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March 2015

Planning a Top-Class Non-Deal Roadshow

to Reach Out to Investors in Asia

Leonid Fink and Uhi Huui

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We are …

3 3

ADVICE AND

COUNSEL TO

+700

COMPANIES

42

CONSTITUENTS

OF THE FTSE

350

17 FTSE

EUROTOP 300

COMPANIES

400 STRONG

TEAM

8 IPOs FROM

RUSSIA/CIS

OVER THE PAST

4 YEARS ALONE

LEADING

INDUSTRY

SECTOR

DESKS

OPERATING

FROM 20

OFFICES

ACROSS

12 COUNTRIES

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Financial PR

& Investor

Relations

Business

Matching &

Fundraising

Strategic

Media

Relations

China

Market Entry

Strategy

Media

Training

Brand and

Reputation

& Event

Management

Crisis &

Issue

Management

CEO

Branding &

Corporate

Positioning

Film &

Motion

Market

Intelligence

& Research

Government

Relations

ePR &

Digital

Marketing

Our Services

A Selection of Our Team’s Russia / CEE Expertise

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Financial communications,

media relations support

$8.1 bln public offering of

the largest diamond

producer in Moscow. Re-

designed corporate

website.

Disposal and IPO of

Stillwater Mining in

Montana, communications

support to the share buy-

back programme

International IPO, on-going

investor relations and

international media support

Financial public relations

and IR for IPO raising

$1billion

IPO and retained London

financial communications

support

On-going financial

communications support,

media relations

programme, strategic

advice

Retained investor relations

and corporate

communications support

since 2005

International listing in 2011

and media relations

Investor relations and

corporate communications

support

$4.3bln IPO and listing in

London and Moscow.

Designed Investor

Relations website.

Produced investment case

video.

SPO on the London Stock

Exchange. On-going

corporate reporting

Retained investor relations

consultants since 2010

Retained investor relations

consultants

Capital markets

engagement programme

On-going PR support to

build the Bank’s profile

among European

audiences.

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Experience in Supporting Transactions

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£8.1 billion public offering

of the largest diamond

producer in Moscow

£3.6 billion IPO of Russia’s

leading gold and silver

mining company – the 1st

to enter the FTSE 100

November – December

2011

US$2.4 billion IPO in

London and Almaty of

Kazakhstan’s largest

mobile telecom

US$1.2 billion IPO of

Russian state-owned rail

cargo business

US$18 billion listing on the

London Stock Exchange

IPO on the London Stock

Exchange raising

US$ 1.6 bln

IPO on the LES and MoEx

raising US$ 1 bn

IPO and Listing on the

London Stock Exchange

raising US$ 160 mln

US$5 billion IPO of

Russia’s largest port

operator

IPO on the London Stock

Exchange of the leading

Russian producer of

mineral fertilizers

Privatisation and IPO on

Warsaw Stock Exchange

of CEE’s leading stock

exchange

£356.7 billion London IPO of the UK’s largest and fastest growing consumer debt purchasers and providers of receivables management solutions

FTSE IPO of international

brewer

Advice to Optimum Coal in

ZAR 1.5bn capital raising

and R8bn

Series of cross-border

acquisitions prior to FTSE

IPO

We advised Central &

Eastern European bottler

of Coca-Cola on demerger

from CCA (Australia),

£1.7bn London listing and

subsequent £4.3bn merger

with HBC

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China Starch

Holdings Limited

中 國 煤 層 氣 集 團 有 限 公 司

China CBM Group Company Limited

Experience in Roadshow Management and

Communications

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Uhi Hui is founder & CEO of Instinctif’s office in Hong Kong, Beijing and Shanghai to local and

multinational clients, including Global and Fortune 500 companies. The offices have been

recognized and rewarded with a string of local and regional award-winning campaigns.

Born in Hong Kong and having studied abroad, Uhi started her career as a columnist for a leading

Chinese daily. She graduated in journalism from the University of Wisconsin in Madison, USA, and

is trilingual, being fluent in English, Mandarin/Cantonese and conversational French.

Uhi Hui

Leonid Fink

Leonid has many years of experience in corporate financial communications working for a variety

of Russian and CIS clients, providing strategic advice, assisting in crisis and issue

communications and training newsmakers for engaging with the media.

Prior to this, Leonid had a successful career in business journalism, spending over 15 years at the

BBC, where he worked for the BBC World Service (Russian Service), as the Business Editor, and

commented on the Russia and CIS business affairs for the World Business Report.

Leonid has a Master of Arts in Journalism from the Moscow State University.

Your Team

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Having led over 10 IPO projects and serving over 20 listed companies in Greater China, Sheila is

a veteran of public relations. She has worked in both agency and in-house, and is therefore

perfectly placed to understand needs from the client’s perspective. Sheila started her career in

public relations agency mainly engaged in the financial field and was in charge of both the Hong

Kong and Shanghai offices for a financial PR agency which mainly engaged in capital markets

and corporate communications, prior to re-joining Instinctif. She also worked in a HKEX listed

company to oversee the corporate communications and marketing department. Sheila Chow

Jonathan joined Instinctif as Senior Advisor in Hong Kong and specializes in Capital Markets. Prior

to joining Instinctif he had a 30 year career in Investment Banking, both in London and Hong

Kong, where he worked primarily in Equity Capital Markets for firms including CSFB, HSBC and

Daiwa Capital Markets. Past experience has brought Jonathan into frequent contact with

institutional investors, enabling him to provide insights on the capital markets and PR strategies.

Jonathan Orders

Ding’s expertise includes stakeholders (government, policy makers, business, academia,

community, NGO) mapping, partner identification, due diligence, regulatory research and analysis,

engagement and perception audit, crisis management and corporate social responsibilities (CSR)

programming. Ding is a qualified PRC lawyer and has worked on numerous M&A, IPO and

government relations projects. She also held a position at InvestHK, a Hong Kong government

department promoting Hong Kong as a business location.

Ding Hong

Your Team (cont’)

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Understanding Financial Institutions

in the Region

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“Know yourself and your enemies,

you’ll never lose a battle.”

知己知彼，百战不殆。

—— SUN TZU, The Art of War <孙子兵法>

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20%

80%

0%

20%

40%

60%

80%

100%

Yes No

10%

90%

0%

20%

40%

60%

80%

100%

Yes No

70%

10%

20%

0%

20%

40%

60%

80%

100%

Yes No NA

Investor Perception

Remark: interviewed 10 international / Chinese background investment banks and assets management companies

Are you familiar with Russian companies? In the past 12 months, did you handle any

project related to Russia?

Will you consider to invest in a Russian company?

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Investment Trigger

Remark: interviewed 10 international / Chinese background investment banks and assets management companies

Investment Obstacle

• Management track record

• High yield

• Growth path

• Diversification of portfolio

• Sustainability

• Transparency

• Corporate governance

• Lack of information

• Intransparent legislation

and jurisdiction

• Language barrier

• Perceived political

instability

• Economic sanction

• Currency risk

Investor Perception (cont’)

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Energy

High

Tech

Finance Mining

Oil and

Gas

Resources

Interested Sectors

Remark: interviewed 10 international / Chinese background investment banks and assets management companies

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Asian

INVESTORS

Pragmatic

Welcome

Opportunities Quick / High

Return

Business

Oriented

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China

Hong Kong

Singapore

• Proactive

• Strict rules & regulations

• Cautious

• Return of investment is most important

• Open-minded

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Financial News, 3 March 2015 Headline: “Why Hong Kong execution bankers are hanging out in Russia” … An equities banker covering Hong Kong added: “There are so few deals going on in Hong Kong at the moment that bankers are going to find deals wherever they can.” …

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Creating Appetite: Best Strategies To

Position Your Company / Project

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Why Roadshow?

98%

2%

98% Management interaction is critical in investment decision

30%

70%

70% Open to “good fit” companies reaching out

14% Tendency to deal directly with analysts or financial institutions

Source: Corbin Perception

86%

14%

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• Allow interaction

• Garner real-time conversation

• Build awareness and understanding

• Create more meaningful dialogues

• Gain investment insights

• Management gain confidence

Meeting Investors

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Your “CAT” Non-Deal Roadshow Approach

C A T

redible

ccelarating

ransparent

22 Source: Corbin Perception

Get Prepared

93%

Execution

track

record

92%

Strategic

vision

79%

Effective

capital

allocation

84%

Management

quality 84%

Sustainable

competitive

advantages

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To let the potential investors to understand your strengths, you need to

develop easy-to-understand materials, including:

•High quality written materials

•Informative

•Precise

•In both English and Chinese

PowerPoint Presentation Corporate Brief Corporate Brochure Management Biography

Preparation is Key

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Before attending the non-deal roadshow in Asia, a spokesperson training is

essential for speaking at conferences and taking media interviews.

A focused training program allows the spokesperson(s) to:

•Feel comfortable and speak with confidence

•Engage in public speaking effectively

•Communicate key messages clearly

•Develop consistency in telling your corporate story

•Reply sensitive / challenging questions skillfully

Get Plenty of Training

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Industry Events

• Asian Financial Forum (AFF)

• China Overseas Investment Summit

• International Investment Forum

• China Overseas Investment Fair

• The World’s Investment Summit

• China SME Overseas Investment Forum

• ChinaGoAbroad

January

August

September

October

October

July

TBC

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Building Reputation For Your Company

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Media Relations

•Essential to build strong awareness for your company and to create

a positive image / perception

•Critical to educate the potential investors and stakeholders about

your company

Create Awareness & Understanding

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Pre Roadshow

•Media release / interview generates awareness

During Roadshow

•One-on-one interview creates in-depth coverage

Post Roadshow

•Media tour updates positive developments

Create Awareness & Understanding (cont’)

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China is the largest media market and online population •2 National wires

•2,200+ newspapers and more than 40 newspaper groups

•9,500+ magazines

•2,000+ TV companies (3,000+ channels)

•300+ radio stations

•3.3 million websites, online population reaches 564 million, access through mobile phones surpasses PCs

Media Landscape - China

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Party Newspapers

Financial TV

Financial Daily Newspapers

(Designated by the China Securities Regulatory Commission to disclose information on listed companies )

Business Newspapers

People’s Daily Guangming Daily Economic Daily

Securities Times

Media Landscape - China (cont’)

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Online Financial Media

Financial BBS (Bulletin Board System)

Social Media

Financial Bloggers

Weibo

Ye Tan Niu Wenxin Liu Jipeng Tao Dong Kai Ensi Xu Xiaoming

Netease

Media Landscape - China (cont’)

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Financial Daily Newspapers

Online Financial Media

Financial TV

General Media

Media Landscape – Hong Kong

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Financial TV

News Agency

Financial Daily Newspapers

Business Magazine

Media Landscape – Singapore

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A Top-Class Non-Deal Roadshow

in a Nutshell

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Important in NDR:

• Materials Preparation

• Spokesperson Training

• Media Activities

The CAT NDR Approach

Credible

Accelerating

Transparent

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“A wise leader considers

both advantages and disadvantages.”

智者之虑，必杂于利害。

—— SUN TZU, The Art of War <孙子兵法>

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Q & A