Amica Wronki S.A.

Products
Amica is the leading Polish manufacturer of household appliances to offer a broad range of
products (free-standing and built-in appliances).

Free-standing appliances
Our range of free-standing appliances comprises all kitchen equipment categories, not only
cookers and refrigerators but also a variety of supplementary equipment, such as microwave
ovens and hoods. We also offer washing machines with state-of-the-art technological
solutions applied. Each product range includes several lines to select a specific model
meeting our expectations. Our goal is to supply best quality products, safe in use and
manufactured in compliance with environmental standards.

Built-in appliances
Our portfolio of built-in appliances includes various types of equipment, from heating
equipment, refrigerating appliances to dishwashers, hoods and microwave ovens. Each
product range comprises various product and design lines. Thanks to their design and latest
construction solutions our built-in appliances are highly appreciated both in Poland and world-
wide.

Financial data
Year Sales revenues (in PLN million) Profits (in PLN million)
2013 954 23.7
2014 1143 56.5
2015 1036 18.9

Marketing strategy
The year 2015 finished the long-term process of changing Amicas visual identification
system. The element closing the transformation of advertising stylistics was above-the-line
marketing campaign that included all previous modifications of Amica brand image. The
message it carried in the line with marketing strategy based on household appliances user
needs research focuses attention on rational reasons for choosing our products. The
campaign played a vital role in building up customers awareness to establish Amica modern
image as a dynamic brand which creatively meets its customers needs.
The Success Academy and the Designers Academy, the series of multi-stage trainings
organized together with the Pozna University of Economics and Murator publishing house,
are also Amicas distinctive trait. The trainings, directed to home appliances salespeople and
kitchen studios, constitute a unique formula of brand promotion aimed at the trade
professionals who contact the end customer directly.

1
 Another important element of the Companys marketing strategy is the sponsorship of the
first league football team Lech Pozna. Advertising through sports emotions reaches out
beyond the confines of conventional advertising communication. Amica is the best
recognizable brand in the Polish white goods market and holds the top position in the list of
the most valuable Polish brands. This popularity to a large degree has been gained
thanks to the football team.

Amica in Export Markets

The biggest manufacturer of white goods in Poland is also a leading exporter. Products
by Amica are available in lots of European countries where their position has been gradually
strengthened. Moreover, the Company does not cease searching for new markets in order to
gain customers and increase the sales.
In 2015, Amicas revenue from total export sales amounted to nearly 140 million euro
ove 30% more than a year before.
In Eastern Europe, the region which is crucial for the Company, the sales grew the most.
The products form Wronki are available under Hansa brand created from scratch and
dedicated especially to clients in Eastern markets. Both consistent brand policy and
distribution network improvement resulted in the sales going up by 50% as compared to
2014. In the second largest sales region which is Western Europe, especially the German
market, the turnover increased by 20%. The growth was possible thanks to the intensification
of sales under another brand Premiere, the development of distribution network and new
relations with prospective business partners. In the North, the driving force behind the
Companys development is Gram a traditional Scandinavian brand. Amica took it over and
cares for it steady development. Sales of Gram are constantly going up which is reflected in
the 40% increase in relation to 2014. Such results were achieved through implementing the
trading policy and expanding the offer of home appliances available under this brand. The
company is also investing into its sales network in Southern Europe the products with
Amica logo are exported mainly to the Czech Republic and Romania where existing branch
offices are working on sales growth.

White goods sector in Poland

In 2015 the Polish market showed a slight decrease in turnover. Amica subtly lost its
share as well but it did not endanger the Companys leading position. The market, unusually
intensified before Polands accession to the EU, weakened its demand for home appliances
in 2015, which contributed to decrease sales of Amica.

Visit the web: www.amica.com.pl