Use the data to complete the spread sheet.
Spreadsheet: 
2010 Exhibit 1 Share of DIFM purchases by channel 2000 2002 2004 2006 2008 Fast lube 36% 37% 36% 36% 34% Oil change-plus 10% 10% 11% 11% 12% Car dealer 25% 25% 26% 26% 28% Mass merchandisers and club 6% 6% 6% 7% 8% Repair shop 11% 10% 10% 9% 9% Other 12% 12% 11% 11% 9% jource: Adapted from multiple sources, including Valvoline, Desrosiers, Aftermarket org Packaged Facts, Frost & Sullivan, NPD, Kline 33% 12% 29% 9% 9% 8% 2012 32% 12% 29% 10% 9% 8% Exhibit 2 Share of sales for private label and by brand 2000 2002 2004 Private label sales 20% 24% Branded sales 82% 80% 76% 2006 18% 27% 73% 2008 29% 71% 2010 31% 69% 2012 32% 68% 16% 13% 14% Brand share Baud Motoline Avellin Texoil Kemia Sevoline Others 9% 18% 13% 13% 8% 7% 6% 35% 19% 14% 14% 8% 6% 6% 33% 20% 14% 13% 9% 8% 7% 29% 22% 15% 12% 10% 8% 7% 26% 23% 15% 11% 9% 8% 7% 27% 23% 15% 11% 9% 8% 8% 26% 7% 5% 36% sources: Adapted from Petroleum Trends International, National Oil & Lube News Exhibit 3 Intent to buy branded PCMO by consumer segment Overall DIFM, Price-focused DIEM, Quality-focused DIY % of PCMO customers 25% 45% 30% Baud Motoline Avellin Other brands Undecided 16% 15% 15% 13% 41% 25% 15% 16% 11% 33% 9% 12% 17% 13% 49% 18% 19% 10% 16% 37% mibit 4 Consumer interest in green motor oil DIY consumer at is your interest in a green motor oil? Very interested Interested Unsure Not interested 13% 28% 25% 34% DIFM consumer 23% 32% 15% 30% suming similar quality and performance, how likely are you to purchase a green otor oil if it is... Definitely Very likely Unsure Unlikely to purchase Same price as current PCMO 17% 28% 21% 34% 50% more 10% 21% 28% 41% 100% more 4% 10% 35% 51% hat information source will be most influential in your decision to purchase een motor oil? Personal sources, eg, friends or family Public sources, e.g. online consumer reviews Analysis or scientific study conducted by neutral party Professional service provider 8% 18% 7% 67% nibit 5 DIFM prices and margin structure Avellin Conventional Eco7 Avellin Synthetic Private Label Synthetics Eco7 discounted full price DIFM Retail Average retail price, per quart $3.25 $7.00 $4.75 $6.75 $5,25 $16.25 $35.00 $23.75 $33.75 $26,25 Average revenue, per oil change (5 quarts) Gross margin %, DIFM outlet 50.0% 60,0% 65.0% 55.0% 50.0% Wholesaler Gross margin %, wholesaler 12.5% 12.5% 15.0% 12.5% 10.0% Avellin Average revenue, per oil change (5 quarts) $7.11 $12.25 N/A $13.29 $11.81 Exhibit 6 Eco7 estimates of market penetration (%) and number of monthly oil changes Eco7 full price Aventage only Eco7 full price Eco7 discounted Adoption of Eco7 Independent fast-lube Aventage stores 95% 75% 90% Other stores 45% 60% Other independent stores (oil change-plus, repair shops, etc.) 30% 40% Retail sales of Eco7 Fast lube: Monthly upgrades to Eco7 from conventional 105 105 135 AvellinAuto stores Other independents 25% of fast lube 25% of fast lube 25% of fast lube 150 150 180 ECO / channel economics Avellin Conventional Avellin Synthetic DIFM Independent Private Label Synthetics Eco7 full price Eco7 discounted AvellinAuto Eco7 Eco7 full price discounted DIFM Retail DIFM price, per quart DIFM revenue, per oil change (5 quarts) $23.63 $23.63 $3.25 $16.25 $7.00 $35.00 $4.75 $23.75 $6.75 $33.75 $5.25 $26.25 Gross margin %, DIFM outlet Gross profit, DIFM outlet 50.0% $8.13 60.0% $21.00 65.0% $15.44 55.0% $18.56 50.0% $13.13 Wholesaler Wholesale revenue, per oil change 12.5% 12.5% 15.0% 12.5% 10.0% Gross margin %, wholesaler Gross profit, wholesaler Avellin Avellin revenue, per oil change Cost of goods sold, per quart Cost of goods sold, per oil change (5 quarts) $7.11 $1.20 $6.00 $12.25 $1.95 $9.75 $2.01 $10.05 $2.01 $10.05 Gross profit, Avellin Gross margin %, Avellin Eco7 full price Eco7 discounted Incremental gross profit per change Incremental revenue per store, annual Incremental gross profit per store, annual Incremental vs. Private Label Synthetic Revenue per change, Eco7 Revenue per change, PL synthetic Incremental revenue per change $33.75 $23.75 $26.25 $23.75 Gross profit per change, Eco7 Gross profit per change, PL synthetic Incremental gross profit per change Incremental revenue per store, annual Incremental gross profit per store, annual Fast Lube Other Independents AvellinAuto PriceCo 0% 100% Penetration Aventage stores Others 0% 0% Aventage stores Others Eco7 penetration, total stores Eco7 upgrades per store, annual 436 1,800 Total Eco7 upgrades 784,800 Revenue per change, Eco7 Revenue per change, conventional Incremental revenue per change Gross profit per change, Eco7 Gross profit per change, conventional Incremental gross profit per change Total Incremental revenue Incremental gross profit 2010 Exhibit 1 Share of DIFM purchases by channel 2000 2002 2004 2006 2008 Fast lube 36% 37% 36% 36% 34% Oil change-plus 10% 10% 11% 11% 12% Car dealer 25% 25% 26% 26% 28% Mass merchandisers and club 6% 6% 6% 7% 8% Repair shop 11% 10% 10% 9% 9% Other 12% 12% 11% 11% 9% jource: Adapted from multiple sources, including Valvoline, Desrosiers, Aftermarket org Packaged Facts, Frost & Sullivan, NPD, Kline 33% 12% 29% 9% 9% 8% 2012 32% 12% 29% 10% 9% 8% Exhibit 2 Share of sales for private label and by brand 2000 2002 2004 Private label sales 20% 24% Branded sales 82% 80% 76% 2006 18% 27% 73% 2008 29% 71% 2010 31% 69% 2012 32% 68% 16% 13% 14% Brand share Baud Motoline Avellin Texoil Kemia Sevoline Others 9% 18% 13% 13% 8% 7% 6% 35% 19% 14% 14% 8% 6% 6% 33% 20% 14% 13% 9% 8% 7% 29% 22% 15% 12% 10% 8% 7% 26% 23% 15% 11% 9% 8% 7% 27% 23% 15% 11% 9% 8% 8% 26% 7% 5% 36% sources: Adapted from Petroleum Trends International, National Oil & Lube News Exhibit 3 Intent to buy branded PCMO by consumer segment Overall DIFM, Price-focused DIEM, Quality-focused DIY % of PCMO customers 25% 45% 30% Baud Motoline Avellin Other brands Undecided 16% 15% 15% 13% 41% 25% 15% 16% 11% 33% 9% 12% 17% 13% 49% 18% 19% 10% 16% 37% mibit 4 Consumer interest in green motor oil DIY consumer at is your interest in a green motor oil? Very interested Interested Unsure Not interested 13% 28% 25% 34% DIFM consumer 23% 32% 15% 30% suming similar quality and performance, how likely are you to purchase a green otor oil if it is... Definitely Very likely Unsure Unlikely to purchase Same price as current PCMO 17% 28% 21% 34% 50% more 10% 21% 28% 41% 100% more 4% 10% 35% 51% hat information source will be most influential in your decision to purchase een motor oil? Personal sources, eg, friends or family Public sources, e.g. online consumer reviews Analysis or scientific study conducted by neutral party Professional service provider 8% 18% 7% 67% nibit 5 DIFM prices and margin structure Avellin Conventional Eco7 Avellin Synthetic Private Label Synthetics Eco7 discounted full price DIFM Retail Average retail price, per quart $3.25 $7.00 $4.75 $6.75 $5,25 $16.25 $35.00 $23.75 $33.75 $26,25 Average revenue, per oil change (5 quarts) Gross margin %, DIFM outlet 50.0% 60,0% 65.0% 55.0% 50.0% Wholesaler Gross margin %, wholesaler 12.5% 12.5% 15.0% 12.5% 10.0% Avellin Average revenue, per oil change (5 quarts) $7.11 $12.25 N/A $13.29 $11.81 Exhibit 6 Eco7 estimates of market penetration (%) and number of monthly oil changes Eco7 full price Aventage only Eco7 full price Eco7 discounted Adoption of Eco7 Independent fast-lube Aventage stores 95% 75% 90% Other stores 45% 60% Other independent stores (oil change-plus, repair shops, etc.) 30% 40% Retail sales of Eco7 Fast lube: Monthly upgrades to Eco7 from conventional 105 105 135 AvellinAuto stores Other independents 25% of fast lube 25% of fast lube 25% of fast lube 150 150 180 ECO / channel economics Avellin Conventional Avellin Synthetic DIFM Independent Private Label Synthetics Eco7 full price Eco7 discounted AvellinAuto Eco7 Eco7 full price discounted DIFM Retail DIFM price, per quart DIFM revenue, per oil change (5 quarts) $23.63 $23.63 $3.25 $16.25 $7.00 $35.00 $4.75 $23.75 $6.75 $33.75 $5.25 $26.25 Gross margin %, DIFM outlet Gross profit, DIFM outlet 50.0% $8.13 60.0% $21.00 65.0% $15.44 55.0% $18.56 50.0% $13.13 Wholesaler Wholesale revenue, per oil change 12.5% 12.5% 15.0% 12.5% 10.0% Gross margin %, wholesaler Gross profit, wholesaler Avellin Avellin revenue, per oil change Cost of goods sold, per quart Cost of goods sold, per oil change (5 quarts) $7.11 $1.20 $6.00 $12.25 $1.95 $9.75 $2.01 $10.05 $2.01 $10.05 Gross profit, Avellin Gross margin %, Avellin Eco7 full price Eco7 discounted Incremental gross profit per change Incremental revenue per store, annual Incremental gross profit per store, annual Incremental vs. Private Label Synthetic Revenue per change, Eco7 Revenue per change, PL synthetic Incremental revenue per change $33.75 $23.75 $26.25 $23.75 Gross profit per change, Eco7 Gross profit per change, PL synthetic Incremental gross profit per change Incremental revenue per store, annual Incremental gross profit per store, annual Fast Lube Other Independents AvellinAuto PriceCo 0% 100% Penetration Aventage stores Others 0% 0% Aventage stores Others Eco7 penetration, total stores Eco7 upgrades per store, annual 436 1,800 Total Eco7 upgrades 784,800 Revenue per change, Eco7 Revenue per change, conventional Incremental revenue per change Gross profit per change, Eco7 Gross profit per change, conventional Incremental gross profit per change Total Incremental revenue Incremental gross profit
