Marketing questions 2

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Company Dashboard – Firm T – Period 3 SPI Revenues (M$) Earnings Before Taxes (M$)

Total Market Share (%U) Total Market Share (%$)

Brand Revenues (M$) Brand Contribu�on (M$)

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Financial Report – Firm T – Period 3 The financial statements of firm T published for Period 3 have been prepared on December 31st, Period 3 in accordance with Interna�onal Financial Repor�ng Standards (IFRS), as adopted in the Markstrat world.

Company Profit & Loss Statement The table below shows the evolu�on of firm T financial results in thousands of dollars, as well as the cumula�ve results since Period 0.

Period 3 Period 2 Period 1 Period 0 Cumula�ve Revenues 78,736 70,207 64,373 52,148 265,464 Cost of goods sold ‐31,274 ‐32,140 ‐33,758 ‐31,703 ‐128,876 Inventory costs ‐413 ‐165 ‐413 ‐313 ‐1,304 Contribu�on before marke�ng 47,048 37,901 30,203 20,131 135,284 Adver�sing expenditures ‐6,185 ‐4,164 ‐4,000 ‐4,000 ‐18,349 Commercial costs ‐3,449 ‐1,957 ‐1,282 ‐1,224 ‐7,911 Contribu�on a�er marke�ng 37,415 31,780 24,921 14,907 109,024 Market research studies ‐780 ‐446 ‐406 ‐245 ‐1,877 Research and development ‐9,420 ‐3,250 0 0 ‐12,670 Loan reimbursed ‐200 0 0 0 ‐200 Loan received 8,600 200 0 0 8,800 Loan interests paid ‐440 ‐10 0 0 ‐450 Excep�onal cost or profit 0 0 0 0 0 Earnings before taxes 35,175 28,275 24,515 14,662 102,627

Revenues & EBT Evolu�on Cost Evolu�on ‐ By Category (%Revenue)

Brand contribu�on The table below shows a comparison of the net contribu�on generated by the brands marketed by firm T in Period 3.

TONE TOPS Sonites Sonites

Revenues 61,011 17,725 Cost of goods sold ‐22,085 ‐9,189 Inventory holding cost 0 0 Inventory disposal loss 0 ‐413 Contribu�on before marke�ng 38,926 8,122 Adver�sing media ‐3,500 ‐1,700 Adver�sing research ‐645 ‐340 Commercial costs ‐2,069 ‐1,380 Contribu�on a�er marke�ng 32,712 4,703

The physical characteris�cs of TOPS were modified this period. The obsolete inventory (13,806 units) was sold to a trading company at 80.0 % of transfer cost. The difference was charged as an inventory disposal loss of K$413.

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Revenues

Note: brands with low revenues or contribu�on (< 5% total) are not shown on this chart

Contribu�on a�er Marke�ng

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Marke�ng results The sec�on below provides key marke�ng results for each of your marketed brands

Market Shares

TONE TOPS Sonites Sonites

Volume Market Share 14.2 % 5.7 % Value Market Share 20.2 % 5.9 %

Volume sold The table below provides the volume sold for each of your marketed brands in each of the three distribu�on channels. Sales are given in thousands of units.

Distribu�on Coverage The distribu�on coverage figures in the chart and table below represent the propor�on of distributors who carry a given product. The report gives the informa�on for each brand currently on the market. The number of distributors in each distribu�on channel is provided as well.

Specialty stores Mass Merch. Online Stores Number of distributors 9,555 6,333 1,055

Brand prices The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your marke�ng mix decisions. The Average Retail Price is the average end‐user price, taking into account the discount offered by distributors. Finally, the Average Selling Price is equal to the Average Retail Price minus the distribu�on margins.

TONE TOPS Sonites Sonites

Recommended Retail Price $ 510 $ 370 Average Retail Price $ 491 $ 358 Average Selling Price $ 318 $ 230

Loans and Budget Changes The le� table below summarizes the loans and/or budget changes that were granted to your company by the instructor. The other table provides the past and future payments made by your company to reimburse the loans. The first column shows the reimbursement of the capital borrowed; the second columns shows the interests paid in the period; the third column indicates how much capital remains to be reimbursed at the end of the period.

Budget increase (K$)

Budget decrease (K$)

Loan capital borrowed (K$) Loan Dura�on

Interest rate (%)

Period 0 Period 1 Period 2 200 1 5 Period 3 8,600 4 5 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9 Period 10

Capital reimbursed (K$)

Interest paid (K$)

Capital remaining (K$)

0 10 200

200 440 8,600 1,995 430 6,605 2,095 330 4,510 2,200 225 2,310 2,310 115 0

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Produc�on Report – Firm T – Period 3 The report below provides with informa�on on produc�on levels and produc�on costs for each of the brands marketed in Period 3.

Sales, Produc�on and Inventory The chart below shows the units sold , the produc�on level and inventory level for each of your brands at the end of Period 3.All numbers are given in thousands of units.

Despite all the efforts made by the Produc�on department, they were not able to fullfill all the orders for TOPS this period. As a consequence, some poten�al sales of TOPS have been lost.

The table below provides you with addi�onal details such as planned produc�on versus the actual one, and the inventory levels at the beginning and at the end of Period 3.All numbers are given in thousands of units.

TONE TOPS Sonites Sonites

Units sold 192 77 Produc�on Plan (your decision) 211 64 Produc�on 192 77 Inventory at beginning of period 0 0 Inventory at end of period 0 0

Unit Cost, COGS and Inventory Holding Cost The table below shows the unit transfer cost for each of yourmarketed brands. The “current“ unit cost is the cost of the most recently produced units, while the “average” unit cost takes into account the units that were in your inventory at the beginning of the period. Unit transfer costs are given in $; units sold in thousands of units. COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows the costs incurred for holding your inventory(storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x “Average unit transfer cost” x 8%. It is given in thousands of $.

TONE TOPS Sonites Sonites

Current unit transfer cost 115 119 Average unit transfer cost 115 119 Units sold 192 77 COGS 22,085 9,189 Inventory at end of period 0 0 Inventory holding cost 0 0

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R&D Report – Firm T – Sonites Market – Period 3 This report provides informa�on on the ac�vi�es conducted for your division by the R&D department during Period 3.

Projects completed in Period 3 No projects have been completed in Period 3.

Projects completed in past periods The projects listed below have been completed in past periods. The ones at the top are currently used as the produc�on pla�orm of one or several of your marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand.

Available Since

Physical Characteris�cs Base Cost in $ Cumula�ve Budget (K$)

Pla�orm of BrandFeatures (1) Design (2) Ba�ery (3) Display (4) Power (5) Current Minimum

POTONE_1 Period 2 11 9 53 26 65 139 139 1,650 TONE POTOPS_1 Period 2 7 8 48 23 53 117 117 1,600 TOPS POTONE Period 0 16 7 74 24 75 200 150 1,500 N/A POTOPS Period 0 10 4 35 38 95 184 164 2,000 N/A (1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Ba�ery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gflops): From 5 To 100.

Projects par�ally developed in Period 3 You have no par�ally completed projects.

Shelved projects You have no shelved projects.

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R&D Report – Firm T – Vodites Market – Period 3 This report provides informa�on on the ac�vi�es conducted for your division by the R&D department during Period 3.

Projects completed in Period 3 The projects listed below have just been completed and can be used to launch new brands or upgrade new ones

Available Since Physical Characteris�cs Base Cost in $ Cumula�ve Budget

(K$)Resolu�on (1) Energy (2) Carbon (3) Connec�vity (4) Apps (5) Current Minimum PETERM Period 3 51 61 23 5 41 223 223 9,420 (1) Resolu�on (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connec�vity (Index): From 3 To 10. (5) Apps (Number of): From 5 To 100.

Projects completed in past periods No projects were completed in past period.

Projects par�ally developed in Period 3 You have no par�ally completed projects.

Shelved projects You have no shelved projects.

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Decision Review – Firm T – Sonites Market – Period 3 This report provides a review of the decisions made by firm T at the beginning of Period 3.

Resource Alloca�on Overview The three charts below show how resources have been allocated across markets, func�ons and brands. All numbers are given in thousands of dollars.

Resource Alloca�on by Market Resource Alloca�on by Func�on – Sonites Brands

Resource Alloca�on by Brand

Brand Por�olio

TONE TOPS Por�olio opera�on Modified Modified Base project past period POTONE POTOPS Base project this period POTONE_1 POTOPS_1

Marke�ng Mix

TONE TOPS Produc�on planning (in units) 211,000 64,350 Recommended retail price (in $) 510 370 Adver�sing media (in K$) 3,500 1,700 Adver�sing research (in K$) 645 340

Segmenta�on Strategy

TONE TOPS Explorers Shoppers 100 % Professionals High Earners 100 % Savers

Perceptual Objec�ves

TONE TOPS Dimension 1 Design Design Posi�on 1 1.0 1.0 Dimension 2 Power Display Posi�on 2 1.0 1.0

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Commercial Team Size The table below shows the number of commercial people allocated to each brand in each channel during Period 3.

TONE TOPS Specialty stores 32 20 Mass Merch. 30 20 Online Stores 28 20 TOTAL 90 60

The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of salespeople.

Market Research Studies – Sonites Market The table below lists the market research studies purchased by firm T in Period 3, as well as the cost in dollars.

Purchased Studies Cost in $ Consumer survey 65,000 Consumer panel 108,250 Distribu�on panel 65,000 Seman�c scales 10,750 Market forecast 21,750 Compe��ve adver�sing 32,500 Compe��ve commercial team 16,250 Adver�sing experiment 27,000 Commercial team experiment 38,000 Conjoint analysis 38,000 TOTAL 422,500

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Decision Review – Firm T – Vodites Market – Period 3 This report provides a review of the decisions made by firm T at the beginning of Period 3.

Resource Alloca�on Overview The three charts below show how resources have been allocated across markets, func�ons and brands. All numbers are given in thousands of dollars.

Resource Alloca�on by Market Resource Alloca�on by Func�on – Vodites Brands

R&D projects The table below lists the projects which the R&D Department will develop in Period 3

Project Objec�ve Resolu�on (1) Energy (2) Carbon (3) Connec�vity (4) Apps (5) Requested BaseCost ($) Allocated Budget (K$)

PETERM Followers 51 61 23 5 41 0 9,420 (1) Resolu�on (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connec�vity (Index): From 3 To 10. (5) Apps (Number of): From 5 To 100.

Online Query The table below lists the online queries made to the R&D Department while making Period 3 decisions

Query Resolu�on (1) Energy (2) Carbon (3) Connec�vity (4) Apps (5) Requested BaseCost ($) Requested Budget Minimum Cost

PEterm 51 61 23 5 41 0 9,020 246 (1) Resolu�on (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connec�vity (Index): From 3 To 10. (5) Apps (Number of): From 5 To 100.

Market Research Studies – Vodites Market The table below lists the market research studies purchased by firm T in Period 3, as well as the cost in dollars.

Purchased Studies Cost in $ Consumer survey 43,250 Consumer panel 75,750 Distribu�on panel 54,000 Seman�c scales 10,750 Market forecast 21,750 Compe��ve adver�sing 32,500 Compe��ve commercial team 16,250 Adver�sing experiment 27,000 Commercial team experiment 38,000 Conjoint analysis 38,000 TOTAL 357,250

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Industry Dashboard – Firm T – Period 3 Stock Market Period 3

SPI REV NC Cum. NC S 1,539 51 14 58 M 1,493 67 16 60 R 1,468 72 24 75 T 1,459 79 35 103 L 1,348 68 23 91 SPI: Share Price Index. Rev.: Revenues (million $). NC: Net Contribu�on (million $). Cum. NC: Cumula�ve NC (million $).

Share Price Index Evolu�on

Industry Retail Sales – By Market Industry Retail Sales

Unit and Value Market Shares – Total Value Market Shares – By Market

Top Selling Brands – Retail Sales

in million $

Top Selling Brands – Volume

in thousands of units

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Industry Informa�on – Period 3 This report provides economic and cos�ng data for the current period as well as es�mates for the next period.

Economic Variables

Current Period Value Next Period Es�ma�on GNP Growth Rate % 3 % 4 % Infla�on Rate % 2 % 4 % Inventory holding cost per annum % Transfer Cost 8 % 8 % Loss incurred for inventory disposal % Transfer Cost 20 % 20 % Commercial people opera�ng cost $ 21,649 22,956 Commercial people hiring and training cost $ 3,247 3,443 Commercial people firing cost $ 5,412 5,739

Market Research Costs

All Markets Sonites Vodites Industry benchmarking 34,500 Compe��ve adver�sing 34,500 34,500 Compe��ve commercial team 17,250 17,250 Conjoint analysis 40,250 40,250 Consumer panel 114,750 80,250 Consumer survey 68,750 46,000 Distribu�on panel 68,750 57,500 Adver�sing experiment 28,750 28,750 Commercial team experiment 40,250 40,250 Market forecast 23,000 23,000 Mul�dimensional scaling 40,250 40,250 Seman�c scales 11,500 11,500 TOTAL 34,500 488,000 419,500 (all numbers in $)

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Market Report – Sonites Market – Period 3 This report provides general informa�on on the 12 Sonites brands marketed in Period 3. Brands introduced this period: ROSE, LONG

Brand Retail Sales & Volume The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units), sorted in decreasing order. Shares of market in value and in unit are also provided

Brand Value Share Retail Sales Varia�on ROCK 20.5 % 96,337 9,937 TONE 20.2 % 94,360 7,623 Modified LOOP 13.5 % 63,224 ‐21,691 SOLO 12.3 % 57,372 22,042 Modified MOST 9.6 % 44,691 10,295 Modified TOPS 5.9 % 27,654 4,783 Modified LOCK 4.6 % 21,364 4,061 Modified LONG 4.2 % 19,586 New MOVE 3.4 % 16,019 ‐1,629 ROLL 2.4 % 11,357 ‐12,099 Modified SOFT 2.3 % 10,605 ‐13,823 ROSE 1.3 % 5,915 New TOTAL 100.0 % 468,484 9,500 ‐

Brand Unit Share Volume Varia�on MOST 17.8 % 240 97 Modified ROCK 14.5 % 196 16 SOLO 14.4 % 195 76 Modified TONE 14.2 % 192 23 Modified LOOP 9.7 % 131 ‐38 LOCK 6.6 % 89 0 Modified TOPS 5.7 % 77 18 Modified LONG 4.9 % 66 New SOFT 4.1 % 55 ‐70 MOVE 4.1 % 55 6 ROSE 2.1 % 28 New ROLL 1.8 % 24 ‐25 Modified TOTAL 100.0 % 1,348 102 ‐

Brand Characteris�cs The table below lists the physical a�ributes of marketed brands, as well as their price and es�mated unit cost, both in $.

Brand Launched in Features (1) Design (2) Ba�ery (3) Display (4) Power (5) Price Base Cost ($) Base Cost (%Price) LOCK Period 0 9 6 34 14 24 260 69 25 % LONG Period 3 7 8 48 26 62 310 130 40 % LOOP Period 0 14 7 67 27 71 500 204 40 % MOST Period 0 9 6 34 14 24 201 69 33 % MOVE Period 0 13 4 82 17 30 303 136 44 % ROCK Period 0 16 7 78 33 75 505 210 41 % ROLL Period 0 11 9 53 26 65 489 139 27 % ROSE Period 3 9 6 34 14 24 229 69 29 % SOFT Period 0 5 3 49 8 13 205 43 20 % SOLO Period 0 7 8 48 23 53 310 117 36 % TONE Period 0 11 9 53 26 65 510 139 26 % TOPS Period 0 7 8 48 23 53 370 117 30 %

(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Ba�ery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gflops): From 5 To 100.

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Market Report – Vodites Market – Period 3 This report provides general informa�on on the 2 Vodites brands marketed in Period 3. Brands introduced this period: SEGA, MEET

Brand Value Share Retail Sales Varia�on MEET 79.8 % 41,859 New SEGA 20.2 % 10,576 New TOTAL 100.0 % 52,435 ‐ ‐

Brand Unit Share Volume Varia�on MEET 79.8 % 78 New SEGA 20.2 % 20 New TOTAL 100.0 % 98 ‐ ‐

Brand Characteris�cs The table below lists the physical a�ributes of marketed brands, as well as their price and es�mated unit cost, both in $.

Brand Launched in Resolu�on (1) Energy (2) Carbon (3) Connec�vity (4) Apps (5) Price Base Cost ($) Base Cost (%Price) MEET Period 3 60 55 10 7 50 550 263 46 % SEGA Period 3 72 48 31 7 48 550 242 42 % (1) Resolu�on (1) (L/mm): From 20 To 100. (2) Energy (2) (BC/Wh): From 10 To 100. (3) Carbon (3) (Kg): From 5 To 50. (4) Connec�vity (4) (Index): From 3 To 10. (5) Apps (Number of): From 5 To 100.

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Consumer Survey – Sonites Market – Period 3 This survey ques�onnaire has been administered to 3,000 individuals during Period 3. It gives brand awareness, purchase inten�ons and shopping habit data for each consumer segment in the Sonites market

Brand Awareness The brand awareness figures in the chart and table below represent the propor�on of individuals who have unaided recall of a brand name. The report gives the informa�on for each brand currently on the market, in total and by consumer segment.

Average Brand Awareness (in %)

Brand Awareness by Consumer Segment

Brand Firm Explorers Shoppers Professionals High Earners Savers LOCK L 39 % 43 % 36 % 40 % 46 % LONG L 12 % 24 % 9 % 10 % 9 % LOOP L 65 % 57 % 71 % 79 % 41 % MOST M 50 % 59 % 38 % 45 % 67 % MOVE M 68 % 73 % 56 % 59 % 39 % ROCK R 65 % 52 % 70 % 69 % 38 % ROLL R 57 % 48 % 60 % 60 % 35 % ROSE R 10 % 11 % 8 % 10 % 18 % SOFT S 59 % 69 % 52 % 58 % 71 % SOLO S 69 % 76 % 58 % 65 % 54 % TONE T 66 % 54 % 63 % 80 % 44 % TOPS T 60 % 56 % 55 % 57 % 39 %

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Purchase Inten�ons The purchase inten�ons figures in the chart and table below represent the propor�on of individuals who would select a brand as their first choice, if they were buying within a year. The report gives the informa�on for each brand currently on the market, in total and by consumer segment. Please note that these figures correspond to the situa�on of the period when the study is done and does not necessarily represent purchase inten�ons for the following year.

Average Purchase Inten�ons

Purchase Inten�ons by Consumer Segment

Brand Firm Explorers Shoppers Professionals High Earners Savers LOCK L 2.8 % 4.1 % 0.2 % 0.2 % 20.8 % LONG L 6.7 % 24.1 % 0.1 % 0.1 % 0.5 % LOOP L 10.0 % 3.5 % 19.3 % 28.7 % 0.5 % MOST M 3.2 % 5.4 % 0.2 % 0.2 % 47.7 % MOVE M 7.3 % 10.4 % 0.4 % 0.6 % 4.0 % ROCK R 11.2 % 3.1 % 62.2 % 9.4 % 0.4 % ROLL R 10.6 % 2.6 % 4.8 % 2.4 % 0.4 % ROSE R 0.8 % 1.3 % 0.0 % 0.1 % 7.9 % SOFT S 3.0 % 3.7 % 0.2 % 0.2 % 9.3 % SOLO S 11.3 % 31.3 % 0.6 % 0.8 % 7.3 % TONE T 8.9 % 3.3 % 8.4 % 53.2 % 0.5 % TOPS T 24.2 % 7.1 % 3.6 % 4.1 % 0.7 % TOTAL ‐ 100 % 100 % 100 % 100 % 100 %

Shopping Habits The shopping habit data in the chart below represent, for each channel, the propor�on of individuals who would choose that channel when shopping for a Sonites.

Consumer Panel – Sonites Market – Period 3 The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representa�ve of the en�re Sonites market. It provides market shares by consumer segment as well as industry sales in this product category

Market Shares (Based on units sold) The market shares figures in the chart and table below represent the propor�on of individuals who have purchased a given brand during Period 3. The report gives the informa�on for each brand currently on the market, in total and by consumer segment

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Total Market Shares (%Unit)

Market Shares by Consumer Segment (%Unit)

Brand Firm Explorers Shoppers Professionals High Earners Savers LOCK L 1.9 % 3.4 % 0.1 % 0.1 % 17.9 % LONG L 5.3 % 17.8 % 0.1 % 0.1 % 0.3 % LOOP L 10.7 % 3.4 % 19.6 % 24.9 % 0.4 % MOST M 3.0 % 5.7 % 0.2 % 0.2 % 52.0 % MOVE M 6.7 % 9.2 % 0.4 % 0.5 % 3.3 % ROCK R 12.1 % 2.8 % 61.4 % 7.8 % 0.3 % ROLL R 6.1 % 1.4 % 2.7 % 1.2 % 0.2 % ROSE R 0.4 % 0.9 % 0.0 % 0.1 % 5.9 % SOFT S 2.6 % 3.6 % 0.2 % 0.2 % 9.4 % SOLO S 15.1 % 41.0 % 0.8 % 0.9 % 9.1 % TONE T 12.1 % 4.3 % 11.1 % 60.7 % 0.6 % TOPS T 23.9 % 6.6 % 3.5 % 3.4 % 0.6 % TOTAL ‐ 100 % 100 % 100 % 100 % 100 %

Industry Volume (based on units sold) The charts below give the unit product category sales by consumer segment and in total. The rela�ve sizes of the 5 consumer segments are provided as well.

Unit Sales by Consumer Segment in thousands of units Rela�ve Consumer Segment Sizes

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Consumer Survey – Vodites Market – Period 3 This survey ques�onnaire has been administered to 3,000 individuals during Period 3. It gives brand awareness, purchase inten�ons and shopping habit data for each consumer segment in the Vodites market

Average Brand Awareness (in %)

Brand Awareness by Consumer Segment

Brand Firm Innovators Adopters Followers MEET M 33 % 24 % 41 % SEGA S 15 % 13 % 16 %

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Average Purchase Inten�ons

Purchase Inten�ons by Consumer Segment

Brand Firm Innovators Adopters Followers MEET M 74.6 % 61.5 % 70.6 % SEGA S 25.4 % 38.5 % 29.4 % TOTAL ‐ 100 % 100 % 100 %

Shopping Habits The shopping habit data in the chart below represent, for each channel, the propor�on of individuals who would choose that channel when shopping for a Vodites.

Consumer Panel – Vodites Market – Period 3 The consumer panel study shown below is based on a sample group of over 500 consumers whose buying behavior is believed to be representa�ve of the en�re Vodites market. It provides market shares by consumer segment as well as industry sales in this product category

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Total Market Shares (%Unit)

Market Shares by Consumer Segment (%Unit)

Brand Firm Innovators Adopters Followers MEET M 83.2 % 72.9 % 80.0 % SEGA S 16.8 % 27.1 % 20.0 % TOTAL ‐ 100 % 100 % 100 %

Industry Volume (based on units sold) The charts below give the unit product category sales by consumer segment and in total. The rela�ve sizes of the 3 consumer segments are provided as well.

Unit Sales by Consumer Segment in thousands of units Rela�ve Consumer Segment Sizes

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Distribu�on Panel – Sonites Market – Period 3 The distribu�on panel provides con�nuous tracking of product sales to consumers, based on informa�on gathered at the retail point‐of‐sale. Informa�on is primarily gathered from scanning cash‐registers with supplementary store audits. Our read represents sales in about 35,000 retail outlets in the Markstrat world. This report gives market shares and coverage data, by distribu�on channel.

Sales and Market Shares by Channel The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give the unit product category sales by channel and in total. The rela�ve sizes of the channel are provided as well.

Market Shares by Channel (%Unit)

Brand Firm Specialty stores Mass Merch. Online Stores LOCK L 3 % 11 % 5 % LONG L 6 % 5 % 4 % LOOP L 12 % 5 % 14 % MOST M 9 % 31 % 11 % MOVE M 4 % 4 % 3 % ROCK R 21 % 6 % 18 % ROLL R 2 % 1 % 2 % ROSE R 1 % 4 % 1 % SOFT S 3 % 7 % 3 % SOLO S 15 % 15 % 12 % TONE T 17 % 9 % 21 % TOPS T 8 % 3 % 8 % TOTAL ‐ 100 % 100 % 100 %

Unit Sales by Channel in thousands of units Rela�ve Channel Sizes (%Units Sold)

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Distribu�on Coverage The distribu�on coverage figures in the charts and table below represent the propor�on of stores who carry a given brand. The report gives the informa�on for each brand currently on the market. The number of outlets in each distribu�on channel is provided as well.

Distribu�on Coverage by Channel (%Stores)

Brand Firm Specialty stores Mass Merch. Online Stores LOCK L 22 % 38 % 26 % LONG L 33 % 26 % 21 % LOOP L 40 % 28 % 41 % MOST M 33 % 49 % 29 % MOVE M 38 % 33 % 28 % ROCK R 39 % 21 % 27 % ROLL R 42 % 38 % 47 % ROSE R 19 % 38 % 16 % SOFT S 33 % 49 % 28 % SOLO S 53 % 50 % 43 % TONE T 52 % 45 % 58 % TOPS T 39 % 35 % 49 %

Number of outlets in each Channel Rela�ve Channel Sizes (%Outlet)

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Distribu�on Panel – Vodites Market – Period 3 The distribu�on panel provides con�nuous tracking of product sales to consumers, based on informa�on gathered at the retail point‐of‐sale. Informa�on is primarily gathered from scanning cash‐registers with supplementary store audits. Our read represents sales in about 35,000 retail outlets in the Markstrat world. This report gives market shares and coverage data, by distribu�on channel.

Market Shares by Channel (%Unit)

Brand Firm Specialty stores Mass Merch. Online Stores MEET M 80 % 79 % 79 % SEGA S 20 % 21 % 21 % TOTAL ‐ 100 % 100 % 100 %

Unit Sales by Channel in thousands of units Rela�ve Channel Sizes (%Units Sold)

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Distribu�on Coverage by Channel (%Stores)

Brand Firm Specialty stores Mass Merch. Online Stores MEET M 52 % 52 % 52 % SEGA S 32 % 32 % 32 %

Number of outlets in each Channel Rela�ve Channel Sizes (%Outlet)

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Seman�c Scales – Sonites Market – Period 3 The seman�c scales study provides data based on a seman�c differen�al ques�onnaire administered to 600 individuals. Several seman�c scales corresponding to the Sonites physical a�ributes were presented to the respondents. The figure below shows a sample scale for Power.

Several crucial informa�on are derived from these ques�onnaires: brand percep�ons, ideal value along each scale, ideal value evolu�on, brand maps.

Brand percep�ons Respondents are asked to rate each brand according to the way they perceive the brand on each characteris�c. The reported results are summarized in the table below, using the mean value for each brand.

Brand Firm Features Design Ba�ery Display Power Price LOCK L 2.3 2.2 2.2 3.0 1.8 2.4 LONG L 1.7 5.7 2.9 4.8 4.5 3.1 LOOP L 4.7 4.8 4.7 4.9 5.1 6.1 MOST M 2.3 2.9 2.3 2.4 1.8 2.3 MOVE M 4.3 1.8 5.9 3.1 2.4 3.6 ROCK R 5.5 4.8 5.6 5.9 5.3 6.1 ROLL R 4.1 2.7 5.1 6.1 5.9 6.0 ROSE R 2.5 3.2 1.8 2.6 2.1 2.8 SOFT S 1.5 1.5 3.0 1.6 1.5 2.1 SOLO S 1.7 5.7 3.3 3.5 3.1 3.3 TONE T 3.9 5.7 3.8 4.7 4.6 6.1 TOPS T 2.2 3.7 2.4 5.1 5.0 5.0

Ideal Values Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the table below, using the mean value for each segment.

Segment Features Design Ba�ery Display Power Price Explorers 4.5 2.1 5.6 5.8 6.1 3.8 Shoppers 2.0 5.2 3.0 4.6 4.6 3.0

Professionals 5.0 5.3 4.9 5.6 5.5 5.8 High Earners 3.2 5.7 3.4 4.3 4.7 5.8

Savers 2.6 3.9 1.8 2.9 2.3 2.1

Importance of characteris�cs Finally, respondents are asked to rate the importance of each characteris�c in their purchasing decision. Although consumer segments differ on the exact importance ra�ngs a�ributed to the characteris�cs, they tend to agree on the ranking of the scales, i.e. their “rela�ve” importance. This is why only average value are reported on the chart below. Ra�ngs are given on a scale from 1 (not important) to 10 (very important).

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Brand Maps Maps represen�ng consumers’ percep�ons based on the seman�c scales can be obtained for each pair of a�ributes. Five maps are provided below. We invite you to export data into Excel and draw addi�onal maps if needed

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Ideal Value Evolu�on This study monitors the evolu�on of consumer needs over �me. The preferred values on each scale over the past (3 years maximum) are recorded in the table below, for each consumer segment.

Segment Period Features Design Ba�ery Display Power Price Explorers Period 1 4.6 1.8 6.0 6.0 6.3 3.5 Explorers Period 2 4.6 1.9 5.8 5.9 6.2 3.6 Explorers Period 3 4.5 2.1 5.6 5.8 6.1 3.8

High Earners Period 1 3.2 5.9 3.4 4.6 4.8 5.9 High Earners Period 2 3.2 5.8 3.4 4.5 4.8 5.8 High Earners Period 3 3.2 5.7 3.4 4.3 4.7 5.8 Professionals Period 1 5.5 5.6 5.0 5.4 5.2 5.3 Professionals Period 2 5.3 5.4 4.9 5.5 5.4 5.6 Professionals Period 3 5.0 5.3 4.9 5.6 5.5 5.8

Savers Period 1 2.5 3.9 1.8 2.6 2.2 2.1 Savers Period 2 2.6 3.9 1.8 2.7 2.2 2.1 Savers Period 3 2.6 3.9 1.8 2.9 2.3 2.1

Shoppers Period 1 1.8 5.3 3.0 4.2 4.0 3.1 Shoppers Period 2 1.9 5.3 3.0 4.4 4.3 3.0 Shoppers Period 3 2.0 5.2 3.0 4.6 4.6 3.0

Online Tool ‐ Addi�onal Charts The most important charts and graph of the Seman�c Scales study are given in the above report.But an online tool provides addi�onal charts that will allow you to: ‐ Monitor the evolu�on of ideal values in a visual way ‐ Design Powerful R&D projects as described in sec�on VI of the Markstrat Handbook

Access Addi�onal Charts

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Seman�c Scales – Vodites Market – Period 3 The seman�c scales study provides data based on a seman�c differen�al ques�onnaire administered to 600 individuals. Several seman�c scales corresponding to the Vodites physical a�ributes were presented to the respondents. The figure below shows a sample scale for Power.

Several crucial informa�on are derived from these ques�onnaires: brand percep�ons, ideal value along each scale, ideal value evolu�on, brand maps.

Brand Firm Resolu�on Energy Carbon Connec�vity Apps Price MEET M 4.0 4.0 1.6 4.5 3.8 6.4 SEGA S 5.0 3.2 4.6 4.5 3.6 6.4

Segment Resolu�on Energy Carbon Connec�vity Apps Price Innovators 5.1 3.3 4.3 4.9 3.7 6.2 Adopters 4.5 4.1 4.9 4.0 4.3 5.4 Followers 3.6 4.6 3.3 3.4 3.4 4.7

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Segment Period Resolu�on Energy Carbon Connec�vity Apps Price Adopters Period 1 4.4 4.0 4.9 3.8 4.3 5.5 Adopters Period 2 4.4 4.0 4.9 3.8 4.3 5.5 Adopters Period 3 4.5 4.1 4.9 4.0 4.3 5.4 Followers Period 1 3.3 4.4 3.4 3.1 3.3 4.8 Followers Period 2 3.3 4.4 3.4 3.1 3.3 4.8 Followers Period 3 3.6 4.6 3.3 3.4 3.4 4.7 Innovators Period 1 5.1 3.3 4.3 4.8 3.7 6.3 Innovators Period 2 5.1 3.3 4.3 4.8 3.7 6.3 Innovators Period 3 5.1 3.3 4.3 4.9 3.7 6.2

Access Addi�onal Charts

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Compe��ve Adver�sing Es�mates – Sonites Market – Period 3 Es�mates of compe��ve adver�sing budgets are given by firm, by brand and by consumer segments. All brands marketed in the current period are included in the study.

Es�mated Total Adver�sing Expenditures (in million dollars) – By Firm and by Consumer Segment

Es�mated Brand Adver�sing Expenditures (in thousand dollars) – Total and by Consumer Segment Brand Explorers Shoppers Professionals High Earners Savers TOTAL TONE 360 360 360 2,660 360 4,100 SOLO 350 1,530 350 420 350 3,000 LOOP 270 270 270 1,900 270 2,980 SOFT 310 580 310 310 1,310 2,820 ROSE 260 460 260 260 1,530 2,770 LONG 230 1,590 230 230 230 2,510 MOST 220 220 220 220 1,590 2,470 MOVE 550 1,250 220 220 220 2,460 ROCK 210 210 1,460 360 210 2,450 TOPS 180 1,320 180 180 180 2,040 LOCK 180 180 180 180 1,230 1,950 ROLL 150 150 400 750 150 1,600 TOTAL 3,270 8,120 4,440 7,690 7,630 31,150

Es�mated Communica�on Dimensions and Message Quality The table below provides an es�mate of the dimensions that have been used in brand communica�on, as well as an es�mate of the message quality. Higher message quali�es are obtained with higher adver�sing research budgets.

Brand Firm Communica�on Dimensions Message Quality LOCK L LOOP L LONG L MOST M MOVE M ROCK R Display & PPower Poor ROLL R Design & Price Poor ROSE R PPower & Price Poor SOFT S SOLO S TONE T Design & PPower Excellent TOPS T Design & Display Excellent

Compe��ve Commercial Team Size Es�mates – Sonites Market – Period 3 Es�mates of compe��ve commercial team size are given by firm, by brand and by distribu�on channel. The breakdown by brand and channel is also provided. All brands marketed in the current period are included in the study.

Es�mated Commercial Team Size (in full‐�me equivalent) – By Firm and by Distribu�on Channel

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Es�mated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribu�on Channel Brand Specialty stores Mass Merch. Online Stores TOTAL TONE 32 30 28 90 SOLO 39 38 13 90 TOPS 20 20 20 60 ROLL 22 22 16 60 MOST 15 32 6 53 SOFT 14 31 6 51 MOVE 19 18 6 43 LOOP 18 14 10 42 LOCK 8 20 5 33 ROSE 7 20 3 30 ROCK 18 7 5 30 LONG 14 12 4 30 TOTAL 226 264 122 612

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Compe��ve Adver�sing Es�mates – Vodites Market – Period 3 Es�mates of compe��ve adver�sing budgets are given by firm, by brand and by consumer segments. All brands marketed in the current period are included in the study.

Es�mated Total Adver�sing Expenditures (in million dollars) – By Firm and by Consumer Segment

Es�mated Brand Adver�sing Expenditures (in thousand dollars) – Total and by Consumer Segment Brand Innovators Adopters Followers TOTAL MEET 1,760 770 770 3,300 SEGA 650 350 230 1,230 TOTAL 2,410 1,120 1,000 4,530

Brand Firm Communica�on Dimensions Message Quality MEET M SEGA S

Compe��ve Commercial Team Size Es�mates – Vodites Market – Period 3 Es�mates of compe��ve commercial team size are given by firm, by brand and by distribu�on channel. The breakdown by brand and channel is also provided. All brands marketed in the current period are included in the study.

Es�mated Commercial Team Size (in full‐�me equivalent) – By Firm and by Distribu�on Channel

Es�mated Brand Commercial Team Sizes (in commercial people equivalent) – Total and by Distribu�on Channel Brand Specialty stores Mass Merch. Online Stores TOTAL MEET 58 10 12 80 SEGA 29 5 6 40 TOTAL 87 15 18 120

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Adver�sing Experiment – Sonites Market – Period 3 This experiment is conducted by increasing adver�sing budgets in a selected regional market. The results of the study are used to project the level of awareness and the market share that would have been achieved na�onwide by each brand with the same increase in adver�sing, and if compe��ve ac�ons have remained unchanged. The impact on brand contribu�on is provided as well.

The results below would have been achieved by a given brand if its adver�sing budget had been increased by 20% and if compe��ve ac�ons had remained unchanged.

You did not produce enough units of TOPS. The results of the experiment below are irrelevant because produc�on could not ship enough units to the test regional market and could not avoid the produc�on shortage situa�on.

Expected Change in Contribu�on (in K$)

Expected Change in Brand Awareness

Brand Explorers Shoppers Professionals High Earners Savers TONE 0.6 % 0.4 % 0.3 % 0.9 % 0.4 % TOPS 0.3 % 1.3 % 0.2 % 0.3 % 0.2 %

Expected Change in unit Market Share (%U)

Brand Explorers Shoppers Professionals High Earners Savers TONE 0.1 % 0.2 % ‐0.3 % 0.9 % 0.1 % TOPS ‐1.4 % 0.5 % 0.0 % 0.4 % 0.0 %

Commercial Team Experiment – Sonites Market – Period 3 This experiment is set up by increasing the number of commercial people per channel in a selected regional market. The results of the study are used to project the addi�onal number of distributors and the market share that would have been achieved na�onwide by each brand with the same increase in commercial team and if compe��ve ac�ons have remained unchanged. The impact on brand contribu�on is provided as well.

The results below would have been achieved if the number of salespeople had been increased by 10 in each channel and if compe��ve ac�ons had remained unchanged.

Expected Change in Contribu�on (in K$)

Expected Change in Number of Distributors

Brand Specialty stores Mass Merch. Online Stores TONE 186 150 9 TOPS 221 161 15

Expected Change in unit Market Share (%U)

Brand Specialty stores Mass Merch. Online Stores TONE 0.7 % 0.5 % 0.7 % TOPS 0.0 % 0.1 % 0.0 %

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Market Forecast – Sonites Market – Period 3 This study provides es�mates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down by consumer segment.

Total Market Size The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are reported as well. Market sizes are given in thousands of units.

Market Size (in thousands of units) Market Growth rates (in %)

Market Size by Consumer Segment The charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by segment. Rela�ve segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of units.

Market size broken down by consumer segment (in thousands of units)

Consumer Segment Growth Rates (in % units)

Rela�ve Consumer Segment Sizes (in % of total market size)

Current Period In Five Periods

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Market Forecast – Vodites Market – Period 3 This study provides es�mates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down by consumer segment.

Market Size (in thousands of units) Market Growth rates (in %)

Market size broken down by consumer segment (in thousands of units)

Consumer Segment Growth Rates (in % units)

Rela�ve Consumer Segment Sizes (in % of total market size)

Current Period In Five Periods

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Conjoint Analysis – Sonites Market – Period 3 This study enables firms to es�mate the rela�ve importance of the price and physical characteris�cs of a product category. Only the three characteris�cs that are perceived as most important are included in the study. The study also provides the u�lity a�ached by consumers to varying levels of price and characteris�cs. Results are broken down by consumer segment.

Rela�ve importance of price and physical characteris�cs

U�lity charts The charts below show the u�li�es a�ached to four arbitrary levels in each dimension included in the study. U�li�es are measured on a scale from 0 (very low u�lity) to 1 (very high u�lity): the higher the u�lity the higher the preference of consumer for the corresponding level in this dimension. The four levels have been chosen in the feasible range for the dimension so as to test varying levels of interest for the segment. Results are broken down by consumer segment.

Explorers

High Earners

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Professionals

Savers

Shoppers

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Conjoint Analysis – Vodites Market – Period 3 This study enables firms to es�mate the rela�ve importance of the price and physical characteris�cs of a product category. Only the three characteris�cs that are perceived as most important are included in the study. The study also provides the u�lity a�ached by consumers to varying levels of price and characteris�cs. Results are broken down by consumer segment.

Rela�ve importance of price and physical characteris�cs

Adopters

Followers

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Innovators