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MLM COMPETITORS MEDIA ANALYSIS
FEBRUARY 8-14, 2016
COMPETITORS
OVERALL COVERAGE
COMPETITORS OVERALL COVERAGE
8-14 FEBRUARY 2016
KEY INSIGHTS OVERALL COVERAGE
Nutrition: Company X holds the
1st place in terms of the number
of publications with the share of
45% (13 publications).
Cosmetology - no coverage
Nutrition: Company X holds
the 1st place in terms of the
Media Favourability Index (20.5
points).
Cosmetology - no coverage
Nutrition: the share of initiated
articles is 92%.
Cosmetology - no coverage
Positive coverage was driven by:
Company X product line is included
into the international list of doping-free
safe sports nutrition products.
Negative coverage:
No coverage
3
MFI NUTRITION – 20,5
COSMETOLOGY – 0
NUTRITION – 4,85
COSMETOLOGY – 0
NUTRITION – 92%
COSMETOLOGY – 0%
POSITIVE
NEWS NEGATIVE
NEWS
SoV NUTRITION – 45%
COSMETOLOGY – 0%
INITIATED STORIES
TONALITY
INDEX
Nutrition: Company X holds the
2nd place in terms of the Tonality
Index.
Cosmetology - no coverage
70%;31
20%;9
9%;4
0
45%;13 41%;12
7%;2 7%;2
0 0
5
10
15
20
25
30
35
Oriflame Mary Kay Amway Herbalife Herbalife Evalar Amway EnergyDiet Oriflame
Cosmetology Nutrition
4
SHARE OF VOICE COMPETITORS/OVERALL COVERAGE
Oriflame announces
a new large-scale
beauty project,
Cheat Your Age.
Production
Development
Manager at
Oriflame V. Migulin
has told about the
company’s factory
located in Noginsk.
The Astrum
Shopping Mall
hosted a charity
event dedicated
to the Saint
Valentine’s Day.
Mary Kay
makeup
designers took
part in the event.
Saint
Petersburg held
a presentation
of the new
ARTISTRY
product
produced by
Amway
HERBALIFE24
product line is
included into the
international list of
doping-free safe
sports nutrition
products.
Evalar will launch
several medicines
based on its own
pharmaceutical
substances by the
end of 2016.
Evalar is going to
occupy the niche
of non-medical
retail products in
the Russian
Federation market
– Phytomarket
pharmacy chain.
The world’s best-
selling category
of the Amway
products is still
food
supplements and
vitamin-and-
mineral
complexes –
46% out of the
total sales
volume.
EnergyDiet is
recommended
as a weight loss
product.
Little efficacy
and low quality
of the
EnergyDiet
cocktails are
mentioned.
5
INITIATED STORIES* COMPETITORS/OVERALL COVERAGE
INITIATED VS NON-INITIATED STORIES
* Initiated stories: issued by the results of local events, press trips, press releases, interviews and comments, other direct sources.
Non-initiated stories: published upon the information received from Internet or other indirect sources
13%;4 25%;1 0 0
92%;12
67%;8 100%;2
48% 0
87%;27
75%;3
8%:1
33%;4
0 0 0
5
10
15
20
25
30
35
Oriflame Amway Mary Kay Herbalife Herbalife Evalar Amway Oriflame EnergyDiet
Cosmetology Nutrition
Non-initiated
Initiated
NUMBER OF INITIATED
STORIES
4
1 0 0
12
8
2
0 0 0
2
4
6
8
10
12
14
Oriflame Amway Mary Kay Herbalife Herbalife Evalar Amway EnergyDiet Oriflame
Cosmetology Nutrition
6
MEDIA FAVOURABILITY INDEX COMPETITORS/OVERALL COVERAGE
MEDIA FAVOURABILITY INDEX
KPI that shows quality of media coverage about Company and its competitors
published in key local media.
Media Favourability Index is calculated by the following parameters:
1. Overall story tonality (T):
(Npositive stories*5+Nneutral stories*3+Nnegative stories*1)
Noverall stories
2. Brand name in the story headline (H)
3. Level of Company’s presence in a story (P): Max, >Avg, Avg, <Avg, Min
4. Rating of media published a story (M).
5. Quotes of Company’s representatives in a story (QR)
6. Quotes of key opinion leaders, partners, government representatives in a
story (QA): positive=2, neutral=1, negative = -2
MFI=T*P*X, X=H+M+QR+QA
MEDIA FAVOURABILITY INDEX (MFI)
7,4
1,6 1,1 0
20,5
10,3
3,0
-0,7 0
-1
4
9
14
19
24
Oriflame Amway Mary Kay Herbalife Herbalife Evalar Amway EnergyDiet Oriflame
Cosmetology Nutrition
T=
8%;1
92%;12
7
MEDIA FAVOURABILITY INDEX PARAMETERS OVERALL COVERAGE /NUTRITION
POSITIVE
NEUTRAL
TONALITY SPLIT
N= 13
Company X product line is included
into the international list of doping-
free safe sports nutrition products.
Company X cocktail is mentioned as
a weight loss product.
39%;12 56%;5 25%;1
92%;12 58%;7 100%;2
58%;18
44%;4 75%;3 0
8%;1
42%;5 50%;1
3%;1
50%;1 0
0
10
20
30
40
Oriflame Mary Kay Amway Herbalife Herbalife Evalar Amway EnergyDiet Oriflame
Cosmetology Nutrition
Negative Neutral Positive
8
MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / OVERALL COVERAGE
TONALITY INDEX* TONALITY SCALE
positive
somewhat positive
neutral
somewhat negative
negative
TONALITY SPLIT
* See slide 7 for Tonality Index formula
4,11 3,71 3,50
0,00
5,00 4,85
4,17
3,00
0,00 0,00
1,00
2,00
3,00
4,00
5,00
Mary Kay Oriflame Amway Herbalife Amway Herbalife Evalar EnergyDiet Oriflame
Cosmetology Nutrition
9
MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / OVERALL COVERAGE
COMPANY KEY POSITIVE DRIVERS KEY NEGATIVE DRIVERS
HERBALIFE The HERBALIFE24 product line is included into the international list of doping-free
safe sports nutrition products.
No negative coverage
AMWAY The world’s best-selling category of the Amway products is still food supplements
and vitamin-and-mineral complexes – 46% out of the total sales volume. No negative coverage
ORIFLAME Oriflame announces a new large-scale beauty project, Cheat Your Age.
Production Development Manager at Oriflame V. Migulin has told about the
company’s factory located in Noginsk.
The One lipstick by Oriflame is named a highly
dangerous product according to the testing results
in the Beauty and Health category.
EVALAR
Evalar will launch several medicines based on its own pharmaceutical substances
by the end of 2016.
Evalar is going to occupy the niche of non-medical retail products in the Russian
Federation market – Phytomarket pharmacy chain.
No negative coverage
MARY KAY The Astrum Shopping Mall hosted a charity event dedicated to the Saint Valentine’s
Day. Mary Kay makeup designers took part in the event.
No negative coverage
ENERGYDIET EnergyDiet is recommended as a weight loss product. EnergyDiet is recommended as a weight
loss product.
140
39 20
0
64 58
9 8 0 0
50
100
150
200
Orifla
me
Ma
ry K
ay
Am
way
Herb
alif
e
Herb
alif
e
Evala
r
Am
way
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
3
0 0 0
11
6
2
0 0 0
2
4
6
8
10
12
Orifla
me
Am
way
Ma
ry K
ay
Herb
alif
e
Herb
alif
e
Evala
r
Am
way
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
QUOTES OF KOLs WITH TONALITY**
10
MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / OVERALL COVERAGE
NUMBER OF QUOTES OF COMPANY’S
REPRESENTATIVES
1 1 0 0
8
2
0 0 0 0
2
4
6
8
10
Orifla
me
Ma
ry K
ay
Am
way
Herb
alif
e
Evala
r
Am
way
Herb
alif
e
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
0 0 0 0
20
0 0 0 0
5
10
15
20
25
Am
way
Orifla
me
Ma
ry K
ay
Herb
alif
e
Herb
alif
e
Am
way
En
erg
yD
iet
Evala
r
Orifla
me
Cosmetology Nutrition
*The Media Rate Index is a sum of importance levels of each publication according to the scale
**The parameter is a sum of scores, attached to each article depending on the tone of reference
BRAND NAME IN THE STORY HEADLINE (NUMBER OF
STORIES)
MEDIA RATING INDEX*
11
CSR-PROJECTS ANALYSIS OVERALL COVERAGE
ORIFLAME
No coverage
Oriflame launches
Cheat Your Age
project.
HERBALIFE, EVALAR, MARY KAY, AMWAY,
ENERGYDIET
100%;1
MLM COMPETITORS
RUSSIA
COMPETITORS
8-14 FEBRUARY 2016
KEY INSIGHTS RUSSIA
Nutrition: Company X holds the
2nd place in terms of the number
of publications with the share of
18% (3 publications).
Cosmetology - no coverage
Nutrition: Company X holds the
2nd place in terms of the Media
Favourability Index (4.1 points).
Cosmetology - no coverage
Nutrition: The share of initiated
articles is 67%.
Cosmetology - no coverage
Positive coverage was driven by:
Company X product line is included
into the international list of doping-free
safe sports nutrition products.
Negative coverage:
No coverage
15
NUTRITION – 4,33
COSMETOLOGY – 0
NUTRITION – 67%
COSMETOLOGY – 0%
POSITIVE
NEWS NEGATIVE
NEWS
SoV NUTRITION – 18%
COSMETOLOGY – 0%
INITIATED STORIES
TONALITY
INDEX
Nutrition: Company X holds the 1st
place in terms of the Tonality Index.
Cosmetology - no coverage
MFI NUTRITION – 4,1
COSMETOLOGY – 0
68%;21
23%;7
10%;3
0
71%;12
18%;3 12%;2
0 0 0
5
10
15
20
25
Oriflame Mary Kay Amway Herbalife Evalar Herbalife Amway Oriflame EnergyDiet
Cosmetology Nutrition
14
SHARE OF VOICE COMPETITORS/RUSSIA
Oriflame announces
a new large-scale
beauty project,
Cheat Your Age.
Production
Development
Manager at
Oriflame V. Migulin
has told about the
company’s factory
located in Noginsk.
The Astrum
Shopping Mall
hosted a charity
event dedicated to
the Saint
Valentine’s Day.
Mary Kay makeup
designers took
part in the event.
Saint Petersburg
held a
presentation of
the new
ARTISTRY
product produced
by Amway.
HERBALIFE24
product line is
included into the
international list of
doping-free safe
sports nutrition
products.
Evalar will launch
several medicines
based on its own
pharmaceutical
substances by the
end of 2016.
Evalar is going to
occupy the niche of
non-medical retail
products in the
Russian Federation
market –
Phytomarket
pharmacy chain.
The world’s best-
selling category
of the Amway
products is still
food
supplements and
vitamin-and-
mineral
complexes –
46% out of the
total sales
volume.
15
INITIATED STORIES* COMPETITORS/RUSSIA
INITIATED VS NON-INITIATED STORIES
* Initiated stories: issued by the results of local events, press trips, press releases, interviews and comments, other direct sources.
Non-initiated stories: published upon the information received from Internet or other indirect sources
NUMBER OF INITIATED
STORIES
2
1
0 0
8
2 2
0 0 0
1
2
3
4
5
6
7
8
9
Oriflame Amway Mary Kay Herbalife Evalar Herbalife Amway Oriflame EnergyDiet
Cosmetology Nutrition
10%;2 33%;1 0 0
67%;8
67%;2
100%;2
48% 0
90%;19
67%;2
33%:4
33%;1 0 0
0
5
10
15
20
25
30
35
Oriflame Amway Mary Kay Herbalife Evalar Herbalife Amway Oriflame EnergyDiet
Cosmetology Nutrition
Non-initiated
Initiated
16
MEDIA FAVOURABILITY INDEX COMPETITORS/RUSSIA
MEDIA FAVOURABILITY INDEX
KPI that shows quality of media coverage about Company and its competitors
published in key local media.
Media Favourability Index is calculated by the following parameters:
1. Overall story tonality (T):
(Npositive stories*5+Nneutral stories*3+Nnegative stories*1)
Noverall stories
2. Brand name in the story headline (H)
3. Level of Company’s presence in a story (P): Max, >Avg, Avg, <Avg, Min
4. Rating of media published a story (M).
5. Quotes of Company’s representatives in a story (QR)
6. Quotes of key opinion leaders, partners, government representatives in a
story (QA): positive=2, neutral=1, negative = -2
MFI=T*P*X, X=H+M+QR+QA
MEDIA FAVOURABILITY INDEX (MFI)
4,8
1,2 0,7
0
10,3
4,1
3,0
0 0 0
2
4
6
8
10
12
Oriflame Amway Mary Kay Herbalife Evalar Herbalife Amway EnergyDiet Oriflame
Cosmetology Nutrition
T=
33%;1
67%;2
17
MEDIA FAVOURABILITY INDEX PARAMETERS HERBALIFE / RUSSIA / NUTRITION
POSITIVE
NEUTRAL
TONALITY SPLIT
N= 3
Company X product line is included
into the international list of doping-
free safe sports nutrition products.
Company X cocktail is mentioned as
a weight loss product.
19%;4 57%;4 33%;1 58%;7 67%;2
100%;2
76%;16
43%;3 67%;2 0
42%;5
33%;1
5%;1
0 0
0
10
20
30
40
Oriflame Mary Kay Amway Herbalife Evalar Herbalife Amway EnergyDiet Oriflame
Cosmetology Nutrition
Negative Neutral Positive
18
MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / RUSSIA
TONALITY INDEX* TONALITY SCALE
positive
somewhat positive
neutral
somewhat negative
negative
TONALITY SPLIT
* See slide 17 for Tonality Index formula
4,14 3,67
3,29
0
5,00
4,33 4,17
0 0 0,00
1,00
2,00
3,00
4,00
5,00
Mary Kay Amway Oriflame Herbalife Amway Herbalife Evalar EnergyDiet Oriflame
Cosmetology Nutrition
19
MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / RUSSIA
COMPANY KEY POSITIVE DRIVERS KEY NEGATIVE DRIVERS
HERBALIFE The HERBALIFE24 product line is included into the international list of doping-free
safe sports nutrition products.
No negative coverage
AMWAY The world’s best-selling category of the Amway products is still food supplements
and vitamin-and-mineral complexes – 46% out of the total sales volume. No negative coverage
ORIFLAME Oriflame announces a new large-scale beauty project, Cheat Your Age.
Production Development Manager at Oriflame V. Migulin has told about the
company’s factory located in Noginsk.
The One lipstick by Oriflame is named a highly
dangerous product according to the testing results
in the Beauty and Health category.
EVALAR
Evalar will launch several medicines based on its own pharmaceutical substances
by the end of 2016.
Evalar is going to occupy the niche of non-medical retail products in the Russian
Federation market – Phytomarket pharmacy chain.
No negative coverage
MARY KAY The Astrum Shopping Mall hosted a charity event dedicated to the Saint Valentine’s
Day. Mary Kay makeup designers took part in the event.
No negative coverage
ENERGYDIET No coverage No negative coverage
97
29 16
0
58
16 9 0 0 0
50
100
150
200
Orifla
me
Ma
ry K
ay
Am
way
Herb
alif
e
Evala
r
Herb
alif
e
Am
way
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
2
0 0 0
6
2 2
0 0 0
1
2
3
4
5
6
7
Orifla
me
Am
way
Ma
ry K
ay
Herb
alif
e
Evala
r
Herb
alif
e
Am
way
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
QUOTES OF KOLs WITH TONALITY**
20
MEDIA FAVOURABILITY INDEX PARAMETERS COMPETITORS / RUSSIA
NUMBER OF QUOTES OF COMPANY’S
REPRESENTATIVES
1 0 0 0
8
2
0 0 0 0
2
4
6
8
10
Orifla
me
Am
way
Ma
ry K
ay
Herb
alif
e
Evala
r
Am
way
Herb
alif
e
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
0 0 0 0
4
0 0 0 0112233445
Am
way
Orifla
me
Ma
ry K
ay
Herb
alif
e
Herb
alif
e
Am
way
Evala
r
En
erg
yD
iet
Orifla
me
Cosmetology Nutrition
*The Media Rate Index is a sum of importance levels of each publication according to the scale
**The parameter is a sum of scores, attached to each article depending on the tone of reference
BRAND NAME IN THE STORY HEADLINE (NUMBER OF
STORIES)
MEDIA RATING INDEX*
21
CSR-PROJECTS ANALYSIS RUSSIA
ORIFLAME
No coverage
Oriflame launches
Cheat Your Age
project.
HERBALIFE, EVALAR, MARY KAY, AMWAY,
ENERGYDIET
100%;1
THANK YOU
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E-mail: [email protected]
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