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The Greeting Card, Stationery, Gift Wrap & Party Goods and Paper
Crafting Report 2010

Description:    The Greeting Card, Stationery, Gift Wrap & Party Goods and Paper Crafting Report 2010: The
                Ultimate Guide to Greeting Card, Stationery, Gift Wrap & Party Goods and the Paper Crafting
                Markets

                The market for greeting cards is a tough one in today's environment with consumers having so
                many faster, easier and in many cases cheaper ways to send a greeting. Times have gotten even
                tougher as a result of the current recession, with consumers looking to cut spending anywhere they
                can.
                The overall market for greeting cards reached $12,067 million in 2008 on a 2.03 percent compound
                annual growth rate (CAGR) from 2002 to 2008, slower than growth in the overall $21.9 billion
                stationery market which posted a healthier 3.02 percent CAGR in the same period.

                Many cultural trends are afoot that are changing consumers' demand for greeting cards, but one
                thing is for certain. The business of selling traditional greeting cards is only going to get harder as
                consumers turn to newer, faster and more user-friendly communications alternatives.

                In a tough market, the competition is getting even tougher as leading retail brands -- American
                Greetings, Carlton Cards and Papyrus - consolidated in 2009 and leading greeting card and
                stationary brands -- Schurman Fine Paper?s wholesale division and Recycled Greetings -- came
                under American Greetings leadership.

                This report details the findings of a consumer survey conducted in November 2009 among 1,436
                recent buyers of one or more paper goods products used to communicate, express oneself,
                celebrate and to craft. These paper goods include :

                - Greeting cards, specifically pre-printed greeting cards, note cards with non-preprinted greetings;
                boxed greeting or note cards; Christmas cards; pre-printed invitations, thank you cards; custom-
                printed cards, invitations, etc.;

                - Stationery,such as writing paper, social stationery, business stationery, specialty paper for
                stationery uses, special paper for computers including photograph printing from computer,
                decorated paper and/or cards, such as print-your-own cards or invitations, and/or full-sized 8 1/2 x
                11 paper, print-your-own banners, including special papers for computer printing, etc.

                - Gifting and Party Supplies, such as paper gift wrap, gift bags, ribbons and bows, party ware and
                paper party supplies, etc.

                - Paper Crafting and Hobby Supplies, such as scrapbooking supplies and kits, make-your-own card
                supplies and kits, stamps and stamp supplies, stickers, photo albums, memory albums, like baby,
                wedding memory books, specialty paper

                - Other Paper and Stationery Items, such as blank books and journals, decorative hanging
                calendars, date books, specialty pens and writing instruments, such as fountain pens, calligraphy
                supplies, desk accessories, etc.

                Research Objectives

                The objective of this study is to provide greeting card, social stationery and other stationery
                products, gift wrap and party goods and paper crafting product marketers and retailers insights
                about the consumer market for their products. (Note: Throughout this report this entire range of
                products are described broadly as ?stationery goods.?)

                These consumer insights help marketers connect more effectively with their target market so that
                they create and sell more of the kinds of products that consumers really desire. Based upon
            research among recent stationery goods consumers, this report focuses on market opportunities
            available to product manufacturers and retailers to help them deliver products and services that
            satisfy the consumers? craving for paper products to communicate, express oneself, celebrate and
            to craft.

            With a focus on consumers, their buying behavior, needs, desires and preferences, this research
            study includes research data and statistics about:

            - Stationery Goods Market Size and Growth: What is the size of the overall stationery goods
            market, as well as the six key product segments (e.g. greeting cards, social stationery, custom-
            printed cards and stationery, gift wrap and party goods, paper crafting products and other
            stationery products) and how rapidly is it growing? How is the stationery goods market segmented
            by type of product?

            - Demographics of the Stationery Goods Market: What are the demographic characteristics of
            people who buy stationery goods products? How is stationery goods buying behavior influenced by
            demographic segments (e.g., gender, age, household income (HHI), size, composition,
            ethnicity/race, education, etc.)?

            - Stationery Goods Buying Behavior: What are the primary characteristics of the consumers?
            buying behavior related to stationery goods in general and the four product segments (e.g.
            greeting cards, social stationery, custom printed stationary and cards, gift wrap and party goods,
            paper crafting products and other stationery products) in particular? Why do they buy these goods
            and how do consumers? motivations different by product category segment? Where do they shop
            for the different types of stationery products; what factors influence their decision making; how
            much do they spend buying each of the stationery goods product segments and across the entire
            stationery goods category; what is the role of brand in stationery goods product selections and
            shopping choices? How do different demographic segments differ in their shopping and buying
            behavior?

            - Psychographic Profile and Segmentation of the Greeting Card Markets: A psychographic profile of
            the greeting card buyers is developed in this report. The profiles identify four different types or
            personalities of consumers of greeting card. These profiles identify different drives and motivations
            found among consumers in purchasing greeting cards; what factors are more or less important in
            driving greeting card purchasing decisions; and how can greeting card marketers and retailers
            better understand the hearts and minds of their consumers. In essence, we discover 'why people
            buy greeting cards.'



Contents:   Introduction
            Research Objectives
            Methodology
            Focus Group Research
            Quantitative Consumer Survey
            Survey Sample Demographics
            Gender
            Figure 1: Survey Gender, 2009, 2007 & 2005
            Age of Respondents
            Figure 2: Age and Generation of Stationery Buyers, 2009, 2007 & 2005
            Income of Respondents
            Figure 3: Income of Stationery Buyers, 2009 2007 & 2005
            Other Demographic Factors
            Figure 4: Other Demographic Characteristics, 2009, 2007 & 2005

            Chapter 1: Demographics of the Stationery Goods Consumers
            Total Purchase Incidence of Stationery Goods
            Figure 5: Stationery Purchasers, 2009, 2007 & 2005 by Category
            Stationery Marketers: Take Action
            Purchase Incidence among Stationery Buyers ONLY
            Figure 6: Purchase Incidence among Stationery Buyers by Product Type, 2009. 2007, 2005
            Demographics of Stationery Goods Consumers
            Figure 7: Stationery Goods Purchasers Demographics, 2007
            Demographics of Stationery Product Buyers at a Glance
Figure 8: Stationery Product Buyers Demographic Overview, 2009
Trends in Demographic Makeup of Stationery Product Buyers
Demographic Trends in Greeting Card Buyers
Figure 9: Greeting Card Purchaser Demographics, 2009, 2007& 2005
Demographic Trends in Gift Wrap and Party Wrap Buyers
Figure 10: Gift Wrap and Party Goods Purchaser Demographics, 2009, 2007& 2005
Demographic Trends in Social Stationery Buyers
Figure 11: Social Stationery Purchasers Demographics, 2009, 2007 & 2005
Demographic Trends in Other Stationery Buyers
Figure 12: Other Stationery Purchasers Demographics, 2009. 2007 & 2005
Demographic Trends in Paper Crafting Buyers
Figure 13: Paper Crafting Purchasers Demographics, 2009, 2007 & 2005
Cross-Category Buyers
Figure 14: Stationery Goods Purchasers and Their Other Product Purchases Stationery Marketers:
Take Action

Chapter 2: Sales & Growth of the Stationery Goods Market
Overall Size & Growth Stationery Goods Market by Major Product Category
Figure 15: Size of Stationery Goods Market by Major Product, 2002-2009
Greeting Card Market Detail, Size & Growth
Figure 16: Greeting Card Market Detail, Size & Growth 2002-2009
Social Stationery Market Detail, Size & Growth
Figure 17: Stationery Market Detail, Size & Growth 2002-2009
Other Stationery Market Detail & Growth
Figure 18: Other Stationery Market Detail, Size & Growth 2002-2009
Custom-Printed Stationery Market Detail & Growth
Figure 19: Custom-Printed Stationery Market Detail, Size & Growth 2002-2009
Paper Crafting Market Detail & Growth
Figure 20: Paper Crafting Market Detail, Size & Growth 2002-2009
Gift Wrap & Party Paper Market Detail & Growth
Figure 21: Paper Crafting Market Detail, Size & Growth 2002-2009
Trends in Product Growth Rates, 2007-2009
Figure 22: Biggest Product Winners and Losers in Market Size, 2007-2009
About Channels of Distribution for Stationery Goods Products
Figure 23: Total Stationery Goods Market by Channels of Distribution 2007-2009 Stationery
Marketers: Take Action Stationery Marketers: Take Action
Figure 24: Direct-to-Consumer Channels, 2009Mar Findings:
Sales of Cards by Channel of Distribution
Figure 25: Greeting Card Sales by Channels of Distribution, 2009 & 2007
Social Stationery Sales by Channel of Distribution
Figure 26: Social Stationery Sales by Channel of Distribution, 2009 & 2007
Other Stationery Sales by Channel of Distribution
Figure 27: Other Stationery Sales by Channels of Distribution, 2009 & 2007
Sales of Paper Crafts by Channel of Distribution
Figure 28: Paper Crafting Sales by Channel of Distribution, 2009 & 2007
Gift Wrap and Party Goods Sales by Channel of Distribution
Figure 29: Gift Wrap and Party Goods Sales by Channel of Distribution, 2009 & 2007 Stationery
Marketers: Take Action

Chapter 3 — About Stationery Goods Purchases & Spending
Purchase & Spending Overview
Figure 30: Stationery Purchase and Spending Overview. 2009 & 2007 Stationery Marketers: Take
Action
Spending by Demographic Segments
Figure 31: Total Spending Stationery Goods by Demographic Segment, 2009 & 2007
Spending by Income Segment
Figure 32: Total Spending Stationery Goods by Income Segments, 2009 & 2007
Spending by Gender
Figure 33: Total Spending Stationery Goods by Gender, 2009 & 2007
Spending by Age Segment
Figure 34: Total Spending Stationery Goods by Age Range, 2009 & 2007
Where People Shopped for Stationery Products
Figure 35: Where People Shopped for Stationery Goods, Top Three Shopping Choices 2009 & 2007
Chapter 4 — About Greeting Card Purchases & Purchasers
Details about Greeting Card Purchasing
Types of Cards Bought
Figure 36: Types of Greeting Cards Bought (including Custom-Printed Cards), 2009, 2007 & 2005
Greeting Card Marketers: Take Action
Detail about Greeting Card Purchases
Figure 37: Type of Greeting Cards Bought, Number Bought and Average Amount Spent, 2009 &
2007
Average Amount Spent Based upon Last Place of Purchase
Figure 38: Average Amount Spent by Place Where Made Last Purchase, 2009
Shopping Destinations for Greeting Card Shoppers
Figure 39: Where Greeting Card Shoppers Shopped, 2009 & 2007
Greeting Card Marketers: Take Action
Very Important Factors Influencing Where Shopped for Cards
Figure 40: Features of Stores Rated Important for Card Buyers, 2009 Greeting Card Marketers:
Take Action
Where Shopped Most Recently for Cards
Figure 41: Where Shopped Most Recently for Cards 2009, 2007 & 2005
Shopping Frequency
Figure 42: Frequency of Shopping for Greeting Cards, 2009, 2007 & 2005 Greeting Card Marketers:
Take Action
Card Purchasing Occasions and Holidays
Occasions that Stimulate Greeting Card Purchases
Figure 43: Occasions When Greeting Cards Were Bought, 2009, 2007 & 2005 Greeting Card
Marketers: Take Action
Holidays for which Greeting Cards Are Bought
Figure 44: Holidays When Greeting Cards Were Bought,, 2009, 2007 & 2005
Favorite special features for greeting cards
Figure 45: Special Features in Greeting Cards Bought, 2009 & 2007 Greeting Card Marketers: Take
Action
Primary Reasons for Purchasing Most Recent Card
Figure 46: Why Selected Most Recent Greeting Card, 2009, 2007 & 2005 Greeting Card Marketers:
Take Action
Favorite Themes for Cards
Figure 47: Favorite Themes in Greeting Cards, 2009, 2007 & 2005
About Christmas Greeting Cards during the Past Holiday Season
Figure 48: Sent Christmas Cards 2008 & Plan to Send 2009
Christmas Greetings by Demographic Segment
Figure 49: Purchase Incidence of Christmas Cards by Demographic Segment
Greeting Card Marketers: Take Action
Personal Christmas Cards Bought
Figure 50: Personal Christmas Cards Sent, 2008, 2006 & 2004 Greeting Card Marketers: Take
Action
Business Christmas Cards Bought
Figure 51: Number of Business Christmas Cards Sent Christmas 2008, 2006, & 2004
Trends in Sending Christmas Greetings from Past Year to Current Year
Figure 52: Trends in Christmas Card Purchases for Christmas 2008-2009, 2007- 2006
Favorite Christmas Card Themes
Figure 53: Favorite Christmas Card Themes, 2009 Greeting Card Marketers: Take Action
Types of Christmas Cards Bought
Figure 54: Type of Christmas Cards Bought, 2009
Attitudes about Sending Christmas Greetings
Figure 55: Attitudes about Christmas Cards Greeting Card Marketers: Take Action
Summary Of Key Trends Found in the Greeting Card Market
Attitudes about Greeting Cards
Figure 56: Attitudes about Greeting Cards, 2009 & 2007
Four Personalities Define the Greeting Card Consumer Market
Figure 57: Personalities of Greeting Card Consumers, 2009 & 2007
Detail Attitude Statements by Personalities
Figure 58: Attitude Statements by Personality Greeting Card Marketers: Take Action
What Influences Personalities in their Greeting Card Selection
Figure 59: Why Selected Most Recent Greeting Card by Personality
Greeting Card Marketers: Take Action
Favorite Themes of the Difference Personalities
Figure 60: Why Selected Most Recent Greeting Card by Personality
Greeting Card Marketers: Take Action
Christmas Card Buyers by Personality Type
Figure 61: Purchase of Christmas Cards in 2009 by Personality Type
Profile of Passionate Sender Personality
Profile of Alternative Seeker Personality
Profile of Traditionalist Personality
Profile of Downshifting Jokesters Personality
Field Guide to the Four Greeting Card Personalities
Figure 62: Field Guide to the Greeting Card Personalities Greeting Card Marketers: Take Action

Chapter 5: About Social Stationery Purchases and Purchasers
Details about Stationery Purchases
Type of Social Stationery Products Bought
Figure 63: Social Stationery Purchase Incidence, 2009, 2007 & 2005
Social Stationery Purchase Details
Figure 64: Social Stationery Purchase Details and Amount Spent by Type,2009 & 2007
Social Stationery Spending by Gender
Figure 65: Social Stationery Spending by Gender Stationery Marketers: Take Action
Reasons Why Selected Particular Stationery Item
Figure 66: Reasons Why Selected Particular Stationery Items Most Recently, 2009, 2007 & 2005
Stationery Marketers: Take Action
Where People Shopped For Social Stationery
Figure 67: Where People Shopped For Social Stationery, 2009 & 2007 Stationery Marketers: Take
Action
Important Factors Influencing Where Shopper for Stationery
Figure 68: Features of Stores Rated Important for Social Stationery Buyers, 2009
Where Shopped Most Recently for Social Stationery
Figure 69: Where Shopped Most Recently for Social Stationert,2009, 2007
Frequency of Purchase of Social Stationery
Figure 70: How Often People Purchase Social Stationery,2009, 2007 & 2005
Summary of Key Trends Found In Social Stationery Market

Chapter 6: About Other Stationery Purchases and Purchasers
Details about Other Stationery Purchases
Types of Other Stationery Products Bought
Figure 71: Purchase Incidence Other Stationery Items, 2009, 2007 & 2005 Stationery Marketers:
Take Action
Other Stationery Purchase Details
Figure 72: Other Stationery Purchase Details and Amount Spent by Type, 2009 & 2007 Stationery
Marketers: Take Action
Other Stationery Spending by Gender
Figure 73: Other Stationery Spending by Gender, 2009
Shopping Destinations for Other Stationery Shoppers
Figure 74:Where People Purchased Other Stationery Items and Direction of Change, 2009 & 2007
Important Factors Influencing Where Shopped for Other Stationery
Figure 75: Features of Stores Rated Important for Other Stationery Buyers, 2009
Frequency of Purchasing Other Stationery Items
Figure 76: How Often Purchase Other Stationery Items, 2009, 2007 & 2005
Where People Shopped for Other Stationery Most Recently
Figure 77: Where People Shopped for Other Stationery Most Recently, 2009 & 2007
Summary of Key Trends on Other Stationery Goods Market

Chapter 7: About Paper Crafting Purchases and Purchasers
Details about Paper Crafting Purchasing
Type of Paper Crafting Products Bought
Figure 78: Paper Crafts & Crafting Purchase Incidence, 2009, 2007 & 2005
Paper Crafting Purchase Details
Figure 79: Paper Crafting Purchases Details and Amount Spent, 2009 & 2007 Paper Crafting
Marketers: Take Action
Paper Crafting Hobbies
Figure 80: Paper Hobbies & Crafts Participated In, 2009 & 2007 Paper Crafting Marketers: Take
Action
Trends in Paper Crafting
Figure 81: Trends in Time and Money Spent on Paper Crafting, 2009 & 2007
Why People Craft with Paper
Figure 82: Primary Reasons Why Craft with Paper, 2009 & 2007 Paper Crafting Marketers: Take
Action
Where People Shopped for Paper Crafting Supplies
Figure 83: Where Paper Crafters Shopped for Craft Supplies, 2009 & 2007 Paper Crafting
Marketers: Take Action
Important Factors Influencing Where People Shopped for Paper Crafts
Figure 84: Features of Stores Rated Important for Paper Crafting Buyers, 2009
Frequency of Purchasing Paper Crafts & Supplies
Figure 85: Frequency of Purchasing Paper Crafts in Past Year, 2009, 2007 & 2005
Where Shopped Most Recently for Paper Crafts
Figure 86: Where Shopped for Paper Crafts Most Recently, 2009 & 2007 Paper Crafting Marketers:
Take Action
Attitudes about Paper Crafting
Figure 87: Attitudes about Paper Crafting Hobbies Paper Crafting Marketers: Take Action
Summary of Key Trends on The Paper Crafting Market

Chapter 8: About Gifting and Party Supplies Purchases and Purchasers
Details about Paper Gifting and Party Supplies Purchases
Types of Gifting and Party Supplies Bought
Figure 88: Gifting & Party Supplies Purchase Incidence,2009, 2007 & 2005
Gifting & Party Supplies Purchase Details
Figure 89: Gifting & Party Supplies Purchase Details and Amount Spent by Type,2009 & 2007
Gifting/Party Supply Marketers: Take Action
Shopping Destinations for Gifting and Party Supplies Shoppers
Figure 90: Where Gifting & Party Supply Shoppers Shopped, 2007 & 2005 Gifting/Party Supply
Marketers: Take Action
Important Factors Influencing Where Shopped for Gifting and Party Supplies
Figure 91: Features of Stores Rated Important for Gifting and Party Supplies Shoppers, 2009
Frequency of Purchasing Gifting and Party Supplies
Figure 92: How Frequently People Shopped for Gifting & Party Supplies, 2009, 2007 & 2005
Gifting/Party Supply Marketers: Take Action
Where People Shopped for Gifting and Party Supplies Most Recently
Figure 93: Where Shopped for Gifting and Party Supplies Most Recently, 2009 & 2007
Summary Key Trends on Gift Wrapping & Party Supplies Market

Chapter 9 — About consumers’ Favorite Brands and Stores to Buy Stationery
Details about Stationery Brands & Stores
Leading Stationery Brands Stationery Marketers: Take Action
Importance of Brands when Purchasing Greeting Cards
Figure 95: Importance of Brand When Purchasing Greeting Cards, 2009 & 2007
Greeting Card Marketers: Take Action
Importance of Brand Based upon Product Category
Figure 96: Importance of Brands by Product Category Purchased
Top Retailer Brands for Greeting Card, Stationery, Paper Purchases
Figure 97: Top Retail Brands Where Purchased Stationery Goods in Past Year, 2009, 2007 & 2005

Chapter 10 — Summary of Major Findings and Take Action Call Outs
Total Purchase Incidence of Stationery Goods
Stationery Marketers: Take Action
Demographics of Stationery Goods Consumers
Stationery Goods Cross-Category Purchases
Stationery Marketers: Take Action
Overall Size & Growth Stationery Goods Market by Major Product Category
Stationery Marketers: Take Action
Stationery Marketers: Take Action
Stationery Marketers: Take Action
About Stationery Goods Purchases & Spending
Stationery Marketers: Take Action
            Spending by Demographic Segments
            Where People Shopped for Stationery Products
            Summary of Greeting Card Purchases & Purchasers
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Summary of Christmas Greetings Findings
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Greeting Card Marketers: Take Action
            Four Personalities Define the Greeting Card Consumer Market
            Greeting Card Marketers: Take Action Greeting Card Marketers: Take Action Greeting Card
            Marketers: Take Action Greeting Card Marketers: Take Action
            Summary of Stationery Purchases & Purchasers Stationery Marketers: Take Action Stationery
            Marketers: Take Action Stationery Marketers: Take Action
            Summary of Other Stationery Purchases & Purchasers
            Stationery Marketers: Take Action Stationery Marketers: Take Action
            Summary of Paper Crafting Purchases & Purchasers
            Stationery Marketers: Take Action Stationery Marketers: Take Action
            Stationery Marketers: Take Action
            Summary of Paper Gifting and Party Supplies Purchases & Purchasers
            Gifting/Party Supply Marketers: Take Action
            Summary Key Findings about Stationery Brands & Stores
            Stationery Marketers: Take Action
            Greeting Card Marketers: Take Action

            Chapter 11 — About Maximizing Sales in the Stationery Goods Market
            #1 Strategy for Stationery Marketers to Maximize Sales >>
            #2 Strategy for Stationery Marketers to Maximize Sales >>
            #3 Strategy for Stationery Marketers to Maximize Sales >>
            #4 Strategy for Stationery Marketers to Maximize Sales >>
            # 5 Strategy for Stationery Marketers to Maximize Sales >>
            #6 Strategy for Stationery Marketers to Maximize Sales >>

            Appendix A: Focus Group Findings
            What Products Are Considered Stationery?
            When is a greeting card better than a note card, and vice versa?
            Greeting cards are better for….
            Blank note cards are better for…
            Make-your-own cards are better for….
            Letters are better
            About Greeting Card & Stationery Shopping
            Choosing a card — Is it more about the giver or the recipient?
            About selecting the right greeting card
            Christmas cards are a special family tradition
            Discussion About Paper Crafting
            About shopping for craft supplies
            People Discuss Gift Wrap in Focus Groups
            About Prices for Stationery Items



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