ABEMD BRAZILIAN DIRECT MARKETING ASSOCIATION. INDICATORS 2009 and FIRST SEMESTER 2010

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1 ABEMD BRAZILIAN DIRECT MARKETING ASSOCIATION (ASSOCIAÇÃO BRASILEIRA DE MARKETING DIRETO) INDICATORS 2009 and FIRST SEMESTER

2 OUR THANKS TO CORREIOS FOR SUPPORTING THIS STUDY 2

3 TECHNICAL ASSISTANCE 3

4 INDEX Objective Methodology ABEMD Indicators 2009 Consolidated Growth: 1st Semester 2010 Conclusions 4

5 INDEX Objective 5

6 OBJECTIVE 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. 6

7 INDEX Methodology 7

8 METHODOLOGY 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 in several data sources and in the Data Bank of SIMONSEN. 8

agencies and trade associations, seeking to develop, based on these information, knowledge about the market of the direct marketing sector.

9 CONSULTED COMPANIES UPDATE: STUDY ON 2009 AND 2010 Direct Marketing Companies Client/Customer Companies Associations and Entities 214 Total of Interviews 9

10 CONSULTED COMPANIES: NUMBER OF INTERVIEWS 2009 STUDY = STUDY = STUDY = STUDY =

11 LOCATION OF CONSULTED COMPANIES 2009 % BY GEOGRAPHIC REGION South 17 Southeast 59 Northeast 13 Center West 9 North 2 Source: Simonsen Associados, companies interviewed 11

12 BRAZIL: GEOGRAPHIC BREAKDOWN OF GDP 2008 ESTIMATE % BY GEOGRAPHIC REGION 5 NORTH 7 CENTER WEST 14 NORTHEAST 55 SOUTHEAST 19 SOUTH Source: Central Bank, IBGE 12

13 BREAKDOWN OF THE SAMPLE ACCORDING TO THE SIZE OF THE INTERVIEWED COMPANIES IN BRAZIL Gross Annual Sales in 2009 (Millions of R$ per year) % of the number of consulted companies > > 100 até > 50 até > 10 até < 10 5 Source: Simonsen Associados, companies interviewed 13

% of the number of consulted companies > 200 16 > 100 até 200 27 > 50 até

14 INDICE ABEMD Indicators 2009 Growth in the First Semester of

15 BRAZIL: DIRECT MARKETING MARKET SIZE ESTIMATE ( REVENUE ) R$ 21.7 Bi 2009 Source: Simonsen Associados, companies interviewed 15

16 BRAZIL: DIRECT MARKETING GROWTH RATE (LAST YEAR) R$ 21.7 bi R$ 19.5 bi Average Growth 2008 to 2009 (last year) = 11.3% p.y Source: Simonsen Associados, companies interviewed 16

17 BRAZIL: DIRECT MARKETING GROWTH RATE (LAST 9 YEARS) R$ 21.7 bi R$ 7.5 bi Average Growth (last 9 years) = 12.5% p.y Source: Simonsen Associados, companies interviewed 17

18 BRAZIL: DIRECT MARKETING MARKET SIZE GROWTH RATES Growth rate 2008 to 2009 (last year) = 11,3% p.y. Growth rate 2000 to 2009 (last 9 years) = 12,5% p.y. Growth rate 1st Semester 2010 compared to 1st Semester 2009 (first semester) = 21,1% p.y. Source: Simonsen Associados, companies interviewed Future trend according to the point of view of the interviewed companies 2010 to 2014 (next 5 years average) = 16,4% p.y. 18

y. Source: Simonsen Associados, companies interviewed Future trend according to the point of view of the

19 BRAZIL: DIRECT MARKETING BREAKDOWN BY MARKET SEGMENT REVENUE: 2009 ESTIMATE* % of total Internet and E-commerce Services 24.9% Revenue (R$ mi) 5,400 Call center/ Contact center/telemarketing Companies 22.5% 4,880 Distribution and Logistics Print Shops: Printings for Direct Marketing 14.0% 13.9% 3,040 3,020 Technology applied to Direct Marketing 13.8% 3,000 Database and CRM 6.2% 1,350 Direct Marketing Agencies Mailing Lists Suppliers 1.8% 0.4% * Digital included in several of the segments Others 2.4% 520 Total M R$ 21,700 Source: Simonsen Associados, companies interviewed 19

5% 4,880 Distribution and Logistics Print Shops: Printings for Direct Marketing 14.0% 13.9% 3,040 3,020 Technology applied to Direct Marketing 13.

20 BRAZIL: DIRECT MARKETING BREAKDOWN BY MARKET SEGMENT AND ANNUAL INCREASE IN REVENUE: 2009 ESTIMATE* % of total Internet and E-commerce Services 24.9% Revenue (M R$) 5,400 Variation 2008/07 (% p.y.) Call center/ Contact center/telemarketing Companies 22.5% 4, Distribution and Logistics 14.0% 3, Print Shops: Printings for Direct Marketing 13.9% 3, Technology applied to Direct Marketing 13.8% 3, Database and CRM 6.2% 1, Direct Marketing Agencies 1.8% Mailing Lists Suppliers 0.4% Others * Digital included in several of the segments Source: Simonsen Associados, companies interviewed 2.4% 520 M = Million Total M R$ 21,

1 Print Shops: Printings for Direct Marketing 13.9% 3,020 + 9.0 Technology applied to Direct Marketing 13.8% 3,000 + 8.7 Database and CRM 6.2% 1,350 + 17.

21 COMPARISON OF THE BRAZILIAN DIRECT MARKETING MARKET SIZE WITH GDP DIRECT MARKETING GDP MARKET SIZE SHARE R$ 3,143.0 bi R$ 21.7 bi 0.69% * GDP 2008 = R$ 3,004.9 billion and Direct Marketing R$ 19.7 billion or 0.66% of share. Source: IBGE 21

22 BRAZIL: DIRECT MARKETING BREAKDOWN BY MAIN INDUSTRIES (% OF VALUE OF 2009) Financial Institutions 22 Telecommunications/Utilities 15 Publications and Subscriptions 10,5 Commerce and Catalogs 10 Automotive Industry/Autoparts 8,5 Fund Raising/Religion 3 Others* 31 *: includes several segments, but the main segments are construbusiness and educational 22 Source: Simonsen Associados, companies interviewed

23 BRAZIL: DIRECT MARKETING BREAKDOWN BY MAIN INDUSTRIES (% OF VALUE OF 2009) Variation 2009/08 (% p.y.) Financial Institutions ,4 Telecommunications/Utilities ,1 Publications and Subscriptions 10,5 + 11,3 Commerce and Catalogs Automotive Industry/Autoparts 8, ,1 + 5,1 Fund Raising/Religion 3-4,7 Others* ,0 *: includes several segments, but the main segments are construbusiness and educational Source: Simonsen Associados, companies interviewed M = Milhão Total M R$ ,3 23

24 BRAZIL: DIRECT MARKETING BREAKDOWN BY TYPE OF BUSINESS 2009 B2B 34% B2C 66% Total = R$ 21.7 billion Source: Simonsen Associados, companies interviewed 24

25 BRAZIL: DIRECT MARKETING EMPLOYMENT ESTIMATE: HEADCOUNT 2009 Total 1,225 K Direct jobs Growth of 8.4% p.y. in 2009 Source: Simonsen Associados, companies interviewed 25

26 INDEX Conclusion 26

27 CONCLUSION The market size, measured by the revenues of Direct Marketing services provided, was estimated in R$ 21.7 billion per year in The average growth rate of the last eight years reached 12.5% per year, showing the development of the different segments of the sector. The growth of last year, by comparing 2009 to 2008, reached 11.3% p.y. However, the growth rate reaches 21.1% comparing the first semester 2010 to first semester The total headcount in the sector is estimated in 1,225 k employees, with a growth of 8.4% in

28 Indicadores ABEMD 28

29 OUR THANKS TO CORREIOS FOR SUPPORTING THIS STUDY 29

30 TECHNICAL ASSISTANCE 30

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