1. Altitude Marketing Research CAPABILITIES PRESENTATION Prepared for: Prepared By: Altitude Marketing Research

2. Capabilities Presentation 2 Road Map of Topics

3. Capabilities Presentation 3 1.What/Who is Altitude (AMR)? AMR A boutique custom market research operation specialising in B2B markets with a sole focus on developing action programs to help clients make (bigger) profits in both the short and the long run. Credentials  Established in 2005  Canadian owned  Located in downtown Toronto  Award winning research  Blue Chip client base of leaders in respective markets  One stop shop, full service research capability  Working presence in conjunction with client business development team  Published, reported, public domain research

4. Capabilities Presentation 4 2.How Do We Work? Overall To embed research into the client action program Four Pillar Perspective 1 It’s all about the money  How much, how to get it (a lot of it) and from where/who  New products/services. Bigger share. Competitive advantage. Intelligent targetting. Image leverage. Creative positioning. Building loyalty. Marketing strategy. 2.1.Company Focus It’s all about the (client) business plan Implementation Structuring the objective (Internal/External) Scoping out the need-to-know to make things happen Rolling out the action program as per the plan Making sure it’s on track 2 TacticalStrategicMonitoring

5. Capabilities Presentation 5 2.How Do We Work? 3 It’s a lot about switching  Building in a point of advantage  Understanding how entrenched/loyal the target business is  Participating/Managing the transition 2.1.Company Focus ~ Continued Competitive Landscape Internal/External Barriers Market trends/shifts Technology Cost recovery/profit mandate Size of the prize Low hanging fruit Volume/profit segments 4 It’s a lot about aligning client strengths with competitive weaknesses Strengths Opportunities Threats Weaknesses The AMR perspective is a BUSINESS perspective NOT a research perspective Push vs Pull

6. Capabilities Presentation 6 2.How Do We Work? Our job is to put ourselves in your shoes and to put you in your customers’ shoes 2.2.Company Operation One-on-one’s (Tel/in person) Focus Groups (Dyads/Mini’s) The Market Client Customer/ Prospects Qual Business Plan National/International CATI (telephone) surveys Online Studies Omnibus (national/provincial) Quant We don’t own the factory. We rent the factory so we can own the output Industry knowledge Statistical Experts Centres of Excellence Custom built to complement the AMR core team as needed Profiles/Information Insights/Learning Action Points/Key Drivers Strengths/Weaknesses TARGETS “The Means” “The Ends”

7. Capabilities Presentation 7 3.What Has AMR Done and For Who? 3.1Overall What?For Who?How? Keeping the Penny (Available on RCM website) Royal Canadian MintQualitative/Quantitative Key Stakeholders Retail Business/Consumers Internet registration – building the business CIRA (.ca) (Canadian Internet Registration Authority) Quantitative Online research Mortgage InsuranceMajor Service ProviderQualitative/Quantitative Tracking/Media Study Churn reduction and profitability Market segmentation Technology/Software ResellerQuantitative research Qualitative research Chapter and verse profile of Canadian credit card market Multiple Subscribers (MarketSense) Quantitative Online research survey Assessment of Opportunities for Returns in Courier Market Major CourierQual. (in-depth, 1X1’s) and quant (telephone) CHIP & PIN Technology Credit Card Market/Rewards Global Marketplace Major Canadian BankMix of qualitative (groups, 1X1’s) and quantitative (telephone/online) Loyalty/Churn Modelling New rate plans/offering Wireless ProviderSeries of one-off studies and annual monitors (predominantly quantitative)

8. Capabilities Presentation 8 Answer:“Key credentials and capabilities underpinning the delivery of decision-related information” Market based information to support strategic thinking, corporate direction, tactical decision making and market advancement Breadth of capabilities whether… Corporate (Positioning, Branding) Prod/Service (Pricing, Loyalty) Market (Growth, Competition) Extensive experience in the financial and professional services markets in Canada and beyond Full range of capabilities. Everything from…Qualitative to Quantitative Regional/National/ International Strong skill sets in research design and strategic interpretation Ongoing relationship to design, consult and monitor new initiatives to sustain leadership 4.What Does Altitude Offer? Technical Resources Expertise Knowledge Direction Consultation

9. Examples of Research Deliverables feeding into Strategic Marketing action

10. Capabilities Presentation 10 Answer:“By applying research to identify opportunities, develop offerings and monitor their performance against objectives…” Market Definition Pre Test Activity Post Implementation Tracking Market/customer Segmentation Market Measurement Competitive Evaluation Reports Market Growth Potential New Business Opportunities New Product/ Service Concept Testing Communications Testing Pricing Sensitivity Image Assessment Migration Strategies Value Added Initiatives Service Delivery Assessment Brand Equity Monitoring Customer Satisfaction Competitive Movement Advertising Tracking Share Monitoring How Does Research Deliver Strategic Value?

11. Capabilities Presentation 11 RESEARCH FRAMEWORKSTRATEGIC VALUE Market/Customer Segmentation  Identification of high and low value segments and customised development of action to maximise revenue potential Market Measurement  Assessment of market size, identification of key segments, regional profile and trend analysis Competitive Evaluation  Profile of competitor standings, basis of market presence, positioning, offerings, strengths and weaknesses Market Growth Potential  Assessment of opportunities for growth at the macro market and individual segment level and identification of strategic action to foster and achieve growth potential New Business Opportunities  Identification and evaluation of new opportunities according to size of demand, competitive strength and strategy for going to market Examples of Strategic Value ~ Pre Test

12. Capabilities Presentation 12 RESEARCH FRAMEWORKSTRATEGIC VALUE New Product/ Service Concept Testing  Selection and development of winners with true market potential Communications Testing  Development of Corporate Communications consistent with marketing objectives that deliver value Pricing Sensitivity  Assess scope for higher price potential and business consequences of price thresholds Image Assessment  Understand impact of corporate imagery on customer loyalty and propensity for new business growth Migration Strategies  Assessment of opportunities to move prospects to higher revenue service platform Value Added Initiatives  Identification of New Initiatives to add value to customer offering and build retention Examples of Strategic Value ~ Pre Test

13. Capabilities Presentation 13 RESEARCH FRAMEWORKSTRATEGIC VALUE Service Delivery Assessment  Evaluation of delivery in accordance with corporate objectives and customer needs Brand Equity Monitoring  Assessing extent to which market performance is helping to build equity in the brand Customer Satisfaction  Identifying vulnerable customer segments and the cost of retention Competitive Movement  Profiling competitive gains and understanding factors precipitating movement Advertising Tracking  Assessing communications effectiveness from flighted or continuous activity Share Monitoring  Descriptive and diagnostic evaluation to track and predict market share gains and losses Examples of Strategic Value ~ Post Implementation