Annual Report Team E

INDUSTRY MAY - FIRM E
ANNUAL REPORT
PERIOD 0
COMPANY REPORT
FIRM E
Based on scenario F6M2A0
PERIOD 0
Anil Kulkarni
Markstrat - Oct 2014
21/10/2014 -->30/06/2015
SP Jain Institute of Management & Research - India
India
11/04/2014
Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX
1/58
ANNUAL REPORT
PERIOD 0
COMPANY RESULTS
COMPANY SCORECARD
Unit
Annual results
Evolution since P0
Period 0
Market share
Total
%$
19.6%
Sonite market
%$
19.6%
Vodite market
%$
Total
K$
79,143
Sonite market
K$
79,143
Vodite market
K$
Retail sales
Contribution
Before marketing
K$
19,358
After marketing
K$
14,134
Net
K$
13,890
Cumulative net
K$
13,890
Shareholder value
Stock price index
Base 1000
1,000
Current return on investment
Ratio
2.54
Cumulative return on investment
Ratio
2.54
COMPANY PERFORMANCE
Unit
Total
Sonite market
Vodite market
Sales
Units sold
151,138
151,138
Average retail price
524
524
Average selling price
336
336
K$
50,825
50,825
Revenues
Production
Units produced
187,000
187,000
Cost of goods sold
K$
-30,832
-30,832
Inventory holding cost
K$
-635
-635
Inventory disposal loss
K$
Contribution before marketing
K$
19,358
19,358
Advertising expenditures
K$
-3,840
-3,840
Advertising research expenditures
K$
-160
-160
Sales force
K$
-1,224
-1,224
Contribution after marketing
K$
14,134
14,134
Market research studies
K$
-245
-245
Research and development
K$
Interest paid
K$
Marketing
Other expenses
Exceptional cost or profit
K$
Net contribution
K$
13,890
Next period budget
K$
7,150
11/04/2014
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ANNUAL REPORT
PERIOD 0
BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Unit
Total
Base R&D project
SEMI
SELF
PSEMI
PSELF
Sales
Units sold
151,138
106,928
44,210
Average retail price
524
514
546
Average selling price
336
332
348
K$
50,825
35,449
15,376
Units produced
187,000
107,000
80,000
Current unit transfer cost
197
221
Average unit transfer cost
204
197
221
K$
-30,832
-21,049
-9,783
Revenues
Production
Cost of goods sold

Units in inventory
35,862
72
35,790
K$
-635
-1
-634
K$
K$
19,358
14,399
4,960
K$
-3,840
-2,400
-1,440
K$
-160
-100
-60
Sales force
K$
-1,224
-612
-612
K$
14,134
11,287
2,848
Marketing
MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands
Unit
Total
SEMI
SELF
Market shares
%U
15.0%
10.6%
4.4%
%$
19.6%
13.6%
6.0%
Distribution coverage in %
Specialty stores (30,000 outlets)
48.5%
46.1%
Depart. stores (6,750 outlets)
39.3%
37.3%
Mass Merchandis. (10,000 outlets)
19.4%
18.1%
11/04/2014
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ANNUAL REPORT
PERIOD 0
RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS
Physical Characteristics
Name
Base Cost $
Current
Allocated Budget K$
Weight
Design
Volume
Max Freq
Power
Minimum
Cumulative
(Kg)
(Index)
(Dm3)
(KHz)
(W)
PSEMI
14
80
45
75
204
138
1,500
Avail. in P-1
PSELF
15
60
45
90
214
148
2,000
Avail. in P-1
realistic
Req. for
completion
(*) Projects identified in bold have been completed in this period.
11/04/2014
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ANNUAL REPORT
PERIOD 0
CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Production
Brand
Results
since period
Units sold
KU
K$
SEMI
107
55,007
SELF
44
24,136
Total Sonite
151
Total Vodite
0
151
Total all markets
Marketing
Cost of
goods sold
Inventory
costs
K$
K$
K$
K$
K$
K$
35,449
21,049
2,500
612
11,287
15,376
9,783
634
1,500
612
2,848
79,143
50,825
30,832
635
4,000
1,224
14,134
79,143
50,825
30,832
635
4,000
1,224
14,134
Retail sales
Revenues
Advertising
Sales force
Contrib.
after mktg.
CUMULATIVE COMPANY PERFORMANCE

Unit
Total
Sonite market
Vodite market
Sales
Units sold
KU
151
151
Retail sales
K$
79,143
79,143
Revenues
K$
50,825
50,825
Cost of goods sold
K$
-30,832
-30,832
Inventory holding and disposal cost
K$
-635
-635
Total advertising expenditures
K$
-4,000
-4,000
Sales force expenditures
K$
-1,224
-1,224
K$
14,134
14,134
K$
-245
-245
K$
Interest paid
K$
Production
Marketing
Other expenses
K$
Net contribution
K$
13,890
11/04/2014
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ANNUAL REPORT
PERIOD 0
DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands
Base R&D project
SEMI
SELF
PSEMI
PSELF
100
Production planning
KU
100
Inventory sold to trading company
KU
Recommended retail price
520
550
Advertising budget
K$
2,400
1,440
Advertising research budget
K$
100
60
Buffs
30
25
Singles
10
20
Professionals
30
30
High earners
25
15
10
None
None
Targeted segments in %
Others
Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
None
None
Objective 2
DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels
Specialty stores
Depart. stores
Mass Merchandis.
Number of salespeople
25
25
10
SEMI
50
50
50
SELF
50
50
50
100
100
100
Sales force effort allocation by brand (%)
TOTAL
DECISION SUMMARY - MARKET RESEARCH STUDIES

Study
Market covered by study

All markets
Sonite
Industry benchmarking
No
Vodite
-
Consumer survey
Yes
No
Consumer panel
Yes
No
Distribution panel
Yes
No
Semantic scales
No
No
Multidimensional scaling
No
No
Market forecast
Yes
No
Competitive advertising
No
No
Competitive sales force
No
No
Advertising experiment
No
No
Sales force experiment
No
No
Conjoint analysis
No
No
DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department
Increase in budget
K$
Decrease in budget
K$
Capital borrowed
K$
Bank
Duration in number of periods
Interest rate
11/04/2014
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ANNUAL REPORT
PERIOD 0
NEWSLETTER
FIRM E
PERIOD 0
Anil Kulkarni
21/10/2014 -->30/06/2015
India
11/04/2014
7/58
ANNUAL REPORT
PERIOD 0
STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET
Firm
Stock price index
Market capitalization
base 1000
K$
Period 0
Net contribution (K$)

Cumulative
1,000
252,106
12,450
12,450
1,000
281,265
13,890
13,890
1,000
270,384
13,352
13,352
1,000
276,287
13,644
13,644
1,000
276,842
13,671
13,671
1,000
305,391
15,081
15,081
COMPANY KEY PERFORMANCE INDICATORS

(period 0 values)
Unit
Total
%$
11.9%
19.6%
12.2%
21.3%
16.4%
18.5%
Sonite market
%$
11.9%
19.6%
12.2%
21.3%
16.4%
18.5%
Vodite market
%$
Total
K$
47,838
79,143
49,252
85,987
66,293
74,530
Sonite market
K$
47,838
79,143
49,252
85,987
66,293
74,530
Vodite market
K$
Market share
Retail sales
Contribution
Before marketing
K$
17,918
19,358
18,821
19,113
19,140
20,550
After marketing
K$
12,694
14,134
13,597
13,889
13,916
15,326
Net
K$
12,450
13,890
13,352
13,644
13,671
15,081
Cumulative net
K$
12,450
13,890
13,352
13,644
13,671
15,081
Shareholder value
Stock price index
Base 1000
1,000
1,000
1,000
1,000
1,000
1,000
K$
252,106
281,265
270,384
276,287
276,842
305,391
Current return on investment
Ratio
2.28
2.54
2.44
2.49
2.50
2.76
Cumulative return on investment
Ratio
2.28
2.54
2.44
2.49
2.50
2.76
Market capitalization
11/04/2014
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ANNUAL REPORT
PERIOD 0
ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES
Unit
Actual value
Forecast value
Period 0
Period 1
%change
GNP growth rates
3.0%
3.0%
0.0%
Inflation rate
2.0%
2.0%
0.0%
Production
Inventory holding cost per annum
% transf. cost
8.0%
8.0%
0.0%
Loss incurred for inventory disposal
% transf. cost
20.0%
20.0%
0.0%
Salesperson operating cost
20,400
20,808
2.0%
Salesperson hiring and training cost
3,060
3,121
2.0%
Salesperson firing cost
5,100
5,202
2.0%
Sales force
COST OF MARKET RESEARCH STUDIES NEXT PERIOD

(all numbers in K$)
Study
Market covered by study

All markets
Sonite
Vodite
Consumer survey
62
42
Consumer panel
104
73
Distribution panel
62
52
Semantic scales
10
10
Multidimensional scaling
36
36
Market forecast
21
21
Competitive advertising
31
31
Competitive sales force
16
16
Advertising experiment
26
26
Sales force experiment
36
36
Conjoint analysis
36
36
440
379
Industry benchmarking
11/04/2014
31
Total market
31
Total if all studies ordered
850
9/58
ANNUAL REPORT
PERIOD 0
INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS
Physical characteristics
Firm
Brand
New or
Modified
A
E
I
O
U
Y
Weight
Design
Volume
Max Freq
Power
Base cost
(Kg)
(Index)
(Dm3)
(KHz)
(W)
($)
Retail price
($)
71
260
SAMA
No
15
55
10
10
SALT
No
18
90
15
30
112
335
SEMI
No
14
80
45
75
204
520
SELF
No
15
60
45
90
214
550
SIRO
No
20
90
12
51
210
SIBI
No
19
75
30
30
102
330
SOLD
No
13
65
30
75
230
540
SONO
No
16
95
48
88
184
400
SUSI
No
18
95
15
12
66
250
SULI
No
12
30
40
80
194
500
SYGU
No
11
55
25
30
143
340
SYCA
No
10
25
35
45
189
550
Share
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm
Brand
Volume sold
Retail sales
Period -1
Period 0
Change
Share
Period -1
Period 0
Change
%U
K$
K$
%$
SAMA
106,848
122,375
14.5%
12.2%
26,897
30,805
14.5%
7.6%
SALT
45,801
51,678
12.8%
5.1%
15,096
17,033
12.8%
4.2%
SEMI
92,986
106,928
15.0%
10.6%
47,835
55,007
15.0%
13.6%
SELF
40,849
44,210
8.2%
4.4%
22,300
24,136
8.2%
6.0%
SIRO
72,206
82,482
14.2%
8.2%
14,666
16,753
14.2%
4.2%
SIBI
88,709
100,481
13.3%
10.0%
28,691
32,499
13.3%
8.1%
SOLD
100,391
120,125
19.7%
11.9%
53,312
63,792
19.7%
15.8%
SONO
54,024
55,899
3.5%
5.6%
21,451
22,196
3.5%
5.5%
SUSI
34,500
39,320
14.0%
3.9%
8,341
9,506
14.0%
2.4%
SULI
100,036
115,594
15.6%
11.5%
49,144
56,787
15.6%
14.1%
SYGU
68,820
77,790
13.0%
7.7%
23,052
26,057
13.0%
6.5%
SYCA
74,182
89,744
21.0%
8.9%
40,068
48,474
21.0%
12.0%
Total Sonite market
879,350
1,006,628
14.5%
100.0%
350,852
403,044
14.9%
100.0%
A
E
I
O
U
Y
11/04/2014
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ANNUAL REPORT
PERIOD 0
MARKET RESEARCH STUDIES

FIRM E
PERIOD 0
Anil Kulkarni
21/10/2014 -->30/06/2015
India
11/04/2014
11/58
ANNUAL REPORT
PERIOD 0
INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Unit
Retail sales
K$
47,838
79,143
49,252
85,987
66,293
74,530
Revenues
K$
32,221
50,825
32,913
55,969
43,285
48,659
Cost of goods sold
K$
-13,909
-30,832
-13,942
-36,489
-23,922
-27,818
K$
-394
-635
-150
-367
-223
-292
K$
K$
17,918
19,358
18,821
19,113
19,140
20,550
K$
-3,840
-3,840
-3,840
-3,840
-3,840
-3,840
K$
-160
-160
-160
-160
-160
-160
Sales force
K$
-1,224
-1,224
-1,224
-1,224
-1,224
-1,224
K$
12,694
14,134
13,597
13,889
13,916
15,326
K$
-245
-245
-245
-245
-245
-245
K$
Interest paid
K$
K$
Net contribution
K$
12,450
13,890
13,352
13,644
13,671
15,081
K$
7,150
7,150
7,150
7,150
7,150
7,150
Sales
Production
Marketing
Other expenses
Next period budget
BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET

Unit
Retail sales
K$
47,838
79,143
49,252
85,987
66,293
74,530
Revenues
K$
32,221
50,825
32,913
55,969
43,285
48,659
Cost of goods sold
K$
-13,909
-30,832
-13,942
-36,489
-23,922
-27,818
K$
-394
-635
-150
-367
-223
-292
K$
K$
17,918
19,358
18,821
19,113
19,140
20,550
K$
-3,840
-3,840
-3,840
-3,840
-3,840
-3,840
K$
-160
-160
-160
-160
-160
-160
Sales force
K$
-1,224
-1,224
-1,224
-1,224
-1,224
-1,224
K$
12,694
14,134
13,597
13,889
13,916
15,326
Sales
Production
Marketing
BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET

Unit
Retail sales
K$
Revenues
K$
Cost of goods sold
K$
K$
K$
K$
K$
K$
Sales force
K$
K$
Sales
Production
Marketing
11/04/2014
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ANNUAL REPORT
PERIOD 0
CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
Brand
Buffs
Singles
Pros
HiEarners
Others
Total
SAMA
46.1%
65.6%
31.0%
31.4%
62.3%
47.5%
SALT
57.6%
68.4%
50.9%
50.9%
33.4%
50.2%
SEMI
59.3%
50.8%
60.1%
57.1%
30.7%
50.4%
SELF
53.5%
46.1%
54.9%
50.5%
27.3%
45.4%
SIRO
47.6%
69.9%
35.2%
35.4%
71.2%
52.3%
SIBI
63.9%
78.1%
50.7%
50.7%
46.9%
56.5%
SOLD
52.1%
46.6%
53.0%
57.6%
30.4%
46.8%
SONO
43.3%
43.2%
44.6%
37.3%
30.4%
39.1%
SUSI
26.2%
34.9%
27.2%
27.0%
29.5%
28.6%
SULI
61.3%
58.9%
68.5%
66.7%
36.2%
56.7%
SYGU
58.9%
62.5%
47.1%
45.6%
40.6%
50.0%
SYCA
46.4%
51.4%
59.4%
58.3%
33.6%
48.3%
E
I
O
U
Y
CONSUMER SURVEY - PURCHASE INTENTIONS

Firm
Brand
Buffs
Singles
Pros
HiEarners
Others
Total
SAMA
3.6%
9.0%
0.9%
0.5%
35.8%
12.0%
SALT
7.1%
13.1%
3.0%
2.1%
5.0%
5.7%
SEMI
11.6%
3.4%
20.5%
14.7%
1.0%
9.8%
SELF
9.3%
2.3%
6.1%
3.6%
0.7%
4.4%
SIRO
3.3%
6.4%
0.8%
0.5%
24.6%
8.5%
SIBI
11.2%
28.9%
3.4%
2.2%
10.6%
10.5%
SOLD
8.8%
3.3%
18.9%
28.7%
1.0%
11.3%
SONO
15.9%
2.9%
4.5%
2.0%
1.0%
5.5%
SUSI
2.1%
4.2%
0.7%
0.4%
12.2%
4.6%
SULI
13.2%
4.1%
24.4%
15.6%
1.2%
11.2%
SYGU
8.5%
18.6%
5.4%
3.6%
5.6%
7.7%
SYCA
5.4%
3.9%
11.4%
26.0%
1.3%
8.8%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
E
I
O
U
Y
Total
CONSUMER SURVEY - SHOPPING HABITS

Segment
Specialty stores
Depart. stores
Mass Merchandis.
Total
Buffs
70.0%
25.0%
5.0%
100.0%
Singles
40.0%
40.0%
20.0%
100.0%
Professionals
50.0%
30.0%
20.0%
100.0%
High earners
20.0%
50.0%
30.0%
100.0%
Others
20.0%
40.0%
40.0%
100.0%
Total
40.2%
36.3%
23.5%
100.0%
11/04/2014
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ANNUAL REPORT
PERIOD 0
CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
Brand
Buffs
Singles
Pros
HiEarners
Others
Total
SAMA
3.0%
9.1%
0.8%
0.6%
37.9%
12.2%
SALT
5.9%
12.4%
2.5%
2.1%
4.7%
5.1%
SEMI
13.3%
3.7%
21.6%
14.7%
0.9%
10.6%
SELF
9.7%
2.2%
5.8%
3.2%
0.6%
4.4%
11373.6198
SIRO
2.7%
6.1%
0.7%
0.5%
24.8%
8.2%
5609.99974
SIBI
9.8%
28.8%
3.1%
2.2%
10.7%
10.0%
SOLD
9.4%
3.5%
19.5%
29.9%
1.0%
11.9%
SONO
16.2%
2.9%
4.3%
1.9%
0.9%
5.6%
SUSI
1.7%
3.6%
0.6%
0.4%
10.8%
3.9%
SULI
13.3%
4.3%
24.2%
15.9%
1.2%
11.5%
SYGU
9.1%
19.2%
5.4%
3.4%
5.2%
7.7%
SYCA
5.8%
4.1%
11.6%
25.3%
1.3%
8.9%
Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Total sales (U)
233,846
136,505
196,097
175,312
264,867
1,006,628
23.2%
13.6%
19.5%
17.4%
26.3%
100.0%
E
I
O
U
Y
Total sales (% Total)
11/04/2014
42356.9288
14/58
ANNUAL REPORT
PERIOD 0
DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
Brand
Specialty stores
Depart. stores
Mass Merchandis.
Total
SAMA
5.8%
15.0%
20.1%
12.2%
SALT
4.6%
6.1%
4.3%
5.1%
SEMI
14.1%
9.3%
5.9%
10.6%
SELF
6.6%
3.4%
1.7%
4.4%
SIRO
4.1%
9.7%
14.0%
8.2%
SIBI
8.7%
11.2%
10.3%
10.0%
SOLD
12.3%
12.4%
10.3%
11.9%
SONO
8.6%
4.0%
2.1%
5.6%
SUSI
2.7%
3.8%
6.7%
3.9%
SULI
13.6%
9.8%
10.4%
11.5%
SYGU
9.8%
6.4%
6.0%
7.7%
SYCA
9.2%
8.9%
8.3%
8.9%
Total
100.0%
100.0%
100.0%
100.0%
Total sales (U)
418,264
394,500
193,865
1,006,628
41.6%
39.2%
19.3%
100.0%
E
I
O
U
Y
Total sales (% Total)
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Firm
Brand
Specialty stores
Depart. stores
Mass Merchandis.
SAMA
26.8%
45.6%
25.8%
SALT
27.9%
46.4%
24.8%
SEMI
48.5%
39.3%
19.4%
SELF
46.1%
37.3%
18.1%
SIRO
27.0%
42.9%
30.0%
SIBI
27.7%
42.7%
29.2%
SOLD
42.4%
39.0%
25.2%
SONO
42.5%
38.1%
24.1%
SUSI
33.8%
32.0%
31.0%
SULI
37.6%
35.1%
33.5%
SYGU
47.0%
33.7%
24.8%
SYCA
47.0%
33.9%
25.1%
30,000
6,750
10,000
E
I
O
U
Y
Total number of outlets
11/04/2014
15/58
ANNUAL REPORT
PERIOD 0
SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Weight
Design
Volume
Max Freq
Power
Price
Buffs
3.33
1.86
1.91
6.05
6.31
3.58
Singles
6.18
5.19
5.05
4.13
3.81
3.22
Pros
2.35
5.75
2.99
5.44
5.21
5.24
HiEarners
4.75
6.19
4.49
4.61
4.64
5.87
Others
5.48
3.96
6.24
2.63
2.43
2.12
10
Importance of characteristic (1)
19
12
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm
Brand
Weight
Design
Volume
Max Freq
Power
Price
SAMA
4.00
1.63
3.54
1.61
1.50
2.61
SALT
5.89
2.34
6.32
2.23
2.47
4.35
SEMI
3.30
4.77
5.61
6.39
5.53
6.27
SELF
4.00
1.63
4.00
6.39
6.42
6.45
SIRO
6.50
1.50
6.32
1.50
1.50
2.19
SIBI
6.45
2.34
5.24
4.41
2.47
3.88
SOLD
2.69
4.77
4.46
4.41
5.53
6.39
SONO
4.71
1.50
6.50
6.50
6.31
5.38
SUSI
5.89
1.50
6.50
2.23
1.50
2.52
SULI
2.11
3.23
1.68
5.77
5.83
6.15
SYGU
1.55
6.37
3.54
3.59
2.47
4.51
SYCA
1.50
5.66
1.50
5.12
3.43
6.45
E
I
O
U
Y
11/04/2014
14
16/58
ANNUAL REPORT
PERIOD 0
MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Economy
Performance
Convenience
Buffs
2.8
15.0
-6.8
Singles
5.2
-0.7
2.7
-8.2
8.4
10.6
Pros
HiEarners
Others
-12.4
4.2
9.1
12.5
-10.2
-4.1
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)

Firm
Brand
Economy
Performance
Convenience
SAMA
9.2
-17.6
-10.4
SALT
-2.3
-10.6
-12.1
SEMI
-15.1
11.6
1.9
SELF
-16.3
16.1
-11.1
SIRO
12.1
-18.0
-19.1
SIBI
0.8
-7.0
-11.0
SOLD
-15.9
8.3
3.8
SONO
-9.2
16.1
-18.0
SUSI
9.9
-15.9
-18.8
SULI
-14.3
12.1
0.8
SYGU
-3.4
-8.3
13.3
SYCA
-16.3
-1.0
13.3
E
I
O
U
Y
MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Economy
Weight
Design
Volume
Max Freq
Power
(Kg)
(Index)
(Dm3)
(KHz)
(W)
Price
($)
Slight
Slight
Slight
Slight
Moderate
Very strong
Performance
Slight
Slight
Slight
Strong
Very strong
Slight
Convenience
Moderate
Very strong
Moderate
Slight
Slight
Slight
11/04/2014
17/58
ANNUAL REPORT
PERIOD 0
MARKET FORECAST - SONITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Buffs
Singles
Pros
HiEarners
Others
Total
Actual size this period
234
137
196
175
265
1,007
Forecasted size next period
229
169
242
235
314
1,188
Forecasted size in five periods
203
491
406
450
630
2,179
23.2%
13.6%
19.5%
17.4%
26.3%
100.0%
Forecasted size next period
19.3%
14.2%
20.4%
19.8%
26.4%
100.0%
9.3%
22.5%
18.6%
20.6%
28.9%
100.0%
Segment sizes in KU
Relative segment sizes in %
Forecasted size in five periods

Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods
11/04/2014
-2.2%
23.6%
23.6%
33.9%
18.5%
18.1%
-13.4%
259.5%
107.2%
156.6%
137.7%
116.5%
-2.8%
29.2%
15.7%
20.7%
18.9%
16.7%
18/58
ANNUAL REPORT
PERIOD 0
COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
Brand
Buffs
Singles
Pros
HiEarners
Others
Total
SAMA
250
350
200
200
450
1,450
SALT
650
650
450
450
350
2,550
TOTAL
900
1,000
650
650
800
4,000
SEMI
650
350
650
550
300
2,500
SELF
350
300
400
250
200
1,500
1,000
650
1,050
800
500
4,000
SIRO
300
500
300
300
600
2,000
SIBI
400
550
350
350
350
2,000
TOTAL
700
1,050
650
650
950
4,000
SOLD
400
300
400
600
300
2,000
SONO
500
350
500
350
300
2,000
TOTAL
900
650
900
950
600
4,000
SUSI
150
250
150
150
300
1,000
SULI
500
450
850
750
450
3,000
TOTAL
650
700
1,000
900
750
4,000
SYGU
400
400
400
400
400
2,000
SYCA
400
400
400
400
400
2,000
TOTAL
800
800
800
800
800
4,000
4,950
4,850
5,050
4,750
4,400
24,000
AVERAGE BY BRAND
413
404
421
396
367
2,000
AVERAGE BY FIRM
825
808
842
792
733
4,000
TOTAL
I
TOTAL
COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm
Brand
Communication Dimensions
Message Quality
SAMA
Poor
SALT
Poor
SEMI
Poor
SELF
Poor
SIRO
Poor
SIBI
Poor
SOLD
Poor
SONO
Poor
SUSI
Poor
SULI
Poor
SYGU
Poor
SYCA
Poor
E
I
O
U
Y
11/04/2014
19/58
ANNUAL REPORT
PERIOD 0
COMPETITIVE SALES FORCE - SONITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm
Brand
Specialty stores
Depart. stores
Mass Merchandis.
SAMA
18
SALT
E
18
TOTAL
10
35
15
SEMI
13
13
SELF
13
13
TOTAL
25
25
10
SIRO
15
10
SIBI
15
10
TOTAL
10
30
20
SOLD
10
13
SONO
10
13
TOTAL
20
25
15
SUSI
10
13
SULI
10
13
TOTAL
15
20
25
SYGU
13
10
SYCA
13
10
TOTAL
25
20
15
105
155
100
13
18
26
17
TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM
11/04/2014
Total
30
30
60
30
30
60
30
30
60
30
30
60
30
30
60
30
30
60
360
30
60
20/58
ANNUAL REPORT
PERIOD 0
ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SEMI
SELF
Buffs
2.7%
2.1%
Singles
3.1%
3.1%
Professionals
2.7%
2.4%
High earners
2.7%
1.8%
Others
1.9%
1.6%
Buffs
0.9%
0.5%
Singles
0.3%
0.2%
Professionals
1.2%
0.3%
High earners
0.9%
0.1%
Others
0.1%
0.0%
735
66
Change in awareness (%)
Change in market share (%)
Change in contribution after marketing (K$)

Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SALES FORCE EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE
SEMI
SELF
Change in number of distributors (U)

Specialty stores
1,456
1,404
Depart. stores
413
399
Mass Merchandis.
832
808
Specialty stores
1.3%
0.9%
Depart. stores
1.3%
0.6%
Mass Merchandis.
2.0%
0.8%
Change in contribution after marketing (K$)
2,129
756
Change in market share (%)
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.
11/04/2014
21/58
ANNUAL REPORT
PERIOD 0
CONJOINT ANALYSIS - SONITE MARKET

CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Design
Max Freq
Power
Price
Total
Buffs
1.2%
10.3%
34.4%
54.0%
100.0%
Singles
0.8%
2.3%
29.3%
67.7%
100.0%
Pros
2.4%
2.1%
28.3%
67.2%
100.0%
HiEarners
6.8%
4.0%
35.7%
53.4%
100.0%
Others
6.4%
1.7%
31.3%
60.6%
100.0%
CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS

Design
Max Freq
Power
Price
11/04/2014
Unit
Level
Index
4 Importance
6
Utility
[0,1]
0.45
0.47
0.47
0.47
Level
KHz
26
34
42
50
Utility
[0,1]
0.36
0.44
0.50
0.55
Level
52
68
84
100
Utility
[0,1]
0.05
0.43
0.68
0.69
Level
192
269
346
423
Utility
[0,1]
0.25
1.00
0.60
0.00
1.2%
10.3%
34.4%
54.0%
22/58
ANNUAL REPORT
PERIOD 0
CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES

Design
Max Freq
Power
Price
11/04/2014
Unit
Level
Index
10
4 Importance
Utility
[0,1]
0.54
0.55
0.54
0.54
Level
KHz
17
25
33
41
Utility
[0,1]
0.53
0.56
0.55
0.53
Level
27
43
59
75
Utility
[0,1]
0.38
0.75
0.72
0.32
Level
164
241
318
395
Utility
[0,1]
0.24
0.93
1.00
0.00
0.8%
2.3%
29.3%
67.7%
23/58
ANNUAL REPORT
PERIOD 0
CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS

Design
Max Freq
Power
Price
11/04/2014
Unit
Level
Index
10
4 Importance
Utility
[0,1]
0.42
0.45
0.45
0.45
Level
KHz
26
34
42
50
Utility
[0,1]
0.44
0.45
0.45
0.42
Level
46
62
78
94
Utility
[0,1]
0.21
0.63
0.63
0.29
Level
317
394
471
548
Utility
[0,1]
0.00
1.00
0.56
0.21
2.4%
2.1%
28.3%
67.2%
24/58
ANNUAL REPORT
PERIOD 0
CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS

Design
Max Freq
Power
Price
11/04/2014
Unit
Level
Index
10
4 Importance
Utility
[0,1]
0.52
0.64
0.65
0.65
Level
KHz
20
28
36
44
Utility
[0,1]
0.61
0.65
0.62
0.57
Level
38
54
70
86
Utility
[0,1]
0.29
0.96
0.87
0.33
Level
330
407
484
561
Utility
[0,1]
0.00
1.00
0.93
0.51
6.8%
4.0%
35.7%
53.4%
25/58
ANNUAL REPORT
PERIOD 0
CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS

Design
Max Freq
Power
Price
11/04/2014
Unit
Level
Index
4 Importance
8
Utility
[0,1]
0.65
0.74
0.75
0.74
Level
KHz
14
22
30
Utility
[0,1]
0.70
0.71
0.73
0.73
Level
21
37
53
Utility
[0,1]
0.53
0.93
0.96
0.45
Level
100
177
254
331
Utility
[0,1]
1.00
1.00
0.87
0.00
6.4%
1.7%
31.3%
60.6%
26/58
ANNUAL REPORT
PERIOD 0
SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Autonomy
Max Freq
Diameter
Design
Weight
Price
Innovs
4.60
4.90
3.78
3.40
4.23
6.10
Adopters
5.09
4.04
3.10
4.11
3.66
5.35
Followers
3.40
3.14
4.49
4.47
4.68
4.68
10
Importance of characteristic (1)
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
11/04/2014
27/58
ANNUAL REPORT
PERIOD 0
MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Innovs
Adopters
Followers
Total
Segment sizes in KU
Forecasted size at introduction period
100
50
16
166
Forecasted size 5 periods after intro.
173
289
739
1,201
Relative segment sizes in %

0.0%
0.0%
0.0%
0.0%
Forecasted size at introduction period
60.2%
30.1%
9.6%
100.0%
Forecasted size 5 periods after intro.
14.4%
24.0%
61.5%
100.0%
Total over first five periods
73.3%
477.5%
4516.8%
623.3%
Average over first five periods
14.7%
55.0%
160.7%
64.0%
Forecasted growth rates in %

Next period
11/04/2014
28/58
ANNUAL REPORT
PERIOD 0
SALES FORCE EXPERIMENT - VODITE MARKET
11/04/2014
29/58
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ANNUAL REPORT
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PERIOD 0
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PERIOD 0
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PERIOD 0
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11/04/2014
ANNUAL REPORT
PERIOD 0
8
9
74
47
28
38
50
72
14
17
81
45
77
19
45/58
11/04/2014
ANNUAL REPORT
PERIOD 0
46/58
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PERIOD 0
47/58
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PERIOD 0
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PERIOD 0
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PERIOD 0
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11/04/2014
ANNUAL REPORT
PERIOD 0
58/58

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INDUSTRY MAY - FIRM E

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX

INDUSTRY MAY - FIRM E

Current return on investment

Cumulative return on investment

Average retail price

Average selling price

Cost of goods sold

Inventory holding cost

Inventory disposal loss

Contribution before marketing

Advertising research expenditures

Contribution after marketing

Market research studies

Research and development

Exceptional cost or profit

Next period budget

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX

INDUSTRY MAY - FIRM E

Base R&D project

Average retail price

Average selling price

Current unit transfer cost

Average unit transfer cost

Cost of goods sold

Inventory holding cost

Inventory disposal loss

Contribution before marketing

Advertising research expenditures

Contribution after marketing

MARKET SHARES AND DISTRIBUTION COVERAGE

Depart. stores (6,750 outlets)

Mass Merchandis. (10,000 outlets)

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX

INDUSTRY MAY - FIRM E

RESEARCH & DEVELOPMENT RESULTS

(*) Projects identified in bold have been completed in this period.

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX

INDUSTRY MAY - FIRM E

Total all markets

CUMULATIVE COMPANY PERFORMANCE

Cost of goods sold

Inventory holding and disposal cost

Total advertising expenditures

Sales force expenditures

Contribution after marketing

Market research studies

Research and development

Exceptional cost or profit

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX

INDUSTRY MAY - FIRM E

Inventory sold to trading company

Recommended retail price

Advertising research budget

DECISION SUMMARY - SALES FORCE MANAGEMENT

Sales force effort allocation by brand (%)

DECISION SUMMARY - MARKET RESEARCH STUDIES

Market covered by study

Competitive sales force

Sales force experiment

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX

INDUSTRY MAY - FIRM E

Markstrat by StratX 5.1.0.8 - Copyright 2010 by StratX