Reduced Risk Products Performance Launch 2 14 _o an as.? Mar are .Max .0 Date IMS 100$ Kits (units) 18.218 2.848 2.102 2.232 1.934 1.598 28.728 Heatsticks (thousand) Regular 2.123 581 543 873 712 709 5.340 Menthol 2.834 1.100 1.110 1.494 1.488 1,483 9.488 Total 4.956 1.680 1.853 2.167 2.200 2.172 14.828 Offtake Estimated i005 Kits (units) 13.789 2,507 2.313 2.087 1.985 1.811 24.252 Penetration. ?it. 5.8 4 C-store Offtake Heatsticlrs Sotvl Regular 029 0.22 0.24 0.28 0.28 0.25 0.28 Menthol 0.45 0.45 0.50 0.55 0.80 0.57 0.51 Total 0.74 0.87 0.75 0.80 0.88 0.82 0.77 Carton 0.53 0.34 0.35 0.37 0.42 0.37 0.42 Pack 0.21 0.33 0.40 0.43 0.47 0.45 0.38 Total 0.74 0.87 0.75 0.80 0.88 0.82 0.77 Of?ake 8: . . . raflic at F88 Mobility Kit (units) 2.489 885 540 418 477 442 4.929 Total Heat Sticks (thousand) 803 237 245 288 307 309 1.989 Traf?c. 8.181 1.982 1.487 1.434 1,484 1.722 14.240 Guided Trial at FSS of Contacts) 3.177 1.012 801 487 534 331 8.142 Egg?? ?3?3 ?5 ?005 r007? 50% 90% 05% 39% 134% 30% Guided Trial POS and others. 14.274 6.800 5.310 5.482 4.530 2.954 39.330 Non P08. 25.759 13.739 8.258 9.429 8.997 5.442 71.824 Coverage of LAS, 238 Sales volume by Sales Experts {units} 112 277 259 353 250 148 1,399 Success rate to sales. ?In 3.3 Website Sessions. 13.883 8.295 7.295 9.829 11.807 14.980 83,889 Users. it 7.443 3.157 3.220 3.889 8.282 5.448 31.439 Page views. 83.887 37.018 48.389 61.777 89.298 73.191 373.318 Application downloads. 1.285 402 405 334 432 274 3,132 Call Center Total in-bound cells, it 2.840 886 785 984 783 765 8.603 Response RateTotal out-bound calls. it 1.072 730 804 980 485 289 4.120 Devices Registrations 3.824 1.881 1.937 1.842 1.498 1.118 11.880 Name Generations 2.785 1.172 821 508 587 445 8.098 Estimated o?talce number is calculated with total lrey accounts and F85 only. which covers over 92.8% oi total channels. 4 map! convenience store groups {LeweoniFamiinarthircle-K SunirusiDally Yamezaki. more than 700 stores in total HeatSticlrs 80M (33) HeatSticlts Volume 7 fHeetSticlrs Volume Conventional Cigarette Volume in Nagoya) 1?00 ll of Mobility Kit sold divided by it of Gurdeo' Trials at FSS P05 covers Flagship Store. POSRS. C-Storei?GA. Hyper Mart Non-P05 covers Event spaces. LAMP Nights and smoking spaces Source: TS Network and Sojitz Corporation. PMJ POS - May 2015. PMJ Marketing and REP team Finn?s v-Ilif- Jul? 2011'! Sales Performance i008 IMS were 1.598 units in May. reaching 28.728 kits in total since its launch on November 4. 2014. May HeatStr'cks IMS volume was 2.2 million, down 1.9% on a selling day adjusted basis from April 2015. The cumulative HearSticks IMS reached 14.8 million since the launch. Offtake at 4 C?store groups in May declined by 0.07 points from previous month to 0.82%. with the launch-to-date {November to May) cumulative reaching 0.77%. Of?ake and Traf?c at Flagship Store (FSS) traf?c at FSS is about 1.700 customers with 331 LAS going through Guided trial by Sales Executive. Cumulative traf?c at FSS reached 14.240 in total with 6.142 Guided Trials at FSS performed to date. 4.929 kits have been sold launch to date in May 2015. which accounts for 20% of total estimated offtake. Guided Trial (GT) As of May 2015. about 111.000 Guided Trials were conducted since the launch. covering 23.8% of LAS in the pilot test area. About 65% of GTs were carried out at LAMP in separate areas close to and smoking venues. which are the most ef?cient touch points with LAS. Direct consumer kit sales by Sales Experts (SE) at non POS touch points. reached 1.399 units. Website and Call Center Nearly 64,000 visitors accessed the i008 website with 370,000 page views since the site opened. Both the number of sessions and page views have increased for four consecutive months. In addition. 3.132 LAS have downloaded i008 mobile application. The number of users peaked in April due to consumers entering pack codes during the month assuming that the program that was in place from the launch of would be closed following the introduction of the new program in May mentioned below. In May. reward program was renewed introducing new mechanics increasing the chances of winning novel prizes on both the website and application. As a result. traf?c on the web site has increased from 11,807 sessions in April to 14.960 in May Engagement through packcodes usage has also been boosted due to the new program: - Packcodes usage increased from 13.960 in April to 26.809 in May - Applications increased from 719 in April to 8.819 in May. due to the new scheme mentioned above; and - During the ?rst 3 weeks of May. 342 consumers who had registered before May participated in the reward program. The Call Center serviced more than 6.800 LAS calls since the launch. Outbound contacts reached 4,120. of which Hypercare support calls accounted for 50%. Devices Registrations! Name Generations 11.680 devices registrations and 6.098 name registrations were completed {corresponding to 48% and 25% of total kits purchases respectively). mainly executed by Sales Experts and through the website.