO N SEN ASSOCIADOS • The market size, measured by the revenues of Direct Marketing services provided, was estimated in R$ 19.5 billion per year in 2008. • The average growth rate of the last eight years reached 12.7% per year, showing the development of the different segments of the sector. • The growth of last year, by comparing 2008 to 2007, reached 12.1% p.y. • The total headcount in the sector is estimated in 1,130 employees, with a growth of 10.8% in 2008.