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<strong>De</strong> <strong>Beers</strong> <strong>Overview</strong><br />

<strong>Anglo</strong> <strong>American</strong> <strong>Analyst</strong> <strong>Presentation</strong><br />

13 April 2010


Agenda<br />

1. Industry <strong>Overview</strong> & <strong>De</strong> <strong>Beers</strong> Introduction Gareth Penny<br />

(CEO)<br />

2. 2009 Operating & Financial Review Stuart Brown<br />

(CFO)<br />

3. 2010 & Beyond Gareth Penny<br />

(CEO)<br />

4. Venetia <strong>Overview</strong> Martin Preece<br />

(GM –Venetia Mine)<br />

Q&A<br />

2


Diamonds are a luxury product<br />

1. Diamonds are a luxury product with unique attributes<br />

which are very distinct from the commodities<br />

2. Whilst also a natural resource, diamonds are the<br />

main feature of an end consumer product, as distinct<br />

from more fungible commodities<br />

3. From a consumer perspective, diamonds have both<br />

emotional and physical attributes which influence<br />

purchase behaviour<br />

4. Diamond jewellery competes with other discretionary<br />

services and products for the share of consumers<br />

wallet<br />

5. Because of their aspirational and discretionary nature,<br />

diamonds are more vulnerable to reputation threats<br />

than other raw materials<br />

3


…in comparison with precious metals<br />

<strong>De</strong>mand sources for Diamonds, Gold and Platinum - 2008<br />

100%<br />

1%<br />

80%<br />

29%<br />

43%<br />

60%<br />

99%<br />

12%<br />

6%<br />

40%<br />

58%<br />

30%<br />

20%<br />

23%<br />

0%<br />

Diamonds Gold Platinum<br />

Jewellery Industrial Investment Autocatalyst<br />

Source: <strong>De</strong> <strong>Beers</strong> Group analysis; World Gold Council Gold <strong>De</strong>mand Trends, February 2009; <strong>Anglo</strong>plat 2008 Annual Report, page 20.<br />

4


Marketing and distribution is key to driving<br />

value<br />

Price per carat in 2007 (polished stones)<br />

$8,000<br />

6,000<br />

Diamonds<br />

+26%<br />

Price<br />

change<br />

’97-’07<br />

4,000<br />

2,000<br />

Rubies<br />

-38%<br />

-23%<br />

Emeralds<br />

Sapphires<br />

-39%<br />

0<br />

0 10 20 30 40 50<br />

Volume in 2007 (rough carats)<br />

Increasing Rarity<br />

Note: Data is for the USA – world’s largest gemstone market; Prices are for 1-carat stones<br />

Source: US Geological Survey; The Guide (Prices); DTC (volume)<br />

5


Diamond value chain<br />

<strong>De</strong> <strong>Beers</strong> as market leader<br />

2008 Diamond Pipeline<br />

<strong>De</strong> <strong>Beers</strong> as participant<br />

Exploration<br />

<strong>De</strong>scription<br />

• Finding new<br />

deposits of<br />

diamondiferous<br />

kimberlites that<br />

can be mined<br />

economically<br />

Rough<br />

Production<br />

Share of<br />

world<br />

production<br />

Share of<br />

world<br />

distribution<br />

$14.8bn $14.2bn $19.6bn<br />

<strong>De</strong> <strong>Beers</strong> DTC<br />

41%<br />

Other<br />

59%<br />

• Carats recovered<br />

through mining<br />

ALROSA<br />

42%<br />

Other<br />

58%<br />

Rough<br />

Distribution<br />

& <strong>De</strong>aling<br />

• Rough Distributor –<br />

selling rough diamonds<br />

purchased from primary<br />

source<br />

• Rough <strong>De</strong>aler – trades<br />

diamonds purchased<br />

from rough distributors<br />

or other rough dealers<br />

Polished<br />

Manufacturing<br />

& <strong>De</strong>aling<br />

• Cutting and<br />

polishing rough<br />

diamonds ready<br />

for inclusion into<br />

jewellery<br />

n.a.<br />

Jewellery<br />

Manufacturing<br />

• Crafting<br />

jewellery<br />

which<br />

incorporates<br />

polished<br />

diamonds<br />

Retail $70.3bn<br />

PWP 1 $19.1bn<br />

Jewellery<br />

Retail<br />

• Selling<br />

diamond<br />

jewellery to<br />

end<br />

consumers<br />

CONSUMER<br />

Note 1: PWP is the price of a polished diamond at Cutting Centre before any additional mark-ups. It denotes the diamond content of a piece of<br />

diamond jewellery sold at retail. Source: DB Group Strategy estimates.<br />

24<br />

<strong>Overview</strong> of the diamond industry<br />

6


Diamond pipeline profitability<br />

Estimated pipeline profitability<br />

20%<br />

Size of bubble = Indication of absolute net profit<br />

Economic Profit Margin<br />

10%<br />

0%<br />

-10%<br />

0<br />

• Rough production and distribution<br />

and diamond jewellery retail<br />

produce the largest profit pools in<br />

the pipeline<br />

• However, in retail:<br />

– Profit margins are variable<br />

(reflecting different business<br />

models and risks)<br />

-20%<br />

Rough<br />

Production and<br />

Distribution<br />

Rough<br />

<strong>De</strong>aling<br />

Polished<br />

Manufacturing<br />

& <strong>De</strong>aling<br />

DJ<br />

Manufacturing &<br />

Distribution<br />

DJ<br />

Retailing<br />

– Profit pool is shared by a highly<br />

fragmented base (est.<br />

250,000+ retailers globally)<br />

N. of Companies 100s 50s 1,000s 10,000s >250,000<br />

Range of EP Margin<br />

<strong>De</strong>gree of segment fragmentation<br />

Source DB estimates 2007<br />

7


World Production Growth<br />

180<br />

160<br />

140<br />

Canada<br />

(Ekati)<br />

Canada<br />

(Diavik)<br />

120<br />

Carats (m)<br />

100<br />

80<br />

Botswana<br />

(Orapa)<br />

Botswana<br />

(Jwaneng<br />

)<br />

S. Africa<br />

(Venetia)<br />

60<br />

Tanzania<br />

Russia<br />

40<br />

20<br />

Sierra<br />

Leone<br />

Australia<br />

(Argyle)<br />

0<br />

1914<br />

1918<br />

1922<br />

1926<br />

1930<br />

1934<br />

1938<br />

1942<br />

1946<br />

1950<br />

1954<br />

1958<br />

1962<br />

1966<br />

1970<br />

1974<br />

1978<br />

1982<br />

1986<br />

1990<br />

1994<br />

1998<br />

2002<br />

2006<br />

2010<br />

2014<br />

2018<br />

No new material production is expected to come online in the near future<br />

8


World Diamond Production<br />

Botswana is the largest producer of rough diamonds globally<br />

Gem diamond production by country (volume)<br />

Gem diamond production by country (value)<br />

South Africa<br />

8%<br />

Angola<br />

6%<br />

All others<br />

2%<br />

Rus sia<br />

24%<br />

Angola<br />

10%<br />

All others<br />

4%<br />

Russ ia<br />

21%<br />

Canada<br />

9%<br />

South Africa<br />

11%<br />

DRC<br />

4%<br />

Australia<br />

9%<br />

DRC<br />

21%<br />

Canada<br />

19%<br />

Bots w ana<br />

21%<br />

Australia<br />

3%<br />

Botsw ana<br />

28%<br />

Total 150mcts<br />

Total US$14.8bn<br />

Sources: Kimberley Process 2008 Statistics; <strong>De</strong> <strong>Beers</strong> Group Strategy<br />

9


Diamond Production<br />

<strong>De</strong> <strong>Beers</strong> share of global gem diamond production is estimated at c.40% by value<br />

Gem diamond production (carats)<br />

Gem diamond production (value)<br />

Other (fragmented) includes:<br />

Artisanal & Illicit (8%)<br />

Juniors (25%)<br />

Other (fragmented) includes:<br />

Artisanal & Illicit (8%)<br />

Juniors (19%)<br />

Other<br />

(highly<br />

fragmented)<br />

33%<br />

<strong>De</strong> Be ers<br />

33%<br />

Other<br />

(highly<br />

fragmented)<br />

27%<br />

<strong>De</strong> Bee rs<br />

40%<br />

1<br />

Alrosa<br />

16%<br />

Rio Tinto<br />

14%<br />

Harry<br />

Winston<br />

2%<br />

BHP<br />

2%<br />

1<br />

Alrosa<br />

19%<br />

Rio Tinto<br />

6%<br />

BHP<br />

4%<br />

Harry<br />

Winston<br />

4%<br />

Total 150mcts<br />

Total US$14.8bn<br />

•The five largest producers contribute over two-thirds of global diamond production<br />

•<strong>De</strong> <strong>Beers</strong> and Alrosa contribute c.60% of global production by value<br />

Source: <strong>De</strong> <strong>Beers</strong> estimates 2008<br />

10


Diamond Cutting and Polishing<br />

India is the largest cutting centre by value and number of employees<br />

Share of Cutting Value by Country<br />

Beligium<br />

Russia 3%<br />

5%<br />

South Africa<br />

5%<br />

USA<br />

4%<br />

Botsw ana<br />

1%<br />

Cutting Centre<br />

Workforce<br />

Average<br />

Manufacturing Cost<br />

India<br />

850,000<br />

6-50<br />

Israel<br />

11%<br />

China/Thailand<br />

Israel<br />

South Africa<br />

29,000<br />

2,000<br />

1,800<br />

15-35<br />

50<br />

75<br />

Belgium<br />

1,000<br />

75<br />

India<br />

58%<br />

Thailand/China etc<br />

13%<br />

Source: <strong>De</strong> <strong>Beers</strong> 2008 Estimates<br />

11


6<br />

5<br />

4<br />

LIBOR %<br />

3<br />

2<br />

2011<br />

Cutting Centre <strong>De</strong>bt Levels<br />

12<br />

100<br />

90<br />

80<br />

70<br />

60<br />

50<br />

40<br />

30<br />

20<br />

10<br />

0<br />

2003<br />

2004<br />

2005<br />

2006<br />

2007<br />

2008<br />

2009<br />

2010<br />

Total <strong>De</strong>bt Service<br />

Libor<br />

Cost of <strong>De</strong>bt per month ($mn)<br />

Source: DTC Estimates<br />

1<br />

0


<strong>De</strong> <strong>Beers</strong> Activities<br />

13


Geographical Locations<br />

Business locations<br />

14


Diamond exploration challenge<br />

Diamond exploration results from<br />

the last 140 years<br />

5,000<br />

5,000<br />

1,500<br />

1,000<br />

850<br />

500<br />

0<br />

Kimberlites<br />

sampled<br />

Diamondiferous<br />

50<br />

3<br />

Economic >100B in<br />

contained revenue<br />

Source: <strong>De</strong> <strong>Beers</strong> Exploration data<br />

15


Focused exploration<br />

2,000km 2 6,000km 2 900km 2 9,000km 2<br />

18,000km 2<br />

Early Stage (recce-discovery)<br />

Advanced Stage (deposit)<br />

Total <strong>De</strong> <strong>Beers</strong> Exploration Spend ($mm)<br />

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009<br />

70 66 73 68 77 90 109 108 129 94 46<br />

16


<strong>De</strong> <strong>Beers</strong> has an unrivalled resource and reserve base<br />

$185bn<br />

$76bn<br />

$36bn<br />

$61bn<br />

$34bn<br />

$17bn<br />

The SSV Value^ of The <strong>De</strong> <strong>Beers</strong> Family of Companies'<br />

Resources*, Business Plan and Reserves**<br />

as at 31/12/09<br />

size of bubble = Revenue^ (U$ bn)<br />

$33bn<br />

$18bn<br />

$10bn<br />

$10.8bn<br />

$5.9bn<br />

$0.1bn<br />

$20bn<br />

$6bn<br />

$5bn<br />

$29.6bn<br />

$5.4bn<br />

$0.4bn<br />

$3.3bn<br />

$2.5bn<br />

$2.1bn<br />

$1.6bn<br />

$1.1bn<br />

$0bn<br />

$2.0bn<br />

$0.9bn<br />

$0.5bn<br />

Letlhakane<br />

$18.1bn<br />

$3.2bn<br />

$0.9bn<br />

Finsch<br />

Resource*<br />

Business Plan<br />

Reserve**<br />

SASA<br />

$5.4bn<br />

Jwaneng<br />

Orapa<br />

Snap<br />

Lake<br />

Venetia<br />

Namdeb<br />

Marine<br />

Victor<br />

Voorspoed<br />

Damtshaa<br />

Namdeb<br />

Land<br />

Kimberley<br />

NM<br />

Gahcho<br />

Kue<br />

FoC<br />

^ using Business Plan Average $/¢ @ June 2008 DTC Price Book for Life of Mine absent time value effects<br />

* Resource ¢ x Business Plan average $/¢<br />

** Reserve ¢ x Business Plan average $/¢<br />

18


Project Pipeline<br />

19


Agenda<br />

1. Industry <strong>Overview</strong> & <strong>De</strong> <strong>Beers</strong> Introduction<br />

2. 2009 Operating & Financial Review<br />

3. 2010 & Beyond<br />

4. Venetia <strong>Overview</strong><br />

20


Financial Summary<br />

Financial summary 2004 - 2008<br />

Y/e <strong>De</strong>cember - $m 2004 2005 2006 2007 2008<br />

Sales<br />

DTC 5,695 6,539 6,150 5,920 5,930<br />

Other 717 732 745 786 768<br />

Total sales 1 6,412 7,271 6,895 6,706 6,698<br />

EBITDA 1,317 1,403 1,232 1,216 1,222<br />

Underlying earnings 652 850 425 483 515<br />

Cash generated by operating activities 985 472 809 844 700<br />

Capital expenditure 416 638 752 1,612 442<br />

Total assets 2 6,258 6,846 7,599 8,381 7,093<br />

Shareholders' interests 3,933 3,701 3,834 3,392 2,628<br />

Gross debt<br />

Third party 1,339 2,175 3,037 4,075 3,622<br />

Shareholder preference shares 642 428 214 161 107<br />

Shareholder loans - - - - 248<br />

Cash 393 241 307 179 177<br />

Net debt 1,588 2,362 2,944 4,057 3,800<br />

21


Three factors affecting diamond market in 2009<br />

Drop in consumer demand<br />

Constricted liquidity<br />

Inventory overhang<br />

22


Maximise demand opportunities: DTC<br />

DTC Sales<br />

US dollar millions<br />

H1 H2 2009 2008<br />

DTC Sales 1,431 1,809 3,240 5,930<br />

• Protecting diamond equity<br />

• Selling flexibility<br />

• Liaison with diamond banks and trade to<br />

bolster confidence<br />

• Increased price and volume of sales as<br />

year progressed<br />

23


Produce in line with client demand<br />

Carats recovered: 2009 vs 2008<br />

2009 2008 Variance<br />

DBCM 4 797 11 960<br />

Namdeb 929 2 122<br />

<strong>De</strong>bswana 17 734 32 276<br />

<strong>De</strong> <strong>Beers</strong><br />

Canada<br />

1 146 1 640<br />

Carats 000’s 24,600 48,132 (49%)<br />

25


Create operating efficiencies<br />

Global headcount: 2009 vs 2008<br />

2009 2008 Variance<br />

Headcount 15,814 20,464 (23)%<br />

• Undertook a programme of de-layering<br />

and decentralisation<br />

• Identified synergies across company<br />

• Efficiencies are part of new normal way<br />

of operating<br />

26


Income Statement<br />

Income Statement (US$ millions)<br />

H1 2009 H2 2009 Total 2009 Total 2008<br />

Total sales 1,711 2,129 3,840 6,888<br />

Gross profit 123 204 327 1,363<br />

Gross profit % 7% 10% 9% 20%<br />

EBITDA 297 357 654 1,222<br />

Interest 98 127 225 240<br />

Tax 48 77 125 304<br />

Impairment of Canadian mining assets<br />

0 696 696 0<br />

Underlying (loss) earnings (164) (56) (220) 515<br />

27


Cost Savings<br />

Savings (US$ millions)<br />

H1 2009 H2 2009 Total 2009 Total 2008 Savings<br />

Production costs 326 399 725 1,224 499<br />

Operating overhead costs 153 249 402 817 415<br />

Capex 86 95 181 403 222<br />

Total<br />

565 743 1,308 2,444 1,136<br />

28


Balance Sheet – Pre-Equity Injection<br />

Balance Sheet (US$ millions)<br />

2009 2008<br />

Fixed assets 2,795 3,100<br />

Shareholder loans 759 248<br />

Other net interest bearing debt 3,200 3,552<br />

Cash (751) (147)<br />

Preference Shares 107 107<br />

Bank borrowings 3,844 3,592<br />

Net Current Assets<br />

1,118 1,060<br />

29


Cash Flow<br />

Cash Flow (US$ millions)<br />

Cash (consumed by) / available from<br />

operating activities<br />

H1 2009 H2 2009 Total 2009 Total 2008<br />

(31) 257 226 700<br />

Cash utilised in investing activities 95 96 191 442<br />

Free Cash flow (126) 161 35 258<br />

Less: Financing Activities<br />

Dividends (including outside shareholders)<br />

74 31 105 358<br />

Cash flow (200) 130 (70) (100)<br />

Shareholder Loans 553 0 553 264<br />

Non cash movements (forex) (130) (1) (131) 341<br />

<strong>De</strong>crease in net interest bearing debt<br />

223 129 352 505<br />

30


Agenda<br />

1. Industry <strong>Overview</strong> & <strong>De</strong> <strong>Beers</strong> Introduction<br />

2. 2009 Operating & Financial Review<br />

3. 2010 & Beyond<br />

4. Venetia <strong>Overview</strong><br />

31


<strong>De</strong> <strong>Beers</strong> Activities<br />

32


5 Strategic Levers<br />

Secure <strong>De</strong> <strong>Beers</strong> leadership position<br />

Strategic Lever 1 Strategic Lever 2 Strategic Lever 3 Strategic Lever 4 Strategic Lever 5<br />

Sustainably<br />

maximise value for<br />

rough diamonds<br />

Operate, optimise<br />

and invest in<br />

superior mines<br />

Invest in valuecreating<br />

downstream<br />

opportunities<br />

Continually identify<br />

and embed cost<br />

and efficiency<br />

gains<br />

Invest in and<br />

protect <strong>De</strong> <strong>Beers</strong><br />

FoC reputation and<br />

diamond equity<br />

Sales<br />

Build relationships<br />

Costs<br />

Protect reputation<br />

EBITDA<br />

Free Cash Flow<br />

Drive org effectiveness<br />

Communicate<br />

effectively with all<br />

stakeholders<br />

Retain / attract best<br />

talent<br />

Safety of our people & security of our product<br />

33


Strategic Lever 1<br />

Sustainably maximise value for rough diamonds<br />

Maximise price for production while assisting in the creation of viable<br />

downstream industries in producing countries<br />

Build upon beneficiation success during new contract period<br />

Build upon beneficiation success during new contract period<br />

Maximise current opportunities in selling to non-Sightholder community<br />

and explore new opportunities<br />

34


Strategic Lever 2<br />

Operate, optimise and invest in superior mines<br />

• Progress advanced exploration work in Angola and at Victor (Canada).<br />

• Operational cost containment and strategic business plans .<br />

• <strong>De</strong>bTech to progress new technology for the Gahcho Kue feasibility study<br />

• Finalise operations review across <strong>De</strong>bswana and ensure Cut 8 is<br />

delivered on time and below budget<br />

Maximise value of land and sea operations<br />

Achieve the new mining plan for Snap Lake, while optimising current<br />

resource and completing resource extension project at Victor<br />

• Enhance cash flow, especially at Venetia Mine.<br />

• Agree solution with the State Diamond Trader<br />

• Optimise Voorspoed ramp up<br />

• Identify assets for disposal/sale<br />

35


Strategic Lever 3<br />

Invest in value-creating downstream opportunities<br />

<strong>De</strong>termine the brand vision and consumer proposition, and agree<br />

commercial expansion strategy<br />

• <strong>De</strong>liver strong growth and margin expansion across abrasive<br />

businesses and E6 market share gains.<br />

• Successfully commercialise focused portfolio of unique new<br />

Technologies for diamonds<br />

Drive Organisational upgrade and focus on new collections, pricing, and<br />

retail performance / store productivity<br />

36


Strategic leaver 4<br />

Cost efficiencies<br />

Cost of production improvement. Focus on cost per ton mine and cost<br />

per ton treated<br />

Security of product<br />

Capital efficiencies and new project build<br />

Exploration and rapid deployment plant<br />

37


Safety remains our number 1 priority<br />

Fatalities<br />

0: 2009<br />

vs.<br />

6 in 2008<br />

Lost Time Injuries<br />

40 LTIs in 2009<br />

LTIFR:0.2<br />

vs.<br />

66 in 2008<br />

LTIFR:0.19<br />

38


Increasing production in 2010<br />

Production (Tons and Carats)<br />

100,000<br />

98,816<br />

95,687 94,664<br />

92,740<br />

90,000<br />

84,610<br />

80,000<br />

70,000<br />

60,000<br />

50,000<br />

47,012<br />

49,011<br />

51,135<br />

51,113<br />

48,132<br />

Tons treated<br />

Carats Recovered<br />

40,000<br />

35,110<br />

30,000<br />

24,600<br />

20,000<br />

10,000<br />

-<br />

2004 2005 2006 2007 2008 2009 2010E 2011E 2012E<br />

39


<strong>De</strong> <strong>Beers</strong> – Industry leader<br />

Mining Leader<br />

Leading Employer<br />

Marketer & Distributor Leader<br />

Diamond Technology Leader<br />

41


Worldwide 2009 Diamond Jewellery Retail Sales<br />

2009 Diamond Jewellery Sales Growth %<br />

Market DJ Retail Growth %<br />

2009 2008<br />

LC Retail USD PWP USD PWP<br />

USA -5% to -7% -7% to -9% -10%<br />

Japan -10% to -13% Flat to -4% -5%<br />

India +12% to 14% +0.5% to 2.0% +8%<br />

China (Shanghai/ Beijing only) +12% to 14% +15% to 17% +19% (China)<br />

World Growth Trend -3.0% - -4.0% -3.5%<br />

Total Estimated World PWP Approx. $18bn Approx. $19bn<br />

Overall result slightly above <strong>De</strong> <strong>Beers</strong>’ own forecasts due to better than expected<br />

performances in China and India + favourable exchange rates in Japan (and Europe)<br />

US market results reflect the impact of the worst economic recession experienced since<br />

the end of WWII – but results improved steadily throughout the year<br />

Source: <strong>De</strong> <strong>Beers</strong> commissioned studies; Group Strategy analysis<br />

43


Growth of emerging markets<br />

China and India promise to be the next engines<br />

of growth for the industry<br />

Rest of World,<br />

19%<br />

USA, 41%<br />

Rest of World,<br />

15%<br />

USA, 37%<br />

Italy, 3.5%<br />

Italy, 4%<br />

Hong Kong, 2%<br />

Hong Kong, 2%<br />

Taiwan, 3%<br />

Taiwan, 2%<br />

India, 7%<br />

India, 11%<br />

Japan, 11%<br />

China, 5%<br />

Gulf, 8%<br />

Japan, 9%<br />

China, 9%<br />

Gulf, 9%<br />

2008 2016<br />

Source: <strong>De</strong> <strong>Beers</strong> Estimates<br />

Note: Excludes currency effects<br />

44


Creating a market for diamonds in Japan…<br />

Japan market growth (% new brides who receive diamond only engagement rings)<br />

90%<br />

80%<br />

77%<br />

70%<br />

60%<br />

50%<br />

40%<br />

30%<br />

20%<br />

10%<br />

1965<br />

A Diamond<br />

is Forever<br />

6%<br />

1968 Three months salary intro<br />

0%<br />

1966 1970 1980 1990 2000<br />

45<br />

Strictly Confidential 45


…and more recently in China<br />

China DER (Diamond Engagement Ring) acquisition rate<br />

70%<br />

60%<br />

59%<br />

62%<br />

50%<br />

45%<br />

40%<br />

38%<br />

39%<br />

33%<br />

30%<br />

23%<br />

20%<br />

13%<br />

18%<br />

15%<br />

10%<br />

0%<br />

0% 0% 0%<br />

0% 0% 0% 0% 0% 0% 0%<br />

Shanghai Beijing Guangzhou Chengdu Dalian<br />

1993 1997 2000 2006<br />

46


World class capabilities to distribute and market our<br />

diamonds<br />

Big Ideas<br />

Market<br />

<strong>De</strong>mand<br />

International<br />

Diamond Board<br />

Consumer <strong>De</strong>mand<br />

Consumer<br />

Confidence<br />

47


Summary (1/2)<br />

• Diamonds are a luxury product – competing directly with<br />

other discretionary items for share of wallet. As such,<br />

Marketing is key to driving value<br />

• The industry pipeline is global in nature and covers<br />

exploration, mining, rough diamond distribution, polished<br />

manufacturing and wholesale, jewellery manufacturing and<br />

wholesale and jewellery retail<br />

• The largest profit pools in the industry are at rough diamond<br />

production and distribution, and at diamond jewellery retail<br />

• Rough production and distribution has been the most<br />

attractive segment in normal times given the relative<br />

concentration of this upstream segment compared to the<br />

high fragmentation of retail<br />

• No material new production is expected in the near future<br />

• Botswana and Russia are the largest diamond producers by<br />

value; <strong>De</strong> <strong>Beers</strong> Group and Alrosa the largest companies<br />

• India is the largest cutting centre by value and number of<br />

employees<br />

48


Summary (2/2)<br />

• <strong>De</strong> <strong>Beers</strong> operates in the most profitable areas of the<br />

pipeline and in Exploration, its engine for growth in the<br />

upstream segment – with a world class portfolio of mines<br />

and an unrivalled resource base<br />

• Its selective distribution system and marketing activities<br />

support diamond jewellery demand and equity<br />

• From Q4 2008, simultaneous shocks in liquidity, consumer<br />

demand and high polished inventory affected rough demand<br />

and prices<br />

• <strong>De</strong> <strong>Beers</strong> reacted promptly to the crisis by implementing<br />

aggressive production and cost cutting, capital reduction and<br />

other measures to ensure sustainable future growth<br />

• <strong>De</strong> <strong>Beers</strong> strategy aims at securing <strong>De</strong> <strong>Beers</strong> leadership<br />

position in future<br />

49


<strong>De</strong><strong>Beers</strong>Group.com/ofr2009

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