Investor Presentaiton

Case Study: Gaining Market Share in Baby Food and Diapers Sales Baby Food Sales by Channel in Russia Detsky Mir's market share + 5.0 p.p. 24,5% -2.2 p.p. 27,2% -2.8 p.p. 29,4% -0.9 p.p. 12,0% -0.8 p.p. 11,2% (13,3% 13,0% (8,3% +3.0 p.p. (11,3% +2.0 p.p. 17,9% -0.9 p.p. 17,0% -0.2 p.p. 16,9% 34,2% 31,5% +1.0 p.p 32,4% +1.7 p.p. FY2015 FY2016 FY2017 ■Supermarkets ■Hypermarkets ■Detsky Mir Standalone children's stores ■Minimarkets Diapers Sales by Channel in Russia Detsky Mir's market share + 9.3 p.p.. 28,6% -2.6 p.p. 26,0% -2.4 p.p. 23,6% 18,5% 19,3% -0.8 p.p. 20,2% -0.9 p.p. (13,0% +4.2 p.p. (17,1% +5.1 p.p. (22,3% 23,8% -0.9 p.p. 22,9% -2.1 p.p. 20,8% +0.2 p.p. 14,5% 14,7% FY2016 +0.2 p.p. 14,9% FY2017 FY2015 ■Supermarkets ■ Hypermarkets ■Detsky Mir ■Standalone children's stores ■Minimarkets Comments DETSKY MIR RETAIL CHAIN ■Baby food and Diapers remain key categories for children's goods stores as traffic generators ■Only children's goods specialized stores offer a full range of Baby Food and Diapers products unlike hypermarkets which are focused on "bestsellers" SKU ■ Detsky Mir gained market share away from other channels ■ Notably, Detsky Mir has outperformed supermarkets and hypermarkets which have been the largest sales channel for baby food historically ■Detsky Mir's Baby Food market share increased from 8.3% in 2015 to 13.3% in 2017 ■Detsky Mir's Diapers market share increased from 13.0% in 2015 to 22.3% in 2017 Detsky Mir's shares in the baby food and diapers markets have almost doubled over several years Source: AC Nielsen 29

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