Marketing questions 2

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Company Dashboard – Firm T – Period 5 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 5 The financial statements of firm T published for Period 5 have been prepared on December 31st, Period 5 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 5 Period 4 Period 3 Period 2 Period 1 Cumula�ve Revenues 45,400 43,324 78,736 70,207 64,373 354,189 Cost of goods sold ‐22,516 ‐21,655 ‐31,274 ‐32,140 ‐33,758 ‐173,047 Inventory costs ‐2,047 ‐1,034 ‐413 ‐165 ‐413 ‐4,385 Contribu�on before marke�ng 20,837 20,636 47,048 37,901 30,203 176,757 Adver�sing expenditures ‐12,761 ‐6,950 ‐6,185 ‐4,164 ‐4,000 ‐38,060 Commercial costs ‐11,115 ‐6,400 ‐3,449 ‐1,957 ‐1,282 ‐25,426 Contribu�on a�er marke�ng ‐3,039 7,286 37,415 31,780 24,921 113,271 Market research studies ‐859 ‐827 ‐780 ‐446 ‐406 ‐3,562 Research and development ‐5,350 ‐1,600 ‐9,420 ‐3,250 0 ‐19,620 Loan reimbursed ‐3,795 ‐1,995 ‐200 0 0 ‐5,990 Loan received 22,100 1,700 8,600 200 0 32,600 Loan interests paid ‐1,520 ‐515 ‐440 ‐10 0 ‐2,485 Excep�onal cost or profit 0 0 0 0 0 0 Earnings before taxes 7,537 4,048 35,175 28,275 24,515 114,213

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 39,352 6,048 Cost of goods sold ‐16,987 ‐5,530 Inventory costs ‐1,379 ‐668 Contribu�on before marke�ng 20,986 ‐150 Adver�sing expenditures ‐9,636 ‐3,125 Commercial costs ‐8,075 ‐3,040 Contribu�on a�er marke�ng 3,276 ‐6,314 Market research studies ‐465 ‐394 Research and development ‐3,250 ‐2,100 Net contribu�on ‐439 ‐8,808

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 5.

TONE TOPS TOSS TERM Sonites Sonites Sonites Vodites

Revenues 31,536 6,514 1,302 6,048 Cost of goods sold ‐12,602 ‐3,593 ‐792 ‐5,530 Inventory holding cost ‐144 ‐416 ‐819 ‐668 Inventory disposal loss 0 0 0 0 Contribu�on before marke�ng 18,790 2,506 ‐309 ‐150 Adver�sing media ‐3,250 ‐2,600 ‐2,912 ‐2,900 Adver�sing research ‐162 ‐130 ‐582 ‐225 Commercial costs ‐3,765 ‐2,276 ‐2,033 ‐3,040 Contribu�on a�er marke�ng 11,612 ‐2,501 ‐5,836 ‐6,314

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 TOSS TERM Sonites Sonites Sonites Vodites

Volume Market Share 6.3 % 1.8 % 0.6 % 10.6 % Value Market Share 8.3 % 1.7 % 0.3 % 9.6 %

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 9,111 6,666 1,111

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 TOSS TERM Sonites Sonites Sonites Vodites

Recommended Retail Price $ 420 $ 305 $ 180 $ 430 Average Retail Price $ 406 $ 294 $ 166 $ 405 Average Selling Price $ 262 $ 190 $ 113 $ 271

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 22,100 10 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 1,520 26,610 3,957 1,330 22,653 4,155 1,133 18,498 1,937 925 16,561 2,034 828 14,527 2,136 726 12,391

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Produc�on Report – Firm T – Period 5 The report below provides with informa�on on produc�on levels and produc�on costs for each of the brands marketed in Period 5.

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 5.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 5.All numbers are given in thousands of units.

TONE TOPS TOSS TERM Sonites Sonites Sonites Vodites

Units sold 120 34 11 22 Produc�on Plan (your decision) 30 90 200 70 Produc�on 24 72 160 56 Inventory at beginning of period 113 14 0 0 Inventory at end of period 17 52 149 34

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 TOSS TERM Sonites Sonites Sonites Vodites

Current unit transfer cost 104 101 69 248 Average unit transfer cost 105 105 69 248 Units sold 120 34 11 22 COGS 12,602 3,593 792 5,530 Inventory at end of period 17 52 149 34 Inventory holding cost 144 416 819 668

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R&D Report – Firm T – Sonites Market – Period 5 This report provides informa�on on the ac�vi�es conducted for your division by the R&D department during Period 5.

Projects completed in Period 5 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 POTOLK Period 5 16 5 78 32 83 173 173 1,600 POTONE_2 Period 5 14 8 52 23 64 145 145 850 POTOPS_2 Period 5 12 8 48 26 65 147 147 800 (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

POTOSS Period 4 13 6 34 15 26 80 80 1,600 TOSS POTONE_1 Period 2 11 9 53 26 65 151 151 1,650 TONE POTOPS_1 Period 2 7 8 48 23 53 127 127 1,600 TOPS POTONE Period 0 16 7 74 24 75 216 162 1,500 N/A POTOPS Period 0 10 4 35 38 95 199 177 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 5 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 5 This report provides informa�on on the ac�vi�es conducted for your division by the R&D department during Period 5.

Projects completed in Period 5 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_1 Period 5 55 64 22 6 42 262 262 2,100 (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.

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 41 241 241 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 5 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 5 This report provides a review of the decisions made by firm T at the beginning of Period 5.

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 5

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

Cost ($) Allocated Budget

(K$) POTOLK Explorers 16 5 78 32 83 0 1,600

POTONE_2 High Earners 14 8 52 23 64 0 850 POTOPS_2 Shoppers 12 8 48 26 65 0 800 (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 5 decisions

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

Cost ($) Requested Budget

Minimum Cost

POTOLK 16 5 78 32 83 0 1,400 172 POTONES 14 8 52 23 64 0 770 145 POTOPS_2 12 8 48 26 65 0 750 146

(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 TOSS Por�olio opera�on Maintained Maintained New Base project past period POTONE_1 POTOPS_1 Base project this period POTONE_1 POTOPS_1 POTOSS

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Marke�ng Mix

TONE TOPS TOSS Produc�on planning (in units) 30,000 90,000 200,000 Recommended retail price (in $) 420 305 180 Adver�sing media (in K$) 3,250 2,600 2,912 Adver�sing research (in K$) 162 130 582

Segmenta�on Strategy

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

Perceptual Objec�ves

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

Commercial Team Size The table below shows the number of commercial people allocated to each brand in each channel during Period 5.

TONE TOPS TOSS Specialty stores 62 35 18 Mass Merch. 47 35 50 Online Stores 40 20 12 TOTAL 149 90 80

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 5, as well as the cost in dollars.

Purchased Studies Cost in $ Consumer survey 71,500 Consumer panel 119,250 Distribu�on panel 71,500 Seman�c scales 12,000 Market forecast 23,750 Compe��ve adver�sing 35,750 Compe��ve commercial team 18,000 Adver�sing experiment 29,750 Commercial team experiment 41,750 Conjoint analysis 41,750 TOTAL 465,000

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Decision Review – Firm T – Vodites Market – Period 5 This report provides a review of the decisions made by firm T at the beginning of Period 5.

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

R&D projects The table below lists the projects which the R&D Department will develop in Period 5

Project Objec�ve Resolu�on (1) Energy (2) Carbon (3) Connec�vity (4) Apps (5) Requested Base

Cost ($) Allocated Budget

(K$) PETERM_1 Followers 55 64 22 6 42 0 2,100 (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 5 decisions

Query Resolu�on (1) Energy (2) Carbon (3) Connec�vity (4) Apps (5) Requested Base

Cost ($) Requested Budget

Minimum Cost

PETERM_1 55 64 22 6 42 0 1,920 282 (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.

Brand Por�olio

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

Marke�ng Mix

TERM Produc�on planning (in units) 70,000 Recommended retail price (in $) 430 Adver�sing media (in K$) 2,900 Adver�sing research (in K$) 225

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Segmenta�on Strategy

TERM Innovators Adopters Followers 100 %

Perceptual Objec�ves

TERM Dimension 1 Energy Posi�on 1 1.0 Dimension 2 Price Posi�on 2 1.0

Commercial Team Size The table below shows the number of commercial people allocated to each brand in each channel during Period 5.

TERM Specialty stores 40 Mass Merch. 50 Online Stores 30 TOTAL 120

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 5, as well as the cost in dollars.

Purchased Studies Cost in $ Consumer survey 47,750 Consumer panel 83,500 Distribu�on panel 59,750 Seman�c scales 12,000 Market forecast 23,750 Compe��ve adver�sing 35,750 Compe��ve commercial team 18,000 Adver�sing experiment 29,750 Commercial team experiment 41,750 Conjoint analysis 41,750 TOTAL 393,750

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Industry Dashboard – Firm T – Period 5 Stock Market Period 5

SPI REV NC Cum. NC S 2,579 138 35 117 R 1,717 102 23 127 M 1,384 84 8 87 L 1,183 75 19 126 T 853 45 8 114 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 5 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 % 2 % 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 $ 23,874 24,829 Commercial people hiring and training cost $ 3,581 3,724 Commercial people firing cost $ 5,969 6,207

Market Research Costs

All Markets Sonites Vodites Industry benchmarking 37,250 Compe��ve adver�sing 37,250 37,250 Compe��ve commercial team 18,500 18,500 Conjoint analysis 43,500 43,500 Consumer panel 124,250 87,000 Consumer survey 74,500 49,750 Distribu�on panel 74,500 62,000 Adver�sing experiment 31,000 31,000 Commercial team experiment 43,500 43,500 Market forecast 24,750 24,750 Mul�dimensional scaling 43,500 43,500 Seman�c scales 12,500 12,500 TOTAL 37,250 527,750 453,250 (all numbers in $)

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Market Report – Sonites Market – Period 5 This report provides general informa�on on the 18 Sonites brands marketed in Period 5. Brands introduced this period: TOSS, ROME

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 18.3 % 107,191 11,736 Modified SOLO 14.6 % 85,789 43,478 Modified MOST 9.0 % 52,952 18,024 Modified LONG 9.0 % 52,901 17,142 TONE 8.3 % 48,779 6,991 LOOP 6.0 % 35,495 ‐12,720 SOLID 5.7 % 33,543 10,287 SOFT 5.4 % 31,884 3,879 SONIC 5.1 % 29,877 4,569 LOCK 3.3 % 19,136 6,718 Modified ROLL 3.1 % 18,436 3,188 Modified MORE 3.0 % 17,524 ‐7,084 ROAD 2.7 % 16,093 ‐2,295 Modified MOVE 2.3 % 13,448 ‐13,079 TOPS 1.7 % 10,098 ‐8,572 ROME 1.5 % 9,042 New ROSE 0.4 % 2,326 ‐2,524 Modified TOSS 0.3 % 1,910 New TOTAL 100.0 % 586,424 79,740 ‐

Brand Unit Share Volume Varia�on SOLO 15.6 % 300 154 Modified MOST 15.0 % 288 104 Modified ROCK 11.4 % 219 25 Modified LONG 9.6 % 184 64 SOFT 8.9 % 171 21 TONE 6.3 % 120 34 LOCK 6.0 % 115 43 Modified LOOP 4.6 % 88 ‐30 SOLID 3.8 % 72 23 SONIC 3.3 % 64 10 ROLL 3.3 % 62 16 Modified ROAD 3.0 % 58 ‐8 Modified MOVE 2.8 % 53 ‐37 MORE 2.0 % 39 ‐15 TOPS 1.8 % 34 ‐28 ROME 1.2 % 22 New ROSE 0.7 % 14 ‐15 Modified TOSS 0.6 % 11 New TOTAL 100.0 % 1,918 359 ‐

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 7 35 17 26 180 83 44 % LONG Period 3 7 8 48 26 62 301 140 45 % LOOP Period 0 11 8 52 24 64 415 145 33 % MORE Period 4 14 8 65 33 84 461 182 38 % MOST Period 0 9 7 36 19 35 199 96 46 % MOVE Period 0 7 8 45 24 51 264 125 45 % ROAD Period 4 8 8 48 26 62 289 141 47 % ROCK Period 0 16 8 78 33 80 505 180 34 % ROLL Period 0 14 5 79 33 86 300 177 57 % ROME Period 5 11 8 53 24 64 415 145 33 % ROSE Period 3 9 6 34 15 26 179 78 42 % SOFT Period 0 9 7 35 15 26 202 81 39 % SOLID Period 4 15 8 70 31 78 480 174 35 % SOLO Period 0 8 8 48 28 72 300 155 50 % SONIC Period 4 11 8 52 24 64 485 145 29 % TONE Period 0 11 9 53 26 65 420 151 35 % TOPS Period 0 7 8 48 23 53 305 127 40 % TOSS Period 5 13 6 34 15 26 180 80 43 %

(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 5 This report provides general informa�on on the 7 Vodites brands marketed in Period 5. Brands introduced this period: SEED, MEOW, REACH

Brand Value Share Retail Sales Varia�on MEET 37.7 % 36,156 ‐3,863 SEGA 23.0 % 22,024 4,804 TERM 9.6 % 9,041 2,483 SEED 8.9 % 8,374 New MEOW 8.8 % 8,286 New LEAN 6.8 % 6,497 1,572 REACH 5.2 % 4,898 New TOTAL 100.0 % 95,275 4,995 ‐

Brand Unit Share Volume Varia�on MEET 34.7 % 73 ‐2 SEGA 21.4 % 45 11 TERM 10.6 % 22 3 MEOW 10.4 % 22 New SEED 10.0 % 21 New LEAN 6.8 % 14 2 REACH 6.1 % 13 New TOTAL 100.0 % 210 14 ‐

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 57 471 252 51 % MEET Period 3 75 44 30 8 48 506 272 52 % MEOW Period 5 55 60 21 6 45 400 259 62 % REACH Period 5 55 64 22 6 43 405 262 62 % SEED Period 5 57 66 22 6 45 420 268 61 % SEGA Period 3 72 48 31 7 48 500 262 50 % TERM Period 4 51 61 23 5 41 430 241 54 %

(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 5 This survey ques�onnaire has been administered to 3,000 individuals during Period 5. 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 36 % 39 % 33 % 38 % 50 % LONG L 22 % 44 % 17 % 22 % 17 % LOOP L 59 % 52 % 62 % 78 % 39 % MORE M 26 % 21 % 22 % 65 % 19 % MOST M 47 % 53 % 37 % 45 % 67 % MOVE M 60 % 71 % 51 % 56 % 38 % ROAD R 19 % 29 % 14 % 17 % 14 % ROCK R 59 % 48 % 66 % 63 % 37 % ROLL R 56 % 44 % 53 % 53 % 33 % ROME R 12 % 8 % 9 % 25 % 8 % ROSE R 14 % 16 % 12 % 15 % 29 % SOFT S 53 % 60 % 48 % 55 % 70 % SOLID S 19 % 15 % 36 % 19 % 13 % SOLO S 64 % 72 % 54 % 60 % 51 % SONIC S 19 % 16 % 16 % 54 % 14 % TONE T 61 % 52 % 58 % 78 % 45 % TOPS T 53 % 56 % 49 % 52 % 37 % TOSS T 10 % 10 % 9 % 11 % 21 %

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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 0.9 % 0.3 % 0.1 % 0.0 % 22.9 % LONG L 2.9 % 22.9 % 0.1 % 0.1 % 0.1 % LOOP L 5.9 % 0.3 % 2.6 % 26.8 % 0.1 % MORE M 2.9 % 0.1 % 7.7 % 1.9 % 0.0 % MOST M 1.3 % 0.4 % 0.1 % 0.1 % 43.3 % MOVE M 5.0 % 6.8 % 0.2 % 0.1 % 0.5 % ROAD R 2.0 % 7.9 % 0.0 % 0.0 % 0.1 % ROCK R 4.8 % 0.2 % 54.8 % 1.1 % 0.1 % ROLL R 43.1 % 0.5 % 0.7 % 0.4 % 0.1 % ROME R 1.4 % 0.0 % 0.3 % 11.0 % 0.0 % ROSE R 0.3 % 0.1 % 0.0 % 0.0 % 3.6 % SOFT S 1.3 % 0.4 % 0.1 % 0.1 % 26.2 % SOLID S 1.7 % 0.1 % 30.0 % 0.3 % 0.0 % SOLO S 10.0 % 56.8 % 0.2 % 0.2 % 0.4 % SONIC S 1.6 % 0.1 % 0.6 % 24.3 % 0.0 % TONE T 5.3 % 0.2 % 2.3 % 33.3 % 0.1 % TOPS T 9.3 % 2.8 % 0.2 % 0.2 % 0.3 % TOSS T 0.2 % 0.1 % 0.0 % 0.0 % 2.2 % 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 5 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 5. 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 0.5 % 0.2 % 0.1 % 0.0 % 18.9 % LONG L 3.9 % 30.1 % 0.1 % 0.1 % 0.1 % LOOP L 6.4 % 0.3 % 2.5 % 26.4 % 0.1 % MORE M 3.6 % 0.1 % 8.5 % 2.1 % 0.0 % MOST M 1.1 % 0.4 % 0.1 % 0.1 % 47.5 % MOVE M 5.4 % 7.1 % 0.2 % 0.1 % 0.5 % ROAD R 2.4 % 9.2 % 0.0 % 0.0 % 0.1 % ROCK R 6.2 % 0.2 % 62.9 % 1.3 % 0.1 % ROLL R 39.5 % 0.4 % 0.5 % 0.3 % 0.1 % ROME R 1.1 % 0.0 % 0.2 % 7.8 % 0.0 % ROSE R 0.1 % 0.1 % 0.0 % 0.0 % 2.3 % SOFT S 1.1 % 0.4 % 0.1 % 0.1 % 27.8 % SOLID S 1.4 % 0.1 % 21.2 % 0.2 % 0.0 % SOLO S 8.7 % 48.3 % 0.2 % 0.2 % 0.3 % SONIC S 1.7 % 0.1 % 0.6 % 22.7 % 0.0 % TONE T 6.6 % 0.2 % 2.6 % 38.5 % 0.1 % TOPS T 10.0 % 2.9 % 0.2 % 0.2 % 0.3 % TOSS T 0.1 % 0.1 % 0.0 % 0.0 % 1.8 % 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 5 This survey ques�onnaire has been administered to 3,000 individuals during Period 5. 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 15 % 23 % 17 % MEET M 63 % 36 % 50 % MEOW M 14 % 12 % 31 % REACH R 11 % 9 % 22 % SEED S 15 % 12 % 34 % SEGA S 50 % 26 % 30 % TERM T 19 % 17 % 44 %

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Average Purchase Inten�ons

Purchase Inten�ons by Consumer Segment

Brand Firm Innovators Adopters Followers LEAN L 1.7 % 17.2 % 8.8 % MEET M 53.4 % 35.8 % 6.6 % MEOW M 1.0 % 7.2 % 20.8 % REACH R 1.3 % 7.2 % 14.1 % SEED S 1.6 % 4.8 % 22.4 % SEGA S 40.1 % 23.4 % 4.4 % TERM T 0.9 % 4.3 % 22.9 % 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 5 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 1.0 % 11.9 % 6.0 % MEET M 57.4 % 43.0 % 7.4 % MEOW M 0.8 % 6.8 % 22.2 % REACH R 0.7 % 5.1 % 11.5 % SEED S 1.2 % 4.4 % 23.3 % SEGA S 38.1 % 24.6 % 4.2 % TERM T 0.7 % 4.2 % 25.4 % 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 5 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 % 11 % 4 % LONG L 10 % 9 % 10 % LOOP L 6 % 2 % 6 % MORE M 3 % 1 % 3 % MOST M 6 % 27 % 10 % MOVE M 3 % 2 % 3 % ROAD R 3 % 3 % 3 % ROCK R 16 % 5 % 15 % ROLL R 6 % 1 % 3 % ROME R 2 % 1 % 2 % ROSE R 0 % 1 % 1 % SOFT S 4 % 16 % 6 % SOLID S 5 % 2 % 5 % SOLO S 17 % 15 % 15 % SONIC S 5 % 1 % 5 % TONE T 8 % 3 % 9 % TOPS T 2 % 1 % 2 % TOSS T 0 % 1 % 0 % 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 17 % 31 % 26 % LONG L 39 % 31 % 39 % LOOP L 44 % 23 % 45 % MORE M 50 % 29 % 50 % MOST M 26 % 39 % 29 % MOVE M 35 % 28 % 32 % ROAD R 38 % 29 % 38 % ROCK R 48 % 27 % 44 % ROLL R 39 % 11 % 29 % ROME R 34 % 17 % 32 % ROSE R 18 % 27 % 20 % SOFT S 29 % 40 % 33 % SOLID S 45 % 22 % 43 % SOLO S 47 % 37 % 43 % SONIC S 43 % 23 % 42 % TONE T 49 % 33 % 53 % TOPS T 38 % 28 % 39 % TOSS T 24 % 36 % 29 %

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

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Distribu�on Panel – Vodites Market – Period 5 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 7 % 6 % 7 % MEET M 44 % 19 % 29 % MEOW M 6 % 18 % 13 % REACH R 4 % 10 % 8 % SEED S 6 % 18 % 13 % SEGA S 28 % 10 % 17 % TERM T 6 % 19 % 13 % 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 30 % 21 % 27 % MEET M 52 % 28 % 39 % MEOW M 35 % 50 % 46 % REACH R 25 % 38 % 34 % SEED S 34 % 49 % 44 % SEGA S 49 % 24 % 35 % TERM T 38 % 53 % 48 %

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

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Seman�c Scales – Sonites Market – Period 5 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 2.5 3.9 1.9 3.0 2.1 2.0 LONG L 1.7 5.7 2.9 4.7 4.6 3.0 LOOP L 3.5 5.5 3.4 4.5 4.7 5.6 MORE M 4.7 5.7 4.5 5.9 5.2 5.8 MOST M 2.5 4.2 1.9 3.1 2.4 2.1 MOVE M 2.0 5.3 2.9 4.3 4.1 2.8 ROAD R 2.0 5.3 2.9 4.7 4.4 2.8 ROCK R 5.5 5.2 5.6 5.8 5.5 6.1 ROLL R 4.1 3.5 4.8 5.7 5.6 4.6 ROME R 3.3 5.7 3.3 4.4 4.6 5.4 ROSE R 2.5 3.2 1.8 2.7 2.1 2.1 SOFT S 2.3 4.3 2.0 2.6 2.3 2.1 SOLID S 5.1 5.7 4.9 5.6 5.7 6.0 SOLO S 2.0 5.7 2.9 4.8 4.9 3.0 SONIC S 3.3 5.7 3.2 4.4 4.6 5.8 TONE T 3.4 5.8 3.4 4.8 4.5 5.7 TOPS T 1.9 4.9 2.8 4.4 4.2 3.6 TOSS T 4.3 2.9 1.8 2.5 2.2 1.9

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 4.3 2.7 5.3 5.7 5.8 4.1 Shoppers 2.2 5.2 3.0 4.8 4.8 2.9

Professionals 4.6 5.3 4.8 5.7 5.7 6.1 High Earners 3.2 5.7 3.3 4.0 4.6 5.7

Savers 2.7 4.0 1.9 3.2 2.4 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 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 Explorers Period 5 4.3 2.7 5.3 5.7 5.8 4.1

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 High Earners Period 5 3.2 5.7 3.3 4.0 4.6 5.7 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 Professionals Period 5 4.6 5.3 4.8 5.7 5.7 6.1

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 Savers Period 5 2.7 4.0 1.9 3.2 2.4 2.1

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 Shoppers Period 5 2.2 5.2 3.0 4.8 4.8 2.9

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 5 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 5.4 MEET M 5.2 2.9 4.3 5.1 3.6 6.1 MEOW M 3.5 4.6 3.0 3.3 3.4 4.9 REACH R 3.5 5.0 3.2 3.5 3.3 5.4 SEED S 3.7 5.1 3.2 3.6 3.4 5.1 SEGA S 5.0 3.2 4.6 4.8 3.6 6.1 TERM T 3.2 4.4 3.3 2.9 3.2 5.1

Segment Resolu�on Energy Carbon Connec�vity Apps Price Innovators 5.3 3.6 4.1 5.1 3.8 5.9 Adopters 4.7 4.2 4.8 4.4 4.4 5.2 Followers 3.7 4.6 3.1 3.5 3.5 4.6

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Segment Period Resolu�on Energy Carbon Connec�vity Apps Price 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 Adopters Period 5 4.7 4.2 4.8 4.4 4.4 5.2 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 Followers Period 5 3.7 4.6 3.1 3.5 3.5 4.6 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 Innovators Period 5 5.3 3.6 4.1 5.1 3.8 5.9

Access Addi�onal Charts

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Compe��ve Adver�sing Es�mates – Sonites Market – Period 5 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 MORE 490 490 490 3,360 490 5,320 SOLO 710 2,940 470 470 470 5,060 MOVE 440 2,970 440 440 440 4,730 SOFT 380 380 380 380 2,880 4,400 LOOP 380 380 380 2,770 380 4,290 MOST 380 380 380 380 2,690 4,210 LONG 380 2,670 380 380 380 4,190 SONIC 380 380 380 2,550 380 4,070 SOLID 380 380 2,550 380 380 4,070 TONE 310 310 310 2,200 310 3,440 TOSS 300 300 300 300 2,220 3,420 ROCK 310 310 1,910 460 310 3,300 LOCK 290 290 290 290 1,940 3,100 ROAD 460 1,810 260 260 260 3,050 ROME 520 260 260 1,710 260 3,010 TOPS 260 1,730 260 260 260 2,770 ROSE 210 470 210 210 1,460 2,560 ROLL 900 260 260 160 160 1,740 TOTAL 7,480 16,710 9,910 16,960 15,670 66,730

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

Compe��ve Commercial Team Size Es�mates – Sonites Market – Period 5

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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 TONE 62 47 40 149 MORE 58 34 29 121 ROCK 58 35 27 120 SOLO 44 46 20 110 LOOP 49 27 27 103 SOLID 51 25 24 100 SOFT 23 62 15 100 LONG 38 42 20 100 TOPS 35 35 20 90 SONIC 43 25 22 90 ROAD 35 35 20 90 TOSS 18 50 12 80 MOST 19 50 11 80 MOVE 28 30 13 71 LOCK 12 40 11 63 ROME 30 17 15 62 ROLL 42 7 11 60 ROSE 12 31 7 50 TOTAL 657 638 344 1,639

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Compe��ve Adver�sing Es�mates – Vodites Market – Period 5 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 3,680 1,380 880 5,940 SEED 760 760 3,520 5,040 SEGA 2,470 950 580 4,000 MEOW 550 550 2,700 3,800 REACH 620 620 2,310 3,550 LEAN 490 1,900 870 3,260 TERM 480 480 2,210 3,170 TOTAL 9,050 6,640 13,070 28,760

Brand Firm Communica�on Dimensions Message Quality LEAN L MEET M Connec�vity & Price Excellent MEOW M Connec�vity & Price Good REACH R SEGA S SEED S Connec�vity & Price Excellent TERM T Energy & Price Poor

Compe��ve Commercial Team Size Es�mates – Vodites Market – Period 5 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

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Brand Specialty stores Mass Merch. Online Stores TOTAL TERM 40 50 30 120 MEET 78 13 16 107 SEGA 73 12 15 100 MEOW 33 42 25 100 SEED 30 38 22 90 REACH 20 25 15 60 LEAN 28 11 11 50 TOTAL 302 191 134 627

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Adver�sing Experiment – Sonites Market – Period 5 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 0.3 % 0.2 % 0.2 % 0.9 % 0.2 % TOPS 0.3 % 1.0 % 0.2 % 0.4 % 0.2 % TOSS 0.6 % 0.3 % 0.3 % 0.7 % 2.1 %

Expected Change in unit Market Share (%U)

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

Commercial Team Experiment – Sonites Market – Period 5 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 0 36 0 TOPS 93 39 16 TOSS 96 47 19

Expected Change in unit Market Share (%U)

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

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Adver�sing Experiment – Vodites Market – Period 5 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 0.9 % 0.5 % 2.3 %

Expected Change in unit Market Share (%U)

Brand Innovators Adopters Followers TERM 0.0 % 0.3 % 2.1 %

Commercial Team Experiment – Vodites Market – Period 5 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 84 37 12

Expected Change in unit Market Share (%U)

Brand Specialty stores Mass Merch. Online Stores TERM 0.2 % 0.4 % 0.5 %

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Market Forecast – Sonites Market – Period 5 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 5 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 5 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 5 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