Number Crunching File for Markstrat Project

INDUSTRY I18SF - FIRM O ANNUAL REPORT PERIOD 1

04/09/2023 Markstrat by StratX 5.1.0.6 - Copyright © 2010 by StratX 1/35

COMPANY SCORECARD

Unit Annual results Evolution since P0

Period 0 Period 1 %change

Market share

Total %$ 24.9% 26.0% 4.5% x 1.05 4.5%

Sonite market %$ 24.9% 26.0% 4.5% x 1.05 4.5%

Vodite market %$ - - - - -

Retail sales

Total K$ 78,134 101,987 30.5% x 1.31 30.5%

Sonite market K$ 78,134 101,987 30.5% x 1.31 30.5%

Vodite market K$ - - - - -

Contribution

Before marketing K$ 19,235 35,232 83.2% x 1.83 83.2%

After marketing K$ 14,011 30,769 119.6% x 2.20 119.6%

Net K$ 13,766 29,506 114.3% x 2.14 114.3%

Cumulative net K$ 13,766 43,272 214.3% x 3.14 214.3%

Shareholder value

Stock price index 1,000 1,374 37.4% x 1.37 37.4%

Current return on investment Ratio 2.52 5.15 104.7% x 2.05 104.7%

Cumulative return on investment Ratio 2.52 3.87 53.6% x 1.54 53.6%

Ratio P1/P0

Average growth

Base 1000



COMPANY PERFORMANCE

Unit Total Sonite market Vodite market

Sales

Units sold U 192,298 192,298

Average retail price $ 530 530

Average selling price $ 343 343

Revenues K$ 66,041 66,041

Production

Units produced U 170,400 170,400

Cost of goods sold K$ -30,793 -30,793

Inventory holding cost K$ -16 -16

Inventory disposal loss K$ 0 0

Contribution before marketing K$ 35,232 35,232

Marketing

Advertising expenditures K$ -3,095 -3,095

Advertising research expenditures K$ -120 -120

Sales force K$ -1,248 -1,248

Contribution after marketing K$ 30,769 30,769

Other expenses

Market research studies K$ -463 -442 -21

Research and development K$ -800 -800 0

Interest paid K$ 0

Exceptional cost or profit K$ 0

Net contribution K$ 29,506

Next period budget K$ 11,800



BRAND RESULTS

CONTRIBUTION BY BRAND

Sonite Brands Unit Total SOLD SONO

Base R&D project PSOLD PSONO

Sales

Units sold U 192,298 140,326 51,972

Average retail price $ 530 565 438

Average selling price $ 343 369 274

Revenues K$ 66,041 51,807 14,235

Production

Units produced U 170,400 136,800 33,600

Current unit transfer cost $ - 149 183

Average unit transfer cost $ 160 149 189

Cost of goods sold K$ -30,793 -20,961 -9,832

Units in inventory U 1,127 76 1,051

Inventory holding cost K$ -16 -1 -15

Inventory disposal loss K$ 0 0 0

Contribution before marketing K$ 35,232 30,845 4,387

Marketing

Advertising expenditures K$ -3,095 -1,920 -1,175

Advertising research expenditures K$ -120 -80 -40

Sales force K$ -1,248 -936 -312

Contribution after marketing K$ 30,769 27,909 2,860



CUMULATIVE RESULTS

CUMULATIVE BRAND RESULTS

Sales Production Marketing

Brand

KU K$ K$ K$ K$ K$ K$ K$

SOLD 0 249 133,611 87,212 39,960 51 4,000 1,548 41,652

SONO 0 113 46,510 29,227 21,641 318 3,215 924 3,128

Total Sonite 361 180,121 116,438 61,602 370 7,215 2,472 44,779

Total Vodite 0 0 0 0 0 0 0 0

Total all markets 361 180,121 116,438 61,602 370 7,215 2,472 44,779

CUMULATIVE COMPANY PERFORMANCE


Sales

Units sold KU 361 361 0

Retail sales K$ 180,121 180,121 0

Revenues K$ 116,438 116,438 0

Production

Cost of goods sold K$ -61,602 -61,602 0

Inventory holding and disposal cost K$ -370 -370 0

Marketing

Total advertising expenditures K$ -7,215 -7,215 0

Sales force expenditures K$ -2,472 -2,472 0

Contribution after marketing K$ 44,779 44,779 0

Other expenses



Interest paid K$ 0



Results since

period

Units sold

Retail sales

Revenues

Cost of goods

sold

Inventory costs

Advertising

Sales force

Contrib. after

mktg.



COMPANY KEY PERFORMANCE INDICATORS

(period 1 values)

Unit A E I O U

Market share

Total %$ 14.6% 24.5% 12.3% 26.0% 22.5%

Sonite market %$ 14.6% 24.5% 12.3% 26.0% 22.5%


Retail sales

Total K$ 57,328 96,024 48,221 101,987 88,104

Sonite market K$ 57,328 96,024 48,221 101,987 88,104


Contribution

Before marketing K$ 21,254 31,132 20,688 35,232 31,477

After marketing K$ 17,145 26,783 15,740 30,769 26,898

Net K$ 15,682 25,620 14,277 29,506 25,535

Cumulative net K$ 26,211 39,907 24,211 43,272 40,832

Shareholder value

Stock price index 1,170 1,222 1,160 1,374 1,218

Market capitalization K$ 249,382 353,593 233,312 383,048 377,359

Current return on investme Ratio 2.81 4.65 2.23 5.15 4.30

Cumulative return on inve Ratio 2.37 3.63 2.04 3.87 3.58

COMPANY KEY PERFORMANCE INDICATORS

(% change from period 0 to period 1)

A E I O U

Market share

Total -1.3% -3.5% -0.9% 4.5% 0.3%

Sonite market -1.3% -3.5% -0.9% 4.5% 0.3%

Vodite market - - - - -

Retail sales

Total 23.3% 20.5% 23.7% 30.5% 25.2%

Base 1000



Sonite market 23.3% 20.5% 23.7% 30.5% 25.2%


Contribution

Before marketing 32.9% 57.6% 34.3% 83.2% 51.6%

After marketing 59.1% 84.3% 54.6% 119.6% 73.1%

Net 48.9% 79.3% 43.7% 114.3% 66.9%

Cumulative net 148.9% 179.3% 143.7% 214.3% 166.9%

Shareholder value

Stock price index 17.0% 22.2% 16.0% 37.4% 21.8%

Market capitalization 17.0% 22.2% 16.0% 37.4% 21.8%

Current return on investment 46.2% 77.9% 22.6% 104.7% 53.7%

Cumulative return on investment 23.3% 39.1% 12.2% 53.6% 27.9%



INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS

Physical characteristics

Firm Brand New or Weight Design Volume Power

(Kg) (Index) (Dm3) (KHz) (W) ($) ($)

A SAMA No 18 5 70 15 10 94 270

SALT No 15 4 35 20 30 119 340

E SEMI No 13 7 40 40 75 198 540

SELF No 15 4 40 45 90 218 550

I SIRO No 20 3 70 10 12 52 225

SIBI No 19 8 60 15 20 99 350

O SOLD No 13 7 45 30 75 188 575

SONO No 17 4 90 48 95 193 440

U SUSI No 18 3 75 25 12 72 270

SULI No 14 7 50 35 70 198 520

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

Period 0 Period 1 Change Share Period 0 Period 1 Change Share

U U % %U K$ K$ % %$

A SAMA 131,863 156,037 18.3% 16.4% 33,108 40,637 22.7% 10.4%

SALT 32,397 49,730 53.5% 5.2% 13,388 16,691 24.7% 4.3%

E SEMI 118,049 144,051 22.0% 15.2% 57,738 76,742 32.9% 19.6%

SELF 40,187 35,286 -12.2% 3.7% 21,938 19,282 -12.1% 4.9%

I SIRO 94,497 113,646 20.3% 12.0% 19,177 24,561 28.1% 6.3%

SIBI 59,369 68,991 16.2% 7.3% 19,791 23,660 19.5% 6.0%

O SOLD 108,398 140,326 29.5% 14.8% 54,370 79,241 45.7% 20.2%

SONO 60,578 51,972 -14.2% 5.5% 23,764 22,746 -4.3% 5.8%

U SUSI 54,239 33,651 -38.0% 3.5% 11,787 8,670 -26.4% 2.2%

SULI 114,861 156,039 35.9% 16.4% 58,566 79,434 35.6% 20.3%

Max Freq

Base cost

Retail price

Modified



Total Sonite marke 814,437 949,730 16.6% 100.0% 313,626 391,664 24.9% 100.0%



COMPANY REPORT

INDUSTRY I18SF - FIRM OBased on scenario F5M2A0V1

PERIOD 1

Geetika ShahISBPGP

6/6/2011 -->7/15/2011ISB

India



COMPANY RESULTS

COMPANY SCORECARD

Unit Annual results Evolution since P0

Period 0 Period 1 %change

Market share

Total %$ 24.9% 26.0% 4.5% x 1.05 4.5%

Sonite market %$ 24.9% 26.0% 4.5% x 1.05 4.5%


Retail sales

Total K$ 78,134 101,987 30.5% x 1.31 30.5%

Sonite market K$ 78,134 101,987 30.5% x 1.31 30.5%


Contribution

Before marketing K$ 19,235 35,232 83.2% x 1.83 83.2%

After marketing K$ 14,011 30,769 119.6% x 2.20 119.6%

Net K$ 13,766 29,506 114.3% x 2.14 114.3%

Cumulative net K$ 13,766 43,272 214.3% x 3.14 214.3%

Shareholder value

Stock price index Base 1000 1,000 1,374 37.4% x 1.37 37.4%

Current return on investment Ratio 2.52 5.15 104.7% x 2.05 104.7%

Cumulative return on investment Ratio 2.52 3.87 53.6% x 1.54 53.6%

COMPANY PERFORMANCE


Sales

Units sold U 192,298 192,298

Average retail price $ 530 530

Average selling price $ 343 343

Revenues K$ 66,041 66,041

Production

Units produced U 170,400 170,400

Cost of goods sold K$ -30,793 -30,793

Inventory holding cost K$ -16 -16

Inventory disposal loss K$ 0 0

Contribution before marketing K$ 35,232 35,232

Marketing

Advertising expenditures K$ -3,095 -3,095

Advertising research expenditures K$ -120 -120

Sales force K$ -1,248 -1,248

Contribution after marketing K$ 30,769 30,769

Other expenses



Interest paid K$ 0



Next period budget K$ 11,800

Ratio P1/P0

Average growth



BRAND RESULTS

CONTRIBUTION BY BRAND



Sales

Units sold U 192,298 140,326 51,972

Average retail price $ 530 565 438

Average selling price $ 343 369 274

Revenues K$ 66,041 51,807 14,235

Production

Units produced U 170,400 136,800 33,600

Current unit transfer cost $ - 149 183

Average unit transfer cost $ 160 149 189

Cost of goods sold K$ -30,793 -20,961 -9,832

Units in inventory U 1,127 76 1,051

Inventory holding cost K$ -16 -1 -15

Inventory disposal loss K$ 0 0 0

Contribution before marketing K$ 35,232 30,845 4,387

Marketing

Advertising expenditures K$ -3,095 -1,920 -1,175

Advertising research expenditures K$ -120 -80 -40

Sales force K$ -1,248 -936 -312

Contribution after marketing K$ 30,769 27,909 2,860

MARKET SHARES AND DISTRIBUTION COVERAGE


Market shares %U 20.2% 14.8% 5.5%

%$ 26.0% 20.2% 5.8%

Distribution coverage in %

Specialty stores (30,000 outlets) % 48.2% 40.2%

Depart. stores (6,750 outlets) % 46.3% 22.4%

Mass Merchandis. (10,000 outlets) % 39.7% 14.9%



RESEARCH & DEVELOPMENT RESULTS

SONITE R&D PROJECTS

Physical Characteristics Base Cost $ Allocated Budget K$

Name Weight Design Volume Max Freq Power Current Minimum Cumulative Req. for

(Kg) (Index) (Dm3) (KHz) (W) realistic completion

PSOLD 13 7 45 30 75 188 139 1,500 Avail. in P-1

PSONO 17 4 90 48 95 193 152 2,000 Avail. in P-1

PSOLO* 18 7 45 32 48 171 110 800 Avail. in P1

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



CUMULATIVE RESULTS

CUMULATIVE BRAND RESULTS

Sales Production Marketing

Brand Units sold Retail sales Revenues Advertising Sales force

KU K$ K$ K$ K$ K$ K$ K$

SOLD 0 249 133,611 87,212 39,960 51 4,000 1,548 41,652

SONO 0 113 46,510 29,227 21,641 318 3,215 924 3,128

Total Sonite 361 180,121 116,438 61,602 370 7,215 2,472 44,779

Total Vodite 0 0 0 0 0 0 0 0

Total all markets 361 180,121 116,438 61,602 370 7,215 2,472 44,779

CUMULATIVE COMPANY PERFORMANCE


Sales

Units sold KU 361 361 0

Retail sales K$ 180,121 180,121 0

Revenues K$ 116,438 116,438 0

Production

Cost of goods sold K$ -61,602 -61,602 0

Inventory holding and disposal cost K$ -370 -370 0

Marketing

Total advertising expenditures K$ -7,215 -7,215 0

Sales force expenditures K$ -2,472 -2,472 0

Contribution after marketing K$ 44,779 44,779 0

Other expenses



Interest paid K$ 0



Results since period

Cost of goods sold

Inventory costs

Contrib. after mktg.



DECISION SUMMARY

DECISION SUMMARY - BRAND MANAGEMENT

Sonite Brands SOLD SONO


Production planning KU 140 42

Inventory sold to trading company KU 0 0

Recommended retail price $ 575 440

Advertising budget K$ 1,920 1,175

Advertising research budget K$ 80 40

Buffs 20 30

Singles 10 14

Targeted segments in % Professionals 20 30

High earners 40 16

Others 10 10

Perceptual Objectives

Dimension 1 None None

Objective 1 - -

Dimension 2 None None

Objective 2 - -

DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels Specialty stores Depart. stores Mass Merchandis.

Number of salespeople 20 25 15

Sales force effort allocation by brand (%)

SOLD 60 80 87

SONO 40 20 13

TOTAL 100 100 100

DECISION SUMMARY - SONITE R&D PROJECTS

Project Expenditures Product Characteristics

Weight Design Volume Max Freq Power Base cost

K$ Kg Index Dm3 KHz W $

PSOLO 800 18 7 45 32 48 168

DECISION SUMMARY - MARKET RESEARCH STUDIES

Study Market covered by study

All markets Sonite Vodite

Industry benchmarking No - -

Consumer survey - Yes No

Consumer panel - Yes No

Distribution panel - Yes No

Semantic scales - Yes Yes

Multidimensional scaling - Yes No

Market forecast - Yes Yes

Competitive advertising - Yes No

Competitive sales force - Yes No

Advertising experiment - Yes No

Sales force experiment - Yes No

Conjoint analysis - Yes No



DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department

Increase in budget K$ 0

Decrease in budget K$ 0

Bank

Capital borrowed K$ 0

Duration in number of periods

Interest rate %



NEWSLETTER


PERIOD 1

Geetika ShahISBPGP

6/6/2011 -->7/15/2011ISB

India



STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET

Firm Stock price index Market capitalization Net contribution (K$)

base 1000 K$ Period 1 Cumulative

O 1,374 383,048 29,506 43,272

E 1,222 353,593 25,620 39,907

U 1,218 377,359 25,535 40,832

A 1,170 249,382 15,682 26,211

I 1,160 233,312 14,277 24,211

COMPANY KEY PERFORMANCE INDICATORS(period 1 values)

Unit A E I O U

Market share

Total %$ 14.6% 24.5% 12.3% 26.0% 22.5%

Sonite market %$ 14.6% 24.5% 12.3% 26.0% 22.5%


Retail sales

Total K$ 57,328 96,024 48,221 101,987 88,104

Sonite market K$ 57,328 96,024 48,221 101,987 88,104


Contribution

Before marketing K$ 21,254 31,132 20,688 35,232 31,477

After marketing K$ 17,145 26,783 15,740 30,769 26,898

Net K$ 15,682 25,620 14,277 29,506 25,535

Cumulative net K$ 26,211 39,907 24,211 43,272 40,832

Shareholder value

Stock price index Base 1000 1,170 1,222 1,160 1,374 1,218

Market capitalization K$ 249,382 353,593 233,312 383,048 377,359

Current return on investment Ratio 2.81 4.65 2.23 5.15 4.30

Cumulative return on investment Ratio 2.37 3.63 2.04 3.87 3.58

COMPANY KEY PERFORMANCE INDICATORS(% change from period 0 to period 1)

A E I O U

Market share

Total -1.3% -3.5% -0.9% 4.5% 0.3%

Sonite market -1.3% -3.5% -0.9% 4.5% 0.3%


Retail sales

Total 23.3% 20.5% 23.7% 30.5% 25.2%

Sonite market 23.3% 20.5% 23.7% 30.5% 25.2%


Contribution

Before marketing 32.9% 57.6% 34.3% 83.2% 51.6%

After marketing 59.1% 84.3% 54.6% 119.6% 73.1%

Net 48.9% 79.3% 43.7% 114.3% 66.9%

Cumulative net 148.9% 179.3% 143.7% 214.3% 166.9%

Shareholder value

Stock price index 17.0% 22.2% 16.0% 37.4% 21.8%

Market capitalization 17.0% 22.2% 16.0% 37.4% 21.8%

Current return on investment 46.2% 77.9% 22.6% 104.7% 53.7%

Cumulative return on investment 23.3% 39.1% 12.2% 53.6% 27.9%



ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES

Unit Actual value Forecast value %change

Period 1 Period 2

GNP growth rates % 3.0% 3.0% 0.0%

Inflation rate % 2.0% 2.0% 0.0%

Production

Inventory holding cost per annum % transf. cost 8.0% 8.0% 0.0%

Loss incurred for inventory disposal % transf. cost 20.0% 20.0% 0.0%

Sales force

Salesperson operating cost $ 20,808 21,224 2.0%

Salesperson hiring and training cost $ 3,121 3,184 2.0%

Salesperson firing cost $ 5,202 5,306 2.0%

COST OF MARKET RESEARCH STUDIES NEXT PERIOD(all numbers in K$)

Study Market covered by study

All markets Sonite Vodite

Industry benchmarking 32

Consumer survey 64 42

Consumer panel 106 74

Distribution panel 64 53

Semantic scales 11 11

Multidimensional scaling 37 37

Market forecast 21 21

Competitive advertising 32 32

Competitive sales force 16 16

Advertising experiment 27 27

Sales force experiment 37 37

Conjoint analysis 37 37

Total market 32 452 387

Total if all studies ordered 871



INFORMATION ON SONITE MARKET

CHARACTERISTICS OF MARKETED SONITE BRANDS

Physical characteristics

Firm Brand New or Weight Design Volume Max Freq Power Base cost Retail price

Modified (Kg) (Index) (Dm3) (KHz) (W) ($) ($)

A SAMA No 18 5 70 15 10 94 270

SALT No 15 4 35 20 30 119 340

E SEMI No 13 7 40 40 75 198 540

SELF No 15 4 40 45 90 218 550

I SIRO No 20 3 70 10 12 52 225

SIBI No 19 8 60 15 20 99 350

O SOLD No 13 7 45 30 75 188 575

SONO No 17 4 90 48 95 193 440

U SUSI No 18 3 75 25 12 72 270

SULI No 14 7 50 35 70 198 520

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

Period 0 Period 1 Change Share Period 0 Period 1 Change Share

U U % %U K$ K$ % %$

A SAMA 131,863 156,037 18.3% 16.4% 33,108 40,637 22.7% 10.4%

SALT 32,397 49,730 53.5% 5.2% 13,388 16,691 24.7% 4.3%

E SEMI 118,049 144,051 22.0% 15.2% 57,738 76,742 32.9% 19.6%

SELF 40,187 35,286 -12.2% 3.7% 21,938 19,282 -12.1% 4.9%

I SIRO 94,497 113,646 20.3% 12.0% 19,177 24,561 28.1% 6.3%

SIBI 59,369 68,991 16.2% 7.3% 19,791 23,660 19.5% 6.0%

O SOLD 108,398 140,326 29.5% 14.8% 54,370 79,241 45.7% 20.2%

SONO 60,578 51,972 -14.2% 5.5% 23,764 22,746 -4.3% 5.8%

U SUSI 54,239 33,651 -38.0% 3.5% 11,787 8,670 -26.4% 2.2%

SULI 114,861 156,039 35.9% 16.4% 58,566 79,434 35.6% 20.3%

Total Sonite market 814,437 949,730 16.6% 100.0% 313,626 391,664 24.9% 100.0%



MARKET RESEARCH STUDIES


PERIOD 1

Geetika ShahISBPGP

6/6/2011 -->7/15/2011ISB

India



CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT

Firm Brand Buffs Singles Pros HiEarners Others Total

A SAMA 53.5% 68.5% 42.8% 50.5% 66.4% 57.2%

SALT 62.7% 68.4% 55.7% 62.8% 37.7% 55.4%

E SEMI 73.2% 61.6% 73.7% 76.0% 42.6% 63.0%

SELF 53.7% 45.0% 55.1% 54.7% 29.4% 45.8%

I SIRO 54.9% 73.1% 47.9% 55.8% 72.9% 61.9%

SIBI 68.1% 77.6% 60.8% 65.4% 52.7% 63.7%

O SOLD 64.0% 56.3% 65.0% 76.8% 42.3% 58.5%

SONO 51.6% 44.8% 53.2% 50.9% 33.1% 45.4%

U SUSI 25.8% 32.3% 27.2% 30.2% 29.5% 28.9%

SULI 72.1% 68.2% 79.5% 81.6% 51.8% 68.5%

CONSUMER SURVEY - PURCHASE INTENTIONS


A SAMA 4.6% 15.2% 0.6% 0.4% 37.6% 14.7%

SALT 8.3% 15.8% 2.2% 1.7% 3.5% 6.5%

E SEMI 15.5% 7.2% 31.8% 19.6% 1.2% 13.4%

SELF 10.9% 4.0% 4.9% 2.4% 0.7% 4.5%

I SIRO 4.4% 12.7% 0.6% 0.4% 32.1% 12.6%

SIBI 7.1% 17.6% 2.0% 1.5% 5.7% 7.1%

O SOLD 11.5% 6.4% 19.6% 24.7% 1.2% 10.8%

SONO 20.6% 5.0% 3.5% 1.5% 0.9% 6.3%

U SUSI 2.4% 7.2% 0.4% 0.2% 15.4% 6.3%

SULI 14.8% 8.8% 34.4% 47.5% 1.6% 17.7%

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

CONSUMER SURVEY - SHOPPING HABITS

Segment Specialty stores Depart. stores Mass Merchandis. Total

Buffs 70.0% 25.0% 5.0% 100.0%

Singles 40.0% 40.0% 20.0% 100.0%

Professionals 50.0% 30.0% 20.0% 100.0%

High earners 20.0% 50.0% 30.0% 100.0%

Others 20.0% 40.0% 40.0% 100.0%

Total 39.8% 36.3% 23.9% 100.0%



CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES


A SAMA 4.2% 17.1% 0.6% 0.5% 44.1% 16.4%

SALT 6.8% 14.0% 1.7% 1.4% 2.8% 5.2%

E SEMI 18.5% 8.5% 33.7% 19.9% 1.3% 15.2%

SELF 10.2% 3.2% 3.7% 1.5% 0.4% 3.7%

I SIRO 3.3% 11.9% 0.5% 0.4% 32.3% 12.0%

SIBI 7.0% 19.4% 1.9% 1.6% 6.1% 7.3%

O SOLD 15.9% 9.2% 25.2% 32.1% 1.6% 14.8%

SONO 19.3% 4.1% 2.7% 1.0% 0.6% 5.5%

U SUSI 1.0% 3.9% 0.2% 0.1% 9.2% 3.5%

SULI 13.8% 8.5% 29.9% 41.6% 1.5% 16.4%

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

Total sales (U) 190,188 173,362 194,120 127,475 264,585 949,730

Total sales (% Total) 20.0% 18.3% 20.4% 13.4% 27.9% 100.0%



DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES

Firm Brand Specialty stores Depart. stores Mass Merchandis. Total

A SAMA 7.9% 20.0% 25.3% 16.4%

SALT 5.4% 6.4% 2.9% 5.2%

E SEMI 20.4% 13.5% 8.9% 15.2%

SELF 6.7% 2.2% 1.0% 3.7%

I SIRO 5.8% 13.3% 20.6% 12.0%

SIBI 6.9% 8.2% 6.4% 7.3%

O SOLD 16.9% 14.5% 11.5% 14.8%

SONO 10.2% 3.1% 1.3% 5.5%

U SUSI 1.8% 3.2% 7.1% 3.5%

SULI 18.0% 15.6% 15.0% 16.4%

Total 100.0% 100.0% 100.0% 100.0%

Total sales (U) 376,806 354,688 218,236 949,730

Total sales (% Total) 39.7% 37.3% 23.0% 100.0%

DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL

Firm Brand Specialty stores Depart. stores Mass Merchandis.

A SAMA 27.6% 49.0% 39.7%

SALT 27.3% 40.8% 18.9%

E SEMI 55.1% 47.2% 32.1%

SELF 41.2% 21.7% 13.5%

I SIRO 22.4% 35.8% 38.5%

SIBI 35.2% 46.6% 36.3%

O SOLD 48.2% 46.3% 39.7%

SONO 40.2% 22.4% 14.9%

U SUSI 13.5% 16.0% 28.0%

SULI 52.1% 45.0% 48.1%

Total number of outlets 30,000 6,750 10,000



SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)

Segment Weight Design Volume Max Freq Power Price

Buffs 3.42 1.95 2.08 6.00 6.24 3.72

Singles 6.09 5.26 5.03 4.32 4.11 3.01

Pros 2.53 5.54 3.08 5.49 5.25 5.47

HiEarners 4.80 5.84 4.62 4.54 4.71 5.83

Others 5.44 3.97 6.20 2.72 2.39 2.12

Importance of characteristic (1) 1 3 1 3 6 10

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

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)

Firm Brand Weight Design Volume Max Freq Power Price

A SAMA 5.89 2.34 4.86 2.23 1.50 2.65

SALT 4.00 1.63 2.04 2.88 2.39 4.81

E SEMI 2.69 4.77 2.39 5.77 5.31 6.29

SELF 4.00 1.63 2.39 6.39 6.18 6.43

I SIRO 6.50 1.50 4.86 1.70 1.67 2.03

SIBI 6.45 5.66 4.00 2.23 1.83 4.58

O SOLD 2.69 4.77 2.76 4.41 5.31 6.45

SONO 5.31 1.63 6.32 6.50 6.45 5.52

U SUSI 5.89 1.50 5.24 3.59 1.50 2.38

SULI 3.30 4.77 3.14 5.12 5.01 6.23



MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)

Segment Economy Performance Convenience

Buffs 1.9 14.6 -6.6

Singles 6.6 1.0 3.1

Pros -9.8 8.7 9.4

HiEarners -12.2 4.5 7.2

Others 12.5 -10.2 -4.0

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

Firm Brand Economy Performance Convenience

A SAMA 9.0 -16.6 -10.2

SALT -5.4 -9.9 -8.4

E SEMI -15.3 9.5 6.6

SELF -16.2 14.9 -8.9

I SIRO 13.2 -15.5 -17.1

SIBI -3.9 -13.8 6.1

O SOLD -16.3 7.3 6.1

SONO -10.1 16.9 -15.0

U SUSI 10.8 -13.8 -16.9

SULI -14.9 6.9 5.2

MULTIDIMENSIONAL SCALINGINFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS

Weight Design Volume Max Freq Power Price

(Kg) (Index) (Dm3) (KHz) (W) ($)

Economy Slight Slight Slight Slight Moderate Strong

Performance Slight Slight Slight Strong Very strong Moderate

Convenience Moderate Strong Moderate Slight Slight Slight



MARKET FORECAST - SONITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Segment Buffs Singles Pros HiEarners Others Total

Segment sizes in KU

Actual size this period 190 173 194 127 265 950

Forecasted size next period 186 214 230 158 313 1,101

Forecasted size in five periods 155 566 332 249 623 1,924

Relative segment sizes in %

Actual size this period 20.0% 18.3% 20.4% 13.4% 27.9% 100.0%

Forecasted size next period 16.9% 19.5% 20.9% 14.3% 28.5% 100.0%

Forecasted size in five periods 8.0% 29.4% 17.3% 12.9% 32.4% 100.0%

Forecasted growth rates in %

Next period -2.1% 23.6% 18.5% 23.6% 18.4% 16.0%

Total over next five periods -18.7% 226.4% 71.0% 95.4% 135.4% 102.6%

Average over next five periods -4.1% 26.7% 11.3% 14.3% 18.7% 15.2%



COMPETITIVE ADVERTISING - SONITE MARKET

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


A SAMA 250 350 250 250 500 1,600

SALT 350 350 200 250 200 1,350

TOTAL 600 700 450 500 700 2,950

E SEMI 650 350 650 550 300 2,500

SELF 100 100 100 100 100 500

TOTAL 750 450 750 650 400 3,000

I SIRO 300 500 300 300 600 2,000

SIBI 350 450 350 300 300 1,750

TOTAL 650 950 650 600 900 3,750

O SOLD 400 300 400 600 300 2,000

SONO 300 200 300 200 200 1,200

TOTAL 700 500 700 800 500 3,200

U SUSI 50 100 50 50 100 350

SULI 500 450 850 750 450 3,000

TOTAL 550 550 900 800 550 3,350

TOTAL 3,250 3,150 3,450 3,350 3,050 16,250

AVERAGE BY BRAND 325 315 345 335 305 1,625

AVERAGE BY FIRM 650 630 690 670 610 3,250

COMPETITIVE ADVERTISINGESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY

Firm Brand Communication Dimensions Message Quality

A SAMA - Poor

SALT - Poor

E SEMI - Poor

SELF - Poor

I SIRO Performance Poor

SIBI - Poor

O SOLD - Poor

SONO - Poor

U SUSI - Poor

SULI - Average

COMPETITIVE SALES FORCE - SONITE MARKET

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

Firm Brand Specialty stores Depart. stores Mass Merchandis. TotalA SAMA 5 21 12 38

SALT 5 14 3 22TOTAL 10 35 15 60

E SEMI 16 20 8 44SELF 9 5 2 16TOTAL 25 25 10 60

I SIRO 3 10 10 23SIBI 7 20 10 37TOTAL 10 30 20 60

O SOLD 12 20 13 45SONO 8 5 2 15TOTAL 20 25 15 60

U SUSI 1 3 6 10SULI 14 17 19 50TOTAL 15 20 25 60

TOTAL 80 135 85 300AVERAGE BY BRAND 8 14 9 30AVERAGE BY FIRM 16 27 17 60



ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET

SOLD SONO

Change in awareness (%)

Buffs 2.0% 2.4%

Singles 2.1% 2.0%

Professionals 1.9% 2.3%

High earners 1.5% 2.2%

Others 1.9% 1.2%

Change in market share (%)

Buffs 0.5% 0.5%

Singles 0.4% 0.2%

Professionals 0.2% 0.2%

High earners -0.2% 0.0%

Others 0.1% 0.0%

Change in contribution after marketing (K$) 107 -52

Notes.

These results would have been achieved by a given brand if its advertising budget

had been increased by 20% and if competitive actions had remained unchanged.

SALES FORCE EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE

SOLD SONO

Change in number of distributors (U)

Specialty stores 1,282 1,485

Depart. stores 271 234

Mass Merchandis. 518 364

Change in market share (%)

Specialty stores 1.0% 1.0%

Depart. stores 0.9% 0.4%

Mass Merchandis. 1.1% 0.2%

Change in contribution after marketing (K$) 1,600 460

Notes.

These results would have been achieved if the number of salespeople had been

increased by 10 in each channel and if competitive actions had remained unchanged.



CONJOINT ANALYSIS - SONITE MARKET

CONJOINT ANALYSIS - RELATIVE IMPORTANCE OF CHARACTERISTICS

Segment Design Max Freq Power Price Total

Buffs 1.0% 9.9% 32.7% 56.4% 100.0%

Singles 0.3% 1.9% 24.0% 73.8% 100.0%

Pros 1.7% 3.1% 30.8% 64.4% 100.0%

HiEarners 7.3% 1.9% 39.1% 51.7% 100.0%

Others 8.6% 1.4% 30.1% 59.8% 100.0%

CONJOINT ANALYSIS - UTILITIES - SEGMENT BUFFS

Unit 1 2 3 4 Importance

Design Level Index 3 4 5 6 1.0%

Utility [0,1] 0.39 0.41 0.41 0.41

Max Freq Level KHz 26 34 42 50 9.9%

Utility [0,1] 0.31 0.38 0.44 0.48

Power Level W 52 68 84 100 32.7%

Utility [0,1] 0.04 0.36 0.59 0.62

Price Level $ 216 295 374 453 56.4%

Utility [0,1] 0.24 1.00 0.37 0.00



CONJOINT ANALYSIS - UTILITIES - SEGMENT SINGLES



Utility [0,1] 0.60 0.60 0.60 0.60


Utility [0,1] 0.58 0.61 0.61 0.60

Power Level W 31 47 63 79 24.0%

Utility [0,1] 0.43 0.72 0.76 0.50

Price Level $ 169 248 327 406 73.8%

Utility [0,1] 0.48 1.00 0.93 0.00



CONJOINT ANALYSIS - UTILITIES - SEGMENT PROFESSIONALS



Utility [0,1] 0.41 0.43 0.44 0.43


Utility [0,1] 0.43 0.45 0.43 0.40

Power Level W 51 67 83 99 30.8%

Utility [0,1] 0.18 0.65 0.63 0.24

Price Level $ 335 414 493 572 64.4%

Utility [0,1] 0.00 1.00 0.52 0.18



CONJOINT ANALYSIS - UTILITIES - SEGMENT HIGH EARNERS



Utility [0,1] 0.46 0.59 0.60 0.59


Utility [0,1] 0.56 0.57 0.57 0.54

Power Level W 40 56 72 88 39.1%

Utility [0,1] 0.17 0.83 0.92 0.31

Price Level $ 335 414 493 572 51.7%

Utility [0,1] 0.00 1.00 0.88 0.36



CONJOINT ANALYSIS - UTILITIES - SEGMENT OTHERS



Utility [0,1] 0.61 0.73 0.75 0.73


Utility [0,1] 0.69 0.71 0.71 0.71

Power Level W 5 21 37 53 30.1%

Utility [0,1] 0.46 0.89 0.97 0.49

Price Level $ 101 180 259 338 59.8%

Utility [0,1] 0.96 1.00 0.85 0.00



SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)

Segment Autonomy Max Freq Diameter Design Weight Price

Innovs 4.60 4.90 3.78 3.40 4.23 6.10

Adopters 5.09 4.04 3.10 4.11 3.66 5.35

Followers 3.40 3.14 4.49 4.47 4.68 4.68

Importance of characteristic (1) 4 10 2 3 2 5

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



MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES

Segment Innovs Adopters Followers Total

Segment sizes in KU

Actual size this period 0 0 0 0

Forecasted size at introduction period 80 40 13 133

Forecasted size 5 periods after intro. 139 231 616 985

Relative segment sizes in %

Actual size this period 0.0% 0.0% 0.0% 0.0%

Forecasted size at introduction period 60.0% 30.0% 10.0% 100.0%

Forecasted size 5 periods after intro. 14.1% 23.4% 62.5% 100.0%

Forecasted growth rates in %

Next period

Total over first five periods 73.3% 477.5% 4516.8% 638.9%

Average over first five periods 14.7% 55.0% 160.7% 64.9%

Number Crunching File for Markstrat Project

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