Marketing questions 2

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Company Dashboard – Firm T – Period 4 SPI Revenues (M$) Earnings Before Taxes (M$)

Total Market Share (%$) Market Share – Sonites & Vodites (%$)

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

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Financial Report – Firm T – Period 4 The financial statements of firm T published for Period 4 have been prepared on December 31st, Period 4 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 4 Period 3 Period 2 Period 1 Period 0 Cumula�ve Revenues 43,324 78,736 70,207 64,373 52,148 308,788 Cost of goods sold ‐21,655 ‐31,274 ‐32,140 ‐33,758 ‐31,703 ‐150,531 Inventory costs ‐1,034 ‐413 ‐165 ‐413 ‐313 ‐2,338 Contribu�on before marke�ng 20,636 47,048 37,901 30,203 20,131 155,920 Adver�sing expenditures ‐6,950 ‐6,185 ‐4,164 ‐4,000 ‐4,000 ‐25,299 Commercial costs ‐6,400 ‐3,449 ‐1,957 ‐1,282 ‐1,224 ‐14,311 Contribu�on a�er marke�ng 7,286 37,415 31,780 24,921 14,907 116,310 Market research studies ‐827 ‐780 ‐446 ‐406 ‐245 ‐2,704 Research and development ‐1,600 ‐9,420 ‐3,250 0 0 ‐14,270 Loan reimbursed ‐1,995 ‐200 0 0 0 ‐2,195 Loan received 1,700 8,600 200 0 0 10,500 Loan interests paid ‐515 ‐440 ‐10 0 0 ‐965 Excep�onal cost or profit 0 0 0 0 0 0 Earnings before taxes 4,048 35,175 28,275 24,515 14,662 106,676

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

Market Contribu�on The table below shows a comparison of the net contribu�on generated by the two markets where firm T is marke�ng products.

Sonites Vodites Revenues 38,927 4,397 Cost of goods sold ‐15,306 ‐6,349 Inventory costs ‐1,034 0 Contribu�on before marke�ng 22,588 ‐1,952 Adver�sing expenditures ‐4,725 ‐2,225 Commercial costs ‐4,370 ‐2,030 Contribu�on a�er marke�ng 13,493 ‐6,207 Market research studies ‐448 ‐379 Research and development ‐1,600 0 Net contribu�on 11,445 ‐6,587

Revenues Net Contribu�on

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Brand contribu�on The table below shows a comparison of the net contribu�on generated by the brands marketed by firm T in Period 4.

TONE TOPS TERM Sonites Sonites Vodites

Revenues 26,969 11,958 4,397 Cost of goods sold ‐8,733 ‐6,573 ‐6,349 Inventory holding cost ‐916 ‐118 0 Inventory disposal loss 0 0 0 Contribu�on before marke�ng 17,321 5,267 ‐1,952 Adver�sing media ‐2,500 ‐2,000 ‐2,000 Adver�sing research ‐125 ‐100 ‐225 Commercial costs ‐2,901 ‐1,469 ‐2,030 Contribu�on a�er marke�ng 11,795 1,699 ‐6,207

Revenues

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

Contribu�on a�er Marke�ng

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

Market Shares

TONE TOPS TERM Sonites Sonites Vodites

Volume Market Share 5.7 % 4.1 % 13.8 % Value Market Share 8.4 % 3.7 % 9.7 %

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 9,333 6,500 1,083

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 TERM Sonites Sonites Vodites

Recommended Retail Price $ 500 $ 311 $ 360 Average Retail Price $ 483 $ 301 $ 338 Average Selling Price $ 312 $ 193 $ 227

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.

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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 1,700 1 5 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 1,995 515 8,305 3,795 415 4,510 2,200 225 2,310 2,310 115 0

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Produc�on Report – Firm T – Period 4 The report below provides with informa�on on produc�on levels and produc�on costs for each of the brands marketed in Period 4.

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 4.All numbers are given in thousands of units.

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 4.All numbers are given in thousands of units.

TONE TOPS TERM Sonites Sonites Vodites

Units sold 87 62 19 Produc�on Plan (your decision) 250 95 24 Produc�on 200 76 19 Inventory at beginning of period 0 0 0 Inventory at end of period 113 14 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 TERM Sonites Sonites Vodites

Current unit transfer cost 101 106 328 Average unit transfer cost 101 106 328 Units sold 87 62 19 COGS 8,733 6,573 6,349 Inventory at end of period 113 14 0 Inventory holding cost 916 118 0

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R&D Report – Firm T – Sonites Market – Period 4 This report provides informa�on on the ac�vi�es conducted for your division by the R&D department during Period 4.

Projects completed in Period 4 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$)Features (1) Design (2) Ba�ery (3) Display (4) Power (5) Current Minimum POTOSS Period 4 13 6 34 15 26 77 77 1,600 (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 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 65 145 145 1,650 TONE POTOPS_1 Period 2 7 8 48 23 53 122 122 1,600 TOPS POTONE Period 0 16 7 74 24 75 208 156 1,500 N/A POTOPS Period 0 10 4 35 38 95 191 171 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 4 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 4 This report provides informa�on on the ac�vi�es conducted for your division by the R&D department during Period 4.

Projects completed in Period 4 No projects have been completed in Period 4.

Available Since

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

Pla�orm of BrandResolu�on

(1) Energy (2) Carbon (3)

Connec�vity (4)

Apps (5) Current Minimum

PETERM Period 3 51 61 23 5 41 232 232 9,420 TERM (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 par�ally developed in Period 4 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 4 This report provides a review of the decisions made by firm T at the beginning of Period 4.

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

R&D projects The table below lists the projects which the R&D Department will develop in Period 4

Project Objec�ve Features (1) Design (2) Ba�ery (3) Display (4) Power (5) Requested Base

Cost ($) Allocated Budget (K$)

POTOSS Savers 13 6 34 15 26 0 1,600 (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.

Online Query The table below lists the online queries made to the R&D Department while making Period 4 decisions

Query Features (1) Design (2) Ba�ery (3) Display (4) Power (5) Requested Base

Cost ($) Requested Budget

Minimum Cost

POTOSS 13 6 34 15 26 0 1,370 77 (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.

Brand Por�olio

TONE TOPS Por�olio opera�on Maintained Maintained Base project past period POTONE_1 POTOPS_1 Base project this period POTONE_1 POTOPS_1

Marke�ng Mix

TONE TOPS Produc�on planning (in units) 250,000 95,000 Recommended retail price (in $) 500 311 Adver�sing media (in K$) 2,500 2,000 Adver�sing research (in K$) 125 100

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Segmenta�on Strategy

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

Perceptual Objec�ves

TONE TOPS Dimension 1 Design Display Posi�on 1 5.7 4.6 Dimension 2 Power Power Posi�on 2 4.7 4.6

Commercial Team Size The table below shows the number of commercial people allocated to each brand in each channel during Period 4.

TONE TOPS Specialty stores 52 25 Mass Merch. 37 25 Online Stores 30 10 TOTAL 119 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 4, as well as the cost in dollars.

Purchased Studies Cost in $ Consumer survey 68,750 Consumer panel 114,750 Distribu�on panel 68,750 Seman�c scales 11,500 Market forecast 23,000 Compe��ve adver�sing 34,500 Compe��ve commercial team 17,250 Adver�sing experiment 28,750 Commercial team experiment 40,250 Conjoint analysis 40,250 TOTAL 447,750

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Decision Review – Firm T – Vodites Market – Period 4 This report provides a review of the decisions made by firm T at the beginning of Period 4.

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

Resource Alloca�on by Brand

Brand Por�olio

TERM Por�olio opera�on New Base project past period Base project this period PETERM

Marke�ng Mix

TERM Produc�on planning (in units) 24,000 Recommended retail price (in $) 360 Adver�sing media (in K$) 2,000 Adver�sing research (in K$) 225

Segmenta�on Strategy

TERM Innovators Adopters Followers 100 %

Perceptual Objec�ves

TERM Dimension 1 Connec�vity Posi�on 1 3.4 Dimension 2 Price Posi�on 2 4.7

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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 4.

TERM Specialty stores 35 Mass Merch. 33 Online Stores 15 TOTAL 83

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 – Vodites Market The table below lists the market research studies purchased by firm T in Period 4, as well as the cost in dollars.

Purchased Studies Cost in $ Consumer survey 46,000 Consumer panel 80,250 Distribu�on panel 57,500 Seman�c scales 11,500 Market forecast 23,000 Compe��ve adver�sing 34,500 Compe��ve commercial team 17,250 Adver�sing experiment 28,750 Commercial team experiment 40,250 Conjoint analysis 40,250 TOTAL 379,250

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Industry Dashboard – Firm T – Period 4 Stock Market Period 4

SPI REV NC Cum. NC S 2,076 89 24 82 M 1,684 82 19 79 R 1,681 86 28 103 L 1,200 66 16 108 T 949 43 4 107 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 4 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 % 4 % 4 % Infla�on Rate % 4 % 4 % Inventory holding cost per annum % Transfer Cost 8 % 8 % Loss incurred for inventory disposal % Transfer Cost 20 % 20 % Commercial people opera�ng cost $ 22,956 23,874 Commercial people hiring and training cost $ 3,443 3,581 Commercial people firing cost $ 5,739 5,969

Market Research Costs

All Markets Sonites Vodites Industry benchmarking 35,750 Compe��ve adver�sing 35,750 35,750 Compe��ve commercial team 18,000 18,000 Conjoint analysis 41,750 41,750 Consumer panel 119,250 83,500 Consumer survey 71,500 47,750 Distribu�on panel 71,500 59,750 Adver�sing experiment 29,750 29,750 Commercial team experiment 41,750 41,750 Market forecast 23,750 23,750 Mul�dimensional scaling 41,750 41,750 Seman�c scales 12,000 12,000 TOTAL 35,750 506,750 435,500 (all numbers in $)

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Market Report – Sonites Market – Period 4 This report provides general informa�on on the 16 Sonites brands marketed in Period 4. Brands introduced this period: SOLID, SONIC, ROAD, MORE

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 19.2 % 95,454 ‐883 LOOP 9.7 % 48,215 ‐15,008 Modified SOLO 8.5 % 42,311 ‐15,061 TONE 8.4 % 41,788 ‐52,572 LONG 7.2 % 35,759 16,173 MOST 7.1 % 34,928 ‐9,763 SOFT 5.7 % 28,005 17,400 Modified MOVE 5.3 % 26,527 10,508 Modified SONIC 5.1 % 25,308 New MORE 5.0 % 24,607 New SOLID 4.7 % 23,256 New TOPS 3.7 % 18,669 ‐8,985 ROAD 3.7 % 18,388 New ROLL 3.1 % 15,248 3,891 LOCK 2.5 % 12,418 ‐8,947 ROSE 1.0 % 4,851 ‐1,064 TOTAL 100.0 % 495,732 ‐64,312 ‐

Brand Unit Share Volume Varia�on ROCK 12.8 % 195 ‐1 MOST 12.1 % 184 ‐56 SOFT 9.8 % 150 95 Modified SOLO 9.6 % 146 ‐48 LONG 7.9 % 121 55 LOOP 7.8 % 119 ‐12 Modified MOVE 5.9 % 90 35 Modified TONE 5.7 % 87 ‐106 LOCK 4.8 % 73 ‐16 ROAD 4.4 % 67 New TOPS 4.1 % 62 ‐15 SONIC 3.5 % 54 New MORE 3.5 % 54 New SOLID 3.2 % 49 New ROLL 3.0 % 46 22 ROSE 1.9 % 29 1 TOTAL 100.0 % 1,525 ‐47 ‐

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 24 185 72 37 % LONG Period 3 7 8 48 26 62 311 135 42 % LOOP Period 0 11 8 52 24 64 420 139 32 % MORE Period 4 14 8 65 33 84 472 175 36 % MOST Period 0 9 6 34 14 24 205 72 34 % MOVE Period 0 7 8 45 24 51 308 120 37 % ROAD Period 4 7 8 48 24 57 289 127 42 % ROCK Period 0 16 7 78 33 75 505 218 42 % ROLL Period 0 11 9 53 26 65 342 145 41 % ROSE Period 3 9 6 34 14 24 179 72 39 % SOFT Period 0 9 7 35 15 26 202 78 37 % SOLID Period 4 15 8 70 31 78 485 167 33 % SOLO Period 0 7 8 48 23 53 303 122 39 % SONIC Period 4 11 8 52 24 64 485 139 27 % TONE Period 0 11 9 53 26 65 500 145 28 % TOPS Period 0 7 8 48 23 53 311 122 38 %

(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 4 This report provides general informa�on on the 4 Vodites brands marketed in Period 4. Brands introduced this period: LEAN, TERM

Brand Value Share Retail Sales Varia�on MEET 58.1 % 40,019 ‐1,840 Modified SEGA 25.0 % 17,220 6,644 TERM 9.7 % 6,558 New LEAN 7.2 % 4,925 New TOTAL 100.0 % 68,722 4,804 ‐

Brand Unit Share Volume Varia�on MEET 53.4 % 75 ‐3 Modified SEGA 23.9 % 34 14 TERM 13.8 % 19 New LEAN 9.0 % 13 New TOTAL 100.0 % 141 11 ‐

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) LEAN Period 4 65 55 34 6 57 406 242 57 % MEET Period 3 75 44 30 8 48 545 261 46 % SEGA Period 3 72 48 31 7 48 525 252 46 % TERM Period 4 51 61 23 5 41 360 232 62 % (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 4 This survey ques�onnaire has been administered to 3,000 individuals during Period 4. 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 37 % 41 % 34 % 39 % 48 % LONG L 15 % 34 % 12 % 15 % 12 % LOOP L 61 % 54 % 66 % 78 % 40 % MORE M 17 % 15 % 15 % 46 % 13 % MOST M 48 % 56 % 38 % 45 % 66 % MOVE M 64 % 73 % 54 % 58 % 39 % ROAD R 12 % 21 % 10 % 12 % 10 % ROCK R 61 % 50 % 67 % 65 % 37 % ROLL R 57 % 46 % 56 % 57 % 35 % ROSE R 12 % 14 % 10 % 13 % 24 % SOFT S 55 % 64 % 49 % 56 % 70 % SOLID S 11 % 9 % 21 % 11 % 8 % SOLO S 66 % 75 % 56 % 62 % 53 % SONIC S 13 % 11 % 11 % 34 % 10 % TONE T 63 % 53 % 60 % 78 % 44 % TOPS T 56 % 56 % 52 % 54 % 38 %

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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 1.6 % 1.0 % 0.1 % 0.1 % 17.0 % LONG L 5.7 % 31.0 % 0.1 % 0.1 % 0.3 % LOOP L 7.6 % 1.2 % 4.0 % 42.9 % 0.3 % MORE M 2.4 % 0.3 % 11.7 % 2.3 % 0.1 % MOST M 2.0 % 1.4 % 0.1 % 0.1 % 28.8 % MOVE M 10.4 % 15.9 % 0.2 % 0.3 % 1.7 % ROAD R 2.2 % 15.8 % 0.0 % 0.0 % 0.4 % ROCK R 6.8 % 0.8 % 56.1 % 2.8 % 0.2 % ROLL R 16.1 % 1.4 % 4.8 % 2.3 % 0.2 % ROSE R 0.6 % 0.4 % 0.0 % 0.0 % 6.7 % SOFT S 2.2 % 1.6 % 0.1 % 0.1 % 41.2 % SOLID S 1.3 % 0.2 % 18.7 % 0.5 % 0.0 % SOLO S 12.1 % 21.4 % 0.2 % 0.3 % 2.1 % SONIC S 1.4 % 0.2 % 0.5 % 26.2 % 0.1 % TONE T 5.7 % 0.9 % 2.9 % 21.3 % 0.3 % TOPS T 21.7 % 6.4 % 0.5 % 0.7 % 0.6 % 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 4 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 4. 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 1.0 % 0.8 % 0.1 % 0.1 % 15.3 % LONG L 4.9 % 27.2 % 0.1 % 0.1 % 0.3 % LOOP L 7.6 % 1.1 % 3.7 % 40.9 % 0.3 % MORE M 3.1 % 0.4 % 13.8 % 2.8 % 0.1 % MOST M 2.0 % 1.7 % 0.1 % 0.1 % 39.3 % MOVE M 10.2 % 15.9 % 0.2 % 0.3 % 1.7 % ROAD R 2.1 % 15.1 % 0.0 % 0.0 % 0.4 % ROCK R 7.8 % 0.8 % 57.8 % 3.0 % 0.2 % ROLL R 14.7 % 1.3 % 4.2 % 2.1 % 0.2 % ROSE R 0.4 % 0.3 % 0.0 % 0.0 % 6.2 % SOFT S 1.2 % 1.1 % 0.1 % 0.1 % 32.4 % SOLID S 1.2 % 0.2 % 15.5 % 0.4 % 0.0 % SOLO S 14.9 % 26.8 % 0.2 % 0.4 % 2.7 % SONIC S 1.3 % 0.2 % 0.4 % 22.6 % 0.1 % TONE T 7.3 % 1.1 % 3.5 % 26.6 % 0.4 % TOPS T 20.4 % 6.0 % 0.4 % 0.6 % 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 4 This survey ques�onnaire has been administered to 3,000 individuals during Period 4. 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 LEAN L 9 % 15 % 10 % MEET M 50 % 31 % 49 % SEGA S 37 % 21 % 26 % TERM T 12 % 11 % 30 %

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Average Purchase Inten�ons

Purchase Inten�ons by Consumer Segment

Brand Firm Innovators Adopters Followers LEAN L 0.5 % 27.6 % 19.3 % MEET M 67.9 % 38.3 % 10.0 % SEGA S 31.3 % 28.1 % 6.1 % TERM T 0.3 % 6.0 % 64.6 % 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 4 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 LEAN L 0.3 % 17.1 % 12.7 % MEET M 72.9 % 49.2 % 12.9 % SEGA S 26.7 % 28.5 % 6.1 % TERM T 0.2 % 5.2 % 68.3 % 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 4 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 2 % 9 % 3 % LONG L 8 % 8 % 8 % LOOP L 10 % 4 % 11 % MORE M 5 % 2 % 5 % MOST M 5 % 22 % 8 % MOVE M 7 % 6 % 6 % ROAD R 5 % 4 % 4 % ROCK R 18 % 6 % 15 % ROLL R 4 % 1 % 4 % ROSE R 1 % 3 % 1 % SOFT S 4 % 18 % 6 % SOLID S 5 % 1 % 5 % SOLO S 11 % 9 % 9 % SONIC S 4 % 2 % 5 % TONE T 7 % 3 % 8 % TOPS T 6 % 3 % 4 % 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 16 % 30 % 23 % LONG L 31 % 26 % 29 % LOOP L 38 % 23 % 38 % MORE M 54 % 36 % 54 % MOST M 29 % 44 % 33 % MOVE M 38 % 33 % 35 % ROAD R 38 % 32 % 33 % ROCK R 45 % 25 % 35 % ROLL R 35 % 29 % 42 % ROSE R 21 % 32 % 25 % SOFT S 29 % 43 % 27 % SOLID S 39 % 19 % 37 % SOLO S 49 % 41 % 42 % SONIC S 45 % 30 % 43 % TONE T 51 % 38 % 55 % TOPS T 37 % 31 % 36 %

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

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Distribu�on Panel – Vodites Market – Period 4 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 LEAN L 8 % 12 % 11 % MEET M 60 % 37 % 48 % SEGA S 27 % 17 % 22 % TERM T 6 % 34 % 19 % 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 LEAN L 24 % 20 % 23 % MEET M 51 % 40 % 48 % SEGA S 45 % 32 % 40 % TERM T 33 % 55 % 44 %

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

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Seman�c Scales – Sonites Market – Period 4 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 2.4 2.8 2.0 2.8 2.0 2.1 LONG L 1.7 5.7 2.9 4.7 4.6 3.1 LOOP L 3.8 5.3 3.8 4.6 4.8 5.7 MORE M 4.7 5.7 4.5 5.9 5.3 5.8 MOST M 2.4 3.1 2.0 2.5 1.9 2.2 MOVE M 2.4 4.6 3.5 4.0 3.7 3.2 ROAD R 1.7 5.7 2.9 4.4 4.2 2.8 ROCK R 5.5 4.8 5.6 5.9 5.3 6.1 ROLL R 3.7 4.3 4.4 5.5 5.4 5.2 ROSE R 2.5 3.2 1.8 2.6 2.1 2.6 SOFT S 1.9 3.4 2.3 2.3 2.0 2.1 SOLID S 5.1 5.7 4.9 5.6 5.6 6.0 SOLO S 1.7 5.7 3.0 4.0 3.9 3.2 SONIC S 3.3 5.7 3.2 4.4 4.7 5.8 TONE T 3.5 5.8 3.5 4.7 4.5 6.1 TOPS T 2.0 4.6 2.6 4.6 4.5 4.1

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 4.4 2.3 5.5 5.7 5.9 3.9 Shoppers 2.0 5.2 3.0 4.7 4.8 3.0

Professionals 4.7 5.3 4.8 5.7 5.7 5.9 High Earners 3.2 5.7 3.3 4.1 4.7 5.8

Savers 2.7 4.0 1.9 3.0 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 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 Explorers Period 4 4.4 2.3 5.5 5.7 5.9 3.9

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 High Earners Period 4 3.2 5.7 3.3 4.1 4.7 5.8 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 Professionals Period 4 4.7 5.3 4.8 5.7 5.7 5.9

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 Savers Period 4 2.7 4.0 1.9 3.0 2.3 2.1

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 Shoppers Period 4 2.0 5.2 3.0 4.7 4.8 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 4 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 LEAN L 4.5 4.0 5.0 3.5 4.4 5.0 MEET M 5.0 3.1 3.9 5.0 3.7 6.3 SEGA S 5.0 3.2 4.6 4.8 3.6 6.3 TERM T 3.2 4.7 3.3 2.9 3.2 4.7

Segment Resolu�on Energy Carbon Connec�vity Apps Price Innovators 5.2 3.4 4.2 5.0 3.8 6.1 Adopters 4.6 4.1 4.8 4.2 4.4 5.3 Followers 3.6 4.6 3.2 3.4 3.4 4.6

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Segment Period Resolu�on Energy Carbon Connec�vity Apps Price 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 Adopters Period 4 4.6 4.1 4.8 4.2 4.4 5.3 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 Followers Period 4 3.6 4.6 3.2 3.4 3.4 4.6 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 Innovators Period 4 5.2 3.4 4.2 5.0 3.8 6.1

Access Addi�onal Charts

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Compe��ve Adver�sing Es�mates – Sonites Market – Period 4 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 MOVE 440 2,970 440 440 440 4,730 MORE 390 390 390 2,810 390 4,370 SOLO 580 2,320 370 370 370 4,010 SOFT 300 300 300 300 2,240 3,440 LOOP 290 290 290 2,120 290 3,280 MOST 280 280 280 280 2,040 3,160 SONIC 290 290 290 1,940 290 3,100 SOLID 290 290 1,940 290 290 3,100 ROAD 460 1,810 260 260 260 3,050 LONG 240 1,770 240 240 240 2,730 TONE 210 210 210 1,680 210 2,520 ROCK 200 200 1,480 360 200 2,440 LOCK 220 220 220 220 1,470 2,350 ROSE 210 410 210 210 1,280 2,320 TOPS 210 1,360 210 210 210 2,200 ROLL 900 260 260 160 160 1,740 TOTAL 5,510 13,370 7,390 11,890 10,380 48,540

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 Price & PPower Poor LOOP L Price & PPower Excellent LONG L PPower & Display Excellent MOST M Price Good MOVE M Price & PPower Excellent MORE M Price & PPower Excellent ROCK R ROLL R ROSE R ROAD R SOFT S Price & PPower Excellent SOLO S Price & PPower Poor SONIC S Price & PPower Excellent SOLID S Price & PPower Excellent TONE T Design & PPower Poor TOPS T Display & PPower Poor

Compe��ve Commercial Team Size Es�mates – Sonites Market – Period 4 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 52 37 30 119 MORE 53 31 26 110 SOLO 38 38 14 90 SONIC 36 23 16 75 ROCK 38 20 12 70 MOST 16 43 10 69 TOPS 25 25 10 60 SOFT 16 37 7 60 ROLL 22 22 16 60 ROAD 25 25 10 60 MOVE 24 25 11 60 LOOP 25 15 12 52 SOLID 27 12 12 51 ROSE 12 25 8 45 LONG 18 18 9 45 LOCK 7 20 6 33 TOTAL 434 416 209 1,059

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Compe��ve Adver�sing Es�mates – Vodites Market – Period 4 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 2,640 1,150 1,150 4,940 SEGA 2,340 920 710 3,970 LEAN 410 1,880 410 2,700 TERM 330 330 1,560 2,220 TOTAL 5,720 4,280 3,830 13,830

Brand Firm Communica�on Dimensions Message Quality LEAN L Price & Resolu�on Excellent MEET M Price & Connec�vity Excellent SEGA S Connec�vity & Price Excellent TERM T Connec�vity & Price Poor

Compe��ve Commercial Team Size Es�mates – Vodites Market – Period 4 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 70 12 14 96 SEGA 68 10 12 90 TERM 35 33 15 83 LEAN 20 5 5 30 TOTAL 193 60 46 299

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Adver�sing Experiment – Sonites Market – Period 4 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.

Expected Change in Contribu�on (in K$)

Expected Change in Brand Awareness

Brand Explorers Shoppers Professionals High Earners Savers TONE 0.2 % 0.3 % 0.1 % 0.8 % 0.2 % TOPS 0.2 % 1.0 % 0.2 % 0.3 % 0.2 %

Expected Change in unit Market Share (%U)

Brand Explorers Shoppers Professionals High Earners Savers TONE 0.2 % 0.0 % 0.0 % 1.1 % 0.0 % TOPS ‐0.5 % 1.6 % ‐0.1 % ‐0.1 % 0.0 %

Commercial Team Experiment – Sonites Market – Period 4 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 84 77 14 TOPS 114 85 24

Expected Change in unit Market Share (%U)

Brand Specialty stores Mass Merch. Online Stores TONE 0.2 % 0.1 % 0.3 % TOPS 0.2 % 0.1 % 0.3 %

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Adver�sing Experiment – Vodites Market – Period 4 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.

Expected Change in Contribu�on (in K$)

Expected Change in Brand Awareness

Brand Innovators Adopters Followers TERM 0.6 % 0.4 % 3.0 %

Expected Change in unit Market Share (%U)

Brand Innovators Adopters Followers TERM 0.1 % 1.0 % 8.8 %

Commercial Team Experiment – Vodites Market – Period 4 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 TERM 132 41 24

Expected Change in unit Market Share (%U)

Brand Specialty stores Mass Merch. Online Stores TERM 0.4 % 1.1 % 1.1 %

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Market Forecast – Sonites Market – Period 4 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 4 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 4 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.

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Conjoint Analysis – Vodites Market – Period 4 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

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