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INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

COMPANY REPORT
INDUSTRY PRACTICE - FIRM A
Based on scenario CHRONOS9

PERIOD 6
Demo Instructor
Markstrat Demo Course
15/04/2010 -->31/12/2010
StratX Simulations
France

02/11/2010

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

1/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

COMPANY RESULTS
COMPANY SCORECARD
Unit

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Current return on investment
Cumulative return on investment

Annual results

Evolution since P0

Period 5

Period 6

%change

Ratio
P6/P0

Average
growth

%$
%$
%$

7.0%
7.7%
2.0%

6.4%
7.4%
0.4%

-8.2%
-4.1%
-81.5%

x 0.24
x 0.28
-

-20.9%
-19.0%
-

K$
K$
K$

67 179
64 628
2 550

71 584
70 983
601

6.6%
9.8%
-76.4%

x 0.77
x 0.76
-

-4.3%
-4.4%
-

K$
K$
K$
K$

21 516
11 036
10 330
101 793

25 080
14 844
13 965
115 758

16.6%
34.5%
35.2%
13.7%

x 1.09
x 0.86
x 0.82
x 6.80

1.4%
-2.5%
-3.3%
37.6%

Base 1000
Ratio
Ratio

643
0.92
1.56

651
1.26
1.51

1.2%
36.0%
-2.8%

x 0.65
x 0.45
x 0.54

-6.9%
-12.6%
-9.8%

Unit

Total

Sonite market

Vodite market

U
$
$
K$

156 661
457
298
46 715

155 791
456
297
46 325

870
691
449
390

U
K$
K$
K$
K$

157 400
-19 058
-2 575
-1
25 080

141 400
-18 824
-1 264
-1
26 236

16 000
-235
-1 311
0
-1 155

K$
K$
K$
K$

-5 900
-1 200
-3 136
14 844

-5 000
-900
-2 872
17 464

-900
-300
-264
-2 619

K$
K$
K$
K$
K$
K$

-879
0
0
0
13 965
10 700

-456
0

-391
0

COMPANY PERFORMANCE
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
Next period budget

INSTRUCTOR AND SIMULATION MESSAGES


Messages
The physical characteristics of brand SAKE were modified this period. The obsolete
inventory (69 units) was sold to a trading company at 80.0 % of transfer cost.
The difference was charged as an inventory disposal loss of K$1.

02/11/2010

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INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Base R&D project
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

Unit

Total

SAKE
PSAKE

SAPO
PSAK2

SAXX
PSALO

U
$
$
K$

155 791
456
297
46 325

101 069
472
309
31 216

44 698
469
302
13 518

10 024
228
159
1 591

U
$
$
K$
U
K$
K$
K$

141 400
121
-18 824
86 512
-1 264
-1
26 236

101 100
122
122
-12 297
31
0
-1
18 917

40 300
108
118
-5 271
17 606
-228
0
8 019

0
125
125
-1 256
68 876
-1 036
0
-701

K$
K$
K$
K$

-5 000
-900
-2 872
17 464

-1 000
-400
-1 188
16 329

-4 000
-500
-1 618
1 902

0
0
-66
-767

Unit

Total

VAXX
PVAK2

VAVA
PVAKE

U
$
$
K$

870
691
449
390

532
641
425
226

338
769
487
164

U
$
$
K$
U
K$
K$
K$

16 000
270
-235
40 585
-1 311
0
-1 155

16 000
270
270
-144
15 468
-502
0
-420

0
268
268
-91
25 117
-809
0
-735

K$
K$
K$
K$

-900
-300
-264
-2 619

-900
-300
-264
-1 884

0
0
0
-735

CONTRIBUTION BY BRAND
Vodite Brands
Base R&D project
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

MARKET SHARES AND DISTRIBUTION COVERAGE


Sonite Brands
Market shares
Distribution coverage in %
Specialty stores (27 727 outlets)
Depart. stores (6 661 outlets)
Mass Merchandis. (12 149 outlets)

02/11/2010

Unit
%U
%$
%
%
%

Total
5.2%
7.4%

SAKE
3.3%
5.0%

SAPO
1.5%
2.2%

SAXX
0.3%
0.2%

28.8%
30.6%
16.2%

34.5%
21.1%
22.5%

0.2%
0.4%
9.4%

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3/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

MARKET SHARES AND DISTRIBUTION COVERAGE


Vodite Brands
Market shares
Distribution coverage in %
Specialty stores (27 727 outlets)
Depart. stores (6 661 outlets)
Mass Merchandis. (12 149 outlets)

02/11/2010

Unit
%U
%$
%
%
%

Total
0.4%
0.4%

VAXX
0.2%
0.2%

VAVA
0.2%
0.2%

19.7%
17.5%
24.9%

0.5%
0.5%
0.5%

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INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

RESEARCH & DEVELOPMENT RESULTS


SONITE R&D PROJECTS
Name

Weight
(Kg)
13
17
15
13
15

PSAKE
PSAFE
PSAF2
PSAK2
PSALO

Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
7
45
30
4
90
48
5
37
43
10
45
30
7
35
18

Power
(W)
75
95
92
75
56

Base Cost $
Current
Minimum
realistic
194
143
199
157
212
164
212
154
138
116

Allocated Budget K$
Cumulative
Req. for
completion
1 500 Avail. in P-1
2 000 Avail. in P-1
1 060 Avail. in P1
640 Avail. in P1
1 590 Avail. in P3

Weight
(g)
100
100

Base Cost $
Current
Minimum
realistic
243
179
178
147

Allocated Budget K$
Cumulative
Req. for
completion
8 830 Avail. in P2
3 310 Avail. in P4

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

VODITE R&D PROJECTS


Name
PVAKE
PVAK2

Autonomy
(M)
80
53

Physical Characteristics
Max Freq
Diameter
Design
(KHz)
(Mm)
(Index)
17
70
6
12
55
4

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

02/11/2010

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5/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand

Results since
period

SAKE
SAFE
SAPO
SAXX
VAVA
VAXX

0
0
3
4
3
6

Total Sonite
Total Vodite
Total all markets

Production

Marketing

Units sold

Retail sales

Revenues

Cost of
goods sold

Inventory
costs

Advertising

Sales force

Contrib. after
mktg.

KU
1 094
144
90
65
39
1

K$
472 964
56 566
42 382
15 304
36 186
341

K$
307 808
35 485
27 097
10 398
22 068
226

K$
144 990
26 457
10 910
8 059
11 808
144

K$
9
65
1 582
3 647
2 522
502

K$
20 350
4 100
6 750
2 300
1 400
1 200

K$
12 487
1 942
3 414
1 582
1 113
264

K$
129 971
2 922
4 440
-5 190
5 226
-1 884

1 393
39
1 432

587 217
36 527
623 744

380 788
22 295
403 082

190 416
11 952
202 368

5 302
3 024
8 326

33 500
2 600
36 100

19 425
1 377
20 802

132 144
3 342
135 486

CUMULATIVE COMPANY PERFORMANCE


Sales
Units sold
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding and disposal cost
Marketing
Total advertising expenditures
Sales force expenditures
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution

02/11/2010

Unit

Total

Sonite market

Vodite market

KU
K$
K$

1 432
623 744
403 082

1 393
587 217
380 788

39
36 527
22 295

K$
K$

-202 368
-8 326

-190 416
-5 302

-11 952
-3 024

K$
K$
K$

-36 100
-20 802
135 486

-33 500
-19 425
132 144

-2 600
-1 377
3 342

K$
K$
K$
K$
K$

-4 192
-15 430
0
-105
115 758

-2 910
-3 290

-1 094
-12 140

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INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget

Targeted segments in %

Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2

SAPO
PSAK2
60
0
480
4 000
500
0
0
100
0
0

SAXX
PSALO
0
0
249
0
0
0
100
0
0
0

Convenience Convenience
[1,7] or [-20,+20]
7.0
8.0
Performance
None
[1,7] or [-20,+20]
11.0
-

None
None
-

KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others

SAKE
PSAKE
120
0
480
1 000
400
0
0
0
100
0

DECISION SUMMARY - BRAND MANAGEMENT


Vodite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget

VAXX
PVAK2
20
0
666
900
300

VAVA
PVAKE
0
0
780
0
0

0
100
0

100
0
0

Economy
5.0
Flexibility
[1,7] or [-20,+20]
6.0

None
None
-

KU
KU
$
K$
K$

Targeted segments in %

Innovators
Early Adopters
Followers

Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2

[1,7] or [-20,+20]

DECISION SUMMARY - SALES FORCE MANAGEMENT


Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SAKE
SAPO
SAXX
VAXX
VAVA
TOTAL

02/11/2010

Specialty stores
36

Depart. stores
34

Mass Merchandis.
25

28
58
0
14
0
100

53
41
0
6
0
100

32
56
8
4
0
100

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

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INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

DECISION SUMMARY - MARKET RESEARCH STUDIES


Study
All markets
Yes
-

Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis

Market covered by study


Sonite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes

Vodite
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION


Corporate finance department
Increase in budget
Decrease in budget
Bank
Capital borrowed
Duration in number of periods
Interest rate

02/11/2010

K$
K$

515
0

K$

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8/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

NEWSLETTER
INDUSTRY PRACTICE - FIRM A
Based on scenario CHRONOS9
PERIOD 6
Demo Instructor
Markstrat Demo Course
15/04/2010 -->31/12/2010
StratX Simulations
France

02/11/2010

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

9/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

STOCK MARKET AND KEY PERFORMANCE INDICATORS


STOCK MARKET
Firm
U
E
O
I
A

Stock price index


base 1000
3 425
3 087
2 783
788
651

Market capitalization
K$
1 153 334
813 418
570 980
268 102
224 592

Net contribution (K$)


Period 6
Cumulative
175 918
501 687
84 329
342 545
72 271
284 394
23 770
140 686
13 965
115 758

COMPANY KEY PERFORMANCE INDICATORS


(period 6 values)

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Market capitalization
Current return on investment
Cumulative return on investment

Unit

%$
%$
%$

6.4%
7.4%
0.4%

24.6%
28.7%
0.0%

7.2%
8.4%
0.0%

18.1%
21.0%
0.6%

43.6%
34.4%
99.1%

K$
K$
K$

71 584
70 983
601

276 197
276 197
0

81 071
81 071
0

203 296
202 381
914

489 476
330 946
158 530

K$
K$
K$
K$

25 080
14 844
13 965
115 758

122 660
97 048
84 329
342 545

34 370
24 419
23 770
140 686

98 321
74 288
72 271
284 394

218 369
177 098
175 918
501 687

Base 1000
K$
Ratio
Ratio

651
224 592
1.26
1.51

3 087
813 418
2.20
2.53

788
268 102
2.24
2.04

2 783
570 980
2.77
2.43

3 425
1 153 334
4.14
3.31

-8.2%
-4.1%
-81.5%

-6.6%
-5.3%
-

-12.3%
-11.0%
-

-4.2%
-3.3%
-

10.5%
11.9%
1.1%

6.6%
9.8%
-76.4%

8.4%
8.4%
-

1.9%
1.9%
-

11.2%
10.7%
-

28.3%
28.2%
28.6%

16.6%
34.5%
35.2%
13.7%

12.6%
14.2%
3.0%
32.7%

6.4%
12.5%
12.2%
20.3%

16.4%
12.8%
38.6%
34.1%

34.7%
38.2%
39.0%
54.0%

1.2%
1.2%
36.0%
-2.8%

5.4%
5.4%
-27.2%
-4.9%

-1.3%
-1.3%
17.5%
1.9%

2.3%
2.3%
72.0%
4.2%

19.8%
19.8%
16.6%
10.9%

COMPANY KEY PERFORMANCE INDICATORS


(% change from period 5 to period 6)

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Market capitalization
Current return on investment
Cumulative return on investment

02/11/2010

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10/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

ECONOMIC VARIABLES AND COSTS


ECONOMIC VARIABLES
Unit
GNP growth rates
Inflation rate
Production
Inventory holding cost per annum
Loss incurred for inventory disposal
Sales force
Salesperson operating cost
Salesperson hiring and training cost
Salesperson firing cost

Forecast value
Period 7
2.0%
1.0%

%change

%
%

Actual value
Period 6
2.0%
1.0%

% transf. cost
% transf. cost

12.0%
20.0%

12.0%
20.0%

0.0%
0.0%

$
$
$

32 164
16 082
10 721

32 486
16 243
10 829

1.0%
1.0%
1.0%

0.0%
0.0%

COST OF MARKET RESEARCH STUDIES NEXT PERIOD


(all numbers in K$)
Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis
Total market
Total if all studies ordered

02/11/2010

All markets
32

32
887

Market covered by study


Sonite

Vodite

65
108
65
11
38
22
32
16
27
38
38
460

43
76
54
11
38
22
32
16
27
38
38
395

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

11/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

INFORMATION ON SONITE MARKET


CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm

Brand

SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

I
O
U

New or
Modified
Modified
No
No
No
No
Modified
No
No
No
No
No
No

Weight
(Kg)
13
13
15
19
19
16
14
18
15
13
13
13

Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
7
45
30
10
45
30
7
35
18
8
70
17
8
65
19
10
60
42
7
50
35
8
75
25
8
35
33
7
40
40
7
40
40
7
40
40

Power
(W)
75
75
56
46
63
99
70
35
55
75
75
75

Base cost
($)
194
212
138
101
122
185
204
93
128
204
204
204

Retail price
($)
480
480
249
227
268
495
510
225
275
510
460
295

Retail sales
Period 6
Change
K$
%
47 724
-16.6%
20 970
561.0%
2 290
-45.5%
125 071
-7.8%
142 720
24.5%
8 406
92.1%
59 030
-7.9%
22 041
42.2%
202 381
10.7%
181 905
23.2%
108 117
36.6%
40 924
144.1%
961 579
14.5%

Share
%$
5.0%
2.2%
0.2%
13.0%
14.8%
0.9%
6.1%
2.3%
21.0%
18.9%
11.2%
4.3%
100.0%

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES


Firm

Brand

SAKE
SAPO
SAXX
E
SECT
SELL
SEXY
I
SIGH
SIAM
O
SOLO
U
SURF
SUBB
SUCK
Total Sonite market

02/11/2010

Period 5
U
143 023
6 716
18 551
571 900
425 600
8 613
127 396
73 483
695 069
297 472
179 318
62 134
2 663 243

Volume sold
Period 6
Change
U
%
101 069
-29.3%
44 698
565.5%
10 024
-46.0%
581 073
1.6%
545 300
28.1%
17 049
98.0%
117 486
-7.8%
104 378
42.0%
758 230
9.1%
362 985
22.0%
239 331
33.5%
139 181
124.0%
3 020 804
13.4%

Share
%U
3.3%
1.5%
0.3%
19.2%
18.1%
0.6%
3.9%
3.5%
25.1%
12.0%
7.9%
4.6%
100.0%

Period 5
K$
57 253
3 173
4 203
135 724
114 633
4 376
64 078
15 502
182 792
147 636
79 141
16 765
839 974

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

12/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

INFORMATION ON VODITE MARKET


CHARACTERISTICS OF MARKETED VODITE BRANDS
Firm

Brand

VAXX
VAVA
VODO
VUAA
VUKK

O
U

New or
Modified
New
No
New
No
No

Autonomy
(M)
53
80
45
75
75

Physical characteristics
Max Freq
Diameter
Design
(KHz)
(Mm)
(Index)
12
55
4
17
70
6
12
50
3
14
64
6
14
64
6

Weight
(g)
100
100
55
58
58

Base cost
($)
178
243
269
315
315

Retail price
($)
666
780
550
620
800

Retail sales
Period 6
Change
K$
%
341
260
-89.8%
914
48 561
81.2%
109 969
14.0%

Share
%$
0.2%
0.2%
0.6%
30.3%
68.7%

INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES


Firm

Brand

VAXX
VAVA
VODO
VUAA
VUKK

Period 5
U
0
3 079
0
42 551
115 532

Total Vodite market

161 162

A
O
U

02/11/2010

Volume sold
Period 6
Change
U
%
532
338
-89.0%
1 753
79 997
88.0%
138 311
19.7%

220 931

37.1%

Share
%U
0.2%
0.2%
0.8%
36.2%
62.6%

Period 5
K$
0
2 550
0
26 801
96 483

100.0%

125 834

160 045

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

27.2%

100.0%

13/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

MARKET RESEARCH STUDIES


INDUSTRY PRACTICE - FIRM A
Based on scenario CHRONOS9
PERIOD 6
Demo Instructor
Markstrat Demo Course
15/04/2010 -->31/12/2010
StratX Simulations
France

02/11/2010

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

14/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Sales
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
Next period budget

Unit

K$
K$

71 584
46 715

276 197
185 391

81 071
53 527

203 296
134 948

489 476
318 431

K$
K$
K$
K$

-19 058
-2 575
-1
25 080

-59 233
-1 250
-2 248
122 660

-19 155
-1
0
34 370

-35 634
-993
0
98 321

-100 058
-4
0
218 369

K$
K$
K$
K$

-5 900
-1 200
-3 136
14 844

-15 400
-3 200
-7 012
97 048

-6 296
-600
-3 056
24 419

-14 788
-2 250
-6 996
74 288

-25 470
-4 350
-11 450
177 098

K$
K$
K$
K$
K$
K$

-879
0
0
0
13 965
10 700

-879
-11 840
0
0
84 329
42 150

-649
0
0
0
23 770
11 900

-96
-1 920
0
0
72 271
36 150

-879
-300
0
-2
175 918
42 900

BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET


Sales
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

Unit

K$
K$

70 983
46 325

276 197
185 391

81 071
53 527

202 381
134 324

330 946
218 512

K$
K$
K$
K$

-18 824
-1 264
-1
26 236

-59 233
-1 250
-2 248
122 660

-19 155
-1
0
34 370

-34 982
0
0
99 342

-53 271
-2
0
165 239

K$
K$
K$
K$

-5 000
-900
-2 872
17 464

-15 400
-3 200
-7 012
97 048

-6 296
-600
-3 056
24 419

-13 288
-2 000
-6 458
77 596

-16 000
-2 650
-8 195
138 394

BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET


Sales
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

02/11/2010

Unit

K$
K$

601
390

0
0

0
0

914
624

158 530
99 920

K$
K$
K$
K$

-235
-1 311
0
-1 155

0
0
0
0

0
0
0
0

-652
-992
0
-1 020

-46 787
-3
0
53 130

K$
K$
K$
K$

-900
-300
-264
-2 619

0
0
0
0

0
0
0
0

-1 500
-250
-538
-3 308

-9 470
-1 700
-3 256
38 704

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

15/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONSUMER SURVEY - SONITE MARKET


CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A

Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

I
O
U

Buffs
43.4%
16.2%
8.0%
49.2%
59.3%
15.8%
51.4%
8.9%
63.7%
52.3%
27.9%
40.7%

Singles
43.2%
13.4%
17.4%
58.0%
75.7%
15.5%
50.1%
10.3%
84.3%
51.4%
27.2%
14.3%

Pros
65.8%
50.7%
8.5%
58.7%
58.4%
39.7%
78.4%
14.8%
73.2%
73.4%
33.8%
22.0%

HiEarners
65.6%
14.2%
7.8%
57.0%
53.3%
41.6%
61.5%
11.4%
69.2%
78.6%
68.0%
16.3%

Others
34.0%
10.6%
7.4%
72.0%
42.3%
11.9%
37.6%
22.9%
57.4%
40.4%
23.6%
9.9%

Total
46.3%
15.8%
10.7%
60.7%
58.2%
21.0%
50.8%
14.3%
69.9%
54.9%
34.2%
17.8%

Others
0.6%
0.1%
6.6%
51.5%
9.9%
0.1%
0.5%
19.0%
10.3%
0.6%
0.3%
0.5%
100.0%

Total
5.4%
2.5%
2.5%
17.3%
17.1%
0.8%
4.8%
6.1%
18.8%
10.7%
7.8%
6.3%
100.0%

CONSUMER SURVEY - PURCHASE INTENTIONS


Firm
A

Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

I
O
U

Total

Buffs
5.8%
1.6%
1.1%
4.8%
15.9%
1.6%
5.1%
0.8%
17.7%
6.7%
3.7%
35.2%
100.0%

Singles
0.2%
0.0%
1.1%
1.5%
45.5%
0.0%
0.2%
0.2%
50.7%
0.2%
0.1%
0.3%
100.0%

Pros
28.0%
20.2%
0.0%
0.1%
0.1%
1.0%
24.8%
0.0%
0.2%
17.0%
8.5%
0.1%
100.0%

HiEarners
8.6%
1.4%
0.0%
0.1%
0.2%
2.1%
8.0%
0.0%
0.2%
44.0%
35.4%
0.1%
100.0%

CONSUMER SURVEY - SHOPPING HABITS


Segment
Buffs
Singles
Professionals
High earners
Others
Total

02/11/2010

Specialty stores
60.9%
35.5%
43.2%
29.1%
15.5%
32.7%

Depart. stores
22.7%
35.5%
27.7%
50.0%
35.5%
35.7%

Mass Merchandis.
16.4%
29.1%
29.1%
20.9%
49.1%
31.5%

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

16/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONSUMER PANEL - SONITE MARKET


CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A

I
O
U

Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

Total
Total sales (U)
Total sales (% Total)

02/11/2010

Buffs
3.9%
1.1%
0.1%
4.7%
18.3%
1.3%
4.6%
0.4%
23.9%
7.5%
3.6%
30.6%
100.0%
441 715
14.6%

Singles
0.1%
0.0%
0.1%
1.4%
40.7%
0.0%
0.1%
0.1%
57.0%
0.2%
0.1%
0.2%
100.0%
927 929
30.7%

Pros
22.6%
16.1%
0.0%
0.1%
0.2%
0.9%
26.1%
0.0%
0.3%
23.3%
10.4%
0.1%
100.0%
214 111
7.1%

HiEarners
5.7%
0.8%
0.0%
0.1%
0.2%
1.6%
6.7%
0.0%
0.3%
49.1%
35.5%
0.0%
100.0%
556 888
18.4%

Others
0.3%
0.1%
1.0%
62.2%
9.7%
0.1%
0.3%
11.5%
13.7%
0.6%
0.3%
0.2%
100.0%
880 161
29.1%

Total
3.3%
1.5%
0.3%
19.2%
18.1%
0.6%
3.9%
3.5%
25.1%
12.0%
7.9%
4.6%
100.0%
3 020 804
100.0%

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

17/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

DISTRIBUTION PANEL - SONITE MARKET


DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A

I
O
U

Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

Total
Total sales (U)
Total sales (% Total)

Specialty stores
4.5%
2.4%
0.0%
6.6%
22.0%
0.8%
5.8%
1.0%
26.2%
12.2%
7.5%
10.9%
100.0%
1 018 325
33.7%

Depart. stores
3.5%
0.9%
0.1%
18.9%
17.3%
0.7%
3.7%
2.7%
23.9%
15.7%
10.6%
2.1%
100.0%
1 123 229
37.2%

Mass Merchandis.
1.9%
1.2%
0.9%
34.2%
14.5%
0.1%
2.0%
7.3%
25.4%
7.2%
4.9%
0.5%
100.0%
879 249
29.1%

Total
3.3%
1.5%
0.3%
19.2%
18.1%
0.6%
3.9%
3.5%
25.1%
12.0%
7.9%
4.6%
100.0%
3 020 804
100.0%

DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL


Firm
A

Brand
SAKE
SAPO
SAXX
E
SECT
SELL
SEXY
I
SIGH
SIAM
O
SOLO
U
SURF
SUBB
SUCK
Total number of outlets

02/11/2010

Specialty stores
28.8%
34.5%
0.2%
30.5%
51.6%
41.0%
44.6%
13.7%
51.3%
46.2%
41.2%
48.0%
27 727

Depart. stores
30.6%
21.1%
0.4%
51.1%
46.9%
42.8%
36.9%
19.0%
57.6%
50.0%
45.0%
25.4%
6 661

Mass Merchandis.
16.2%
22.5%
9.4%
49.9%
28.9%
5.9%
20.2%
30.3%
51.2%
35.7%
34.6%
4.8%
12 149

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

18/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

SEMANTIC SCALES - SONITE MARKET


SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Buffs
Singles
Pros
HiEarners
Others
Importance of characteristic (1)

Weight
4.12
5.73
5.69
4.49
5.43

Design
3.16
5.78
6.51
5.64
4.98

Volume
3.03
5.20
4.89
4.10
5.74

Max Freq
6.22
4.75
4.35
5.80
3.81

Power
6.36
4.18
5.49
5.51
3.21

Price
3.51
3.07
6.01
5.76
2.32

10

Volume
2.78
2.92
2.04
4.81
4.48
3.92
3.00
5.34
2.25
2.33
2.41
2.39

Max Freq
4.44
4.42
2.62
2.49
2.87
6.02
5.26
3.66
4.92
5.81
5.80
5.77

Power
5.27
5.22
3.78
3.37
4.74
6.48
5.11
2.85
4.08
5.35
5.28
5.74

Price
5.60
6.00
2.72
2.38
2.92
6.14
6.04
2.42
3.09
5.77
5.73
3.27

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)


Firm
A

I
O
U

Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

02/11/2010

Weight
2.70
2.76
4.00
6.50
6.45
4.58
3.23
5.94
4.11
2.65
2.70
2.69

Design
6.33
6.45
4.77
5.10
5.66
5.94
5.25
5.31
4.90
5.00
4.98
4.77

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

19/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

MULTIDIMENSIONAL SCALING - SONITE MARKET


MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Buffs
Singles
Pros
HiEarners
Others

Economy
3.2
6.2
-13.4
-11.7
11.2

Performance
15.5
2.1
8.0
10.5
-4.3

Convenience
-2.7
5.5
9.4
7.2
1.3

MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)


Firm
A

Brand
SAKE
SAPO
SAXX
SECT
SELL
SEXY
SIGH
SIAM
SOLO
SURF
SUBB
SUCK

I
O
U

Economy
-10.7
-13.4
8.5
10.8
7.2
-14.3
-13.6
10.6
6.0
-11.8
-11.6
4.8

Performance
7.1
6.8
-3.4
-5.7
1.8
15.7
7.6
-6.3
1.9
9.8
9.4
11.6

Convenience
13.3
13.7
6.2
2.3
5.5
8.8
7.7
3.0
6.5
7.8
7.6
6.6

MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS

Economy
Performance
Convenience

02/11/2010

Weight
(Kg)
Slight
Slight
Moderate

Design
(Index)
Slight
Slight
Moderate

Volume
(Dm3)
Slight
Slight
Moderate

Max Freq
(KHz)
Slight
Moderate
Slight

Power
(W)
Slight
Strong
Slight

Price
($)
Very strong
Slight
Slight

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

20/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

MARKET FORECAST - SONITE MARKET


MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods
Relative segment sizes in %
Actual size this period
Forecasted size next period
Forecasted size in five periods
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods

02/11/2010

Buffs

Singles

Pros

HiEarners

Others

Total

442
437
303

928
994
1 308

214
223
190

557
619
703

880
1 005
1 608

3 021
3 278
4 111

14.6%
13.3%
7.4%

30.7%
30.3%
31.8%

7.1%
6.8%
4.6%

18.4%
18.9%
17.1%

29.1%
30.7%
39.1%

100.0%
100.0%
100.0%

-1.1%
-31.4%
-7.3%

7.1%
40.9%
7.1%

4.0%
-11.4%
-2.4%

11.2%
26.3%
4.8%

14.2%
82.7%
12.8%

8.5%
36.1%
6.4%

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

21/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

COMPETITIVE ADVERTISING - SONITE MARKET


COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A

O
U

Brand
SAKE
SAPO
SAXX
TOTAL
SECT
SELL
SEXY
TOTAL
SIGH
SIAM
TOTAL
SOLO
SURF
SUBB
SUCK
TOTAL

Buffs
150
400
0
550
500
1 550
500
2 550
350
300
650
1 400
650
400
4 200
5 250
10 400
867
2 080

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

Singles
150
400
0
550
500
4 100
500
5 100
350
300
650
9 800
650
400
600
1 650
17 750
1 479
3 550

Pros
150
2 900
0
3 050
500
700
1 100
2 300
2 200
300
2 500
1 400
1 700
400
600
2 700
11 950
996
2 390

HiEarners
900
400
0
1 300
500
700
2 900
4 100
550
300
850
1 400
3 700
3 000
600
7 300
14 950
1 246
2 990

Others
150
400
0
550
3 450
700
500
4 650
350
2 000
2 350
1 400
650
400
600
1 650
10 600
883
2 120

Total
1 500
4 500
0
6 000
5 450
7 750
5 500
18 700
3 800
3 200
7 000
15 400
7 350
4 600
6 600
18 550
65 650
5 471
13 130

COMPETITIVE SALES FORCE - SONITE MARKET


COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm
A

O
U

Brand
SAKE
SAPO
SAXX
TOTAL
SECT
SELL
SEXY
TOTAL
SIGH
SIAM
TOTAL
SOLO
SURF
SUBB
SUCK
TOTAL

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

02/11/2010

Specialty stores
10
21
0
31
12
31
20
63
28
5
33
60
32
22
35
89
276
23
55

Depart. stores
18
14
0
32
40
31
30
101
24
10
34
60
40
34
15
89
316
26
63

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

Mass Merchandis.
8
14
2
24
40
12
2
54
9
16
25
60
22
22
2
46
209
17
42

Total
36
49
2
87
92
74
52
218
61
31
92
180
94
78
52
224
801
67
160

22/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

ADVERTISING EXPERIMENT - SONITE MARKET


EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SAKE
SAPO
Change in awareness (%)
Buffs
0.0%
0.5%
Singles
0.0%
0.4%
Professionals
0.1%
3.2%
High earners
0.4%
0.7%
Others
0.1%
0.3%
Change in market share (%)
Buffs
0.0%
0.0%
Singles
0.0%
0.0%
Professionals
1.5%
0.8%
High earners
0.1%
0.1%
Others
0.0%
0.0%
Change in contribution after marketing (K$)
376
-439
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.

SAXX
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0

SALES FORCE EXPERIMENT - SONITE MARKET


EXPECTED RESULTS WITH INCREASED SALES FORCE
SAKE
SAPO
Change in number of distributors (U)
Specialty stores
891
668
Depart. stores
245
234
Mass Merchandis.
374
439
Change in market share (%)
Specialty stores
0.4%
0.2%
Depart. stores
0.4%
0.2%
Mass Merchandis.
0.3%
0.2%
Change in contribution after marketing (K$)
1 792
402
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.

02/11/2010

SAXX
1
0
135
0.0%
0.0%
0.2%
6

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

23/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - SONITE MARKET


CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Buffs
Singles
Pros
HiEarners
Others

Design
5.0%
9.1%
22.6%
9.7%
17.7%

Max Freq
11.0%
1.6%
1.7%
2.2%
3.3%

Power
33.5%
33.2%
33.6%
40.3%
29.6%

2
5
0.43
34
0.39
68
0.30
273
1.00

3
6
0.45
42
0.47
84
0.58
350
0.39

Price
50.5%
56.0%
42.1%
47.8%
49.4%

Total
100.0%
100.0%
100.0%
100.0%
100.0%

CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS


Design
Max Freq
Power
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
4
0.35
26
0.29
52
0.05
196
0.27

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
7
5.0%
0.44
50
11.0%
0.51
100
33.5%
0.72
427
50.5%
0.00

24/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES


Design
Max Freq
Power
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
7
0.36
21
0.49
34
0.19
166
0.14

2
8
0.53
29
0.48
50
0.66
243
1.00

3
9
0.53
37
0.46
66
0.79
320
0.78

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
10
9.1%
0.50
45
1.6%
0.49
82
33.2%
0.27
397
56.0%
0.00

25/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS


Design
Max Freq
Power
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
7
0.18
18
0.50
52
0.12
329
0.00

2
8
0.49
26
0.54
68
0.65
406
0.70

3
9
0.71
34
0.51
84
0.92
483
1.00

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
10
22.6%
0.72
42
1.7%
0.54
100
33.6%
0.41
560
42.1%
0.40

26/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS


Design
Max Freq
Power
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
7
0.34
26
0.45
52
0.08
329
0.00

2
8
0.54
34
0.50
68
0.46
406
1.00

3
9
0.54
42
0.50
84
0.92
483
0.71

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
10
9.7%
0.49
50
2.2%
0.46
100
40.3%
0.45
560
47.8%
0.20

27/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS


Design
Max Freq
Power
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
Index
[0,1]
KHz
[0,1]
W
[0,1]
$
[0,1]

1
6
0.28
14
0.50
19
0.28
100
0.38

2
7
0.64
22
0.57
35
0.72
177
1.00

3
8
0.64
30
0.54
51
0.87
254
0.76

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
9
17.7%
0.57
38
3.3%
0.53
67
29.6%
0.27
331
49.4%
0.00

28/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONSUMER SURVEY - VODITE MARKET


CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
O
U

Brand
VAXX
VAVA
VODO
VUAA
VUKK

Innovs
6.4%
11.0%
8.1%
33.4%
48.4%

Adopters
10.5%
10.0%
10.1%
55.8%
40.5%

Followers
7.4%
11.1%
22.5%
56.7%
58.5%

Total
7.7%
10.7%
9.9%
42.1%
46.8%

Innovs
0.2%
4.4%
0.2%
5.0%
90.2%

Adopters
0.4%
0.5%
0.4%
95.3%
3.4%

Followers
5.5%
5.7%
12.8%
41.5%
34.5%

Total
1.1%
3.4%
2.2%
37.2%
56.1%

100.0%

100.0%

100.0%

100.0%

CONSUMER SURVEY - PURCHASE INTENTIONS


Firm
A
O
U

Brand
VAXX
VAVA
VODO
VUAA
VUKK

Total

CONSUMER SURVEY - SHOPPING HABITS


Segment
Innovators
Early Adopters
Followers
Total

02/11/2010

Specialty stores
73.7%
56.4%
26.4%
64.6%

Depart. stores
16.8%
24.5%
35.5%
20.7%

Mass Merchandis.
9.5%
19.1%
38.2%
14.8%

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

Total
100.0%
100.0%
100.0%
100.0%

29/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONSUMER PANEL - VODITE MARKET


CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A

Brand
VAXX
VAVA
VODO
VUAA
VUKK

Innovs
0.1%
0.2%
0.1%
4.5%
95.1%

Adopters
0.1%
0.0%
0.2%
96.0%
3.7%

Followers
2.0%
0.3%
8.7%
50.3%
38.7%

Total
0.2%
0.2%
0.8%
36.2%
62.6%

Total
Total sales (U)
Total sales (% Total)

100.0%
135 399
61.3%

100.0%
67 677
30.6%

100.0%
17 855
8.1%

100.0%
220 931
100.0%

O
U

02/11/2010

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

30/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

DISTRIBUTION PANEL - VODITE MARKET


DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm
A

Brand
VAXX
VAVA
VODO
VUAA
VUKK

Specialty stores
0.1%
0.2%
0.2%
28.0%
71.5%

Depart. stores
0.3%
0.1%
1.2%
47.0%
51.4%

Mass Merchandis.
0.8%
0.2%
3.4%
63.4%
32.2%

Total
0.2%
0.2%
0.8%
36.2%
62.6%

Total
Total sales (U)
Total sales (% Total)

100.0%
148 184
67.1%

100.0%
46 369
21.0%

100.0%
26 378
11.9%

100.0%
220 931
100.0%

O
U

DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL


Firm
A
O
U

Brand
VAXX
VAVA
VODO
VUAA
VUKK

Total number of outlets

02/11/2010

Specialty stores
19.7%
0.5%
19.6%
51.4%
64.2%

Depart. stores
17.5%
0.5%
34.4%
56.9%
54.4%

Mass Merchandis.
24.9%
0.5%
55.0%
45.2%
6.3%

27 727

6 661

12 149

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

31/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

SEMANTIC SCALES - VODITE MARKET


SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Innovs
Adopters
Followers
Importance of characteristic (1)

Autonomy
5.64
5.06
4.74

Max Freq
5.43
4.43
4.34

Diameter
4.30
3.12
3.78

Design
3.82
4.51
4.74

Weight
4.03
3.57
3.93

Price
5.80
4.79
3.31

10

10

Diameter
4.01
5.13
3.59
4.67
4.71

Design
1.78
3.43
1.50
3.48
3.48

Weight
6.50
6.50
4.00
4.24
4.26

Price
5.20
6.11
3.82
4.94
6.04

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)


Firm
A
O
U

Brand
VAXX
VAVA
VODO
VUAA
VUKK

02/11/2010

Autonomy
4.04
5.81
3.43
5.52
5.60

Max Freq
3.55
5.92
3.79
4.56
5.36

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

32/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

MULTIDIMENSIONAL SCALING - VODITE MARKET


MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Innovs
Adopters
Followers

Efficacy
7.4
3.0
2.8

Flexibility
6.0
6.1
3.4

Economy
-12.0
-5.2
4.6

MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)


Firm
A

Brand
VAXX
VAVA
VODO
VUAA
VUKK

O
U

Efficacy
-5.4
9.5
-5.1
2.3
6.6

Flexibility
-2.9
2.3
-1.6
4.7
5.0

Economy
-8.0
-14.0
1.2
-6.3
-13.6

MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS

Efficacy
Flexibility
Economy

02/11/2010

Autonomy
(M)
Strong
Moderate
Slight

Max Freq
(KHz)
Strong
Slight
Slight

Diameter
(Mm)
Strong
Moderate
Slight

Design
(Index)
Moderate
Moderate
Slight

Weight
(g)
Slight
Moderate
Slight

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

Price
($)
Slight
Slight
Strong

33/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

MARKET FORECAST - VODITE MARKET


MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment
Segment sizes in KU
Actual size this period
Forecasted size next period
Forecasted size in five periods
Relative segment sizes in %
Actual size this period
Forecasted size next period
Forecasted size in five periods
Forecasted growth rates in %
Next period
Total over next five periods
Average over next five periods

02/11/2010

Innovs

Adopters

Followers

Total

135
151
59

68
113
283

18
46
1 153

221
310
1 495

61.3%
48.6%
4.0%

30.6%
36.4%
18.9%

8.1%
15.0%
77.1%

100.0%
100.0%
100.0%

11.3%
-56.2%
-15.2%

66.4%
317.6%
33.1%

160.0%
6356.4%
130.1%

40.2%
576.5%
46.6%

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

34/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

COMPETITIVE ADVERTISING - VODITE MARKET


COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A

O
U

Brand
VAXX
VAVA
TOTAL
VODO
VUAA
VUKK
TOTAL

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

Innovs
200
0
200
250
1 250
3 350
4 600

Adopters
850
0
850
250
3 700
1 050
4 750

Followers
200
0
200
1 200
1 050
800
1 850

Total
1 250
0
1 250
1 700
6 000
5 200
11 200

5 050
1 010
1 683

5 850
1 170
1 950

3 250
650
1 083

14 150
2 830
4 717

COMPETITIVE SALES FORCE - VODITE MARKET


COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Specialty stores
5
0
5
5
30
35
65

Depart. stores
2
0
2
5
13
8
21

Mass Merchandis.
1
0
1
5
3
0
3

Total
8
0
8
15
46
43
89

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

75
15
25

28
6
9

9
2
3

112
22
37

02/11/2010

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

Firm
A

O
U

Brand
VAXX
VAVA
TOTAL
VODO
VUAA
VUKK
TOTAL

35/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

ADVERTISING EXPERIMENT - VODITE MARKET


EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
VAXX
VAVA
Change in awareness (%)
Innovators
0.1%
0.0%
Early Adopters
1.0%
0.0%
Followers
0.3%
0.0%
Change in market share (%)
Innovators
0.0%
0.0%
Early Adopters
0.1%
0.0%
Followers
0.2%
0.0%
Change in contribution after marketing (K$)
-232
0
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 - VODITE MARKET


EXPECTED RESULTS WITH INCREASED SALES FORCE
VAXX
VAVA
Change in number of distributors (U)
Specialty stores
1 037
0
Depart. stores
246
0
Mass Merchandis.
698
0
Change in market share (%)
Specialty stores
0.1%
0.0%
Depart. stores
0.1%
0.0%
Mass Merchandis.
0.2%
0.0%
Change in contribution after marketing (K$)
-87
0
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.

02/11/2010

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

36/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - VODITE MARKET


CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS
Segment
Innovs
Adopters
Followers

Autonomy
14.3%
12.5%
11.0%

Max Freq
40.0%
32.0%
25.4%

Diameter
2.2%
2.0%
3.0%

Price
43.5%
53.5%
60.6%

Total
100.0%
100.0%
100.0%

CONJOINT ANALYSIS - UTILITIES - SEGMENT INNOVATORS


Autonomy
Max Freq
Diameter
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
M
[0,1]
KHz
[0,1]
Mm
[0,1]
$
[0,1]

1
52
0.49
12
0.04
37
0.63
511
0.00

2
68
0.82
14
0.86
52
0.67
663
0.99

3
84
0.80
16
0.96
67
0.68
815
1.00

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
100
14.3%
0.53
18
40.0%
0.78
82
2.2%
0.65
967
43.5%
0.65

37/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - UTILITIES - SEGMENT EARLY ADOPTERS


Autonomy
Max Freq
Diameter
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
M
[0,1]
KHz
[0,1]
Mm
[0,1]
$
[0,1]

1
45
0.44
10
0.21
22
0.51
403
0.00

2
61
0.65
12
0.65
37
0.54
555
1.00

3
77
0.61
14
0.81
52
0.55
707
0.75

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
93
12.5%
0.42
16
32.0%
0.44
67
2.0%
0.53
859
53.5%
0.37

38/39

INDUSTRY PRACTICE - FIRM A

ANNUAL REPORT

PERIOD 6

CONJOINT ANALYSIS - UTILITIES - SEGMENT FOLLOWERS


Autonomy
Max Freq
Diameter
Price

Level
Utility
Level
Utility
Level
Utility
Level
Utility

02/11/2010

Unit
M
[0,1]
KHz
[0,1]
Mm
[0,1]
$
[0,1]

1
38
0.47
10
0.45
31
0.53
240
0.35

2
54
0.65
12
0.75
46
0.57
392
0.88

3
70
0.63
14
0.70
61
0.58
544
1.00

Markstrat by StratX 5.1.0.4 - Copyright 2010 by StratX

4 Importance
86
11.0%
0.48
16
25.4%
0.33
76
3.0%
0.54
696
60.6%
0.00

39/39